A new report by Amcor has indicated widespread recognition and acceptance of post-consumer recycled (PCR) content in supermarket packaging among European consumers.
The findings are based on responses from more than 3,201 individuals and 32 qualitative interviews conducted across six major European nations.
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According to the findings, 91% of participants said they are aware that everyday supermarket goods such as food, beverages, cleaning items, and beauty products may use recycled plastic in their packaging.
Consumer habits reflect this awareness, with 76% of those surveyed saying they have intentionally purchased products featuring recycled materials in their packaging.
In addition, 79% agreed that using recycled plastic helps to cut environmental impact while 63% stated that knowing a product uses recycled material increased their trust in the brand behind it.
When asked about how PCR content affects their perception of product quality, 53% reported no change, while 22% believed it improved quality.
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By GlobalDataThis perception was higher among younger respondents, with 34% of those aged 18 to 34 years stating that recycled plastic packaging positively influenced their view of product quality.
Sustainability was cited as a main reason for supporting PCR use.
Decreased environmental harm was mentioned by 67%, resource conservation by 53%, carbon footprint reduction by 43%, and support for a circular economy by 40%.
Despite generally positive attitudes, there is significant demand for independent verification. According to the report, 79% want third-party certification for recycled content claims, and 58% want packaging to specify the percentage of recycled material included.
The report also suggests that clear and independently verified information is important for consumers when assessing the environmental impact of packaging across fast-moving consumer goods sectors.
Amcor sustainability director Lucie Charbonnel said: “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.”
