Amcor Research Shows Consumers Support the Use of PCR

A new 2026 consumer study from Amcor exploring attitudes to post-consumer recycled (PCR) content in packaging highlights the growing importance of recycled materials in shaping purchasing decisions. Based on feedback from more than 3,000 shoppers across six European countries, the research shows that the use of PCR can positively influence how people view brands, particularly when it comes to trust and perceived environmental responsibility.

The findings suggest that recycled content can create a positive impression of both the packaging and the product inside, but only when it is communicated clearly. Shoppers increasingly expect straightforward on-pack information about recycled content, supported by credible certification to give them confidence in the claims being made.

For organisations working in packaging, sustainability and communications, the study highlights the importance of combining the use of recycled materials with transparent messaging and thoughtful design. Clear claims, verified information and packaging designed with recyclability in mind can all help strengthen consumer confidence and support the transition to a more circular approach to packaging.

Download the report here: Recycled Content Real Impact – Amcor Research Report