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★Mark us as a preferred sourceA recent international study spanning four European countries reveals that nut consumers’ purchasing decisions are increasingly driven by sustainability alongside traditional factors. According to Amcor’s survey, 62% of buyers favor recyclable packaging alternatives, and a significant portion is willing to pay a premium for eco-friendly packaging.
Background of the Study and Primary Decision Drivers
Amcor (NYSE: AMCR, ASX: AMC), a global leader in responsible packaging solutions, has released a new international study regarding consumers’ nut buying preferences titled “Cracking the Nut: Consumers’ Buying Preferences”. The research surveyed a total of 2,041 nut purchasers across Germany, the Netherlands, Spain, and the UK, mapping out the reasons guiding their shopping decisions.
The research established that the primary decision-making factor at the shelves remains taste and flavor (23%). This is closely followed by price (20%) and the product’s impact on health or nutritional value (17%). While these core factors continue to lead, the survey clearly demonstrates the strong advancement of environmental awareness in the sector.
Recyclability as a Key Consideration
One of the most prominent findings of the research is that 6 out of 10 buyers (62%) agree that recyclable packaging increases the likelihood of them purchasing a specific nut product. This trend is particularly high in the UK (70%) and Spain (67%), and demographically, it is seen strongest among the youngest adult cohort, aged 18-35.
Further data from the survey highlighted:
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60% of respondents (also 6 out of 10 people) agree that packaging containing recycled content is an independent incentive to purchase. This ratio was also highest in the UK (69%).
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20% of the respondents chose “recyclable packaging” as the strongest sustainability claim and the one most likely to influence their purchasing decision on products.
Willingness to Pay for Sustainability
The research highlighted a tangible market trend where consumers are willing to make financial sacrifices for environmental consciousness. 62% of the respondents stated they were willing to pay at least a 3% higher price for their favorite product if it is offered in recyclable packaging.
Regulatory Pressure and Amcor’s Response to Industry Challenges
Alongside growing consumer demand, the tightening of the regulatory environment is accelerating the industry transition. Modulated Extended Producer Responsibility (EPR) fees taking effect in the UK from 2026, and the European Union’s Packaging and Packaging Waste Regulation (PPWR)—which will require most food packaging to be designed for recycling by 2030—are forcing the market to adapt.
Sarah Neerkorn, Market Insights Manager at Amcor, emphasized regarding the research: “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.”
In response to this transformation, the company launched the AmPrima® product line. Neerkorn added: “That’s why Amcor developed the AmPrima® mono-material solutions for nuts to stay ahead of this change and the fast-approaching Packaging and Packaging Waste Regulation (PPWR). AmPrima® offers flexible and high-performance packaging solutions that are recycle-ready today in most European countries.”
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