Six in 10 consumers more likely to buy nuts in recyclable packaging

A new consumer study commissioned by Amcor has found that recyclable packaging is becoming an increasingly important factor in purchasing decisions for packaged nuts, alongside taste, price and nutritional value.

The research surveyed 2,041 consumers who purchase nuts across the UK, Germany, Spain and the Netherlands to examine the factors influencing buying behaviour.

According to the findings, taste and flavour ranked as the most influential factor when choosing nut products (23%), followed by price (20%) and health or nutritional benefits (17%).

The survey also found that 62% of respondents said they would be more likely to purchase a nut product if it was packaged in recyclable packaging. This figure rose to 70% in the UK and 67% in Spain, with younger consumers aged 18–35 expressing the strongest preference for recyclable formats.

In addition, 60% of respondents said packaging containing recycled content would make them more likely to buy a nut product, with UK consumers again recording the highest level of support at 69%.

When asked about sustainability claims, recyclable packaging was identified by 20% of respondents as the most influential. The research also suggested that many consumers would be prepared to pay a premium for packaging perceived to be more sustainable, with 62% stating they would pay at least 3% more for products packaged in recyclable materials.

Amcor noted that changing consumer expectations are being accompanied by evolving regulatory requirements. These include the introduction of modulated Extended Producer Responsibility (EPR) fees in the UK from 2026 and the EU's Packaging and Packaging Waste Regulation (PPWR), which requires most packaging, including food packaging, to be designed for recycling by 2030.

Beyond core factors such as price and taste, sustainability can directly shape preference and behaviour at the checkout. The majority of consumers (62%) said recyclable packaging would make them more likely to buy the product. In a world where consumers have more choice than ever before, sustainability factors are becoming significant and powerful influencers on nut choices.

That’s why Amcor developed the AmPrima^® mono-material solutions for nuts to stay ahead of this change and the fast-approaching Packaging and Packaging Waste Regulation (PPWR). AmPrima^® offers flexible and high-performance packaging solutions that are recycle-ready today in most European countries.

Sarah Neerkorn, Market Insights Manager, Amcor.

The Cracking the Nut: Consumers’ Buying Preferences report is available to download from https://www.amcor.com/insights/white-papers/cracking-the-nut-amcor-research