New consumer research from Amcor suggests that recyclable packaging is becoming an important commercial factor in the European nut category. The study questioned 2,041 nut buyers in Germany, the Netherlands, Spain and the United Kingdom to understand how taste, price, nutrition and packaging influence purchasing decisions.

Taste and flavour remained the strongest consideration, selected by 23% of respondents, followed by price at 20% and health or nutritional value at 17%. Packaging sustainability also showed a clear ability to influence choice, with 62% saying recyclable packaging would make them more likely to purchase a nut product.

The response was strongest in the United Kingdom, where the figure reached 70%, and Spain at 67%. Amcor also found that the influence was particularly pronounced among consumers aged 18 to 35, indicating that recyclability could become an increasingly important purchasing criterion.

Consumers are also looking beyond whether a pack can be recycled. Six in ten respondents said packaging containing recycled material would increase their likelihood of buying the product, rising to 69% among UK participants.

When asked which environmental message would have the greatest impact, 20% selected recyclable packaging as the strongest sustainability claim. This suggests that specific, practical statements may influence shoppers more effectively than broad environmental language.

The research also points to a financial opportunity for nut brands. Around 62% of respondents indicated that they would pay at least 3% more for a preferred product supplied in recyclable packaging. Investment in redesigned formats could therefore support both regulatory compliance and stronger product positioning.

Packaging alone cannot compensate for weak product quality or uncompetitive pricing. The findings show that sustainability works alongside established purchase drivers. Brands still require packaging that maintains freshness, barrier performance, shelf life and visual appeal while improving recyclability.

The findings arrive as packaging requirements tighten across Europe. Modulated Extended Producer Responsibility fees in the UK increase the cost implications of difficult-to-recycle formats, while the EU Packaging and Packaging Waste Regulation will require most packaging to be designed for recycling by 2030.

For the nut sector, recyclable mono-material flexible packaging could help meet these expectations without losing the lightweight and protective qualities of conventional pouches. Brands that combine reliable performance with clear sustainability claims may strengthen consumer preference while preparing their portfolios for future European packaging rules.