While about 80 percent of consumers say they think it is important to reduce the reliance on single-use packaging, almost the same number of people said in a recent survey that they don't go out of their way to buy products with refillable or reusable packaging.
The United Kingdom-based PA Consulting also said in its survey of consumers in the United States and U.K. that 77 percent of respondents said they don't pick products made from recyclable or recycled materials and about 45 percent said they do not recycle paper, plastic, glass or metal products in curbside bins or recycling centers.
The survey was conducted in November 2023 with 4,000 consumers from the U.S. and U.K. There were slight variations between the two countries — with 82 percent of British consumers saying they see a need for everyone to get involved in reducing single-use packaging vs. 77 percent in the U.S. The biggest difference between the two countries in the survey came in the question of whether they recycle, with 64 percent of U.K. residents saying they use recycling bins or centers vs. 46 percent of U.S. residents.
The survey was to understand consumer intent, challenges, motivations and needs around refill and reuse packaging.
The consulting group also pointed to a generational split. Only 4 percent of people from the baby boomer generation taking part in packaging deposit systems, while 21 percent of Gen Z respondents said they used bottle deposit systems.
PA Consulting said there are three key strategies to close the gap between what people say is important and actually take part action: educating consumers; designing systems that make it easier to store, clean and return packaging; and pushing innovation.
The survey also found attitudes toward reusable packaging varied with household income. Almost three-quarters of high-income earners — defined as those making at least $100,000 in the U.S. or 75,000 U.K. pounds per year — use reusable cups and containers compared with 55 percent of low-income earners, or those earning less than $49,999 or 29,999 pounds.
Saving money by choosing reusable packaging was the most compelling motivator for 58 percent of consumers who opt for it, while 71 percent said they would reuse if they received points they could save toward money off food or drinks.
Barriers for adopting reusable packaging cited were: forgetting to consistently bring reusable packaging, 44 percent; worries about cleanliness, 41 percent; the hassle of returning, cleaning or storing reusable packaging, 39 percent; and upfront costs, 38 percent, the group said.
"Reusable and refillable packaging is at a critical juncture, with the [fast food] industry seeking ways to accelerate sustainability and new plastics and packaging regulation coming into force globally," said Matt Millington, PA's design strategy lead for the U.K. "However, our survey highlights that behavioral change is needed to make reusable packaging stick and close the say-do gap.
"Understanding how to motivate consumers and remove barriers to engagement; designing packaging systems that enable convenient returns; and regular nudges at the most valuable points of influence in the customer and pack journey," he said.