European consumers have become broadly supportive of using post-consumer recycled (PCR) plastics in everyday packaging, with many saying it can help reduce environmental impact.
This is according to a consumer insight report from packaging company Amcor, titled ‘Recycled Content, Real Impact’, based on a survey of 3,201 shoppers and 32 in-depth interviews across six major European countries.
According to the findings, 91 per cent of respondents said they are aware that supermarket products such as food, beverages, pet food, cleaning items and beauty goods may contain recycled plastics in their packaging.
The research also found that 76 per cent of grocery shoppers have knowingly purchased products packaged with recycled material.
‘Third-party certification’
Lead researcher on the project, Sarah Neerkorn, market insights manager, Amcor, said: “Consumers understand recycled material, and respond very positively to it.
“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.”
Nearly four in five consumers, or 79 per cent, said they believe using recycled plastics in packaging is an effective way to reduce environmental impact.
The report also highlights how recycled content may influence trust and perceptions of quality. Almost two thirds of consumers (63 per cent) said the use of recycled material increases their trust in a brand.
More than half of respondents (53 per cent) said recycled plastics make no difference to how they view product quality, while 22 per cent felt it improves packaging quality. Among consumers aged 18 to 34, this figure rose to 34 per cent.
Stronger verification
While attitudes towards PCR plastics were generally positive, the research suggests shoppers want clearer information and stronger verification. Around 79 per cent said they would like to see independent certification of recycled material on packaging, and 58 per cent want packaging to state the percentage of recycled content used.
The findings point to growing consumer acceptance of recycled plastics in fast-moving consumer goods packaging, alongside increased demand for transparency around sustainability claims.
Lucie Charbonnel, sustainability director for Amcor, said: “The EU’s mandatory recycled plastics 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 stock-keeping units 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 plastics tax or bonuses within Extended Producer Responsibility schemes.”
