AMCOR has released the third edition of its consumer claims research report, which reveals that recyclability claims are the most influential on consumer purchase decisions.
The firm said this coincides with a ‘growing preference’ for paper-based packaging.
The report shares Amcor’s 2025 findings, which builds on the company’s previous 2020 and 2022 research. Based on the responses of 3,351 consumers surveyed in the UK, Italy, France, Germany, Sweden, and Poland – the report provides insight into ‘The Sustainability Influence’ and how consumer preferences are accelerating the move to more responsible packaging.
Key findings include:
- 84% of consumers report that they check on-pack instructions to inform how they dispose of products
- 71% of consumers understand claims that state ‘made with recycled materials’
- Paper-based packaging is a growing trend, with 72% of consumers reporting they understand paper-based packaging claims and use them to inform purchasing decisions
The research also found that 84% of respondents check packaging recyclability instructions and cite this as the most persuasive claim in influencing their purchase decisions.
Indeed, recyclability claims are found to be more important to consumers for packaging than a reduction to carbon footprint, even though participants ranked ‘global warming’ as their top environmental concern.
Shoppers respond most positively to claims that relate to ‘recyclable packaging’ followed by ‘compostable packaging’, ‘packaging made of recycled materials’ and ‘paper-based packaging’.
Gerald Rebitzer, senior director of sustainability and public affairs, Amcor Flexibles Europe, Middle East and Africa, said, “Amcor’s new consumer research equips brands with the insights they need to align packaging decisions with credible claims that shoppers will easily recognise, understand and respond to. Now is the time to switch to packaging that is recycle-ready and incorporates recycled material. This report is a crucial tool for brands looking to meet consumer demand for more sustainable and circular packaging solutions and stay on the front foot of mandates soon to be enforced by PPWR.”
