Sustainable Merchandising: What the New EU Rules Change and How to Apply Them on the Shelf

On the shelf, sustainability sells only when the consumer both sees it and believes it.

Merchandising takes care of the first part. Trust comes down to the claims on the pack and on the display, and since 27 September 2026, new EU rules set what those claims can say.

Here’s what the data shows, what’s changed and how to get it right on the shelf.

What the Latest Data Says About Sustainable Products

Products that highlight sustainability credentials on the pack, such as recycled materials or organic ingredients, are steadily gaining market share. In the US, the NYU Stern and Circana Sustainable Market Share Index (2026) shows these products held 25.4% of consumer packaged goods sales in 2025, yet accounted for 44.9% of sales growth since 2013.

Put simply, of every $100 spent (~90€), $25 goes on sustainable products, but of every $100 in new sales, $45 comes from them. The sustainable segment is growing faster than the rest of the market, and it’s claiming more and more shelf space.

There’s no equivalent measure for Greece. However, with the same products and the same EU rules, it’s reasonable to assume the Greek market is heading the same way, with one difference: Greek shoppers pay closer attention to price. In the 2025 Eurobarometer, cost was the main factor in food purchases for 67% of Greeks, compared with an EU average of 60%.

What Changes on the Shelf Under the New Rules

In Greece, Directive (EU) 2024/825 was transposed by Law 5317/2026, which amended the national consumer protection law (Law 2251/1994). The new rules apply from 27 September 2026 and cover every environmental message aimed at consumers, from the pack to the shelf-edge label.

They regulate three types of claim:

1. Generic environmental claims

Wording such as “eco”, “green” or “environmentally friendly” is only allowed if you can prove recognised excellent environmental performance relevant to the claim. Otherwise, the claim has to spell out exactly what it refers to, on the same medium.

On the shelf, “eco-friendly packaging” becomes “packaging made from recycled cardboard”. If only the outer box is recycled, the message should say exactly that, not “sustainable product”.

2. Sustainability labels

Green logos, leaves and trees on point-of-sale materials count as sustainability labels. They’re only allowed if a public authority has established them, like the EU Ecolabel, or if they’re awarded under a certification scheme, meaning an independent body checks that the product meets specific, published criteria.

In practice, a logo designed by the company or its ad agency, with no third-party verification, isn’t allowed. If a piece of display material carries a sustainability label, it’s worth asking the supplier for the name of the certifying body and the certificate before it goes to print.

Even a valid label doesn’t cover a misleading claim next to it. If it’s paired with “100% eco-friendly” and nothing to back it up, the claim is still prohibited, as guidance on the new rules makes clear.

3. Carbon offsetting claims

Claims that a product has a neutral, reduced or positive impact on the climate are banned when they rely on offsetting, meaning buying carbon credits or funding a reforestation project.

“Climate-neutral product” on a display stand isn’t allowed if the neutrality comes from offsets like these. A business can say it funds offsetting projects, but it can’t present this as a feature of the product itself.

What about materials already in store

Old stock still on the shelves isn’t automatically exempt, and Greek law doesn’t appear to provide a general transition period. However, guidance from the Consumer Protection Cooperation (CPC) Network, which brings together national consumer authorities, allows for gradual, proportionate enforcement where there are genuine transitional difficulties.

It’s worth checking the claims on materials already in circulation and correcting them where needed, by stickering over any claim that doesn’t stand up or removing the label.

How to Get Sustainable Merchandising Right

An environmental claim goes through three stages before it reaches the shopper: the wording, the shelf position and the in-store set-up. Each needs a different kind of attention.

• Wording: only write what the supplier can prove with documentation, such as a certificate for the recycled material. It’s worth keeping those documents with the material, so you can produce them if asked.
• Shelf position: you can group products with sustainability credentials together at eye level, so shoppers can find them easily. If you add a sign, the same rules apply to it as to the packaging: wording like “Sustainable products” isn’t enough, because it doesn’t say what makes them sustainable.
• In-store set-up: merchandisers install the materials in store, so it’s important they know which claims are approved and don’t add their own, such as stickers saying “eco”.

Conclusion

The market for sustainable products is growing, and the new rules now set the terms for how they can be promoted on the shelf.

For businesses that set up materials in store, this means every claim and every label on point-of-sale material needs a document to back it up.

INGROUP provides merchandisers who set up your point-of-sale materials exactly as you’ve briefed them. Contact us to work together on how your products are presented on the shelf.