Recyclability now drives European brand switching

New research from Pro Carton reveals a decisive shift in how consumers evaluate packaging, with 37% of Europeans switching brands due to packaging concerns.

The 5,000‑person survey across Germany, France, Italy, Spain and the UK highlights rising anxiety around climate change, cost‑of‑living pressures and the fairness of packaging decisions such as shrinkflation.

Shrinkflation has become a mainstream issue, with nearly three‑quarters of shoppers actively concerned and 80% prepared to sanction brands when they notice it.

The findings signal growing pressure on manufacturers to prioritise packaging formats that are easy to recycle and fit seamlessly into established waste systems. Ease of recycling is the top priority for 64% of consumers, rising to 72% among older shoppers.

This trend reinforces the need for packaging operations to adopt fibre‑based materials that integrate smoothly with municipal recycling infrastructure. Pro Carton notes that cartonboard is now the material consumers most believe will be successfully recycled — the first time it has topped the list.

Packaging functionality still matters, but consumers increasingly expect sustainability without compromising usability. Features such as resealability (39%) and ease of opening (35%) remain important, yet both rank below recyclability and renewable materials.

Brands relying on plastic-heavy or non‑recyclable formats risk losing younger shoppers in particular: 54% of 18–29‑year‑olds have switched products because of packaging.

Environmental concerns remain central despite economic pressures. 53% of Europeans now consider the climate impact of packaging before purchasing, up 2% year on year.

However, affordability is reshaping behaviour: 73% of consumers will only buy sustainable products if prices match alternatives, signalling a need for cost‑neutral sustainable packaging solutions.

Cartonboard’s renewable, circular profile aligns with these expectations, with 84% of consumers preferring cartonboard over plastic, rising to 92% among Boomers.

Key findings from the 2026 study include:

• 37% of consumers have switched brands due to packaging concerns.
• 64% rank ease of recycling as their top packaging requirement.
• 53% consider climate impact before purchasing.
• Nearly 75% are concerned about shrinkflation; 39% are “very concerned.”
• 80% penalise brands when they detect shrinkflation.
• 59% say they are recycling more household waste; 38% are reducing plastic purchases.

Winfried Muehling of Pro Carton summarised the shift: “Even in a challenging economic climate, the message from consumers is clear: sustainability matters, but it must be practical and affordable.”

The 2026 data sends an unambiguous signal that brands who fail to eliminate non‑recyclable or plastic‑heavy packaging risk losing trust, loyalty and market share — particularly among younger consumers.

Cartonboard’s strong consumer preference, combined with its alignment to circular‑economy goals, positions fibre‑based packaging as a strategic route for manufacturers seeking to future‑proof portfolios, maintain affordability and meet rising expectations around climate impact and transparency.