Consumers are increasingly penalizing unsustainable packaging solutions, making easy recyclability one of the primary drivers of brand loyalty today. According to a comprehensive 2026 survey by the European industry association Pro Carton, 37 percent of shoppers have already switched brands specifically due to packaging concerns. The research highlights that despite economic challenges, environmental awareness has not taken a back seat; in fact, trust in paper-based carton packaging has soared to an all-time high.
Comprehensive European Overview: The Opinion of 5,000 Consumers
Published by Pro Carton (the European Association of Carton and Cartonboard manufacturers), the 2026 study titled “The Power of Packaging: What makes European Consumers Trust, Stay or Switch?” mapped the latest consumer attitudes. During the representative survey, over 5,000 consumers were interviewed across five major European markets: the United Kingdom, Germany, France, Italy, and Spain.
The results clearly prove that packaging is no longer merely a functional protective layer, but one of the most significant factors influencing product value, brand perception, and customer loyalty.
Quantified Data: Why Are Shoppers Abandoning Brands?
The most striking finding of the survey is that more than a third of Europeans, exactly 37 percent, have previously decided to switch to another brand because of a product’s packaging. The primary reasons behind this brand switching can be precisely quantified:
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53 percent of respondents cited non-recyclable packaging as the primary reason for abandoning a brand.
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39 percent switched due to unnecessary or excessive packaging.
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33 percent decided to favor competing products because of the use of plastic packaging.
In parallel, the survey shed light on the brand-building power of sustainability: 66 percent of European consumers stated that the presence of visibly sustainable packaging significantly increases their trust in a given brand.
Sustainability and Recycling as Decisive Factors
The 2026 data confirms that environmental considerations are carrying increasingly more weight at the checkout. 53 percent of shoppers—representing a 2 percent increase from the previous year—already consider the climate impact of a product’s packaging before making a purchase.
The most important consumer expectation is unequivocally the “ease of recycling.” 64 percent of respondents ranked this aspect as the most critical requirement for packaging. Consumers are also actively trying to help the environment in their daily lives: 59 percent of respondents claim they recycle more household waste than before, and 38 percent are actively reducing their purchases of plastic-wrapped products.
The Rise of Fibre-Based Packaging (Cartonboard)
Expectations regarding recyclability have also drastically reshaped the perception of the materials used. For the first time in the survey’s history, consumers ranked cartonboard in first place when asked which packaging material they most believe will actually be recycled in the future.
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Fibre-based materials, such as cartonboard, enjoy an outstanding 87 percent consumer confidence rating regarding successful recycling—higher than any other packaging material on the market.
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84 percent of Europeans would unequivocally choose carton over plastic if given a direct choice for the exact same product.
Commenting on the report, Winfried Muehling, Marketing and Communications Director at Pro Carton, highlighted the balance between sustainability and economic realities: “Even in a challenging economic environment, the message from consumers is clear: sustainability is important, but it must remain practical and affordable. The 2026 data shows that recyclability has become a decisive factor in purchasing decisions, while trust in fibre-based packaging continues to grow as consumers seek materials they believe will be successfully recycled.” The director added that brands have a clear opportunity to increase loyalty by adopting packaging that fits well into existing recycling systems and supports the transition to a circular economy.
Official Sources and References:
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Original News Source: Plus de la moitié des Européens changent de marque en raison de préoccupations liées à l’emballage – révèle de Pro Carton (EIN News, March 23, 2026)
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Official Website of the Professional Association Conducting the Research: Pro Carton Official Website
