Yes we can: Ball survey finds UK consumers embracing aluminum packaged water

15 Oct 2020 --- A Ball-commissioned YouGov poll finds UK consumers are increasingly attracted to drinking water in aluminum cans for on-the-go purchases. The survey also identifies 75 percent of UK consumers feel it is more important retailers and brands consider the environment since the COVID-19 outbreak.

The survey shows the pandemic is affecting consumer expectations and consumption patterns, with 79 percent of the 2,000+ UK adults polled agreeing “as businesses return to usual, this is a valuable opportunity for retailers and brands to reconsider their approach to packaging.”

Plastic bottles are by far the most commonly purchased on-the-go water package in the UK. According to the survey, 73 percent of UK adults have purchased water in a plastic bottle, compared to 8 percent for aluminum cans.

For regular purchasers of on-the-go water, 90 percent said they regularly bought water in a plastic bottle. The availability of water in plastic bottles (38%) and a lack of packaging alternatives (42%) were cited as the most popular reasons for these purchasing decisions.

UK consumers are more willing to purchase water in a can when supplied with the correct facts about aluminum recyclability and recycling rates. Over half of adults (53%) are aware that aluminum is infinitely recyclable, whereas less than half (47%) are aware that aluminum cans are the most widely recycled type of drinks container.

Moreover, 55 percent of adults said they would be more likely to buy water in a can if they knew it was infinitely recyclable.In March, Ball earned the Aluminium Stewardship Initiative certification for all 23 of its EMEA beverage can plants.

Can-conscious younger consumers
The YouGov data indicates that water in cans is not widely available, meaning relatively few consumers have encountered such products. The poll shows that younger consumers are more willing to buy water in cans, with 25-34-year olds (51%) the most likely, compared to 21 percent of those aged over 55.

“The results of this survey indicate that once there is awareness of recyclability and availability, younger age groups, especially, will choose packaged water in cans,” says Ana Neale, Ball’s director marketing and strategic planning.

“Just as we’ve seen in other beverages, we expect more and more brands to offer on-the-go water of all types in cans, which is good news for new and existing entrants to the category, and for the development of a truly circular economy.”

In June, Russian mineral water brand Legend Of Baikal switched to Ball’s 330 ml cans for on-the-go and recyclability benefits.Legend Of Baikal found added value in Ball’s 330 ml on-the-go, recyclable cans.

Environmental considerations
Aluminum packaging is emerging as a major competitor to the most common water packaging substrates. New brands across a range of water categories are embracing the environmental sustainability advantages of the aluminum can, Ball says.

According to the US-based Aluminum Association, only 9 percent of plastic has been recycled globally. By contrast, 75 percent of aluminum produced is still in circulation.

Alupro, an industry-funded, not-for-profit organization representing the UK’s aluminum packaging industry, highlights 76 percent of aluminum cans consumed in the UK are recycled.

According to European Aluminium, an EU industry association, recycling rates for aluminum beverage cans in the EU, Switzerland, Norway and Iceland rose to a record high 74.5 percent in 2017.

In April, the Science Based Targets initiative (SBTi) approved Ball’s targets to reduce absolute carbon emissions within its operations by 55 percent and within its value chain by 16 percent by 2030.

In March, Ball earned the Aluminium Stewardship Initiative (ASI) certification for all 23 of its Europe, Middle East and Africa (EMEA) beverage can plants. Ball is the first beverage can manufacturer to meet ASI's environmental, social and governance principles.

CanO Water revels in recyclability
CanO Water launched in 2015 and sold over 10 million canned waters in 2019. The brand has secured listings in Tesco, Morrisons, WHSmith, and Compass & Sodexo. Other notable UK canned water brands include Llanllyr Source and new entrant The Whent.Aluminum packaging is emerging as a major competitor to the most common water packaging substrates.

“It’s really exciting for us to see an increase in consumer awareness around the recyclability benefits of aluminum cans,” comments Ariel Booker, CanO Water’s co-founder.

“Disruptive brands like CanO Water have worked hard to educate our audience and, in times like these, we all need to be aware of the small changes we can make to positively impact our planet.”

“Aluminum cans enable us to offer our customers a refined drinking experience, safe in the knowledge that they can drop empties into a recycling bin and be back on the shelf in as little as 60 days,” explains John Wallington, Llanllyr Source’s Director.

“Launching our new canned water brand in aluminum was the obvious choice. People understand the sustainable and environmental benefits of aluminum over other materials and know that it will actually be recycled once collected. We’re also working on resealable aluminum options,” says Martin Clark, The Whent’s co-founder.

“Filling water is complex, with very low tolerances, but once established, cans are rapidly and efficiently filled. From the interest we’ve had from customers around Europe, we’re confident that this is a category that will only get stronger,” concludes Hannes Tack, Rhodius’ CEO, a leading European co-packer.

By Joshua Poole