Two thirds of respondents (66%) say they often or sometimes buy eco-labelled products, and 46% do so for products carrying the EU Ecolabel, also up 8 points since 2023. Consumers would like to see more choice: 50% want more EU Ecolabel detergents, 36% more textiles and 35% more cosmetics, and 72% would like the label extended to further product categories. The survey was carried out between 31 August and 6 September 2026 among around 25,566 people in all 27 Member States.

On the supply side, 121,083 products were covered by 3,665 licences as of September 2026, with more than 4,000 certified products added since March, and 62% of licence holders are SMEs. The Commission presents the stated demand as an opportunity for businesses and retailers to strengthen their competitiveness, at a time when stricter EU rules on environmental claims apply and when the proposed EU Public Procurement Act would encourage public buyers to use labels such as the EU Ecolabel. For retailers, the categories consumers name most often, detergents, textiles and cosmetics, are the ranges where labelled own-brand and supplier products can be most readily expanded.

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