NEW research from Pro Carton has found that 66% of Europeans now cite the cost of living as their top factor influencing consumer behaviour, overtaking climate change (62%) for the first time.
The 2025 European Consumer Packaging Perceptions Survey was conducted among over 5,000 consumers across the UK, Germany, France, Italy, and Spain. It explores shifting attitudes towards sustainability, packaging preferences, and the role of businesses in addressing environmental challenges.
Pro Carton said the findings highlight a shift in consumer concerns, with financial anxieties ‘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, 57% of respondents said living sustainably has become more important to them over the past year, with particularly strong sentiment in Spain (64%) and Italy (65%).
The research found that consumers continue to make efforts to reduce their environmental impact, with 67% of respondents citing recycling as their top choice to stop climate change. 62% revealed they 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. 37% said they are 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 fibre-based packaging has ranked ahead of glass in terms of consumer confidence, demonstrating an increasing awareness of its environmental benefits.
The survey also highlighted a strong expectation that businesses should take greater responsibility in tackling climate change. Over half of consumers think brand-owners hold the greatest responsibility for reducing packaging waste.
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 2025 European Consumer Packaging Perceptions Survey report is available at: https://www.procarton.com/
