Amcor, a global leader in responsible packaging solutions, unveiled its latest consumer insight report, Recycled Content, Real Impact. The study examines how shoppers view the inclusion of post-consumer recycled (PCR) content in packaging used for supermarket products.
The report draws on feedback from 3,201 consumers surveyed and 32 in-depth qualitative interviews conducted across six major European countries. According to the research, 91% of European consumers are aware that certain supermarket staples – including food, beverage, pet food, cleaning, and beauty products – contain recycled plastic in their PCR packaging.
This awareness appears to be influencing purchasing behaviour. The findings show that 76% of European grocery shoppers have knowingly purchased products packaged with recycled material.
Environmental considerations are a significant driver. A further 79% of European consumers believe that incorporating recycled plastic into product packaging is an effective way to reduce environmental impact.
Recycled content linked to higher brand trust
The study indicates that recycled material in packaging is generally viewed positively, particularly among younger demographics. Almost two-thirds (63%) of European consumers report that the use of recycled content increases their trust in a brand.
When assessing product quality, more than half (53%) of respondents say that recycled plastic in packaging makes “no difference” to their perception of quality. Meanwhile, more than one in five (22%) believe it enhances packaging quality. Among 18 to 34-year-olds, that perception strengthens, with 34% stating that packaging containing recycled plastic signals higher quality.
Demand for transparency and certification
While consumers express favourable attitudes towards PCR packaging, clarity and verification remain central concerns. Sustainability-related factors underpin this support, with reduced environmental impact cited most frequently (67%), followed by resource conservation (53%), lower carbon footprint (43%), and support for a circular economy (40%).
However, nearly four out of five consumers (79%) say they want independent certification of recycled material displayed on packaging. In addition, 58% would like packaging to clearly indicate the percentage of recycled material used. The findings highlight the importance of clear messaging and verifiable sustainability claims across all FMCG sectors to help consumers better understand packaging’s environmental impact.
Lead researcher on the project, Sarah Neerkorn, market insights manager, Amcor, says: “Consumers understand recycled material, and respond very positively to it.”
Sarah continues: “It’s clear how much consumers value third-party certification. Even though they may not understand what’s behind the certification, it gives them reassurance and adds to the credibility of the claim.”
Lucie Charbonnel, sustainability director for Amcor, adds: “The European Union’s mandatory recycled plastic targets will come into play in 2030. While that may seem a way off, we strongly encourage brand owners to start integrating PCR into their packaging now. Beginning PCR use now, even if only for specific SKUs or geographies, will enable technical validation and help brands to set up traceability processes for certifications.”
“Also, brand-owners can take advantage of financial incentives available today in some countries that reward the use of PCR, either through reduced plastic tax or bonuses within Extended Producer Responsibility (EPR) schemes.”
