The “European Consumers on Reusable and Recyclable Packaging” report reveals consumer preferences and perceptions around packaging sustainability. Surveying over 7,000 people across Europe, the study found that while most consumers support reusable packaging for its environmental benefits, many confuse it with recyclable options, often preferring the latter for convenience and hygiene reasons. Recyclable carton packaging emerged as a favourite due to its ease of recycling, especially for products like milk, juice, and fresh produce. Despite concerns about reusable packaging, 71% of respondents want retailers to offer reusable options, highlighting a desire for brands to support sustainable practices through refill stations and returnable packaging initiatives.