A wasted opportunity - Ipsos
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A
wasted
opportunity
1
Executive
Summary
The world generates approximately 1.3 This paper will discuss the
billion tonnes of waste annually, with Asia following subjects:
alone accountable for 1 million tonnes
per day. With current urbanisation and How the sociodemographic
population growth rates, global waste is shifts found in our new
estimated to rise to 2.2 billion tonnes by research, and a consumer
2025.1 Despite huge investment, countries demand for convenience,
are battling with the challenge of value and experience have The rise of the health and
preventing environmental degradation. changed the way we shop. lifestyle trend, and the
This is presenting new positive and negative
This paper presents the challenges of challenges in food waste implications this has for
food waste and recycling faced by and recycling. the environment.
manufacturers, retailers, councils and
consumers in the UK. Framed within Where the responsibility of
the context of a change in consumer food waste and recycling
behaviour and lifestyle choice, there lies, and who the public
are many considerations that must be believe should take the
addressed to achieve effective change. lead in tackling the An outline and evaluation
problem according to our of the current strategies
The good news is that there is a new research. being taken by retailers,
growing interest and focus from the
manufacturers and
general population, businesses and
councils.
the government when it comes to the
environmental impact of our current An evaluation of
lifestyles and this has been fuelled by a whether plastic is as
number of drivers: ‘bad’ a material as the
media are portraying.
1. People have become more aware Recommendations and
and concerned with the effect of our solutions for retailers and
packaging waste. This has been driven to manufacturers towards a
a large extent by David Attenborough’s more sustainable future.
‘Blue Planet II’ programme. Internet
searches of ‘plastic recycling’ rose by
55 percent following the programme’s
appeal in the final episode.2
2. Legislation is being put in place
by the government.
3. There has been a move towards a
circular economy, keeping resources in
use for as long as possible. The business
model of ‘eBay’ was one of the first
examples of a circular economy, giving
items another life and value beyond the
original owner.
2 3
The UK’s
Sociodemographic
Landscape
The UK consumer landscape is changing, Recent Ipsos MORI research found that
and significantly so. Our busy lifestyles are the most common way to grocery shop in
driving a move away from the big weekly the UK is to do one large grocery shop in
food shop towards more convenience store, with a couple of top up shops during
shopping. It is the flexibility of convenience the week (38%). However, almost a third
stores that is key for today’s time pressed of Londoners (30%), and a fifth of the total
consumer, as three quarters (75%) of Brits population (20%) do a few small shops
say the opening times of convenience each week, when they need to, rather
stores makes it easier to fit shopping into than a large shop.
their daily schedule, whilst half (49%) say
that shopping at convenience stores
allows them to be more flexible in their
meal choices.3
4 5
In part, the rise in convenience shopping A report by the Institute of Grocery The ease with which Rapid technological developments in Londis, all squeezed into less than a mile.
is due to shifts in our sociodemographic Distribution (IGD) indicates that food- we use our iPhones other non-related categories are ultimately The sheer quantity and proximity of these
make up. Nearly one fifth of the population to-go is one of the fastest growing will influence the influencing consumer expectations in stores is a perfect illustration of how
are aged 65 or older, and 3.8 million people categories in convenience grocery retail, expectation of our the grocery channel. For example, the demand for convenience is driving the
in this older age group live alone.4 Indeed, providing the sector with a £36 million experience when frictionless service provided by Uber for strategy of large retailers, to meet the
our survey shows us that people who live boost last year.5 Retailers have capitalised trying to book a hotel, ordering, tracking and payment of your complex needs of the consumer.
alone are most likely to do a small number on the consumer convenience culture, access our bank or transportation is influencing consumer
of shops during the week when they need expanding offerings beyond the humble order a takeaway. To experience expectations. This has given The changes we see in the shopper
to (34%). In the capital, we see a significant sandwich to ‘meal deals’, sushi, crudities use the term coined rise to innovations by Amazon such as the landscape, driven by socio-demographic
proportion of young professionals living in with dips and salads. by experience agency Dash button providing auto-replenishment shifts, lifestyle changes and ‘liquid
house shares, who are also more likely to Fijord, our experiences of products to the home and frictionless expectations’ has consequences for both
do their grocery shop alone. Employment is at an all-time high, average are increasingly ‘liquid’ retail with ‘Amazon Go.’ We call this food waste and recycling. Consumer
lunchbreaks are down to 34 minutes6 and across categories and ‘liquid expectations’. behaviour shapes the way in which we
The table below shows the projected a healthy lifestyle is more desirable than therefore much produce and manage both, and needs to
growth of grocery store formats in the UK ever before. Meal times have blurred, and harder to In grocery retail, this has involved the be fully understood if we are to develop
between 2017 and 2022. Online retailers are consumers want to be able to purchase identify and reimagining of the shopper experience successful strategies to help alleviate
projected to grow by over 50%, whereas foods they want exactly when and track. towards convenience shopping – being the problem.
we can only expect a 1% increase in value where they need them. The combination able to purchase something at the time of
for hypermarkets over the next 5 years. The of these factors creates an incredibly need. On one street in London, there is a
convenience grocery channel is forecast to lucrative business opportunity for the large Sainsbury’s supermarket, two
grow by almost 18%. food-to-go sector. Sainsbury’s Local Stores, a Little Waitrose,
an Iceland, a Morrisons M Local, and a
Figure 1: Projected growth of different grocery store formats5
2017 value (£bn) 2022 value (£bn) Change in value % 2017-22
184.5
Total +15.4
212.9
86
Supermarkets +5.9
91.1
40
Convenience
47.1 +17.7
20.1
Discounters* +49.8
30.1
16.2
Hypermarkets +1.0
16.3
11.8
Other retailers** +3.6
12.2
10.4
Online +53.8
16
Source: IGD UK food and grocery forecast 2017
6 7
Health and
Lifestyle
Key influencers are taking the lead on the food sensitivities and diet related disease.
war on plastic, including the queen, who This has caused a gradual but noticeable
has banned plastic straws and bottles on shift in consumer behaviour towards
the royal estate, and the Ellen MacArthur healthier lifestyles.
