Amcor has released new European consumer research showing strong awareness and acceptance of post-consumer recycled (PCR) content in packaging, with clear implications for brand owners navigating recycled content targets and green claims scrutiny.
The report, Recycled Content, Real Impact, draws on a survey of 3,201 consumers and 32 in-depth interviews across France, Germany, Spain, Italy, Poland and the UK. It finds that 91 per cent of European consumers are aware that supermarket products such as food, beverages, pet food, cleaning and beauty items may use recycled plastic in their packaging.
Importantly, that awareness is translating into behaviour. More than three-quarters (76 per cent) of European grocery shoppers say they have knowingly purchased products packaged with recycled material, while 79 per cent believe using recycled plastic in packaging is an effective way to reduce environmental impact.
Recycled content linked to brand trust
The research highlights a direct link between PCR and brand credibility. Almost two-thirds (63 per cent) of consumers say that using recycled content increases their trust in a brand.
Quality perceptions also appear resilient. Over half (53 per cent) say recycled plastic in packaging makes no difference to their view of product quality, while 22 per cent believe it actually improves packaging quality. Among 18 to 34-year-olds, that figure rises to 34 per cent, suggesting younger consumers may associate recycled content with premium or progressive brand values.
Lead researcher Sarah Neerkorn, market insights manager at Amcor, says the findings confirm that recycled content resonates strongly with shoppers.
“Consumers understand recycled material, and respond very positively to it,” she says, noting that the presence of credible verification plays a critical role in reinforcing that response.
Sustainability driver, but clarity required
When asked why they value recycled content, consumers most frequently cite reduced environmental impact (67 per cent), followed by resource conservation (53 per cent), lower carbon footprint (43 per cent) and support for a circular economy (40 per cent).
However, the research also underscores growing caution around green claims. Nearly four in five respondents (79 per cent) want to see independent certification of recycled material on packaging, and 58 per cent want the percentage of recycled content clearly displayed.
Neerkorn says third-party validation provides reassurance, even if consumers do not fully understand the technical detail behind certification schemes.
Sustainability director Lucie Charbonnel points to the regulatory backdrop in Europe as another driver. With the European Union’s mandatory recycled plastic targets due to take effect in 2030, she urges brand owners to begin integrating PCR now, even on selected SKUs or in specific markets, to allow time for technical validation and traceability systems.
She also notes that in some countries, financial incentives already exist through reduced plastic taxes or bonuses within Extended Producer Responsibility schemes, providing an additional business case for early adoption.
Lessons beyond Europe
While the study is EU-focused, the findings are relevant for FMCG brand owners globally, where recycled content targets, EPR frameworks and green claims enforcement are tightening (or looming, in the case of Australia).
The research suggests that PCR is no longer a niche sustainability initiative but a mainstream expectation, particularly among younger consumers. At the same time, brands must back recycled content claims with transparent labelling and credible certification to convert goodwill into long-term trust.
The Recycled Content, Real Impact report was published in February 2026 and is available from Amcor’s insights portal.
