The cost of living is now the top factor influencing consumer behaviour, followed closely by climate change, reveals new research commissioned by Pro Carton. The 2025 European Consumer Packaging Perceptions Survey, conducted among over 5,000 consumers across Germany, France, Italy, Spain, and the UK, explores shifting attitudes towards sustainability, packaging preferences, and the role of businesses in addressing environmental challenges.
Financial concerns are prominent
The findings highlight a shift in consumer concerns, with 66% of Europeans now citing the cost of living as their primary worry, overtaking climate change (62%) for the first time. Financial anxieties are most pronounced in the UK, where 79% of respondents identify it as their top concern. Geopolitical uncertainty also weighs heavily, particularly in Germany, where 65% of consumers express concern about ongoing conflicts.
However, despite these economic and political challenges sustainability remains firmly on the consumer agenda. 57% of respondents say that living sustainably has become more important to them over the past year, with particularly strong sentiment in Spain (64%) and Italy (65%).
Sustainability remains a key focus
Consumers continue to make tangible efforts to reduce their environmental impact. The survey reveals that consumers believe recycling is the best way to stop climate change, with 67% citing it as their top choice. 62% of consumers have increased their recycling efforts in the past 12 months, with the over-60s demonstrating the highest increase in recycling rates engagement at 70%.
Preference for sustainable packaging solutions continues to strengthen, with 89% of consumers stating they would choose cartonboard over plastic when given the option, an increase from 87% in 2024. A growing number are also moving away from plastic packaging, with 37% consciously reducing their consumption of plastic-packaged goods. When selecting packaging, 65% say ease of recyclability is a deciding factor, alongside “resealability” and the use of natural, renewable materials.
Consumer confidence in recycling knowledge has also grown, with 84% of respondents feeling assured in their ability to distinguish recyclable materials. Confidence is highest in cartonboard and corrugated cardboard, with 83% and 85% of consumers respectively believing these materials will be successfully recycled. 2025 is the second year that fibre-based packaging has ranked ahead of glass in terms of consumer confidence, demonstrating an increasing awareness of its environmental benefits.
Consumer perceptions of brands and businesses
The survey highlights a strong consumer expectation that businesses should take greater responsibility in tackling climate change. While sustainable practices are becoming increasingly ingrained in everyday life, 79% of respondents still believe that more needs to be done. Over half of consumers think brand-owners hold the greatest responsibility for reducing packaging waste, while 21% believe the onus lies with consumers themselves, 14% look to governments to take action, and 8% say retailers should play a bigger role.
Sustainability is also having a direct impact on brand loyalty. Four in ten consumers across Europe have switched brands in the past year due to concerns over packaging, with non-recyclable materials identified as the primary reason for making a change. Younger consumers are driving this shift, with 57% of 18-29-year-olds having chosen alternative brands in response to sustainability concerns. However, affordability remains a key factor, with 64% of consumers stating they will only opt for sustainable products if they cost the same as conventional alternatives.
Commenting on the findings, Winfried Muehling, Director of Marketing & Communications at Pro Carton, said: “Despite ongoing financial pressures, it is clear that sustainability and recycling remain top priorities for European consumers. The results highlight an opportunity for brands to demonstrate leadership in sustainable packaging, particularly in balancing affordability with environmental responsibility. Cartonboard continues to be the preferred choice, reinforcing its reputation as a trusted, recycled packaging solution. For businesses, this is a pivotal moment to embrace sustainable innovation, meet consumer expectations, and contribute to a circular economy.”
The full 2025 European Consumer Packaging Perceptions Survey report is available at: www.procarton.com.