Foundation, which was established in 2010
with the aim of accelerating the transition In an era where our lives are played out
to the circular economy. on social media, looking and feeling great
is an idealistic lifestyle consumers want to
We see a similar story with the issue around showcase and enjoy. Perhaps driven in part
health with increasing media attention, by these increasing social pressures, the
government campaigns and vocal activists Ipsos MORI Global Trends Survey found
(such as Jamie Oliver and Hugh Fearnley- that just two-thirds of the global population
Whittingstall) promoting greater awareness say their health is good (62%), and even
and concerns over obesity, sugar intake, less (44%) are satisfied with their weight.
8 9
Figure 2 – How is your health in general? Would you say it is good/poor? Figure 3 – Of all the things I can do to maintain good health, eating right is the most important
Good 2016 Good 2014 Poor 2016 Poor 2014 Agree 2016 Disagree 2016
T Total 62% 10% T Total 80% 16%
1 Indonesia 88% 3% 1 Indonesia 95% 4%
2 S Africa 83% 3% 2 India 90% 8%
3 India 78% 6% 3 S Korea 88% 10%
4 U.S. 76% 13% 4 China 87% 7%
5 GB 73% 12% 5 Spain 87% 11%
6 Canada 72% 10% 6 Argentina 86% 10%
7 Argentina 70% 7% 7 Brazil 85% 11%
8 Australia 67% 14% 8 S Africa 85% 14%
9 Sweden 65% 12% 9 Turkey 84% 14%
10 Spain 64% 6% 10 Peru 84% 14%
11 Mexico 63% 5% 11 Australia 82% 12%
12 Belgium 62% 12% 12 Canada 82% 14%
13 Poland 61% 8% 13 U.S. 82% 15%
14 France 60% 12% 14 Mexico 79% 19%
15 Italy 60% 9% 15 Germany 78% 18%
16 Brazil 59% 19% 16 Italy 78% 16%
17 Turkey 59% 6% 17 GB 77% 18%
18 Germany 56% 12% 18 Sweden 74% 23%
19 China 48% 5% 19 France 72% 23%
20 Peru 44% 7% 20 Russia 71% 20%
21 Russia 41% 12% 21 Japan 68% 19%
22 Japan 40% 26% 22 Belgium 67% 25%
23 S Korea 32% 19% 23 Poland 63% 30%
Source: Ipsos MORI Global Trends Survey. 17780 adults across 22 countries, online, 12 Sep-11 Oct 2017 Source: Ipsos MORI Global Trends Survey. 17780 adults across 22 countries, online, 12 Sep-11 Oct 2017
Food plays an important part in this lifestyle Trends Survey, 2017). A prioritisation of
too, with four-fifths of the population experience over material goods creates
believing that out of the things that can be a need for more convenient lifestyles to
done to maintain good health, eating right allow time to indulge in experiences with
is the most important (Ipsos MORI Global friends and family.
10 11
The following three case studies explain can buy water exactly when they want it RECIPE BOXES
how a move towards healthier lifestyles is
complicating the issues surrounding food
waste and packaging.
and throw the bottle away after use. By
responding to the desire for convenience,
retailers and manufacturers are letting
One Recipe box services have burst onto
the UK market, delivering pre-portioned
by the supermarkets for weeks, and will
gradually lose nutritional value up until the
PLASTIC WATER BOTTLES
consumers choose single use plastic
bottles over refillables, which allows for
Million ingredients and easy to prepare
recipes directly to consumers. The new
moment of consumption.
a more frictionless experience. Selfridges subscription services, such as ‘Hello Frozen foods are also attractive because of
13 billion plastic bottles are used each are supporting a change in behaviour, and
plastic water bottles Fresh’ and ‘Blue Apron’ are responding their convenience. If there is no food in the
year in the UK. That’s 1.5 bottles for every have recently stopped sales of disposable
are bought around to the ‘healthy convenience’ trend. The fridge, or time to prepare it, frozen food
household. Worryingly, 5.5 billion plastic plastic water bottles in their stores, saving
the world every service makes people feel like they are offers a perfect ‘meal for tonight’ solution,
bottles were not collected to be recycled the equivalent of 6 tonnes of plastic
minute cooking fresh, healthy meals, but with very without compromising significantly (or at
from UK households, equivalent to 15 each year.9 little effort and without the guilt of the all) on quality and nutrition. Frozen food
million plastic bottles everyday.7 In 2017, traditional microwaveable ready meals. can be stored for a long period of time and
UK sales of bottled water exceeded that Some responsibility does lie with the The trend is, in part, a consequence of hence food waste is significantly lower than
of cola for the first time, as awareness consumer. Plastic bottles can be recycled, popular food television programmes such fresh produce.
