Key findings include:

• Awareness and interest in recyclability is strong with 84% of consumers reporting that they check on-pack instructions to inform how they dispose of products.
• 71% of consumers understand claims that state ‘made with recycled materials’. This has risen by 4% since 2022.
• Paper-based packaging is a growing trend, with 72% of consumers reporting that they understand paper-based packaging claims and use them to inform purchasing decisions.