Recycled Content, Real Impact

What do European shoppers think about packaging made with post-consumer recycled (PCR) material? Our 2026 study captures the views of 3,201 consumers across six European markets, revealing how PCR use influences brand trust, quality perception,  decisions – and what shoppers expect from labeling and certification.

In this report, you’ll learn:

• What consumers think about PCR material in packaging.
• Where PCR creates a “halo effect” and how clear claims strengthen it.
• Exactly what shoppers want to see on-pack (claims + independent certification) and why it matters.
• Practical actions to integrate certified PCR and design for recyclability, without compromising quality.

Get concise, research-backed guidance for teams working on packaging, sustainability, and marketing, who are preparing for a more circular future.