about the dangers of excessive sugar in however almost half the bottles we use fountains lower down council’s priority as ‘Masterchef’ and ‘The Great British Bake
the diet started to make an impact. UK sales (44%) are placed in general waste landfills, lists. In December 2017, the London Mayor off’, food bloggers and vloggers such as The challenge for the frozen food industry
of plain water is forecast to hit 4.7 billion simply because they are not recycled.10 pledged to create 20 new water fountains ‘Deliciously Ella’, and the rising popularity is balancing the need to reduce the
litres by the year 2121, driven in part by the and other bottle refill points across the of Instagram. environmental impact of products with
increasingly health conscious consumer.8 Local council and governments could do city, which aims to reduce the purchase the need to make sure food is adequately
more. There are significantly fewer water of single use plastic water bottles. As Recipe boxes certainly help households protected. The category has started
Demand for bottled water has also been fountains in the UK compared to the rest Water UK’s Chief Executive said, providing eat more healthily, and remove the lengthy innovating to reduce polymer types in
driven by the spread of ‘on the go’ culture of Europe, which makes it difficult for easily accessible water will “help turn this shopping process and planning element packaging and removing metallised linings
across the world. Consumers avoid having people to refill their water bottles. Indeed, harmful tide of plastic waste”.11 of dinner time. By ordering ingredients that to increase recycling. With a growing
to purchase, fill up and carry a refillable the advent of bottled water in the 1980’s have already been weighed and measured focus on reducing waste and a rising
container around with them. Instead, they pushed the need for drinking water food waste is minimised; in theory, you awareness of sustainability issues, frozen
wouldn’t have anything in your fridge that food packaging will need to keep up with
you wouldn’t eat. However, the ingredients changing expectations.
also tend to have a short shelf life, and last-
minute dinner plans may leave you with a
44% of bottles we use go box of perished ingredients.
to landfill, despite most Furthermore, the pre-packaged ingredients
mean you will find tiny boxes and jars for
single portions of herbs, spices, sauces
being recyclable. and butter. Buying ingredients in bulk
means one packet rather than multiple,
and the insulated cardboard boxes used
by these companies for delivery would
not be needed for a ‘normal’ online or
in-store supermarket shop. This presents
a quandary and conflict between healthy
eating, food waste and over-packaging
FROZEN FOOD
The retail frozen sector maintained a sales
growth in 2017, exceeding the £6 billion
milestone in the second half of the year.12
The growth can be attributed to the
increased premiumisation of frozen food
and a growing awareness by consumers
that frozen can be as good, if not better
for you nutritionally, than the quality of
fresh, and is often much better value.
Frozen vegetables for example get picked,
washed and blanched within the hour, and
the nutritional goodness remains. Fresh
produce on the other hand, can be stored
12 13
Concern and
responsibility
There is a high level of concern around low engagement from consumers.13 In
plastic packaging with seven in eight adults contrast, older generations have more time
in the UK claiming to be at least ‘fairly to invest in recycling their waste correctly.
concerned’ about the issue. However, it is They are more likely to have been living
the older generation who worry the most. in the same area for longer, and therefore
Our recent survey found that just over half understand the local council schemes.
of 55-75-year olds (52%) state they are
‘very concerned’. This compares to only a We also see differences among age groups
third (33%) of 16-34-year olds. around attitudes towards food waste.
Our research shows that the younger
Millennials are likely to face more age groups are more sensitive to the
challenges around their personal recycling. ‘use by date’ than the older population.
They are a more transient population and Before the introduction of these use by
therefore less likely to understand recycling dates, working out whether food was
in their home location. Blame is often edible or not was down to judgement of
placed on poor communication from the appearance and smell. Using experience
local authority/waste contractors driving to determine whether a food or drink is
14 15
Figure 5 – Percentage
safe to eat is likely to still be a primary Figure 4 – Percentage of participants who are willing to consume the food
of participants who are
indicator for older consumers, meaning product more than one week past its use by date
willing to consume the
less importance is placed on use by dates
food product more than
compared to the younger generations
Butter 29% one week past its use by
who have never known any different.
date, by age group
Older consumers will also be more
sensitive to food waste having been
born into a thrifty post-war era. Pre-prepared fruit,
vegetables or 14%
salad
Use by dates were Yoghurt Soft Cheese Butter
Soft cheese 10%
introduced by
Mark’s and Spencer’s 16-24 5% 4% 18%
storerooms in the Yoghurt 11%
1950’s, before making
25-34 7% 6% 23%
it to the shelves in the
1970’s. As processed Chilled Pizza 6%
food became more 35-44 10% 9% 34%
commonplace in the
1960’s, consumers got Milk 5%
further away from the 45-54 11% 9% 33%
direct handling of the
ingredients in their Fresh Meat 4%
55-75 16% 15% 16%
meals, and therefore
became more worried Please select the number of days after ‘use before’ expiry date you would be willing to eat the following food products?
Source: Ipsos MORI Global @dvisor. 20,794 respondents across 28 countries, online. April 2018
about how safe and Fresh Fish 2%
Ipsos’ recent study found that those outside of their control, such as storage, Our research also finds that the more
fresh those products Please select the number of days after ‘use before’ expiry date you would be
aged 55-75 are significantly more likely to fridge and freezer space in multi person educated population, and those with
willing to eat the following food products? Source: Ipsos MORI Global @dvisor.
