New research from Pro Carton reveals that more than one in three consumers (37%) have switched brands due to packaging concerns, highlighting the growing influence packaging has on purchasing decisions.
The 2026 European Consumer Packaging Perceptions Survey, ‘The Power of Packaging: What makes European Consumers Trust, Stay or Switch?’ was conducted among over 5,000 consumers across Germany, France, Italy, Spain, and the UK. The survey reveals how financial pressures, environmental concerns and trust in recycling are shaping attitudes towards packaging, sustainability, and the role brands play in reducing waste.
The report highlights a growing list of anxieties shaping consumer priorities across Europe. Cost of living remains the most immediate pressure, with 78% of people saying it has become more worrying over the past 12 months as households continue to deal with the lasting effects of inflation.
However, financial strain is only one part of a broader landscape of concern. Across Europe, consumers are also increasingly worried about global conflict and climate change, which rank among the leading issues facing the public. Together, these pressures reflect a consumer base navigating economic, environmental and geopolitical uncertainties at once.
Sustainability remains important, but shouldn’t be at a premium price
Whilst financial pressures are shaping purchasing decisions, sustainability remains firmly at the forefront of the consumer mindset. More than half of Europeans (56%) say living sustainably has become more important over the past year. However, affordability is increasingly influencing how these values translate into purchasing behaviour. Nearly three-quarters of European consumers (73%) say they will only choose sustainable products if they cost the same as conventional alternatives, while just 27% are willing to pay more for environmentally conscious options regardless of price. Even among younger consumers, often seen as the most sustainability-driven, 67% say they cannot afford to pay extra for environmentally friendly options.
Packaging is a deciding factor in purchasing choices
Packaging is increasingly influencing purchasing decisions, with consumers paying closer attention to the environmental impact of the materials used. Over half of Europeans (53%) now actively consider the climate impact of a product’s packaging before making a purchase, an increase of 2% since last year.
Non-recyclable packaging is the leading reason for switching brands, with more than half (53%) choosing it alongside unnecessary packaging (39%) and plastic packaging (33%), highlighting the growing influence of sustainability on purchasing decisions.
Reinforcing this sentiment, ease of recycling remains a decisive factor, with 64% of consumers ranking it as their most important packaging requirement. As a result, the majority of shoppers (53%) say they have switched brands due to concerns about non-recyclable packaging.
Growing demand for circularity action
Consumers are also taking practical steps to reduce their environmental impact. Nearly six in ten Europeans (59%) say they are recycling more household waste, 38% of Europeans are actively reducing plastic-packaged purchases, while 62% believe recycling is one of the most effective ways to combat climate change. This trust in the circular economy is particularly strong among older generations, rising to 65% for those over 60.
Fibre-based materials are most trusted
Cartonboard is now ranked as the packaging material consumers most believe will be recycled - the first time it has taken the top position. When given a choice between materials, 84% of Europeans say they would choose cartonboard over plastic for the same product, highlighting how fibre-based packaging aligns with consumer expectations for recyclability and sustainability.
This preference is closely linked to confidence in the collection and recycling systems. Fibre-based packaging has become a trusted packaging material, as the survey reports it now commands 87% consumer trust when it comes to successful recycling. This trust has risen by 4% since 2025, positioning cartonboard as the most trusted option, overtaking corrugated cardboard at 86%. The findings also reflect an increasingly informed consumer base, with 84% of Europeans saying they feel confident in their ability to judge which materials can and cannot be recycled.
Sustainable packaging is also becoming a key driver of brand perception, with two-thirds of consumers (66%) saying it increases their trust in a brand. Visibly sustainable packaging acts as vital proof of recyclability and plays an important role in building consumer confidence. As the first point of contact at the point of sale, packaging can immediately shape how a brand is perceived. The findings highlight how fibre-based materials are well placed to support brand protection and strengthen long-term consumer loyalty.
Winfried Muehling, Director of Marketing & 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.”
The full 2026 European Consumer Packaging Perceptions Survey, ‘The Power of Packaging: What makes European Consumers Trust, Stay or Switch?’ can be found here.