Consumer study

What consumers think about microplastics and what it means for your products

Almost everyone in Germany knows the term microplastics, and concern runs high, somewhat higher for the environmental consequences than for the possible health consequences. Anyone who can substantiate freedom from microplastics has a selling point. Anyone who merely claims it has a liability risk from 27 September 2026.

The study in four figures

93.7 %

awareness of microplastics in Germany

76.6 %

of respondents already knew the term microplastics

4.49 / 5

concern about the environmental consequences of microplastics

4.13 / 5

concern about possible health consequences

Summary only

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Who carried out the study

A representative scientific investigation involving the European Food Safety Authority (EFSA), the German Federal Institute for Risk Assessment (BfR) and international research partners. It analysed awareness of microplastics, consumer knowledge, environmental and health perception, and the effects on purchasing and behavioural intentions.

The connection that matters

Consumers who receive understandable and credible information on microplastics are considerably more willing to change their behaviour and to choose microplastic-free products deliberately. Knowledge leads to concern, concern to willingness to act.

Where the topic lands

Consumers associate microplastics above all with products they use or consume daily: cosmetics, personal care, detergents and cleaning products, food, seafood, and household and everyday products.

Why evidence becomes necessary

“Microplastic-free” is an environmental claim and therefore falls under the requirements of the EmpCo Directive (EU) 2024/825, which applies from 27 September 2026. After that date, freedom from microplastics can only be communicated robustly on the basis of independent third-party certification.

The problem with that

Microplastics are invisible. At the shelf there is no way to tell whether a product contains them, and that is precisely where purchasing uncertainty comes from. Independent evidence turns a technical property into information consumers can believe.

Source: Janzik et al. (2026): “Is the public really concerned about microplastics?”, Journal of Environmental Psychology
As of: June 2026

Editorial responsibility: Malte Biss, Managing Director of flustix GmbH