were.14 20,794 respondents across 28 countries, online. April 2018 consume yoghurt more than one week households. higher incomes are significantly more
past a use by date (16%) compared to 16- likely to be concerned about the
54-year olds (8%). We see a similar pattern Geographical variation in the UK around effects of plastic on the environment,
with soft cheese and butter. Just half as levels of concern regarding food waste possibly because they have more of an
many of those aged 16-54 are prepared to and recycling are also observed. Wales understanding on the topic, and a greater
consume soft cheese more than one week ranks second in the world for recycling understanding of the consequences of
past the use by date, compared to 55-75- household waste whereas England falls the impact. A recent report by the Waste
year olds. 35-54-year olds are significantly behind most other European countries.15 and Resources Action Programme (WRAP)
more likely to consume butter more than Despite this, our research shows that did find that typically, lower recycling
one week past the use by date (33%) vs 16- Wales is also the most concerned (93%) levels occur in areas with higher levels
35-year olds (21%). Attitudes towards use by about the effects on the environment of of deprivation, and the correlation is
dates on fresh meat and fish, chilled pizza, plastic packaging, plastic bags and other significant.16 However, the report also
milk and pre-prepared fruit, vegetables or disposable objects which cannot be shows that the significance of the effect
salad are more similar across age groups. recycled. The country has doubled their of deprivation levels on recycling rates
recycling rate in the past 10 years. reduces when considered in isolation to
There is a gap in attitude between the ‘eat other factors, including higher housing
to live’ generation of the post-war era, and In Wales, a devolved government has density which correlates to lower recycling
the younger ‘live to eat’ generation, who enabled significant economic investment rates and rural areas which are associated
demand variety and a more exciting diet. and demonstrates what can be achieved with higher rates of recycling.15
This creates variations around food waste if a co-ordinated and concerted effort
management. Young people moving away around recycling is adopted, and social
from home may face practical barriers consciousness on the issue is improved.
16 17
Figure 6 – Boroughs with more flats tend to have lower recycling rates
60
50
The adjacent diagram shows a clear correlation The percentage of households in London
between housing density and recycling rates in living in high rise buildings is significant
London. Recycling in flats is notoriously difficult. (54%), compared to Wales and all other
Indeed, WRAP found that 50% less recycling is yielded areas of the UK, which influences the levels 40
Household Recycling Rate
in flats compared to the average low-rise property. of recycling. This, among a number of
Space inside and outside flats are cited as an obstacle, other factors must be considered when
and councils have found it difficult to get residents comparing recycling rates between 30
to separate waste where they do not have space different areas of the country.16
for multiple bins in the home or on the doorstep.
20
10
0
0 10 20 30 40 50 60 70 80 90 100
% of flats per borough
Source: London Datastore. Municipal Waste Management Survey, DEFRA. February 2017. Dwellings by property build period and type. March 2016.
18 19Where are
we now?
The Ipsos MORI Global Trends Survey Consumers demand transparency, and
found that globally, most of the the public are taking an increasing interest in ethical
(78%) believe we’re heading towards an practices of those they buy from. Sixty-
environmental disaster unless we change two percent of the global population say
our habits quickly. In response, businesses they are willing to pay more for products
will need to significantly reduce the that use ingredients that do not harm the
environmental and social costs of their environment, although in Great Britain this
products and services to capitalise on figure is much lower (45%).
rising demand for environmentally friendly
options, that ease the conscience of
the consumer.
20 21Figure 7 – I am willing to pay more for products that use ingredients that do not harm the environment
Agree 2016 Disagree 2016
T Total 62% 31% Often, polymers from
1
2
India
Indonesia
85%
84%
12%
12%
ocean plastic have
3
4
China
Turkey
81%
77%
11%
22%
degraded in the marine
5
6
Peru 76% 20%
23%
environment, and are not
suitable for recycling into
Brazil 71%
7 Mexico 67% 28%
other products.
8 Germany 66% 28%
9 Sweden 66% 30%
10 S Africa 65% 30%
11 S Korea 65% 29%
12 Spain 64% 29%
13 Italy 61% 31%
14 Argentina 60% 32%
15 Australia 54% 36%
16 U.S. 54% 40%
17 Belgium 53% 39%
18 France 53% 39%
19 Canada 51% 41%
20 Poland 51% 39%
21 Russia 45% 44%
22 GB 45% 46%
23 Japan 39% 43%
Source: Ipsos MORI Global Trends Survey. 17780 adults across 22 countries, online, 12 Sep-11 Oct 2016
MANUFACTURERS
The recent focus on the detrimental 2018 has also seen the rise of ensuring an efficient route for packaging
impact that plastic is having on our biodegradable alternatives to plastic from the consumer back to the producer.
environment has led manufacturers to look bottles. Some, like Icelandic product Collecting plastic waste from the sea to
for more innovative solutions than simply designer Ari Johnson’s algae-based bottle recycle into new packaging can raise
recycling, both in terms of increased provide an alternative for an everyday consumer awareness, but won’t ultimately
recyclability of existing plastic and finding product in a very similar format.18 Some solve the problem. Often, polymers have
low cost and simple solutions which inventors, however, are looking further degraded in the marine environment and
reduce carbon emissions. afield, leading to the creation of alternative are not then suitable for recycling into
water vessels, such as the edible water other products.
Morrison’s have introduced flow wrap bubble, also made from algae, created by
to their cauliflower and broccoli bags, Skipping Rocks Lab, who have made the
which has saved 85 tonnes of packaging recipe readily available for public use.19
per year through the removal of trays
and labels, whilst new lighter flower and Committing to the use of recycled content
plant carriers have saved an additional 97 in all packaging can help drive the circular
tonnes of packaging per year.17 economy, reducing ocean plastic by
22 23RETAILERS
Retailers are queuing up to release news of
their latest green pledges, but only time will
tell whether these initiatives are translated
Marks and Spencer are committed
to reducing all of its plastic packaging
October 2015
type to one single polymer, which will 5p plastic bag charge comes into force for
into results. Plastic as a preferred packaging
help consumers recycle the material shops with 250 or more full time employers
has some strong rationale, and alternative
without any confusion.23 introduced in the UK.
materials will inevitably come with both
pros and cons of their own.
