The EU Ecolabel is a strong driver of the circular economy: it supports products and services that have a lower environmental impact and are energy efficient, durable and repairable. 

It's good for sellers and buyers. It helps businesses boost their environmental performance, drive innovation and stay competitive. On the other side of the coin, it helps consumers cut through straight-up greenwashing and exaggerated claims and really know what it is they're buying. 

The latest Eurobarometer survey shows increased trust and recognition for the EU Ecolabel among European consumers who are increasingly looking for sustainable products.

The figures from the survey are encouraging: 

• 81% of European consumers are confident that EU Ecolabel products have a lower environmental impact than similar products on the market (up from 75% in 2023),
• 46% of Europeans recognise its logo (up 8 percentage points since 2023),
• 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 (up 8 percentage points since 2023),
• 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,
• Over 1 000 tourist accommodations have now received the EU Ecolabel.

The EU Ecolabel is a trusted and practical way to help consumers identify greener options more easily. It 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.