The study, which was conducted in partnership with retailer Sainsbury's and carried out by consultancy Glass Technology Services and Leeds University psychology department, assessed consumer attitudes to purchasing products in glass packaging with a green hue – a colour indicative of a high percentage of mixed recycled glass.
And, in the majority of cases, the study found that consumers were “just as likely” to purchase products such as preserves, wines and spirits in non-clear glass packaging. However, consumers said they preferred mayonnaise to be in a clear jar.
Announcing the findings to coincide with WRAP's Glass Action '09 event in Birmingham today, Marcus Gover, director of market development at WRAP, said: “The study suggests that, in the majority of cases, consumers are just as likely to buy food and drink products in containers with over 90% mixed colour recycled glass content as they are to purchase products in clear glass packaging.”
“This study should give retailers the confidence to use more recycled glass in their products – in the knowledge that it will not adversely affect sales. This is good news for the recycling industry as it could help to stimulate a high value market for mixed colour recycled glass in the UK,” he added.
Mr Gover claimed that this research could provide the impetus to divert more of this glass away from landfill and secondary markets and into closed loop recycling.
Paula Chin, packaging technologist in the grocery division of Sainsbury's, said: “Glass is a significant portion of total retail packaging weight so any glass-related initiative is of interest to us. But ultimately it's all about getting the customer offer right and if our customers are interested, we are interested.”
“The positive results from this small-scale study would give Sainsbury's the confidence to explore further the opportunity to use recycled glass containers,” she added.
Research
Alongside the study into consumer perceptions, WRAP is also seeking bidders to run a large scale trial to manufacture containers with a mixed colour recycled content of over 90%
The trial would use at least 30,000 tonnes of mixed colour glass that would otherwise be sent to landfill for disposal or used in secondary markets to produce glass of a standard sufficient for remelt. This would then be used to manufacture new glass containers. The closing date for tenders is October 9 2009.
The work in increasing mixed recycled glass content in packaging is part of WRAP's work to stimulate a market for the use of mixed recycle glass and is set to be complemented by a study and research into the additional processing required for glass from materials recycling facilities to meet remelt standards.
The findings of this research are set to be published later this month.
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