Attitudes towards supermarket packaging and recycling - Harris Interactive
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Attitudes towards supermarket packaging and recycling
A free report from Harris Interactive exploring attitudes towards Iceland’s announcement to
remove plastic packaging from its own label products by 2023
Contacts:
Mark Brenton Umair Afridi
Senior Associate Director Business Development Manager
mbrenton@harrisinteractive.co.uk uafridi@harrisinteractive.co.uk
0161 242 1365 07817 079766
January 2018
Introduction – Thank you for downloading this free report from
Harris Interactive
In January 2018, supermarket Iceland
announced that it plans to remove plastic
packaging from its own label products by
2023. Elsewhere, other UK high street
retailers have also been sharing their plans for
biodegradable and fully recyclable packaging.
This is also a hot topic amongst MPs with
Harris 24 survey,
hundreds of MPs now calling on supermarkets
1,012 gen pop interviews,
to scrap plastic packaging
24th January 2018
We were very interested in what UK
consumers thought about Iceland’s
announcement and launched a Harris 24
survey to find out. Our survey launched on the
24th January and 1,012 interviews were
collected between 10am and 3pm based on a
general population of consumers
2
Key headlines from the research
Almost 7 in 10 of survey participants have heard 46% of participants currently shop at Iceland
about Iceland’s announcement
36% of participants who do not currently shop at
There is overwhelming support for the Iceland would be willing to switch to Iceland if it
announcement with 87% of all participants is successful in removing plastic packaging from
thinking that Iceland’s goal of removing plastic its own branded products (and assuming that
packaging from its own label products by 2023 there was a store local to them)
is believable
Almost four-fifths of participants always make
64% of participants would be willing to switch to effort to recycle packaging from their household
own branded products at the supermarket that food and drink items and feel confident that they
they shop at most often if plastic packaging was know how to do so
removed, potentially leading to mainstream
brands needing to seriously rethink the
recyclability of their packaging
However, consumers need convincing that
alternative packaging methods can offer the
same degree of freshness, be offered at a
comparable price and have the same shelf
life as their plastic counterparts. Only a fifth of
participants had no concerns about transitioning
to non-plastic materials
3
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Reactions to Iceland’s announcement
There is high awareness of Iceland’s announcement
Iceland’s announcement is supported by UK consumers
▪ Almost 7 in 10 of survey participants have heard Have heard about the
about Iceland’s announcement announcement / news story
68% Higher amongst 55+ year olds (77%)
and males (75%)
Lower amongst 18-34 year olds (50%)
▪ There is overwhelming support for the
announcement with 87% of all participants
thinking that Iceland’s goal of removing plastic
packaging from its own label products by 2023 is
believable 33%
Very believable
87%
Quite believable
▪ 64% of participants would be willing to switch to Believe that the goal is
own branded products at the supermarket that achievable
they shop at most often if plastic packaging was 54% Not very believable
There are no notable differences
removed, potentially leading to mainstream brands in net believability by age or
needing to seriously rethink the recyclability of gender Not at all believable
their packaging 11%
2%
Base: All respondents, Harris 24 survey (1,012) 6
Reassurances are needed about the properties of alternative
packaging types used
Consumers need convincing that alternative packaging methods can offer the same
degree of freshness, be offered at a comparable price and have the same shelf life as
their plastic counterparts. Only a fifth of participants had no concerns about transitioning
to non-plastic materials
▪ Those aged 55+ are less likely to have any Concerns about transitioning
concerns (26%) about transitioning away away from plastic packaging
from plastic materials when compared to
Freshness Price Shelf life
35-54 year olds (22%) and 18-34 year olds
(13%)
▪ Females are also less likely to have any 41% 40% 33%
concerns (24% females vs 19% males)
Durability Contamination Whether
resealable
31% 30% 26%
22% None of these are concerns
Base: All respondents, Harris 24 survey (1,012) 7
Just over a third of consumers who do not currently shop at Iceland
would be willing to switch if Iceland is successful in its goal
Of participants currently shop at Iceland and
89% of these say that the recent
46% announcement from Iceland is likely to make
them remain a customer of Iceland in the
future
Iceland shoppers are more
Of participants who do not currently shop at
likely to have heard about
Iceland would be willing to switch to
36% Iceland if it is successful in removing plastic Iceland’s announcement
packaging from its own branded products (72% vs. non-shoppers at
(and assuming that there is a store local to 66%)
them)
91% of Iceland shoppers
believe that the goal is
achievable
(vs. 84% of non-shoppers)
Base: All respondents, Harris 24 survey (1,012) 8Almost two-thirds of respondents would be willing to transition to
own branded products at their local supermarket if plastic packaging
is removed
Potentially leading to mainstream brands needing to seriously rethink the recyclability of
their packaging
Q: Please think about the supermarket that you shop at most often when answering this next
question. Would you be willing to purchase own branded supermarket products over mainstream
branded products if the supermarket branded products offered fully recyclable packaging and no
plastics?
