A recent survey by Sapio Research, conducted on behalf of Celebration Packaging, has underscored the growing importance of certified recyclable or compostable packaging among consumers. The findings reveal significant gaps in consumer understanding regarding the disposal of packaging, indicating a pressing need for clearer information and better labeling.

According to the survey, 61% of respondents rely on packaging information to guide them in proper disposal. However, the majority of consumers either misunderstand or incorrectly define the terms recyclable and compostable. Only 38% of participants found packaging logos helpful when deciding how to dispose of food and drink containers.

Nick Burton, Managing Director of Celebration Packaging, commented on the findings: “Despite 68% of consumers believing it is very or extremely important for food and drink packaging to be certified recyclable, two-thirds were unsure or incorrectly defined what recyclable packaging is.”

Familiarity with the ‘Recycle’ logo, featuring a circular white arrow on a green background, was notably high among the respondents, with 89% recognizing it. This recognition varied by age, with 95% of those over 65 being aware of it. However, the Möbius loop, indicating recyclability, was known to only 48% of participants, while knowledge of logos representing recycled material percentages and specific indications for PET (Polyethylene Terephthalate) was even lower, at 31%.

Moreover, only 34% of respondents reported separating and thoroughly rinsing packaging before recycling. This practice was more common among the over 65 age group (53%) compared to the 18-24 age group (11%).

Burton added, “It’s not surprising that many consumers are confused by the term ‘compostable.’ The survey revealed that almost two-thirds could not accurately define it, and only 14% were familiar with the two main compostable logos: the Din Certco Seedling logo and the TÜV OK Home Compost logo.”

Despite 56% of respondents considering it very or extremely important for packaging to be certified compostable, only 27% chose the correct disposal method. While 55% knew what the TÜV OK Home Compost logo represents, only 19% understood it denotes home compostability. Even with its usage since 1997, 69% were unfamiliar with the Din Certco Seedling logo.

Burton expressed concern, “Worryingly, 28% of those surveyed would dispose of compostable packaging in the recycling bin, while only 27% would place it in a home compost pile.”

He emphasized that, “End-user customers are increasingly expecting foodservice outlets to operate sustainably. With single-use plastic items banned, operators must find and choose truly sustainable products with clear certifications for recyclability and/or compostability. This approach not only enhances their sustainability credentials but also boosts customer confidence.”

Burton further noted that Celebration Packaging has consistently invested in accreditations and certifications to support its environmental and sustainability claims. This commitment sets them apart from competitors and provides customers with assurance in their sustainability efforts.

The survey was conducted online by Sapio Research, involving 1,000 consumers from England, Scotland, Wales, and Northern Ireland, through email invitations and survey participation.