We know that small actions can make the
biggest difference. In 2015, the 5p plastic
August 2017
The push for less packaging has
bag levy came into force for shops in the
operational implications which will be
UK with 250 or more full time employers.
difficult to overcome. Customers frequently
Since then, 6 billion fewer plastic bags
use branding and packaging to shortcut Tesco ends sales of 5p plastic bags. 10p
have been taken home by shoppers, the bags are still available for purchase.
purchase decisions.
equivalent weight of 300,000 sea turtles.
Over £29 million has also been donated to
Many retailers are pledging to go plastic
good causes as a consequence.24
free or use only recyclable, reusable or
compostable packaging for all their own
brand products. New measures such as
selling loose fruit and vegetables and
paper rather than plastic straws, or allowing
consumers to bring their own containers
to the meat counter, may sound like small
steps. But they have the potential to add up
to big changes for the plastic industry.
The figure below shows just a
January 2018
handful of the other promises Government outline in their 25 year
across the largest grocery environmental plan that the 5p plastic bag
retailers in the UK, which levy will be extended to all shops in the UK.
illustrates the extent of the change in
Asda, Morrisons, Aldi and Lidl commit to
behaviours these companies are prepared removing single use carrier bags from their
to make. shops by the end of 2018.
Morrisons no longer buys plastic straws Impact Today
and plastic cotton buds, and do not sell
Since the scheme was introduced, the number of
5p single-use carrier bags.20
bags used has gone down by more than 80% in
England. The UK government estimates that over
Waitrose stopped selling products the next 10 years, the benefits of the scheme
containing micro beads in September will include:
2016. They were the first supermarket
• An expected overall benefit of over £780
to do this. At the same time, they
million to the UK economy
switched their plastics stem cotton • Up to £730 million raised
buds to paper.21 for good causes
• £60 million savings in litter
Lidl has set a realistic target of ensuring clean up ccosts
that packaging that is not reusable or • Carbon savings of £13 million
refillable is ‘widely recyclable’, which it
defines as processed by three quarters
of the councils though kerbside
collections.22
24 25COUNCILS PERILS OF PERCEPTION
?
The waste collection system in the UK is In extremely remote locations, trucks may An Ipsos MORI survey asked consumers Figure 8 – Recycling rates - guess vs actual
relatively sophisticated, but it remains a not be able to reach households, and to estimate the percentage of household
43%
significant reason why managing waste is consumers have to take their waste to a waste that is recycled in the UK. The map
difficult for consumers – with 300 different central location should they wish to recycle shows the estimate and actual percentages
Actual
?
municipal contracts in place across the it. And, in areas with high populations of in each area of the UK. Whilst the mean
43% 37%
country there is much opportunity for non-English speaking consumers, a estimate is 37%, the actual figure is 45.2%
confusion.25 There are varied sizes and seemingly incomprehensible system for which means we underestimate the Guess
Actual
colours of bins, different types of trucks and those who do speak English is a significant percentage quite significantly. The Welsh
38%
inconsistent requirements which means barrier to action. population guessed correctly, illustrating
materials that are collected in one part of how the targets, funding, and commitment Guess
?
the country may not be in another. This A more consistent national recycling system from their government and the public has
patchwork approach creates confusion, (which accounts for the considerations created heightened awareness and a good
and ultimately results in the consumers outlined above) will begin to address the understanding around waste and recycling.
becoming less likely to manage their issues of confusion over recycling, growing The media attention on the need to
waste correctly. contamination and stagnating recycling rates. improve our waste and recycling systems
This may mean that some councils with more may have caused this underestimation of
The UK is a complex geography, and thus, advanced recycling schemes will need to recycling rates, and can be interpreted
government will need to look beyond take a step backwards in order to align with positively, in that the population know
observing what more successful countries less sophisticated areas . However, building there is a need for change.
are doing (although this is still useful). A consistency will ultimately enable clear
‘one size fits all’ approach simply doesn’t and simple communications nationwide to Figure 9 displays some of the symbols
work. In urban areas, trucks are sometimes drive up recycling rates. A uniform strategy currently being used on packaging in the
unable to drive down the streets which which limits likelihood of contamination will UK.26 Not only are they almost identical
limits pavement sorting time and the maximise the value of materials and improve to each other, the sheer amount leads
amount of rubbish that can be collected. the quality of the recycling material in the to confusion and consumers not being
In high rise apartments, an additional bin medium and long term future. able to recycle their waste properly. Local
is an extra trip down the many flights of authorities in the UK do not all collect the
stairs, which puts consumers off managing same materials, so are often based on
their waste correctly. what the majority do or do not collect. This
increases the likelihood of contamination.
FOOD WASTE
A recent report by WRAP revealed that the
The waste average UK household wasted £700 of
food per year, generating 19 million tons
collection of greenhouse gasses, the equivalent to
system in the UK a quarter of cars on British roads.27 Sixty
percent of this food waste could have
is complicated been avoided. By weight, household food
There are waste makes up 70% of the UK post-farm-
gate total, manufacturing 17%, hospitality Actual 57%
300 different
45% 45%
and food service 9% and retail 2%.16
municipal The blame for food waste is often
Guess
Actual
contracts in place
36%
attributed to retailers. This seems unfair
which creates given the small percentage of food waste
they create when compared to other
Guess
confusion industries. Indeed, it is difficult to directly
attribute the blame of food waste to
different industries. Instead, the whole Figure 9 – Some of the recycling symbols currently being used on packaging in the UK26
supply chain should be involved in the
reduction of food waste, from post-harvest
and processing methods, to more effective
packaging and storage solutions.
