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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.
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
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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.
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.
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.
“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.
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.
Seven forms of evidence
Microplastic-free, recycled content, recyclability, PFAS-free, reduced plastic. Each trustmark stands for one verified property and a publicly available certification scheme.
In more detail
Consumers cannot see, smell or taste microplastics. That is precisely what creates uncertainty at the point of purchase, and precisely where independent evidence works: it makes visible a property nobody can check for themselves. Offer orientation and you gain trust, and trust decides at the shelf.
Kneipp already uses flustix PRODUCT CONTENT MICROPLASTIC-FREE for independent, consumer-legible communication of microplastic freedom. The whitepaper cites it as an example of how a technical property becomes information someone can actually use in a shop.
Four parts: independent testing by accredited laboratories, a scientifically grounded assessment of the product contents, transparent communication towards consumers, and visible labelling on the product itself. Together they turn a complex measurement into information a consumer can understand.
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
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