I already purchase
supermarket branded
products on the whole 25%
64% Yes
11%
No
Base: All respondents, Harris 24 survey (1,012) 9Reactions to Iceland’s announcement are very positive but some see
the goal as being difficult to achieve
Q: What is your initial reaction to Iceland’s announcement?
“A great announcement. Hopefully this is a wake up call for the
“A first major step in a contribution towards industry in general that recycling is the way forward. 40 years ago I
plastic packaging, hopefully all other wrote a thesis in college about the dangers of plastic entering the
supermarkets will step forward and fulfil their chain in particular (then) plastic milk bottles. There was no means of
part towards packaging and recycling.” recycling then and in the UK we are so far behind the rest of Europe in
recycling… but the UK recycling industry is catching up!”
“A bit optimistic, “Fantastic and
but brilliant.” about time. I
would love to
see all plastic
packaging
removed.”
“Excellent idea but
“Amazing if they wish it could be
can do this.” sooner.”
“a very smart and clever step as
“A very good idea and I wonder
sometimes I think there is too much
if other supermarkets will follow. “A worthy idea but needs thinking
packaging in overall in our daily
I am a bit concerned as to what through as often replacements to
foods. This will reduce environmental
they will be replacing the products have unseen
impact in our country and other big
packaging with.” consequences, as with when plastic
store should follow. I think there
packaging came in.”
should be a minimal packaging in any
kind of food.”
Base: All respondents, Harris 24 survey (1,012) 10Attitudes towards recycling
The recyclability of packaging is playing a part in consumers
selections whilst at the supermarket but to differing degrees
Q:Thinking about when you go to the supermarket to purchase food or drink items as part of your
regular shop. In general, to what extent does the recyclability of the packaging influence your
decision when selecting goods?
11%
33%
Are always / often 22% Always influenced
influenced by the
amount of packaging Often influenced
31% Occasionally influenced
63% Rarely influenced
Are always / often / 19%
occasionally Never influenced
influenced by the
18%
amount of packaging
Base: All respondents, Harris 24 survey (1,012) 12Almost all consumers make a conscious effort to recycle supermarket
packaging with the majority feeling confident that they know how to do
so
Q:Which of the following best describes how you dispose of the packaging for your everyday food
and drink household items:
78% 19%
Try to recycle the Try to recycle the
packaging and know packaging but am
how to do this unsure of which bin to
put some materials in
2% 2%
Throw the packaging Do not have specific
away without paying bins which allow for
attention to whether it is recycling
recycled or not
Base: All respondents, Harris 24 survey (1,012) 13Our contact details
Contacts: Mark Brenton Umair Afridi Senior Associate Director Business Development Manager mbrenton@harrisinteractive.co.uk uafridi@harrisinteractive.co.uk 0161 242 1365 07817 079766
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