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

A study shows that the crisis of rising costs drives UK consumers to change buying habits. The 2025 Survey, led by Pro Carton, gathers over 5,000 views from Europe with 1,000 from the UK. Economic pressure forces priorities to shift toward cost and away from ideal sustainability.

Key Consumer Concerns

• Cost of Living: Seventy-nine percent of UK respondents name this as their top concern. Last year, this worry came from 77%.
• Climate Change: Although important, concern drops from 65% last year to 53% this year.
• Economy: Fifty-two percent mark economic issues as a strong worry.

Sustainable Behaviors Persist Despite Economic Strains

UK consumers still keep green habits even when money is tight:

• Sixty-seven percent report they recycle more.
• Fifty percent say they use less water.
• Fifty-one percent find a sustainable life more important now.

Yet cost limits choices:

• Sixty percent would buy sustainable products only if prices match conventional options.
• Thirty-six percent now choose more items with eco-friendly packaging.
• Thirty-six percent buy fewer products in plastic.
• Over one-third have switched brands due to doubts about recyclability.

Cartonboard: A Preferred Sustainable Packaging Material

The survey shows that UK buyers favor cartonboard because its low cost and recyclability work well:

• Eighty-five percent choose cartonboard over plastic when they have a choice.
• Eighty-eight percent trust paper and cartonboard for recycling.

Winfried Muehling, Pro Carton Marketing Director, says, "Economic challenges do not stop British consumers. They pick sustainable choices when costs stay low. They now recycle more and see recyclability clearly."

Conclusion

While cost worries dominate UK minds, green habits still guide consumers. Products that balance low price with eco-friendly packaging—especially cartonboard—are set to meet growing demand as cost pressures mix with environmental values.

Source: Food and Drink Technology, Pro Carton’s 2025 European Consumer Packaging Perceptions Survey (June 2025)

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.