Brits have voiced their frustrations with supermarket packaging in new research that reveals their biggest gripes. A survey of 2,000 adults found that almost a third (30%) dislike fruit or vegetables packaged in excessive plastics, with one in four (25%) even avoiding products wrapped in excessive plastic altogether. Additionally, over a quarter (28%) express irritation towards products that are not recyclable.
Among the top 10 packaging irritations listed by respondents are items packaged in unnecessary layers, difficulty in opening packaging without scissors or knives, and so-called ‘easy peel’ corners that are not easy to open. These annoyances lead 44% to be less likely or never likely to purchase the product again. Another frustration highlighted is unclear recycling messaging, with a third of people admitting that they would dispose of packaging in the general waste if recycling instructions were unclear.
Consumers are increasingly concerned about the amount of plastic used in packaging, with 38% prioritising this factor over the product’s origin or recyclability when making purchasing decisions in supermarkets. The research also shows that some shoppers are willing to pay more for eco-friendly packaging, with 24% indicating they would spend up to 33p extra for a product packaged in a more sustainable way.
In response to these concerns, DS Smith, which conducted the research, has already replaced over 1.2 billion plastic items from supermarket shelves ahead of its 2025 target. The company continues to work on reducing and replacing plastic in packaging, with a spokesperson emphasising the importance of designing packaging that is easily recyclable. Recognising the demand for plastic alternatives, DS Smith aims to continue its efforts in creating more sustainable packaging solutions.
The findings also reveal that consumers are open to using paper bags for fruits, preferring them over plastic punnets. Moreover, a significant portion of respondents (22%) find recycling instructions on supermarket packaging unclear, indicating that there is still room for improvement in communicating recycling guidelines effectively.
This research sheds light on consumers’ growing concerns about excessive plastic packaging in supermarkets and the increasing demand for more sustainable alternatives. With initiatives like those by DS Smith making strides in reducing plastic waste, there is a positive outlook for the future of eco-friendly packaging solutions in retail.