As DRS implementation nears, we surveyed shoppers and conducted focus groups across England, Wales and the Republic of Ireland, where DRS is already live, to understand how shoppers think about the upcoming scheme and how attitudes have evolved over the past year.

While our research participants support the environmental goals of DRS, discussions quickly turned to the practical challenges they expect to face. Understanding these barriers and reducing friction will be key to building support and encouraging participation. This article explores the three key challenges that will shape how shoppers adapt to a new recycling routine.

Sustainability still comes at a cost 

I totally see why sustainability is important, but my bigger concern is budgets.

Female, England

While shoppers recognise the importance of sustainability, cost-of-living pressures continue to shape choices in-store, with 51% agreeing they cannot afford to shop sustainably. Products with strong environmental credentials were often perceived as more expensive, and a cost many could not justify. 

Shoppers who had adopted more sustainable behaviours were driven by personal benefits such as saving money, with sustainability viewed as an additional advantage. To encourage behaviour change, sustainable solutions must deliver a clear consumer benefit, while making the positive impact of those choices easy to understand. 

Shoppers are highly price-sensitive and remain focused on securing the best value, meaning cost concerns are shaping perceptions of DRS. Many struggle to see the benefit and feel they are being penalised for behaviour they already carry out. The upfront deposit will risk backlash, particularly among lower-income households. 

To address these concerns, communications must reinforce that the deposit is fully refundable and clearly explain how the money supports a closed-loop recycling system. Transparency will be key as participation and trust could be undermined if shoppers perceive the deposit as an additional cost funding a money-making scheme. 

Convenience will determine success 

Recycling is one of the most common sustainable behaviours, and the recyclability of packaging remains a primary lens through which shoppers assess sustainability. Home recycling is both habitual and convenient, making it easy to incorporate into daily life. In contrast, sustainable behaviours that require additional effort, such as visiting specialist recycling centres or using refill stations in-store, see much lower levels of participation. 

Shoppers are highly convenience-oriented and generally avoid behaviours that add friction to their existing routines, which presents a significant challenge for DRS. 

Concerns around convenience are likely to drive much of the backlash surrounding the scheme. Once informed about DRS, support quickly shifted to practical questions about how it would work in reality. Shoppers questioned whether there would be enough return points, whether reverse vending machines would be broken or full, how accessible they would be, and how long returns would take. 

I think if they're going to roll it out, make sure that they have enough of these bins for people to access. Otherwise, it's just not going to work.

Female, Wales

In our research, Irish shoppers adapted their routines, but recalled several teething issues during rollout, particularly around a lack of available machines and machines that were full or out of service, reinforcing the importance of reliable infrastructure 

For retailers, ensuring sufficient, well-located and operational reverse vending machines will be critical. Staff training, effective emptying schedules and solutions that accommodate bulk returns can help remove friction from the shopper journey. 

For manufacturers, clear on-pack labelling will be essential to help shoppers quickly identify DRS-compliant products. During the transition period, when DRS and non-DRS products are likely to coexist on shelves, clear communication and strong supply chain coordination will be necessary. 

DRS will change purchasing behaviour 

For retailers and suppliers, understanding how DRS is likely to reshape purchasing behaviour will be critical. 24% of shoppers agree the cost of the deposit would change their shopping behaviour; some will adapt how they buy while others will avoid certain categories altogether. 

As the deposit is charged per container, shoppers purchasing multipacks are likely to feel the cumulative cost. Our research suggests this could shift bulk-buying behaviour, particularly in categories such as soft drinks, where shoppers discussed switching to larger formats. Similarly, some beer may move from cans to glass bottles to avoid paying deposits. These behaviours are likely to be most evident during family, hosting and bulk-buying occasions, where deposits can quickly add up. With DRS launching just ahead of Christmas 2027, seasonal preparation is essential. 

Other categories face a greater risk of avoidance altogether. Growing use of refillable bottles at home will create competition for some drink categories, particularly on-the-go beverages and children's drinks consumed away from home. Some sparkling and bottled water shoppers also discussed switching to tap water, water filters and SodaStreams instead.  

As refillable solutions gain popularity, retailers and manufacturers should adapt to this shift in their long-term plans. Opportunities exist both in-store, through refill stations and merchandising, and within products themselves through concentrated, dissolvable and refill-based formats that help shoppers reduce both cost and waste. 

The little juices you get for kids in plastic bottles, I just don't buy them anymore. I think it's a waste of money to buy a pack of 6

Female, Ireland

DRS presents a major opportunity to engage shoppers with sustainability and support a more sustainable future. However, participation and support will ultimately be shaped by cost and convenience. Read our full report to explore how attitudes towards sustainability influence purchasing decisions, and how shoppers are preparing for the introduction of DRS.  

For retailers and suppliers, success will depend on reducing friction, building trust and anticipating changes in shopping behaviour. Those who act early to support shoppers through the transition will be best placed to minimise disruption and benefit from the opportunities presented by DRS. 

For more insight into sustainability and DRS, please reach out to [email protected] or contact  [email protected] for more information.