Stora Enso finds consumers confused by reusable systems despite wide scale support

16 Oct 2023 --- A cross-European survey by Stora Enso emphasizes brand owners’ crucial role in educating consumers about reusable packaging. While consumers hold favorable views of reusable packaging, they do not yet fully understand how reuse systems function, according to the research. 

The study, conducted by Division Packaging Materials, reveals that brand owners and retailers face challenges with reusable packaging. Seventy-eight percent of respondents were concerned about the hygiene of products packaged in reusable containers. 

The research finds that while most European consumers hold a positive view on reusable packaging (77%), only 30% fully understand the concept, highlighting a challenge for brand owners and retailers. 

Recyclable carton packaging is currently preferred by consumers due to perceptions around its recyclability (51%) and ease of recycling (52%). 

Consumers lack clarity on the definition of “reusable,” with confusion around reusing at home or retailer refill stations, finds Stora Enso.PPWR to the rescue?
The research outlines consumers’ perceptions of environmentally sustainable packaging solutions and materials. 

Despite positive impressions, many consumers lack clarity on the definition of “reusable,” with confusion around reusing at home or retailer refill stations. Consumers also expressed reservations about packaging cleanliness and convenience when asked in more detail. 

But possible revisions to the EU’s Packaging and Packaging Waste Regulation (PPWR) might reduce consumer confusion around reusability. Last week, a pan-European coalition called for the EU to embrace high-performance reuse systems in the incoming Packaging and Packaging Waste Regulation. The new rules should introduce clearer definitions for reusable packaging.

Consumer obstacles
The Stora Enso survey reveals that over one-fifth (22%) agreed it would take too much effort to return packaging to the point of purchase, highlighting some of the obstacles to adoption. 

The research also finds that recyclable carton packaging solutions are the preferred option for many consumers, with over half of respondents favoring this material due to its recyclability (51%) and ease of recycling (52%).

Most consumers (75%) view recycling packaging as a form of reuse, especially true with everyday items that are recycled at scale, such as paper.

Over 7,000 consumers from the UK, Germany, France, Italy, Spain, Poland and Sweden, aged 18-64, responded to the survey.

By Natalie Schwertheim