Design Delight Studio

Cost of Living Crisis Dampens UK Demand for Sustainable Products, Survey Finds

Pro Carton leads Europe’s cartonboard groups. Their research shows the UK cost-of-living crisis now hits green buying hard. The 2025 European Consumer Packaging Perceptions Survey asked over 1,000 people in the UK. This larger survey of 5,000+ Europeans shows clear trends. It shows how economic stress makes sustainable choices tougher.

Key Findings

• Cost of living tops concerns.
 79% of UK respondents name rising living costs as their main worry.
 They list climate change at 53% and the economy at 52%.
 This worry about economic conditions went up from 77% last year.

• Sustainability stays important but faces strain.
 51% of UK buyers say living sustainably grows in importance.
 Yet 81% feel that cost pressures make green buys hard to afford.

• Recycling and eco actions grow steadily.
 67% now recycle more, and
 50% cut water use over the past year.
 These actions show a strong cultural push for a better environment.

• Packaging preferences focus on recyclability.
 People say 69% of the time that recyclability guides their package choices.
 At the same time, 36% shop for greener packaging and use less plastic.

• Price sensitivity shapes sustainable choices.
 60% of buyers stick with green goods only when prices match those of standard options.

Cartonboard: Meeting Consumer Sustainability and Affordability Needs

Cartonboard packaging ties green values to low costs.
When given a choice, 85% prefer cartonboard over plastic.
UK consumers feel strong about recycling, with 88% confident in paper and cartonboard.

Winfried Muehling, Pro Carton’s Director of Marketing & Communications, notes that cost worries rule.
He says that British buyers try to choose green when money allows.
He welcomes more recycling and clear views on recyclability.
He stays hopeful as the UK moves toward sustainable packaging.

Implications:
To win over UK buyers who balance green and cost needs, brands must offer packaging that is both affordable and easy to recycle.
They should also show clear benefits for the environment and keep prices competitive.
This strategy is key when cost pressures are high.

Source:
Food and Drink Technology, 16 June 2025 | Pro Carton 2025 European Consumer Packaging Perceptions Survey

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