A recent poll of 2,000 British adults has unveiled the nation’s top packaging irritations, with ‘easy peel’ corners that are impossible to open topping the list. The research, conducted by DS Smith, a packaging company, reveals that consumers are increasingly frustrated with excessive plastic packaging, non-recyclable materials, and unclear recycling instructions.
Almost a third (30%) of respondents expressed their annoyance with fruit and vegetables wrapped in excessive plastic. This frustration translates into purchasing decisions, with 25% admitting to avoiding products due to excessive packaging and 28% feeling peeved by non-recyclable items.
Beyond ‘easy peel’ woes, the top 10 list includes packaging that requires scissors or knives to open, products that appear larger than they are due to excessive packaging, and items packaged in unnecessary layers. These frustrations contribute to a decline in purchasing intentions, with 44% of respondents indicating that they are less likely or never likely to buy a product with these issues.
The research also highlights concerns about recycling messaging. One in five respondents (21%) reported encountering unclear recycling instructions, leading a third to discard such items in general waste. Another 32% admitted to guessing and placing them in the recycling bin.
Despite the growing awareness of environmental concerns, consumers remain divided on packaging solutions. While 17% are open to using paper bags for fruits, only 5% are comfortable with plastic punnets.
The study revealed that over a third of respondents are concerned about the amount of plastic used in packaging when making purchasing decisions. This factor is considered more important than the origin of a product or its recyclability. Furthermore, half of the respondents feel guilty about buying items packaged excessively in plastic.
While consumers are increasingly conscious of packaging’s environmental impact, many are willing to pay for more sustainable options. The research indicates that 24% are willing to pay up to 33p more for an item packaged in a more eco-friendly way.
The findings highlight the need for brands to prioritize sustainable packaging solutions and improve communication regarding recycling instructions. A spokesperson from DS Smith emphasizes the progress made in reducing plastic packaging in recent years, stating that over a billion pieces of plastic have been removed from supermarket shelves and supply chains. However, there is still significant potential for brands to further reduce and replace plastic in their packaging choices.
