German consumers generally view packaging positively and recognise its essential role in protecting products, ensuring hygiene and supporting sustainability, according to a new survey published to mark the 11th annual Packaging Day.
Commissioned by the German Packaging Institute (dvi) and eleven industry associations, the representative survey explored public attitudes towards packaging and the expectations consumers place on it in everyday life.
When asked to identify their top priorities, respondents highlighted hygiene (37.6%), ease of opening and resealing (33.1%), product protection (32.6%) and extending shelf life (32.1%). Looking at broader expectations, recyclability emerged as the most important attribute, with 48% of respondents ranking it among their top five priorities. Efficient use of packaging materials (40.3%), minimising environmental impact (36.1%) and reusability (33.3%) also ranked highly.
“The results clearly show that sustainability and the circular economy remain highly important to people in Germany,” said Dr Natalie Brandenburg, Managing Director of the dvi. “At the same time, consumers recognise the essential role packaging plays in protecting products and ensuring hygiene and safety.”
Packaging also received strong marks for performance. More than 80% of respondents rated packaging as good or very good at ensuring hygiene, while 78.1% praised its ability to protect products from damage and 70.3% its role in extending shelf life. Nearly seven in ten respondents also felt packaging provides useful information and helps them identify products when shopping.
However, the survey highlighted areas where the industry faces communication challenges. Only 35.6% of respondents rated the efficient use of packaging materials as good or very good, despite significant reductions in material use over recent decades. Brandenburg noted that the industry must do more to communicate these achievements.
The survey also revealed widespread misconceptions about recycling. More than two-thirds of respondents underestimated actual recycling rates across all major packaging materials. Only 31.2% correctly identified that both glass and paper packaging achieve recycling rates above 80%. Many respondents also underestimated recycling rates for metals, plastics and composite packaging.
According to the participating associations, these findings highlight the success of Germany’s circular economy system while also demonstrating a need for better public understanding. Brandenburg emphasised that high recycling rates are only possible because consumers separate and dispose of packaging correctly and stressed that the belief that sorted packaging is simply mixed together and incinerated is a myth.
Another area where perception differs from reality is material reduction. Only 18.2% of respondents correctly recognised that less packaging material is generally required today than 10, 20 or 30 years ago. Industry data shows substantial reductions in packaging material use since 1991, including a 76.9% reduction for plastic packaging and a 38.5% reduction for aluminium packaging.
The survey also found limited awareness of packaging’s relatively small environmental footprint compared with the products it protects. Only 19.5% of respondents correctly recognised that packaging typically accounts for just 3–3.5% of the environmental impact of packaged food. Most either underestimated the difference or believed packaging had a larger footprint than the product itself.
Alongside the survey, Packaging Day featured a campaign showcasing students and young professionals entering the packaging industry. Their message was clear: packaging remains essential to modern life and offers opportunities to drive innovation, sustainability and resource efficiency in the future.
About Packaging Day
Packaging Day is a cross-material and cross-industry initiative of the German Packaging Institute e. V. (dvi). In 2026, the day will be held in cooperation with 12 trade associations. www.tag-der-verpackung.net