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European Consumers Perceptions – What This Means for Your Packaging

Every year, Pro Carton surveys consumers in Europe about the importance of packaging sustainability and other issues. The report on this research was published in March 2025.

In this post, we look at the two key findings and advise what this means for your packaging and what you can do to make your packaging more sustainable.

About Pro Carton: Pro Carton is the European Carton Manufacturers Association.

About the report: The research surveyed over 5000 respondents in the following countries: Germany, France, Italy, Spain, and the UK. The research was designed to gauge European consumers’ views on different packaging and environmental issues.

Summary of Key Findings on C:

Cost of Living and Sustainability are the main concerns, with Cost of Living being the top concern in some countries.

Cost of Living: What does this mean for your Packaging?

The concern with the cost of living may mean that price will become a more important factor in consumers’ purchasing decisions.

Therefore, you may want to find ways to reduce your costs, including packaging.

Below are some ways that may help reduce your packaging costs:

In certain cases*, changing how the artwork is created for your packaging may allow you to reduce the cost but with no perceptible change in the appearance of your carton or sleeve.  *It is extremely important to understand the difference between 4 colour process and brand/spot colours to be able to apply this. Check out our blog in the link explaining this.

There are other methods of possibly reducing cost by changing the carton structure, board, and order quantities. The following two blogs explore these options.

Reduce your Packaging Costs

Eight Questions to Ask Before Buying Packaging

Sustainability: What does this mean for your Packaging?

Sustainability still matters to consumers: According to the above report, 89% of consumers still prefer fibre-based packaging to plastic packaging, and the report includes details on the differences in attitudes between different age groups and countries.

Recycling is the action that respondents reported as being their main sustainable activity.

Packaging Features that are important to consumers:

  • Ease of recycling

  • Resealable packaging is important to consumers

  • Renewable materials are being used in the packaging

Making your cartons more sustainable:

At Dollard Packaging, we can discuss elements of your packaging that possibly could be made more sustainable. This could include:

 Other ways to meet your consumers’ needs regarding sustainability.

 – Give clear recycling instructions on the packaging

– Include information about the renewable material used in your packaging

– Explore ways to make your carton re-sealable if they are not already easy to re-seal.

– Communicate with your consumers if you have changed your packaging to make it more sustainable, e.g. if you have changed from using a plastic window film to our sustainable, plant-based film. This information can be printed on the packaging and through social media and other marketing channels. At Dollard Packaging, we can provide you with the technical information regarding your board, window film etc.

– Use this report and other similar research to find the preferences of consumers in whatever European markets you export to.

– If you are considering changing from plastic to fibre-based packaging, check out our blog on how to do this here.

Need some Help with Carton Packaging?

Talk to us at Dollard Packaging if you need any help with any aspect of packaging:  sales@dollard-packaging.ie

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