More than one in three European consumers have switched brands because of concerns about packaging, according to new research from cartonboard packaging industry association Pro Carton.
The 2026 European consumer packaging perceptions survey, titled “The Power of Packaging: What makes European Consumers Trust, Stay or Switch?”, surveyed more than 5000 consumers in Germany, France, Italy, Spain and the UK. The research explores how financial pressures, environmental concerns and perceptions of recycling are shaping attitudes towards packaging, sustainability and the role brands play in reducing waste.
The findings suggest economic pressures remain the most immediate concern for many households. Around 78% of respondents said the cost of living has become more worrying over the past 12 months, as consumers continue to feel the effects of inflation. At the same time, respondents also cited global conflict and climate change among the key issues affecting public sentiment, reflecting a broader mix of economic, environmental and geopolitical concerns.
Despite financial pressures, sustainability remains an important consideration for many consumers. More than half of respondents (56%) said living sustainably has become more important to them over the past year. However, the survey indicates that affordability plays a “significant” role in purchasing behaviour. Nearly three-quarters of consumers (73%) said they would choose sustainable products only if they cost the same as conventional alternatives, while 27% said they would be willing to pay more for environmentally conscious options regardless of price. Among younger consumers, 67% said they could not afford to pay extra for environmentally friendly products.
Packaging is also becoming a more visible factor in purchasing decisions. According to the survey, 53% of respondents said they now consider the climate impact of a product’s packaging before making a purchase, a slight increase compared with the previous year. Non-recyclable packaging was identified as the leading reason for switching brands, with 53% of respondents citing it as a factor. Other concerns included unnecessary packaging (39%) and plastic packaging (33%). Ease of recycling was also highlighted as an important requirement, with 64% of consumers ranking it as their most important packaging priority.
The research suggests many consumers are taking steps to reduce their environmental impact. Nearly six in ten respondents (59%) said they are recycling more household waste, while 38% reported reducing purchases of plastic-packaged products. Around 62% said they believe recycling is one of the most effective ways to address climate change.
The survey also indicates strong consumer confidence in fibre-based packaging materials. Cartonboard was ranked as the packaging material most likely to be successfully recycled, with 87% of respondents saying they trust it will be recycled. Overall, 84% said they would choose cartonboard over plastic for the same product.
Winfried Muehling, director of marketing and communications at Pro Carton, said: “Even in a challenging economic climate, the message from consumers is clear: sustainability matters, but it must be practical and affordable. The 2026 data shows that recyclability has become a decisive factor in purchasing decisions, while trust in fibre-based packaging continues to grow as consumers look for materials they believe will be successfully recycled. With cartonboard consistently preferred over plastic when given the choice, brands have a clear opportunity to build trust and loyalty through packaging that fits into established recycling systems and supports the transition to a circular economy.”
