NEW research from Pro Carton has revealed that 37% of European consumers have switched brands due to packaging concerns.
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 the UK, Germany, France, Italy, and Spain. 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 research found that packaging is increasingly influencing purchasing decisions, with consumers paying closer attention to the environmental impact of materials. 53% of respondents consider the climate impact of a product’s packaging before making a purchase, which is an increase of 2% since last year.
Non-recyclable packaging is the leading reason for switching brands, followed by unnecessary packaging and plastic packaging. Ease of recycling remains a decisive factor, with 64% of consumers ranking it as their most important packaging requirement.
59% of respondents say they are recycling more household waste, with 38% actively reducing plastic-packaged purchases.
Pro Carton revealed that cartonboard is now ranked as the packaging material consumers most believe will be recycled – the first time it has taken the top position.
Sustainable packaging is becoming a key driver of brand perception, with two-thirds of consumers saying it increases their trust in a brand.
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.”
