A new study reveals strong European consumer support for post-consumer recycled plastic in everyday packaging, boosting circular economy goals.
Amcor announced the release of a new consumer insights report titled Recycled Content, Real Impact, examining how shoppers perceive the use of post-consumer recycled (PCR) materials in packaging for supermarket products.
The study gathered feedback from 3,201 consumers along with 32 detailed interviews conducted across six major European markets. Findings revealed that awareness of recycled plastic packaging is widespread, with 91% of respondents recognizing that everyday products such as food, beverages, pet care, household cleaning, and personal care items may contain recycled content. This awareness is influencing purchasing behavior, as 76% of grocery shoppers reported intentionally choosing products packaged with recycled materials.
Most consumers also associate recycled packaging with environmental benefits. Around 79% believe incorporating recycled plastic into packaging helps reduce environmental impact. Sustainability-related motivations include reducing waste, conserving resources, lowering carbon emissions, and supporting circular economy practices.
Trust and quality perceptions : The use of recycled materials appears to strengthen brand perception, particularly among younger consumers. Nearly two-thirds (63%) of participants said recycled content increases their trust in a brand. In terms of product quality, more than half of respondents felt recycled packaging makes no difference, while 22% believed it improves packaging quality. Among consumers aged 18–34, this positive perception was even stronger.
Demand for transparency : Despite strong support for recycled content, consumers are seeking clearer and more credible information. About 79% want independent certification confirming recycled material claims, and 58% prefer packaging to clearly state the percentage of recycled content used. These findings highlight the importance of transparent communication and verified sustainability claims across fast-moving consumer goods sectors.
Company representatives emphasized that upcoming regulatory requirements in Europe, including recycled plastic targets expected by 2030, make early adoption important. They encouraged brands to begin integrating PCR materials into packaging now to support technical validation, establish traceability systems, and benefit from available financial incentives such as reduced plastic taxes or incentives within extended producer responsibility programs.
The report was published in February 2026 and is based on research conducted during 2025 across France, Germany, Spain, Italy, Poland, and the United Kingdom.