AMCOR has published new research that reveals coffee capsule recyclability influences purchasing decisions for almost two-thirds of consumers.
Surveying 2,565 buyers across France, Italy, Spain and the UK, the research found that a third of respondents consider recyclability as one of the main reasons for choosing a capsule type, while a further 30% say it plays a role in their decision.
Amcor added that while recyclability is an important consideration, perceptions of the coffee’s quality, affordability and convenience are also key.
The research found that consumers perceive aluminium and plastic capsules as similarly easy to recycle. Six in ten (60%) respondents believe aluminium capsules are easy to recycle or dispose of in their area, compared with 57% for plastic capsules. Yet, more than a quarter find recycling or disposal complicated, cited by 27% for aluminium capsules and 28% for plastic capsules.
As brands navigate preferences and material choices, Amcor said they must be balanced with evolving regulation. With the EU’s Packaging and Packaging Waste Regulation (PPWR) introducing a minimum 10% post-consumer recycled (PCR) content requirement for applicable polypropylene (PP) food-contact packaging by 2030, coffee brands must adapt their packaging strategies to ensure compliance.
Beyond recyclability, capsule material also influences perceptions of coffee quality. Six in ten (60%) respondents associate aluminium capsules with higher-quality coffee, compared with 17% for plastic capsules.
Amcor added that this shapes the overall coffee experience, with 77% of respondents believing capsule material influences the taste of coffee. For those who prefer aluminium capsules, 40% cite taste and aroma preservation as a key reason for their preference.
While aluminium is more strongly associated with coffee quality, plastic capsules appeal to consumers for their perceived affordability and practicality. Convenience also plays a role, with 30% of those who prefer the experience of plastic capsules citing ease of use and handling.
Sarah Neerkorn, senior market insights manager, at Amcor, said, “While recyclability is important to coffee capsule buyers, brands must understand the full picture. Factors such as quality, value and convenience are all key to a great coffee experience. Brands have an opportunity to stand out by aligning their packaging with consumers’ priorities, with aluminium and plastic both offering strong options.
“As regulatory requirements evolve through the EU’s Packaging and Packaging Waste Regulation (PPWR), choosing the right packaging will be key to balancing sustainability ambitions with customer expectations.”
Amcor supports coffee brands in navigating material choices with expertise in both aluminium and plastic packaging solutions.
