A survey by Sapio Research has looked at consumer understanding of logos and terminology used for disposable foodservice packaging.
“Over three fifths (61%) of survey respondents said that information on packaging is what they rely on the most to keep them informed about its correct disposal, underwriting the importance of it being properly certified,” says Nick Burton, Managing Director, Celebration Packaging. “However, the survey has also shown that over 60% of consumers are unsure or chose the incorrect definitions for the terms recyclable and compostable, while only 38% find logos helpful in choosing how to dispose of food and drink packaging. Even though this survey has shown that 68% of consumers think that it is very or extremely important that food and drink packaging is certified recyclable, two thirds of respondents were not sure about or chose the incorrect definition for recyclable packaging (66%).”
Familiarity with the well-established ‘Recycle’ logo, with its circular white arrow on a green background was high in the survey – with 89% of consumers aware of it – but varied according to age group, rising to 95% for the over 65s.
Despite being in use since the 1970s, the Möbius loop, indicating that a product can be recycled, was familiar to less than half (48%) of those surveyed, while versions showing the percentage of recycled material included and the Möbius loop specifically referring to PET (Polyethylene Terephthalate) delivered only 31% familiarity.
When it comes to the process of domestic recycling and disposal, only 34% of those surveyed said that they separate packaging for recycling and thoroughly rinse the packaging before adding it to the recycling bin. This decreases to a mere 11% for the 18-24 age group but increases to 53% for over 65s.
“We are not surprised that the majority of consumers are confused by the term ‘compostable’, says Burton. “In the survey, almost two thirds (61%) were unable to correctly define the term and only 14% were aware of the two main compostable logos – the Din Certco Seedling logo and the TÜV OK Home Compost logo. The uncertainty means that while 56% say it’s very or extremely important that food and drink packaging is certified compostable, only 27% chose the proper disposal method.”
Over half (55%) knew what the TÜV OK Home Compost logo meant, but only 19% correctly identified that it means it can be composted at home – and even though it has been in use since 1997, over two thirds (69%) did not know what the Din Certco Seedling logo means.
“Worryingly, 28% of those surveyed said they would dispose of compostable food and drink packaging in the recycling bin, while only 27% said they would place it in a home compost pile,” concluded Burton.
