A survey by Sapio Research, conducted on behalf of Celebration Packaging, has highlighted the importance of certified recyclable or compostable packaging to consumers.
61% of respondents said they rely on information on packaging to keep them informed about its correct disposal. Bur the findings show the majority of consumers are unsure or chose the incorrect definitions for the terms recyclable and compostable, while only 38% said they find logos helpful in choosing how to dispose of food and drink packaging.
Nick Burton, MD of Celebration Packaging, said, “Even though this survey has shown that 68% of consumers think that it is very or extremely important that food and drink packaging is certified recyclable, two thirds of respondents were not sure about or chose the incorrect definition for recyclable packaging.”
Familiarity with the ‘Recycle’ logo, with its circular white arrow on a green background was high in the survey – with 89% of consumers aware of it – but varied according to age group, rising to 95% for the over 65s.
Despite being in use since the 1970s, the Möbius loop, indicating a product can be recycled, was familiar to only 48% of those surveyed, while versions showing the percentage of recycled material included and the Möbius loop specifically referring to PET (Polyethylene Terephthalate) delivered only 31% familiarity.
Only 34% of respondents said they separate packaging for recycling and thoroughly rinse the packaging before adding it to the recycling bin. This decreases to 11% for the 18-24 age group but 53% for over 65s.
“We are not surprised that the majority of consumers are confused by the term ‘compostable’,” Nick Burton added. “In the survey, almost two thirds were unable to correctly define the term and only 14% were aware of the two main compostable logos – the Din Certco Seedling logo and the TÜV OK Home Compost logo.
“The uncertainty means that while 56% say it’s very or extremely important that food and drink packaging is certified compostable, only 27% chose the proper disposal method.”
55% of respondents knew what the TÜV OK Home Compost logo meant, but only 19% correctly identified that it means it can be composted at home – and even though it has been in use since 1997, 69% did not know what the Din Certco Seedling logo means.
“Worryingly, 28% of those surveyed said they would dispose of compostable food and drink packaging in the recycling bin, while only 27% said they would place it in a home compost pile,” said Nick Burton.
“End-user customers are becoming better informed and expect foodservice outlets to operate more sustainably. With single-use plastic items banned, operators need to source alternatives and ensure that they are choosing truly sustainable products that are clearly certified as being recyclable and/or compostable. Doing so improves their credentials and gives their customers confidence in their brand.
“When we created the EnviroWare brand over 17 years ago, our declared mission was to seek out more sustainable packaging solutions. We have always believed that when sourcing sustainable packaging, the provenance of the raw materials is paramount – but ensuring that it can be properly disposed of at its end-of-life is equally important.
“Celebration Packaging has always invested in accreditations and certifications which we take very seriously, so that when we make environmental and sustainability claims, we can always back them up. This sets us apart from many competitors, while also giving our customers confidence to help them on their sustainability journey.”
The interviews were conducted online by Sapio Research using an email invitation and a survey. It was conducted among 1,000 consumers in England, Scotland, Wales and Northern Ireland.
