OPRL research shows consumer support for recycling, while over half name confusion as greatest barrier

New research commissioned by OPRL (On-Pack Recycling Label) shows that despite the cost of living crisis, recycling is still important for consumers. However, over half of respondents said they cannot always understand whether packaging can be recycled.

Consistency and issues around trust in recycling claims also rated high. Executive Director at OPRL, Margaret Bates, said: “It is really encouraging to hear that even with the challenges of the cost of living crisis, 68 per cent of our respondents think that recycling is as important – or more important – than ever. The key is to make recycling information clear and easy to locate. Luckily, consumers also told us how to resolve this.”

The research, which surveyed 5,010 people in Great Britain, found that the majority (58 per cent) of consumers look for recycling information when they come to dispose of packaging. Almost 80 per cent said it was important that recycling labels on packaging follow a consistent format.

Bates said: “Confusing information has a direct impact on the volume of packaging recycled. Our survey showed that 42 per cent of those who are unsure about recyclability will take a guess. This means that items are placed in recycling containers, where they may contaminate the recycling stream. Another twenty-two per cent of our respondents told us that when they are unsure, they choose not to recycle. In both these cases, potentially recyclable packaging is falling through the gap, for want of clear information.”

Trust in recycling claims came under fire. Consumers said they wanted to see a standard labelling system that eliminated doubt, while 38 per cent agreed that, ‘I don’t believe that all packaging that claims that it can be recycled is actually recyclable’. Charities and independent organisation ranked highest for trust when it came to producing recycling labels, followed by government organisations and, finally, businesses. 

Bates said: “The fact that recycling is still as important to consumers in 2023 is something to celebrate. If we are to harness this enthusiasm, we need to ensure that consumers are given the correct information in a format they can understand.”

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Editors notes

• OPRL Ltd operates the UK-wide On-Pack Recycling Label scheme used by over 750 member companies and charities. It is the leading independent expert in packaging recyclability, providing recycling and refill labels – and advice – to 95 per cent of the UK groceries market.

• OPRL is an independent, not-for-profit company limited by guarantee, established to help retailers and brands engage their customers in recycling.

• The company’s guarantors span ACE UK, Alupro, British Glass, CPI, INCPEN, LARAC, MPMA and RECOUP.

• OPRL was launched in 2009, as a not-for-profit limited by guarantee as part of the British Retail Consortium (BRC). The move followed work between BRC, the Food and Drink Federation (FDF) and their leading members, and WRAP. The aim was to devise a labelling system that would engage consumers with recycling, as local authorities started to roll out basic services. Three of the founding directors are still on our board.