New research from Pro Carton indicates that 37% of European consumers have switched brands due to concerns about packaging, with 66% reporting that sustainable packaging increases their trust in a product.
Surveying more than 5,000 people from the UK, Germany, France, Italy, and Spain, the study highlights how environmental issues and economic pressures are shaping consumer attitudes.
Over half of those surveyed (53%) now consider the environmental impact of packaging before making a purchase, a slight increase compared to last year.
Recycling convenience is a key priority for many, with 64% saying it is their top requirement for product packaging.
However, the cost of sustainable options remains a barrier. Nearly three-quarters (73%) of the respondents said they would only select environmentally friendly products if prices match those of less sustainable alternatives.
Preference for cartonboard packaging is most notable among consumers in Italy, Germany, and France.
The survey also found that this preference becomes stronger with age, reaching its highest level (92%) among baby boomers.
The findings suggest that both affordability and environmental considerations are influencing brand loyalty across Europe, with many consumers willing to change their purchasing habits based on packaging attributes, particularly recyclability.
Pro Carton's marketing and communications director Winfried Muehling 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.”
