European consumers are actively rewarding brands that incorporate post-consumer recycled (PCR) plastics into packaging, according to new research released by Amcor, as regulatory pressure builds ahead of the EU’s 2030 recycled content targets.
The company’s latest consumer insight report, Recycled Content, Real Impact, draws on responses from 3,201 consumers and 32 in-depth interviews conducted across France, Germany, Spain, Italy, Poland and the UK. The findings indicate both high awareness and measurable purchasing behaviour linked to recycled content claims.
According to the report, 91% of European consumers are aware that supermarket products such as food, beverages, pet food, cleaning and beauty products can contain recycled plastic in their packaging. That awareness appears to be influencing buying decisions: 76% of European grocery shoppers say they knowingly purchase products that use recycled material in their packaging.
In addition, 79% of respondents believe that using recycled plastic in product packaging is an effective way to reduce environmental impact.
To stay up to date with the latest trends, technologies, and insights from the world of packaging, visit our sister editorial project at https://packagingreporter.com/