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At a time when sustainability is at the forefront of consumer consciousness, the packaging industry stands at a crossroads. The transition to a circular economy, where materials are reused, recycled, and kept in circulation is now imperative, and fibre-based packaging will play a pivotal role in this transition.
Recent insights from Pro Carton's 2025 European Consumer Packaging Perceptions Survey highlight a growing commitment among consumers to sustainability. More than half of respondents (57%) stated that adopting a sustainable lifestyle has become more important to them over the past year. Packaging, in particular, is a key concern, with 40% of consumers switching brands in the last 12 months due to dissatisfaction with packaging choices. While the cost of living remains the most pressing issue for 66% of respondents, concern for climate change follows closely behind at 62%, demonstrating a dual focus on economic and environmental issues. These figures underscore the urgency for businesses to adopt circular solutions that do not force consumers to choose between affordability and sustainability.
A truly circular economy depends on packaging that is designed to be reused, recovered, and recycled with minimal waste. Fibre-based materials excel in this regard, offering both recyclability and a renewable origin. Consumer confidence in fibre-based packaging is evident, with 84% trusting that cartonboard is recycled, a level of trust that surpasses even glass. This preference for sustainability is further reinforced by the fact that 89% of consumers would choose a cartonboard product over one packaged in plastic if given the option. Such a clear consumer preference for renewable materials provides a strong incentive for brands to move away from plastic packaging and choose fibre-based alternatives.
Cartonboard stands out as one of the most effective materials for sustainable packaging. It is made from renewable wood fibres, primarily sourced from sustainably managed forests, ensuring that raw material production does not contribute to deforestation. Unlike plastic, which is derived from fossil fuels and can take hundreds of years to break down, cartonboard naturally decomposes and reintegrates into the environment if not recycled. Wood fibres can be recycled more than 25 times without significant degradation, allowing them to remain in circulation longer and reducing the need for virgin raw materials. This resilience ensures that fibre-based packaging does not just meet today’s environmental standards but can continue to contribute to sustainability efforts far into the future.
Beyond recyclability, fibre-based packaging drives the economic use of resources throughout its lifecycle. The production process is designed with resource efficiency in mind. Water used in manufacturing is reused multiple times before being treated and returned to nature, with 90% of it making its way back into lakes and rivers. Additionally, 62% of the energy used in the production of cartonboard comes from renewable sources, reinforcing its low-impact credentials. Compared to other packaging materials, fibre-based solutions also require low energy to recycle, making them an environmentally friendly option across the entire value chain.
Consumer expectations for sustainability go beyond simply trusting that materials are recyclable; they actively seek packaging that aligns with their environmental values. Recycling remains a priority for many, with 67% of respondents believing that increasing recycling efforts is the best way to combat climate change. Over the past year, 62% of consumers have recycled more waste, and 36% have intentionally chosen more products packaged in environmentally friendly materials. However, affordability remains a key consideration, with 64% of consumers stating that they will opt for sustainable products if they cost the same as conventional alternatives. The challenge for brands and manufacturers, therefore, is to ensure that sustainable packaging solutions remain competitive in price while offering superior environmental benefits. This will give them a true competitive advantage over other companies.
For the circular economy to succeed, collaboration across the entire value chain is essential. Harmonised collection systems across Europe could further improve efficiency and reduce contamination, ensuring that high-quality materials continue to flow through recycling streams. Consumer education also plays a crucial role in strengthening circularity, as clear labelling and guidance on recyclability empower individuals to make informed choices. At the same time, brands must commit to designing packaging that balances functionality with sustainability, ensuring that materials are not only easy to recycle but also meet practical consumer needs.
As we navigate the challenges of ever-growing sustainability concerns, the move towards fibre-based packaging offers a tangible and effective pathway to a circular economy. With a strong foundation of consumer trust, a renewable and recyclable nature, and a production process geared towards sustainability, fibre-based materials are uniquely positioned to lead this transition. By aligning industry practices with consumer expectations and environmental imperatives, businesses can help drive the packaging industry towards a more sustainable and resilient future.
For the full Pro Carton European Packaging Perceptions Survey results, visit: https://www.procarton.com/