Sustainable packaging or nothing: nearly one in two italians switch brands

Sustainable packaging as a key purchase driver

Sustainable packaging has become a decisive factor in Italian consumers’ purchasing choices. This is confirmed by data from the Pro Carton Observatory 2025, which analyzed the behavior of over 5,000 consumers across five European countries. In Italy, 47% of consumers have changed brand or product in the past 12 months due to packaging considered not sustainable, up from 41% in 2024.

Despite rising living costs, 86% of Italians continue to prefer sustainable products. Price, however, remains a key factor: 67% purchase sustainable options only when prices are aligned with conventional alternatives, while 19% are willing to pay more to choose more responsible solutions. 56% of consumers actively avoid products with non-recyclable packaging, while excessive packaging (35%) and the use of plastic (33%) also negatively influence purchasing decisions. With these figures, Italy outperforms the European average of 40% in terms of attention to the environmental impact of packaging.

Cardboard leads preferences and shapes brand expectations

Italy ranks first in Europe for its preference for paperboard and cardboard packaging. When choosing between two equivalent products packaged in different materials, 91% of Italian consumers opt for cardboard over plastic. This choice reflects a deeply rooted environmental awareness and a growing culture of sustainability based on concrete actions.

Consumer expectations toward brands are clear. According to Italian respondents, companies should use natural and renewable materials (69%), adopt fully recyclable packaging (55%), reduce the use of plastic (47%), and provide clear recycling instructions (41%). The message emerging from the Pro Carton Observatory is clear: investing in sustainable packaging is no longer optional for brands, but a fundamental requirement to maintain trust and competitiveness in the market.