26 27Figure 10 – The percentage Technological developments in packaging Mimica is a label which Olio is a food sharing app,
of food waste industries are are also important in the fight against
used gelatine to model connecting consumers and
1%
responsible for in the UK food waste. Perforating the lidding film
on a punnet of strawberries to match the decay process of food. businesses together, so
9%
Hospitality and
Food waste
in litterIs plastic really
that bad?
So much media attention has been given to Packaging has a role in the presentation
plastics and the rhetoric is that plastic is bad and protection (physically and hygienically)
and needs to be removed. of the product, and is used to convey
important information (be that use before
However, is there a risk that we are looking dates, allergens, instructions for use or
to get rid of a packaging solution which has toxic warnings on household products).
strong and unique benefits? We will always Packaging also extends the shelf life of
need some form of packaging to allow products, assists in storage and dispense/
manufacture, distribution, handling in store serving in home, and prevents cross-
and transportation by consumers at scale. contamination with other products.
30 31Additionally, the use of plastics is retail chain which need to be eliminated of the product and in collection for One of the biggest challenges for recycling the ability to create efficient systems for
intrinsically linked to the challenge of food because they cannot be easily recycled. recycling) and energy intensive to produce. is the use of mixed polymer packaging (for managing the materials, and the overall
waste. It has a distinct role in extending The UK government has made a pledge example a pot with a film lid and a plastic carbon footprint created. Layered on top
the shelf life of many perishable goods. If to eliminate all avoidable plastic waste by Advances in technology have led safety seal). The packaging creates barriers of this is a need to future proof the success
we take the example of cucumbers, the 2042,34 although many lobbying groups to suggestions for a move towards for both consumers, in correctly sorting of recycling to ensure that the onus on
carbon impact of using plastic to cover the have laid criticism that this timeframe is not biodegradable polymers, which could for recycling, and for local authorities, in the consumer is low, requiring minimal
cucumbers (which many perceive to be urgent enough. significantly help to improve recycling rates. terms of effectively sorting the materials. education and effort. So, the challenge is a
unnecessary packaging) is far lower than However, the waste and recycling system A potential, albeit intermediate measure for highly complex one and not just a case of
the impact of the spoilage that would be Much plastic in the grocery chain is is not yet designed or ready to deal with manufacturers and retailers is to simplify removing all plastics per se.
created between production and delivery associated with drinks bottles and the these materials and they are potentially the use of materials, and move towards
to the consumer if the plastic film was question has been asked why we don’t creating more problems than they are using a single polymer system for all their Indeed, perhaps we have already
not used. move back to glass rather than plastics for solving at this point in time. This is because packaging, an initiative central to Marks solved a sizeable part of the plastics
our drinks. In many respects, glass is the they need fully specialist systems to be & Spencer’s ‘Plan A’.35 This not only makes problem, with recent news that scientists
We must remember that a sophisticated perfect material as it can be easily cleaned/ broken down, which are not yet available it easy for the consumer to know that all have accidentally created an enzyme,
system has already been created in waste sterilised, eliminates cross-contamination at scale. If these biodegradable polymers packaging from a specific brand/retailer nicknamed PTAase, that is able to break
management to collect, sort and recycle of flavours, can be fully recycled and get mixed in with regular recyclable can go in their recycling bin, but simplifies down the plastics used in drinks bottles?
many different plastics. There needs to for aesthetic purposes can be coloured plastics they act as a contaminant which the whole waste chain.
be a clearer discrimination between and shaped to create a unique brand can ultimately mean that regular recyclable
plastics that can efficiently and effectively experience. However, it is a fragile material, plastics become unrecyclable. The pros and cons of different packaging
be recycled versus those plastics in the expensive to transport (both in distribution materials need to be considered, alongside
32 33The way forward
What is clear is that the solution to issue which also has global relevance,
reduce waste and increase recycling will is visually apparent and has significant
need to be multi-faceted. However, it is economic implications.
likely that the answers will ultimately be
driven by manufacturers, retailers and When we look at the obesity crisis and
the government, as consumers see little who is responsible for addressing it, we see
responsibility being in their hands, despite that consumers are willing to put up their
their apparent shock at the amount of hands and acknowledge that they have
packaging we create as a society. a significant role to do more themselves.
Indeed, 81% strongly agree that they are
The lack of obligation by consumers can be not doing enough themselves to eat
seen when we draw a parallel to another more healthily (see Figure 11). This is likely
global societal crisis, that of obesity. An because it impacts them directly.
34 35££
££
Figure 11 – Healthy eating – whose responsibility?
