New research from Pro Carton, the European Association of Carton and Cartonboard Manufacturers, reveals that sustainability continues to influence purchasing decisions in the UK despite ongoing economic pressures, with 73% of consumers choosing cartonboard over plastic for the same product and 82% considering climate impact when making a purchase.
Pro Carton's 2026 European Consumer Packaging Perceptions Survey, The Power of Packaging: What makes European Consumers Trust, Stay or Switch? surveyed 1,000 UK consumers as part of a wider study of 5,000 consumers across the UK, France, Germany, Italy and Spain.
Sustainability remains important despite economic concerns
The research highlights a consumer base balancing environmental priorities alongside financial pressures. The cost of living remains the biggest concern facing UK consumers, with 76% saying they have become more worried about it over the past 12 months. Inflation (66%), warfare (52%) and climate change (43%) also remain significant concerns.
Despite these pressures, sustainability remains firmly within consumers' priorities, with more than half of UK consumers (55%) stating sustainability has become more important to them over the past year, while only 8% say it has become less important or is no longer important.
Packaging continues to play an important role in decisions. Overall, 82% of consumers say they at least sometimes consider climate impact when making a purchase, including 17% who always do so. Younger consumers are particularly motivated, with 26% of 18-29-year-olds saying they always consider climate impact at the point of purchase. At the same time, affordability remains key; seven in ten UK consumers (71%) say they will continue to buy sustainable products only if they cost the same as alternatives, although respondents said they would still be willing to pay an average of 6% more for more sustainable packaging.
Credible recycling drives purchasing decisions
The survey highlights the growing importance of recyclability in packaging choices, with ease of recycling ranked as the most important packaging attribute by consumers (65%), ahead of resealability (45%), packaging made from natural renewable materials (45%) and product protection (44%).
Consumers also see recycling as a key part of tackling climate change, with nearly two-thirds (64%) believing recycling more is the best way to combat climate change, ahead of using more natural renewable materials (50%) and planting more trees (50%). This focus on recyclability is influencing brand loyalty. More than one third of UK consumers (34%) say they have switched brands because of packaging concerns in the past year. The leading reason for switching was non-recyclable packaging (54%), followed by unnecessary packaging (36%) and the use of plastic packaging (29%).
Fibre-based materials continue to earn consumer confidence
Nearly nine in ten consumers (88%) say they are confident about what packaging can and cannot be recycled, showcasing the confidence in fibre-based packaging. Paper and cartonboard receive the highest confidence levels, with 88% believing they will be recycled, ahead of cardboard (85%) and glass (79%). In contrast, fewer than half of consumers (48%) believe soft plastic packaging will be recycled.
This confidence translates into purchasing preferences as when shown the same product in cartonboard and plastic packaging formats, 73% chose cartonboard. However, the data reveals a generational divide: while 92% of over-60s chose cartonboard, only 50% of 18-29-year-olds made the same choice.
Sustainable packaging strengthens trust
Nearly two-thirds of consumers (62%) say environmentally friendly packaging increases their trust in a brand, demonstrating how influential sustainable packaging can be in shaping brand trust. Consumers are also looking for clearer guidance from brands, with 89% saying they prefer packaging that includes information on how to recycle it.
While consumers remain sceptical of some environmental claims, levels of trust are relatively strong. 16% of UK consumers say they completely trust brands to be honest about how recyclable their packaging is, while a further 46% ‘mostly’ trust brands.
Winfried Muehling, Director of Marketing & Communications at Pro Carton, said: "The UK findings show that sustainability remains important even when consumers are under financial pressure. A proven system of collection and recycling has become a decisive factor in packaging choices, and consumers are clearly placing greater trust in fibre-based materials such as paper and cartonboard. As consumers continue to seek clear and credible information about sustainability, brands that communicate effectively and make recycling easy will be best placed to build trust and loyalty."