Most people see the EU Ecolabel as just another logo on a product. A new European study suggests it may actually reveal something much bigger. It can indicate how ready a country is for the transition to a circular economy.
A study published this week by the European Commission examined the relationship between the uptake of the EU Ecolabel and circular economy performance across EU Member States. The results show a clear pattern. Countries with more EU Ecolabel-certified products also tend to perform better when it comes to keeping materials in use and reducing their dependence on primary raw resources.
This does not mean that the label itself creates a circular economy. Instead, it suggests that businesses in those countries are already working in ways that are more aligned with the direction Europe is heading.
More than a marketing claim
Today, almost every product claims to be “green”, “sustainable” or “environmentally friendly”. As a result, it has become increasingly difficult for consumers to distinguish genuine environmental performance from good marketing.
This is where the EU Ecolabel stands out. Unlike many voluntary environmental claims, the label is awarded only after products are assessed against clear and independently verified criteria. The evaluation covers materials, manufacturing processes, hazardous substances, durability, packaging and the product’s potential for repair, reuse and recycling.
In other words, it looks beyond the final product and examines how it was designed and produced.
Circular economy starts at the design stage
This is also one of the reasons why the label has become such an interesting indicator. To receive the EU Ecolabel, companies need to consider the entire life cycle of a product long before it reaches the market. For textiles, the criteria include restrictions on hazardous chemicals and requirements for longer product life. For furniture, they cover material sourcing, durability and repairability. For cosmetics, they address both ingredients and packaging.
These are exactly the principles on which a circular economy is built.
Why is this important now?
The study comes at a time when the European Union is preparing the next phase of its circular economy legislation. During the second half of 2026, the European Circular Economy Act is expected to introduce new requirements for products placed on the EU market.
At the same time, the Empowering Consumers for the Green Transition Directive already recognises the EU Ecolabel as reliable proof of high environmental performance.
For businesses, this sends a clear message. Companies that begin designing products around these principles today are likely to face fewer adjustments as new regulations come into force.
A label that says more
The most interesting conclusion from the new study is not that more products now carry the EU Ecolabel. The real finding is that where the label is more widely adopted, there is usually a stronger foundation for the circular economy as well. That makes the EU Ecolabel more than a guide for consumers. It is becoming a useful indicator of how far businesses and institutions have already progressed towards a more resource-efficient economy.