Consumers think it starts at home, but that industry should do more
Food and drink
81% 65%
Individuals and
manufacturers are not
families are not doing
doing enough to
enough themselves
Strongly tend encourage people to Strongly tend
to eat more healthily.
to agree eat more healthily to agree
Source: Ipsos MORI Base: 1,004 GB adults 18–65, March/April 2016
However, when we look at the amount not conducive to recycling. These needs plants are not able to identify black plastic
of packaging being used, we see that and wants can be ergonomically driven as recyclable and therefore much of it ends
only three percent of consumer believe (easy to open, close, hold, store etc) but up in land fill.
that they have a primary role in finding are primarily aesthetic.
ways to reduce the amount of packaging There are other consumer needs, such as
in products. Our research also shows An example of this is black plastic products created for ultra-convenience
that consumers place responsibility on packaging, which is used by most major and on-the-go consumption which creates
manufactures (27%) and retailers (13%) retailers in their ‘premium’ own-label a greater demand for certain packaging
to find ways to reduce the amount ranges. The colour black has become formats and styles. Consumers do have
of unnecessary packaging. However, synonymous with ‘premium’ for many food some ownership in reducing packaging
consumers are not passive bystanders. and drink categories, and so has a strong waste and improve recycling, but it is going
Their underlying wants, needs and aesthetic appeal. Even though black plastic to require them to embrace potentially less
behaviours influence and drive decisions is recyclable (with the exception of plastic appealing formats and visual styles.
by manufacturers to continue with which contains ‘carbon black’) , the infrared
practices which are often sub-optimal or systems used in major waste and recycling
EXAMPLES OF ‘UBER CONVENIENCE’
Figure 12 – Whose problem is it? GONE TOO FAR
Who if anybody do you believe should take most responsibility for finding
a way to reduce the amount of unnecessary packaging which is sold?
The cauliflower steak was
originally launched as part of
Companies that produce
27%
packaged goods the new Marks and Spencer
vegetarian range. The sliced
Companies that sell
13%
packaged goods cauliflower, which came in
plastic packaging with a
Government 11%
separate sachet of lemon and Supermarket Wholefoods
herb drizzle, was being sold in the US came under fire for
Consumers 3%
for twice the price of a whole, selling ready peeled oranges
single cauliflower at the packaged in plastic containers.
All of the above equally 40%
supermarket. It was removed The product was being sold
from the shelves after for $5.99 per pound, before
Nobody has a
0%
responsibility to do this public outcry. also being removed from sale
after a social media backlash.
Other 0%
Marks and Spencer stores are selling sliced
Don’t know 5% cauliflower as ‘Cauliflower Steak’ with lots
of lovely plastic and charging £2 (normally If only nature would find a way to cover
Source: Ipsos MORI/Kings College London
£2.50). A cauliflower costs about 69p from these oranges so didn’t have to waste so
Base: 1,681 British online adults 16-75, 23-27 February 2018 a local veg shop. much plastic on them.
36 37Sweden, Denmark and Norway are
achieving recycling rates of close to 90%
for plastic bottles.36 Notably, all three
countries have a form of incentivisation
scheme for returning bottles. This
comparison will have been a key driver
behind proposals for a Deposit Return
Scheme (DRS) announced by the UK
Government in March this year.37
DRS is one of many measures being
considered to improve recycling rates in
the UK, but there are complications with
the scheme and opinion has been divided
about the merits of such a system. Criticism
has focused on the fact that DRS is not
aligned or in consideration of well defined
practices such as kerbside recycling. It
could therefore negatively impact the
financial efficiency and hence disrupt an
established waste ecosystem.
Serious thought needs to be given to the
cost associated with putting in place an
infrastructure and fit-for-purpose system.
If consumers are going to engage with this
scheme, it must be a frictionless experience
Sweden, Denmark and Norway are achieving
for them, which means having plentiful recycling rates of close to 90% for plastic bottles
deposit return points.
on multi-material pack formats. There is
There is also the question of the level of In April 2018, UK supermarkets and food
also confusion about the ability to recycle
incentivisation required to trigger effective companies launched a new voluntary
packaging from personal and household
return of bottles. In other countries, pledge called the UK Plastics Pact,39
care products. This is complicated by
this ranges from 6p in Australia to 8p which aims to transform packaging and
processes in the home, which are not
in Sweden, right the way up to 22p in reduce avoidable plastic waste. The
conducive to these packs making their
Germany.38 There may be accidental signatories (who are responsible for
way into the recycling bin. A frictionless
negative behavioural consequences of the 80% of plastic packaging on products
and instinctive system will be required to
scheme, where consumers become less sold in the UK), have agreed on several
drive behaviour change by the consumer.
concerned with recycling other materials targets, including removing unnecessary
where there is no incentivisation. packaging and changing the designs of
Technology may ultimately provide part
their products so that all packaging can
of the solution to facilitate packaging
There would possibly be stronger support be recycled, composted or reused. The
recycling in the home but also to reduce
for DRS if there was evidence of littering thought is that by working together, the
food waste with the evolution in smart
in the UK, however, plastic bottles are not changes may not be as expensive than
fridges, intelligent labelling, and food
considered to be a significant littering issue. if companies decided to go alone. It is
sharing apps.
Potentially, other behavioural nudges need the first initiative of its kind in the world,
to be explored to ensure more plastic and is hoped the pact will serve as a
Manufactures and retailers are making
makes its way into the recycling system. template for other countries and spark “
strides towards reducing packaging waste
a global movement for change”.
and delivering packaging which is fully
Generally, consumers will do the right
recyclable. A co-ordinated and concerted
thing, but only if the mechanisms for
effort across manufactures and retailers,
recycling are intuitive, free of pain points
like that announced recently with the
and do not require conscious mental
Plastic Pact, will be required to turn the
effort. In the consumers’ defence, there
tide of plastic waste and drive more
is much confusion around what can and
holistic and environmentally friendly
cannot be recycled, and what different
recycling practices.
labels and instructions mean, particularly
38 39Summary
There is the opportunity to take real
ownership in offering great products
whilst still protecting the planet for future
generations. The following provides some
potential routes forward to avoid a
wasted opportunity.
