76% of grocery shoppers are actively looking for products that don’t add to landfill at the end of their lifecycle.
Amcor’s Recycled Content, Real Impact report reveals that around two-thirds (63%) of European consumers consider brands that use recyclable PCR plastic in their packaging to be more trustworthy than those that don’t.
Beyond this, just over half (53%) of consumers said the use of recycled plastic in packaging makes ‘no difference’ to how they view the quality of the product. And more than one-in-five (22%) believed recycled plastic improved packaging quality.
Focusing on public opinion in Poland, the UK, France, Germany, Spain, and Italy, the research also found that 76% knowingly bought products because of the packaging content.
‘Consumers understand recycled material, and respond very positively to it,’ said Sarah Neerkorn, Amcor’s Markets Insights Manager. ‘It’s clear how much consumers value third-party certification. Even though they may not understand what’s behind the certification, it gives them reassurance and adds to the credibility of the claim.’
‘The European Union’s mandatory recycled plastic targets will come into play in 2030,’ she continued. ‘While that may seem a way off, we strongly encourage brand owners to start integrating PCR into their packaging now.
The study also showed that 91% said they knew some products in supermarkets included recycled plastic in their packaging, and 79% saw this as an effective way to reduce environmental impact.
However, there are perception and transparency issues which need to be overcome. 79% of respondents want to see independent certification to prove recycled content. And 58% want packaging to break down the proportion of recycled material that has been used in the product.
‘Beginning PCR use now, even if only for specific SKUs or geographies, will enable technical validation and help brands to set up traceability processes for certifications,’ added Lucie Charbonnel, Sustainability Director at Amcor. ‘Also, brand-owners can take advantage of financial incentives available today in some countries that reward the use of PCR, either through reduced plastic tax or bonuses within Extended Producer Responsibility (EPR) schemes.’
Image: tanvi sharma / Unsplash
More Pollution, Waste & Recycling:
£1.34m for low carbon fertiliser development to help UK cereal farmers
Dynamic digital product passports pegged as food waste solution