Shopper views on sustainability and a DRS

We’ve recently been exploring shopper attitudes to sustainability, and what shoppers think about the introduction of a UK Deposit Return Scheme. We’ve found that shopper attitudes and awareness of sustainability schemes fluctuate, with shopper priorities shifting in an uncertain time. With some sustainable habits embedded in shoppers’ routines, our research shows a high uptake of recycling habits, and greater awareness of longstanding schemes such as Fairtrade and organic.

Shoppers still place a lot of responsibility on industry to be sustainable for them. 55% of shoppers agree they can’t afford to only buy sustainable products, with time and convenience barriers to adoption. These preconceptions are hampering the uptake of sustainable habits, so retailers and suppliers will have to make it easy for shoppers to make affordable sustainable swaps, to maximise engagement.

Shoppers want sustainability communicated on packaging and at shelf, with shoppers least receptive to email communications about sustainability progress. Where communication about well-known sustainability schemes has been done successfully, this can be used as a template for how to inform shoppers about schemes with lower levels of shopper awareness, such as a DRS.

For suggestions on how to communicate sustainability initiatives, we’ve compiled a checklist at the end of the Sustainable shoppers report.

What about a UK Deposit Return Scheme?

A Deposit Return Scheme is due to be introduced across England, Scotland, and Northern Ireland in 2027. Wales is working alongside these nations but is interested in creating its own scheme. The aim of a Deposit Return Scheme is to reduce littering of single use containers. When we asked shoppers whether they thought a DRS would reduce littering, 60% agreed that they thought it would.

When it comes to the materials included in the scheme, 80% of shoppers think that glass will be included. Considering there are no plans to include this material in the UK scheme, and likely due to the bottle return schemes of the 60s and 70s, it is important that the materials included in this DRS are communicated to shoppers early.

We explained to shoppers how an additional deposit would work as part of a deposit return scheme, and asked them to choose the level of deposit they would expect to pay on a variety of pack formats. Across formats, 5p is the level of deposit shoppers expect to pay, which will likely be significantly less than the reality. With Ireland adding an additional 15-25c per container, care must be taken to communicate these charges early.

When thinking about how a DRS could impact their shopping habits, 56% of shoppers were more likely to pick a store with a reverse vending machine (RVM) than without. For retailers, it will be important to meet this new shopper mission, and ensure that shoppers are satisfied with their experience in-store.

If you have any further questions, please contact [email protected] or [email protected]