There is overwhelming consensus that years. Trends continue to evolve and any We know that currently, removing plastic
more should be done to increase recycling attempt at solving the waste issue will have from our shelves altogether is completely
rates and reduce food waste globally. to be adaptable to such change. unrealistic, and will only create additional
How we achieve this is a complex matter, problems to solve. However, considering
and a ‘one size fits all approach’ even Consumers place responsibility on the whole supply chain in the product
within countries simply won’t work. manufacturers and retailers to find ways design process, and creating a compelling
Addressing the issue successfully will to reduce the unnecessary packaging, sustainability message for the consumer
involve commitment, cooperation and despite their underlying needs being a will go some way to help alleviate the
financial investment from governments, reason why manufacturers and retailers are environmental problem we are currently
manufacturers, retailers and consumers involved in some unsustainable practices. faced with.
who must work together. Retailers and manufacturers must therefore
develop a sustainable model which is
1.
Designing new product packaging with
2.
Using behavioural science to better
3.
Having a compelling sustainability message
Our report outlines how sociodemographic
shifts and changing consumer demands
have presented new challenges for food
frictionless for the consumer, and where
the environmental benefits are clear and
easy to see.
shelf life and recycling being front and understand consumer behaviour and will help to drive brand growth, creating waste and recycling in the UK in recent
centre of the design process from the decision-making will help manufacturers affinity to establish more emotional
outset, to ensure that all elements can and retailers find the optimal balance of connections with the consumer. Brands
be fully and easily recycled across the adopting sustainable business practices will need to tell compelling stories (e.g.
whole supply chain. Proactively building whilst still meeting the needs of the Fairy ‘Ocean’, aimed to drive awareness of
this into new product innovation will help consumer. Below are three behavioural the issue of ocean plastic, the Fairy Ocean
future proof companies against potential nudges which have demonstrated the bottles are made from 10% ocean plastic
environmental taxes and new regulation. powerful effects that small changes can collected from the ocean and beaches
have on consumer behaviour. around the world, and 90% post consumer
In an adjacent example, the creation of plastic)43 and truly demonstrate useful
The Portman Group meant that organised Being watched by a pair of eyes at solutions in the fight against food waste
and co-ordinated self-regulation with a bus stop impacted commuters to and recycling packaging.
strict guidelines to adhere to, ultimately be more diligent in correctly sorting
protected alcohol companies from the rubbish. Simple cues and nudges such
government imposing stricter regulations as this could be implemented to drive
or banning alcohol advertising. Taking behaviour change.40
direct ownership and proactively
searching out ethical and responsible Herd like behaviours – doing as others
solutions will also potentially allay the do (descriptive norm) in combination
need for government to further intervene with the use of approval/disapproval
in packaging. (injunctive norm) are powerful factors in
driving behaviour change for recycling
– and can be activated in signage and
other communication.41
Design has the power to emotionally
incentivise, influence and nudge
consumers towards different and
better behaviours. Designing through
the consumers eyes has the power to
positively impact the desire to recycle
with minimal investment required.42
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44 45What the rest of
the world thinks
46 47WHAT ARE THE MOST IMPORTANT LEVEL OF CONCERN AROUND PLASTIC 100%
ENVIRONMENTAL ISSUES? PACKAGING AND PLASTIC BAGS
In your view, what are the three most important environmental issues facing... today?
That is, the top environmental issues you feel should receive the greatest attention
80% of the global population are very
concerned or fairly concerned about
80%
from your local leaders? the effects of the environment of plastic
packaging, plastic bags and other
Global % GB % disposable objects which can’t be recycled.
Global GB
In the UK, 84% of the population are
rank rank
Global warming/climate change concerned or fairly concerned.
30% 1 3
29% Overall, levels of concern among the
Air pollution majority of countries we surveyed are high.
30% 2 6
20%
Latin America is significantly more
Dealing with the amount of waste we generate 30% of the global population believe that
concerned about plastic packaging and
30% the most important environmental issue
3 1 plastic bags compared to any other region.
46% facing us today is the amount of waste we
Future energy sources and supplies generate. In Great Britain, this figure is 46%,
24% higher than every other country except
4 2 Global % of concern levels around
29% Serbia (49%).
Water pollution plastic packaging and bags
24% There is a serious problem in Serbia, where
5 13
8% masses of poorly secured industrial waste is
De-forestation dumped or hidden, which has the potential 0%
23% to create long term problems. This could
6 12
9% be a barrier to joining the EU if they fail to
Depletion of natural resources meet the standards required.
21% 7 9
14%
Ipsos MORI Global @dvisor. 20,794 respondents across
28 countries, online. April 2018. GB: n=1000
35% 46% 12% 2%
Very concerned Fairly concerned Not very Not at all
concerned concerned
Country differences in level of concern
around unrecycled plastic
Some people have recently been discussing the
North America is significantly more likely Latin America significantly more likely Middle East Africa is significantly more likely effects on the environment of plastic packaging,
to be concerned about global warming/ to be concerned about water pollution to be concerned about overpopulation plastic bags, and other disposable objects
climate change (38%) and wildlife (38%) and deforestation (38%). (26%), poor quality drinking water (24%) and which cannot be recycled. How concerned, if
conservation (20%). future energy sources and suppliers (30%). at all, would you say you are about this issue?
Top 5 countries Bottom 5 countries
% very concerned % very concerned
India 57% Italy 26%
Brazil 54% Saudi Arabia 20%
South Africa 50% Poland 20%
Mexico 47% Hungary 18%
Chile 46% Japan 10%
Ipsos MORI Global @dvisor. 20,794 respondents
across 28 countries, online. April 2018
48 49You can also read
