EU Ecolabel trust and product uptake rise across Europe

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EU Ecolabel trust & uptake rise

Highlights

Eurobarometer reports 81% of European consumers trust the EU Ecolabel in 2024, up from 75% in 2023, with recognition of the logo rising 8 percentage points to 46%.
As of September 2026, the EU Ecolabel covers 121,083 products through 3,665 licences, adding over 4,000 certified products since March 2026, with SMEs holding 62% of licences.
The European Commission links rising EU Ecolabel uptake to the proposed EU Public Procurement Act, encouraging integration of ecolabels in public sector procurement.

Survey results point to broader consumer adoption

As reported by European Commission, citing Eurobarometer, 81% of European consumers say they are confident that EU Ecolabel products have a lower environmental impact than similar products on the market, up from 75% in 2023. Recognition of the label's flower logo also rises to 46%, an increase of 8 percentage points since 2023.

The survey says 66% of Europeans often or sometimes buy eco-labelled products of any kind, while 46% say they often or sometimes buy products carrying the EU Ecolabel. That figure is also 8 percentage points higher than in the 2023 survey, suggesting that greater familiarity with the label is helping shift buying behaviour.

Consumer demand for broader availability also remains strong. Half of respondents say they want to find more EU Ecolabel detergents on the market, followed by textiles at 36% and cosmetics at 35%, while 72% say they want the label extended to additional product categories.

Business growth and procurement potential expand

Latest EU Ecolabel statistics published today show that more businesses are obtaining the label for products including paper, detergents, furniture, textiles and hotel stays. As of September 2026, 121,083 EU Ecolabel products are covered by 3,665 licences, with more than 4,000 certified products added since March 2026.

Tourism is also part of that expansion, with more than 1,000 tourist accommodations now holding the EU Ecolabel. Small and medium-sized enterprises account for 62% of licence holders, underlining their central role in the scheme's growth.

The figures support the EU's case that the label can strengthen competitiveness while helping companies respond to rising demand for greener goods and services. The European Commission also links the label to public sector demand, saying the recently proposed EU Public Procurement Act encourages public buyers to use labels, particularly the EU Ecolabel, to integrate environmental considerations into procurement procedures more easily.

In our earlier coverage of Pakistan’s access-to-finance push, we outlined how the government is urging banks and other lenders to scale credit to underserved segments, with a Rs2 trillion SME financing target by 2028. We also noted recent gains across SME, agriculture, housing and EV lending, alongside calls for stronger risk-mitigation frameworks, better coordination among institutions, and more systematic implementation tracking.

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