In a recent survey by McKinsey & Company, European consumers reveal how their attitudes toward sustainable packaging have shifted in 2025. The insights, drawn from roughly 1,000 respondents per country across five European nations, show clear trends, including regional nuances, and emphasize the delicate balancing act between sustainability, affordability, and practicality.
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Practical Priorities Still Lead
Despite growing awareness around sustainability, price and quality continue to dominate consumer preference when making purchase decisions. These attributes consistently outrank environmental considerations, although Europeans still place slightly more value on ecological impact than those in other regions.
When evaluating packaging, functionality is paramount. Food safety and shelf-life are rated highest, with roughly 60-70 % of consumers labeling them “very” or “extremely important.” Environmental impact trails noticeably behind.
Circularity: The Heart of Sustainability
Among sustainability-related packaging traits, the concept of circularity – comprising recyclability, reusability, and recycled content – takes top billing. Recyclability, in particular, stands out as the most valued attribute across all surveyed countries.
Other sustainability aspects, like compostability and bio-based materials, show varied importance: compostability resonates strongly in countries like Italy, while bio-based materials rank consistently low across European markets.
Material Preferences Reflect Local Systems
Glass and paper packaging outperform other materials in perceived sustainability across the board. However, PET bottles receive higher sustainability ratings in countries with strong deposit return or collection systems, namely Germany and Sweden, compared to regions where such infrastructure is weaker. This variation shows how consumer perception is shaped by localized recycling frameworks and familiarity with specific materials.
Who’s Responsible and At What Price?
Consumers clearly see brand owners and packaging producers, and not retailers or individuals, as bearing primary accountability for sustainable packaging, assigning between 60-66 % responsibility to these groups.
While there remains a willingness to support sustainability, cost sensitivity has grown. Since 2020, fewer consumers are prepared to pay extra for sustainable packaging, likely a consequence of inflation and economic pressures. France, in particular, registers lower willingness to pay more.
Conclusion
In 2025, European consumers signal that while sustainability matters, it cannot come at the expense of affordability, safety, or convenience. Circularity, particularly recyclability, remains the most trusted sustainability indicator, but perceptions vary by material and national recycling systems. With growing cost sensitivity and clear expectations of producers’ and brand owners’ responsibility, the packaging industry faces mounting pressure to deliver solutions that balance performance, price, and environmental accountability.
