Shoppers back recycled content in plastic packaging

Four out of every five European shoppers believe the use of recycled plastic in packaging is an effective way to reduce environmental impact, according to a new report.

Amcor, a major player in packaging solution, surveyed 3 201 consumers in six European countries to produce ‘Recycled Content, Real Impact’, which sets out how shoppers perceive the use of post‑consumer recycled (PCR) content in packaging for supermarket products.

The research found that 91% of consumers are aware that some supermarkets products have recycled plastic in their packaging. Meanwhile, 76% knowingly buying products that use recycled material in their packaging.

A further 79% think PCR content in packaging is an effective way to reduce environmental impact.

Greater trust

Among other findings in the report, almost two-thirds (63%) say that the use of recycled content increases their trust in a brand. Over half (53%) say the use of recycled plastic makes ‘no difference’ to how they view the quality of the product.

More than one in five (22%) says that using recycled plastic improves the quality of the packaging. Among 18 to 34-year-olds, 34% of see higher quality in packaging that contains recycled plastic.

Wary about claims

Consumers are wary of unfounded claims. Nearly four out of five consumers (79%) want to see independent certification of recycled material on packaging, while more than half (58%) believe packaging should show the percentage of recycled material used.

Sarah Neerkorn, market insights manager, Amcor, says: ‘Consumers understand recycled material and respond very positively to it. It’s clear how much consumers value third-party certification.’

Lucie Charbonnel, sustainability director for Amcor, points out the EU’s mandatory recycled plastic targets will come into effect in 2030. ‘While that may seem a way off, we strongly encourage brand owners to start integrating PCR into their packaging now.’