Amcor has released a new international study revealing that sustainability has become a decisive factor for shoppers in the snack aisle.

According to the research, six in 10 nut consumers (62%) state that recyclable packaging makes them significantly more likely to purchase a product, highlighting a massive opportunity for brands to capture market share through eco-friendly design.

The study, titled Cracking the Nut: Consumers’ Buying Preferences, surveyed 2,041 nut buyers across the UK, Germany, the Netherlands, and Spain. While classic drivers like taste and flavour (23%), price (20%), and health benefits (17%) still dictate core shopping habits, sustainable presentation is quickly emerging as a primary tie-breaker at the checkout.

High demand among younger shoppers and the UK market

The preference for sustainable packaging is particularly pronounced in specific regions and demographics. Demand peaks in the UK, where a striking 70% of respondents favour recyclable alternatives, followed closely by Spain at 67%. Across all surveyed regions, this green sentiment is strongest among younger adults aged 18 to 35, indicating a long-term generational shift toward eco-conscious grocery shopping.

Furthermore, the data shows that consumers are actively looking for circular material loops. Six in 10 shoppers (60%) prefer packaging that incorporates recycled content — a figure that climbs to 69% within the UK. One-fifth of all respondents explicitly selected recyclable packaging as the single strongest sustainability claim a brand can make to influence their final purchasing decision.

Consumers are ready to pay a premium

Crucially for retailers and snack brands, this environmental awareness translates into financial backing. The Amcor study reveals that nut consumers are entirely willing to absorb the minor cost differences associated with greener production methods. In fact, 62% of those surveyed stated they would pay at least 3% more for their favourite nut products if they came in fully recyclable packaging.

This consumer evolution coincides with tightening environmental legislation across Europe. In the UK, modulated Extended Producer Responsibility (EPR) fees are taking effect this year, penalising hard-to-recycle materials. Meanwhile, the European Union’s upcoming Packaging and Packaging Waste Regulation (PPWR) mandates that virtually all food packaging must be fully optimized for recycling by 2030.

Sarah Neerkorn, market insights manager at Amcor, highlighted how these shifting dynamics alter the retail landscape: “Beyond core factors such as price and taste, sustainability can directly shape preference and behaviour at the checkout. In a world where consumers have more choice than ever before, sustainability factors are becoming significant and powerful influencers on nut choices.”

To help brands navigate this regulatory and cultural transition, Amcor is deploying its AmPrima line — a series of high-performance, flexible mono-material solutions. These configurations are designed to replace complex multi-layer plastics while remaining entirely recycle-ready across current European waste streams, ensuring snack brands can confidently meet both legislative demands and shifting consumer values.