A recent survey conducted by Sapio Research, commissioned by Celebration Packaging, has highlighted the critical importance of certified recyclable and compostable packaging for consumers. The survey reveals significant gaps in consumer understanding of disposal instructions, logos, and terminology related to recyclable and compostable foodservice packaging. These insights underscore the need for clearer communication and certification to aid consumers in making environmentally responsible choices.
Key Findings from the Survey
Reliance on Packaging Information:
A significant majority (61%) of consumers rely on the information provided on packaging to inform them about proper disposal methods. This finding suggests that packaging plays a crucial role in guiding consumer behavior towards responsible waste management.
Confusion About Terminology:
Over 60% of consumers either misunderstood or were unsure about the definitions of the terms "recyclable" and "compostable."
Only 38% of respondents found logos helpful in determining how to dispose of food and drink packaging, highlighting a need for more intuitive or standardized labeling.
Importance of Certification:
The survey revealed that 68% of consumers believe it is very or extremely important that food and drink packaging is certified as recyclable.
Similarly, 56% think it’s very or extremely important for packaging to be certified compostable, though only 27% knew the correct disposal method for compostable items.
Logo Recognition and Understanding
Recycle Logo:
The widely recognized ‘Recycle’ logo, characterized by its circular white arrow on a green background, was familiar to 89% of consumers, with awareness increasing to 95% among those over 65.
Möbius Loop Confusion:
Despite being in use since the 1970s, the Möbius loop—a symbol indicating that a product can be recycled—was only recognized by 48% of respondents.
Familiarity with variations of the Möbius loop, including those showing the percentage of recycled content or specific references to PET (Polyethylene Terephthalate), was even lower, with only 31% awareness.
Compostable Logos:
Awareness of compostable logos remains low. Only 14% of respondents were familiar with the two main compostable logos: the Din Certco Seedling logo and the TÜV OK Home Compost logo.
While 55% of consumers recognized the TÜV OK Home Compost logo, only 19% correctly identified that it means the packaging can be composted at home. Additionally, over 69% did not know the meaning of the Din Certco Seedling logo, which has been in use since 1997.
Consumer Behavior and Age Differences
Recycling Practices:
Just 34% of those surveyed separate packaging for recycling and thoroughly rinse the packaging before placing it in the recycling bin.
This behavior was significantly more prevalent among older consumers, with 53% of those over 65 engaging in this practice, compared to just 11% of the 18-24 age group.
Disposal of Compostable Packaging:
Only 27% of consumers would place compostable packaging in a home compost pile, and a concerning 28% said they would dispose of compostable packaging in the recycling bin, indicating widespread confusion about proper disposal methods.
Implications for the Industry
The findings of this survey underscore the need for better education and clearer labeling on food and drink packaging to help consumers make informed decisions. With significant confusion surrounding the meanings of common recycling and composting logos, it is evident that both the packaging industry and environmental agencies need to collaborate on improving consumer awareness.
Moreover, the demand for certified recyclable and compostable packaging is evident, with a large proportion of consumers expressing the importance of such certifications. This presents an opportunity for brands to differentiate themselves by adopting and clearly communicating sustainable practices.
In conclusion, while the survey shows that consumers are increasingly aware of the need for sustainable packaging, there is a clear gap in understanding and behavior that needs to be addressed. Enhanced certification processes, better packaging design, and more comprehensive consumer education are essential steps toward reducing the environmental impact of packaging waste.
Conclusion:
The Sapio Research survey commissioned by Celebration Packaging reveals critical insights into consumer understanding of recyclable and compostable packaging. While many consumers recognize the importance of certified packaging, there is widespread confusion about logos and disposal methods. To bridge this gap, the industry must focus on clearer labeling, better education, and ensuring that consumers can easily identify and correctly dispose of sustainable packaging options.