European Market Study: Recycled Cartonboard Strengthens Brand Perception and Purchase Intent
NEWS
Mayen, May 13, 2026 – Recycled cartonboard influences how consumers assess packaging, products and brands. This is shown by a recent European market study conducted by MM Board & Paper, RDM Group and the WEIG GROUP. More than 6,000 people in six countries were surveyed. The result: in a direct comparison with virgin fibre cartonboard, recycled cartonboard is clearly preferred — and can positively influence the perception of brands.
For consumers in Europe, packaging is no longer a peripheral issue. It provides guidance, conveys values and shapes the first impression of a product. For brand owners and retailers, packaging is therefore becoming an important factor in communicating with their target groups.
Against this background, MM Board & Paper, RDM Group and the WEIG GROUP jointly examined the role recycled cartonboard plays in the assessment of packaging. The three European cartonboard manufacturers wanted to understand how consumers perceive different packaging materials, how important the share of recycled material in packaging is to them, and what influence transparent labelling can have on trust and purchase intent.
The findings are clear: 69 percent of respondents choose recycled cartonboard over virgin fibre cartonboard in a direct comparison. Recycled cartonboard is also rated very positively when compared with other packaging materials such as glass, plastic or metal.
Its impact on brand perception is particularly relevant. Four out of five respondents view brands that use recycled cartonboard as more responsible. The choice of material can therefore serve as a visible signal of conscious packaging decisions — and help brands communicate their stance to consumers in a clear and credible way.
Labelling at the point of sale also plays an important role. 70 percent of respondents prefer products with certified sustainability labelling over products without such labelling. In addition, 81 percent say that a sustainability logo increases their trust. The study therefore shows that, alongside the material itself, clear, credible and verifiable communication is crucial.
For brand owners and retailers, this creates a clear opportunity. Recycled cartonboard is viewed positively by consumers, provides guidance and can strengthen the credibility of sustainable packaging concepts. This is particularly effective when material choice, recyclability and transparent labelling work together in a comprehensible way.
Recycled cartonboard is therefore more than a functional packaging solution. The study makes it clear that packaging material, brand perception and purchasing decisions are closely linked. For companies seeking to further develop their packaging strategy, it provides robust insights into what consumers today expect from packaging.
Interested brand owners and retail partners can request the full study here.