A new report from environmental packaging specialist Aquapak reveals a persistent challenge in the UK’s recycling ecosystem: widespread consumer confusion about what packaging can and cannot be recycled. Despite increased awareness of sustainability issues, 70% of British consumers say they are still unsure about packaging recyclability—an issue that poses serious obstacles to effective waste management and circular economy goals.

Understanding the disconnect

Only 21% of respondents in Aquapak’s survey claimed to always read the recycling instructions on product packaging. That number climbs modestly to 31% among the 25–34 age group, but drops sharply to 17% among those aged 65 and over. Notably, just 9% admitted they never check at all, suggesting that most consumers at least intend to recycle correctly—but lack the clarity and information needed to do so.

When it comes to interpreting disposal guidelines, the situation worsens. Only 10% of those surveyed said they always find on-pack recycling instructions easy to understand. The majority—52%—said instructions are only sometimes clear, while 29% said they’re often understandable. These numbers indicate a serious communication gap between producers and end users.

Material matters

Asked which packaging types are easiest to recycle, 53% of respondents chose paper, followed by glass (18%), plastic (13%), mixed materials (9%), and metal (7%). The dominance of paper highlights consumer trust in its recyclability, while the low numbers for plastic and mixed materials reflect the real and perceived difficulty in recycling these substrates.

The packaging waste problem

The UK generates around 12 million tonnes of packaging waste annually. A significant share of this waste consists of plastic and multi-material formats that are notoriously difficult to recycle. These findings come at a time when regulatory frameworks are evolving to address the issue head-on.

Extended Producer Responsibility (EPR): A step in the right direction?

To combat packaging waste, the UK government implemented the Extended Producer Responsibility (EPR) scheme on January 1st. This regulation shifts accountability from consumers to producers, requiring the latter to finance and facilitate the collection, recycling, and disposal of packaging materials. The goal is to incentivize companies to design packaging that is inherently easier to recycle while improving the clarity of on-pack communication.

However, Aquapak warns that more needs to be done. Dr. John Williams, Chief Technical Officer at Aquapak, emphasized that while EPR is a step in the right direction, it must also accommodate new and innovative materials that offer superior recyclability and environmental performance compared to traditional plastics.

“We can’t keep using the same tools and materials to fix the problem,” Williams argues. “If the target of EPR is to reduce the environmental impact of packaging, then legislation must also encourage the adoption of proven, functional materials that are recyclable and safe—even when ideal waste management systems aren’t in place.”

The path forward

The findings from Aquapak’s survey underscore a dual imperative: better communication on existing packaging and systemic support for new material innovations. Producers must embrace design-for-recycling principles, while governments need to ensure that legislation like EPR doesn’t just enforce compliance, but also catalyzes transformation through flexibility and innovation.

In a landscape where consumer behavior, corporate responsibility, and government regulation are tightly intertwined, the future of sustainable packaging in the UK will hinge on the industry's ability to simplify recycling for end users and adopt materials that align with environmental goals without compromising product integrity.