Survey shows sustainability of the beverage can is a key factor in consumer choice
According to a recent survey, at least 70% of consumers in France, Italy, Spain and the United Kingdom who are aware of the drink can's full range of sustainability benefits would always or sometimes choose the can over other beverage packaging types. For consumers, the most significant benefit of the can for the environment is its infinite recyclability, with more than 75% of people in Belgium, France, Italy, Spain and the UK citing this as a reason for their positive opinion of the can.
The survey, carried out by IPSOS on behalf of Metal Packaging Europe (MPE), the European association for the rigid metal packaging industry, assessed consumer perception of the beverage can and the Metal Recycles Forever logo in Belgium, France, Germany, Italy, the Netherlands, Spain and the UK.
“The results of the survey demonstrate the huge potential of the beverage can and the Metal Recycles Forever logo to make a positive contribution to a resource-efficient, circular economy,” said Leonie Knox-Peebles, CEO of Metal Packaging Europe. “By ensuring that consumers and brands are aware of and understand the sustainability benefits of beverage cans, including their outstanding recyclability as packaging made from a permanent material, we can help them to make informed and sustainable choices.”
Excellent recyclability, combined with high recycling rates, make the beverage can a perfect fit for the circular economy. The latest figures for aluminium beverage can recycling in Europe put recycling rates at an already impressive 76.1% and the survey results give an insight into consumer views on how to increase these high levels of recycling still further. Over 70% of respondents in all seven countries identified installing more bins to facilitate recycling outside the home and promoting better collection for recycling as being among the best ways to do this.
The survey also addressed perceptions of the Metal Recycles Forever logo. Launched in 2014, the logo is fairly new in comparison to other recycling logos, which have been used on packaging for decades, yet it has significant potential to effectively communicate the infinite recyclability and sustainability credentials of the metal drink can. In particular, an average 88% of respondents across all countries stated that seeing the logo on packaging would positively influence their purchase decision.
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Metal Packaging Europe (MPE) is the European association for the rigid metal packaging industry. It gives Europe’s rigid metal packaging industry a unified voice, by bringing together manufacturers, suppliers and national associations.
MPE’s Beverage Commission aims to raise awareness of the benefits of the beverage can, and its sustainability credentials in particular. To support this work, the MPE Beverage Commission carried out an online survey, in collaboration with IPSOS, in October 2020. The survey assessed consumer perception and behaviour in relation to the beverage can, as well as knowledge and understanding of the Metal Recycles Forever logo. It covered a representative sample of people aged 18–65 in seven countries: Belgium, France, Germany, Italy, the Netherlands, Spain and the United Kingdom. The sample size was 1000 people per country and results were weighted to give a representative view of each country.
The Metal Recycles Forever logo was launched in 2014 by the Members of Metal Packaging Europe. It aims to inform consumers about the infinite recyclability of rigid metal packaging and help them better understand the key role they have to play in keeping metal in the material loop by recycling their empty packaging. The logo is available for beverage fillers to use in a wide range of languages. More information can be found online: https://www.metalrecyclesforever.eu.