Released on the occasion of the World Ecolabel Day , the latest Eurobarometer survey shows an increased trust and recognition for the EU Ecolabel among European consumers who are increasingly looking for sustainable products.
According to this survey, 81% of European consumers are confident that EU Ecolabel products have a lower environmental impact than similar products on the market, compared to 75% in 2023. Nearly half of Europeans (46%) now recognise its 'flower' logo – an increase of 8 percentage points since 2023 .
Increased recognition is translating into more sustainable purchasing habits. Almost two Europeans out of three (66%) say they often or sometimes buy any kind of eco-labelled products, with 46% saying they often or sometimes buy products carrying the EU Ecolabel – also up 8 percentage points since the 2023 survey.
In parallel, according to the latest EU Ecolabel statistics published today , a growing number of businesses are obtaining the label for their products, ranging from paper and detergents to furniture, textiles and hotel stays. And the choice of EU Ecolabel products on the market has never been bigger . As of September 2026, there were 121,083 EU Ecolabel products covered by 3,665 licences. More than 4,000 certified products have been added since March 2026, and over 1,000 tourist accommodations have now received the EU Ecolabel. With 62% of licence holders , small and medium-sized enterprises play a central role in the EU Ecolabel.
As the Eurobarometer survey highlights, consumers would like to see the label more widely available, with 50% saying they would like to find more EU Ecolabel detergents on the market, followed by textiles (36%) and cosmetics (35%). 72% would like the label extended to additional product categories.
This call from consumers for an even wider choice of EU Ecolabel products is an opportunity for businesses and retailers to strengthen their competitiveness, while leading the way in sustainability. The EU Ecolabel offers a trusted and practical way to respond to that growing demand and to help consumers identify greener options more easily. The EU Ecolabel also creates opportunities in public procurement. The recently proposed EU Public Procurement Act encourages public buyers to use labels, particularly the EU Ecolabel, to support the integration of environmental considerations into procurement procedures. This would make it easier for public buyers to identify products that meet credible environmental requirements.
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