Consumer confusion still hindering recycling

EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union.  

A new survey of 2,000 European consumers reveals persistent confusion around recycling food packaging, despite sustainability efforts by brands.

The InformPack project is a collaboration between Aarhus University, University of Reading and other European industry partners and research institutes, identified key themes across 5 additional countries, during the past year: Denmark, Finland, France, Germany and Italy.

Key findings

Excessive packaging drives consumer choices

Shoppers rank excess packaging as a top concern influencing purchasing selections, especially for fresh fruits and vegetables. Many seek less or zero packaging.

Recycling symbols still mystify many consumers

Consumers struggle to decipher symbols and separate materials for recycling. They desire simpler communication, such as videos and infographics, to boost recycling know-how.

Home to on-the-go: Disposal issues

While earlier surveys found more recycling struggles at home, 2023 results show on-the-go challenges are now equally pressing, as public recycling bins remain scarce.

Country specific factors complicate efforts

Consumers in Germany and Denmark decry excessive packaging for fresh goods and baked items. But in France and Finland, people care most about fruit and vegetable packaging waste. Italians cite sustainable packaging cost burdens as a barrier.

"Consumers worldwide are seeking to make more sustainable choices, but they still encounter everyday barriers with recycling and decoding packaging labels,” said lead researcher Dr Stella Lignou. “We must advance public guidance through preferred formats, such as videos, to achieve real behavioural shifts."

The InformPack project is funded by the European Institute of Innovation and Technology (EIT) Food programme, to enable culture shift, around sustainable food packaging, across Europe. EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union.

About EIT Food

EIT Food is the world’s largest and most dynamic food innovation community. We accelerate innovation to build a future-fit food system that produces healthy and sustainable food for all. 

Supported by the European Institute of Innovation and Technology (EIT), a body of the European Union, we invest in projects, organisations and individuals that share our goals for a healthy and sustainable food system. We unlock innovation potential in businesses and universities and create and scale agrifood startups to bring new technologies and products to market. We equip entrepreneurs and professionals with the skills needed to transform the food system and put consumers at the heart of our work, helping build trust by reconnecting them to the origins of their food.

We are one of nine innovation communities established by the European Institute of Innovation and Technology (EIT), an independent EU body set up in 2008 to drive innovation and entrepreneurship across Europe. 

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