Most German consumers support sustainable packaging, but many do not understand how well the country's recycling system performs, according to a new nationwide survey released for Packaging Day 2026.
The research, commissioned by the German Packaging Institute (dvi) and 11 packaging industry associations, found strong public support for recyclable packaging and the circular economy.
At the same time, it revealed widespread misconceptions about recycling rates, packaging waste and the environmental role of packaging.
Sustainability matters most
Recyclability ranked as the most important feature of packaging, with almost half of respondents choosing it as a top priority. Consumers also placed high value on using fewer materials, reducing environmental impact and expanding reusable packaging where practical.
Traditional packaging functions also remained important. Many respondents said packaging should protect products, maintain hygiene, keep food fresh for longer and provide clear product information.
The survey found that consumers believe the industry performs well in these areas. More than 80% rated packaging highly for hygiene, while around 78% praised its ability to protect products. About 70% said packaging helps extend shelf life.
However, respondents were less satisfied with the amount of packaging used and how easy packs are to open and reseal.
Dr Natalie Brandenburg, Managing Director of the German Packaging Institute, said solutions already exist to improve ease of opening. She added that the industry also needs to do a better job of explaining the progress it has made in reducing packaging materials.
Recycling facts surprise consumers
The biggest knowledge gap involved packaging recycling.
More than two-thirds of respondents underestimated Germany's recycling rates for every major packaging material. Only about three in 10 correctly identified that both glass and paper packaging achieve recycling rates above 80%.
Many people also underestimated recycling rates for metals, plastics and composite packaging.
Brandenburg described packaging recycling as "a team effort" that depends on consumers correctly separating their waste. She also dismissed the common belief that separately collected packaging is simply mixed together and burned, calling it "a myth".
The findings come as companies across Europe prepare for new requirements under the EU Packaging and Packaging Waste Regulation (PPWR), which is designed to increase recyclability, reduce unnecessary packaging and strengthen the circular economy.
Packaging's environmental role misunderstood
The survey also showed that many consumers underestimate the environmental value of packaging itself.
Fewer than one in five respondents knew that products generally use less packaging today than they did several decades ago. Industry data cited in the report shows substantial reductions in packaging materials between 1991 and 2020 across paper, aluminium, glass and plastic packaging.
Consumers also misunderstood packaging's contribution to environmental impact. Only 19.5% correctly recognised that packaging usually accounts for a much smaller share of a product's environmental footprint than the product it protects.
According to Brandenburg, packaging typically represents only around 3% to 3.5% of the environmental impact of packaged food. Preventing food waste through effective packaging, she said, often delivers far greater environmental benefits than reducing packaging alone.
The survey suggests that while German consumers strongly support sustainable packaging and recycling, many remain unaware of how modern packaging systems contribute to resource efficiency and the circular economy.
Closing that knowledge gap could become increasingly important as Europe's new packaging rules take effect.
