New Amcor research shows European consumers support the use of post-consumer recycled (PCR) plastics in everyday packaging

Core Insights - Amcor has released a consumer insight report titled "Recycled Content, Real Impact," focusing on consumer perceptions of post-consumer recycled (PCR) content in packaging for supermarket products [1] Consumer Awareness and Behavior - 91% of European consumers are aware that some supermarket products, including food and beverages, contain recycled plastic in their packaging [2] - 76% of European grocery shoppers actively purchase products that utilize recycled materials in their packaging [3] Trust and Quality Perception - 63% of European consumers believe that the use of recycled content in packaging enhances their trust in a brand [4] - Over half (53%) of consumers feel that recycled plastic in packaging does not affect their perception of product quality, while 22% believe it improves quality, particularly among younger consumers aged 18 to 34, where 34% perceive higher quality [5] Sustainability Benefits and Consumer Expectations - Positive consumer attitudes towards PCR plastics are linked to sustainability benefits, with 67% citing reduced environmental impact, 53% for resource conservation, 43% for lower carbon footprint, and 40% for supporting a circular economy [6] - 79% of consumers desire independent certification of recycled materials on packaging, and 58% want clear indications of the percentage of recycled content used [7] Industry Recommendations - Amcor's lead researcher emphasizes the importance of third-party certification for consumer reassurance and credibility [8] - The European Union's mandatory recycled plastic targets set for 2030 encourage brand owners to start integrating PCR into their packaging now to establish traceability and technical validation [8] - Financial incentives for using PCR, such as reduced plastic taxes or bonuses in Extended Producer Responsibility (EPR) schemes, are available in some countries [9]