Almost 80% of Consumers Want Recyclable Packaging – But Don’t Know How to Find It

79% of consumers are looking for products that come in recyclable or sustainable packaging, and 63% are less likely to buy products without it, according to a new study by Trivium Packaging.

But despite the enthusiasm for recyclable packaging, consumers are confused about where to find it, with more than half of consumers saying they do not always understand how to tell whether or not packaging can be recycled or not, according to the UK’s OPRL (On-Pack Recycling Label) scheme.

Chris Williams, chief executive of ISB Global, a provider of waste management software, said, “Unfortunately, misleading labels confuse the public about what can be recycled, often leading to incorrect or no action – such as using black bin bags as a default option.”

When consumers aren’t sure about which packaging is recyclable, the survey showed they will often guess – with 42% saying they pick whatever seems like it might be recyclable, placing products that may actually contaminate the recycling stream in their recycling bags. Another 22% of consumers said that when unsure, they simply chose not to recycle.

According to WRAP, the Waste Reduction Programme, recycling must be simplified. “The complexity of materials in the system has been a big challenge for many years. Industry recognises that it’s their job to make changes and tell consumers what they need to do with the material.

“We need to eliminate (the use of) plastics that are difficult to recycle.”