Cost of Living Crisis Dampens UK Demand for Sustainable Products

Key Findings from 2025 European Consumer Packaging Perceptions Survey

New research commissioned by Pro Carton, the European association for cartonboard and carton manufacturers, reveals that the UK’s ongoing cost-of-living crisis is significantly impacting consumer demand for sustainable products. Surveying over 5,000 European consumers, including 1,000 from the UK, the 2025 European Consumer Packaging Perceptions Survey highlights shifting priorities amid economic pressures.

Cost of Living Tops UK Consumer Concerns

• 79% of UK respondents cited the cost of living as their primary concern, up from 77% last year.

• Economic anxiety has intensified, with climate change (53%) and the worsening economy (52%) also ranking highly.

• Despite increased financial worries, the urgency around climate change decreased from 65% in 2024 to 53% in 2025. ### Evidence of Growing Eco-Conscious Behaviour

• 67% of UK consumers reported recycling more compared to previous years.

• Half are actively reducing water usage, signifying greater environmental awareness.

• More than half (51%) indicated that living a sustainable lifestyle has become increasingly important over the past 12 months.

Sustainability Still Influences Purchases—Within Economic Limits

• 36% have bought more products with environmentally friendly packaging in the past year.
• The same proportion (36%) have reduced purchasing goods with plastic packaging.
• Recyclability is a dominant buying factor, with 69% prioritizing ease of recycling in packaging choices.
• Over one-third have switched brands to favor products with recyclable packaging or to avoid plastics.
• However, 60% will only purchase sustainable goods if they cost the same as conventional alternatives, underlining price sensitivity.

Cartonboard: Affordable & Trusted Sustainable Packaging

• 85% of UK consumers prefer cartonboard over plastic when given a choice.
• Confidence in recycling paper and cartonboard is highest in the UK at 88%.
• Cartonboard presents a cost-effective, environmentally friendly packaging solution meeting consumer demands for sustainability and affordability.

Industry Insight

Winfried Muehling, Director of Marketing & Communications at Pro Carton, stated:

“Despite ongoing economic pressures, British consumers are making sustainable choices where possible and affordable. The rise in recycling rates and clearer understanding of material recyclability are positive trends. Cartonboard is increasingly recognised as a trusted sustainable packaging material. We anticipate continued progress towards sustainability in the UK.”

Summary: While the UK cost-of-living crisis remains the dominant consumer concern, sustainability continues to shape behaviours, especially in packaging choices. UK consumers increasingly recycle and seek eco-friendly products but face financial constraints that limit willingness to pay premiums. Cartonboard packaging aligns with these expectations by offering an affordable, recyclable alternative widely trusted by British shoppers.

Source: Food and Drink Technology, 16 June 2025
Published by Bell Publishing Group Limited

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.