At interpack 2026, Winfried Mühling of PRO CARTON Germany will provide deep insights into consumer behaviour regarding packaging. The current study results show clear trends: recyclability is the most important packaging attribute for 65 percent of consumers.
Information needs for disposal are growing
Particularly noteworthy is the high demand for information: 89 percent of consumers wish for additional details on correct disposal on the packaging. „Consumers naturally try to do things correctly. With paper and cardboard, they have less of a challenge, but with flexible packaging, there is uncertainty,“ explains Mühling.
Although 84 percent of consumers state they can differentiate between recyclable and non-recyclable materials, many seek the added security of clear labelling. The discrepancy between self-assessment and the need for information shows that consumers want to take responsibility – but for this, they need unambiguous instructions on the product itself.
The cardboard industry benefits from legislation
The PPWR regulation acts as a catalyst for fibre-based packaging. „We are definitely seeing that folding cartons are in greater demand,“ says Mühling. Even traditional plastic suppliers like Amcor are increasingly integrating fibre-based solutions into their portfolios.
The high recycling rate of 87 percent for cardboard gives the material significant advantages over other packaging materials. This means that the regulatory and consumer assessments now align for the first time – an effect that structurally strengthens the competitive position of fibre-based solutions.
Youth record despite economic downturn
PRO CARTON's Young Designer Award has received over 1,000 entries from across Europe for the first time, establishing itself as the continent's largest young talent competition for packaging design. „I am truly very proud to say that we will be surpassing the 1,000 submission mark this year,“ emphasises Mühling. The first successful transitions of participants into the industry demonstrate the practical relevance of the competition.
Despite this positive development, the industry is suffering from the current economic conditions. „The mood is rather negative, rather clouded,“ admits Mühling. Nevertheless, he looks optimistically into the future: Natural growth driven by the demand for fibre-based packaging will be significantly above market growth once the economy recovers.
