The most recent Consumer Survey Study ** carried out on behalf of Pro Carton, asked more than 5,000 consumers across Europe about their attitudes towards the environment and packaging perceptions – exploring everything from deforestation and transportation, against other global concerns such as the war in Ukraine, Covid-19, and the economic crisis.

2022 – the year of inflation, extreme climate and wars!

Among the biggest challenges identified by consumers was concern about plastics and plastic packaging – consumers expect brands and producers to respond to their cry for more environmentally-friendly packaging and guidance on recycling.  Packaging manufacturers and brand owners are in charge of this, not politicians!  Consumers have been voting with their feet – almost 50% have switched brands in the last 12 months just because of the packaging!

Recycle more, plant more trees, use renewable materials!

The 3 most important packaging features requested from consumers who wish to tackle climate change are:

  1. Easy recycling
  2. Made from renewable materials
  3. Product protection

Cartonboard meets all 3 of these top requested packaging features!

Highest scores for paper and cardboard when it comes to recycling

The high recycling rate for paper and cartonboard packaging of 82% combined with the strong resilience of the fibres used to produce cartonboard makes the material a true circularity champion.

Cartonboard enjoys the greatest confidence among European consumers in an efficient collection and recycling system. It is followed by glass and corrugated cardboard.  Consumers have some doubts about plastic cups and flexible plastic materials – there is a level of uncertainty as to whether these materials will actually be recycled.

86% of consumers prefer fibre packaging to plastic packaging.  This is a significant increase of 5% compared to the Pro Carton European Consumer Packaging Perceptions Study of 2018.

Commenting on the results of this latest study, Winfried Muehling, Marketing & Communications Director, Pro Carton, said:

“The findings from our latest consumer survey demonstrate unequivocally that when it comes to recycling and respecting the planet, consumers are willing to do their bit. The research points not only to the impact of current global crises, but the steadfast attitudes of consumers since the sustainability debate came to the fore. Cartonboard is highly trusted by European consumers, who prefer our material to other packaging substrates.”

** “2022 Pro Carton Consumer Survey – National Results” is available to Pro Carton members and patrons, ECMA Members and Members of the National Associations affiliated to ECMA  – in the Members Area.