Pro Carton releases their Consumer Survey Report 2026

What do European consumers really think about packaging, sustainability and material choice?

Pro Carton’s latest Annual Consumer Survey provides valuable insights into how consumer attitudes towards recyclability, climate impact and packaging materials continue to evolve across Europe.

Conducted across multiple European countries, the survey offers important data for brand owners, retailers and policymakers navigating an increasingly complex regulatory and consumer landscape.

Key insights from this year’s survey

• Sustainability is becoming an increasingly important factor in purchasing decisions.

• Consumers expect packaging to be recyclable and made from renewable resources.

• Trust and transparency strongly influence material preferences.

We are also pleased to report that cartonboard ranked first in consumer preference among packaging materials, highlighting growing confidence in fibre-based solutions.

Understanding consumer expectations is essential for making informed packaging decisions and ensuring that innovation aligns with real-world priorities.