Biodegradable & compostable packaging: Consumer perspective

1. Biodegradable & compostable packaging: Consumer perspective Peter Skelton Retail Innovation – WRAP

2. Biodegradable & Compostable Packaging (BCP) Research Objective: • What do consumer know? • How will they behave, with what impact? • What is best way to inform consumer? Impact on plastic reprocessing

3. Methodology • 6 focus groups, 5 hall tests • >430 consumers • Edinburgh to Hove • Covering: • high-low recyclers • home composters • kitchen and green waste collections • Biodegradable / Compostable packs

4. Awareness • 52% Biodegradable plastic packaging • 15% Compostable packaging • Very positive associations

5. Current habits On pack labelling: • Disposal information: only 10% always look for, 55% never look for Home composting: • Garden waste: 65% • Kitchen: 49% • Paper/board: 17% Recycling: • Like, understand the concept. System can be confusing.

7. Potential issues: biodegradable

8. Potential issues: compostable

9. Disposal behaviour Uninformed Informed

10. What does this tell us? • Composting favoured • Responses to biodegradable packaging declines: • Not home compostable • Potential impact on recycling/landfill • Dispose by pack ‘form’ NOT material • Do not want to split their waste • Reluctant to change habit • Still getting to grips with recycling

11. Communication • New material, new logo – not enough. • Consumers desire: • Standard collection • Clear icons/logos • Colour coding • TV campaign! • Who do consumers expect to communicate? • Local councils • Retailers/brands • Central Government

12. Q: What do consumer know? A: Like the concept but highly confused! Q: How will they behave, what impact? A: By habit: BCP packs in recycling stream Conventional plastic in composting stream Potentially disengaged from plastic recycling Potential loss of trust and goodwill on BCP Q: What is best way to inform consumer? A: LA, retail, brands, government working together

13. Impact on plastics recycling stream

14. Current recycling status • Bottle only in UK: currently only PLA • Manual sort – in • Auto sort – left in residual bin - low grade applications / landfill • 3 stage cost to reprocessor: • Bale yield (paying for BCP) • Detection • Disposal • Contamination – but not an issue currently

15. Future Outlook • New plants can detect and eradicate • At <1% of input remains low impact • c20% critical mass to separate: • Recycle? • Compost? • 1-20% is major issue with impact on economics

16. Conclusion • Manageable unless: • Large scale move by major brands • PLA development to carbonated drinks • Trays recycled in UK + high BCP penetration • Avoid entering the system: • At household (consumer education/ effort) • MRF (investment in auto detection?)

17. Recycle Now

18. Recycle Now / Iconography • Growing adoption of Recycle Now iconography by retailers/brands. • Call to action to encourage recycling on core recyclables. • Requires a ‘critical mass’ for collection. • Guidelines for use for different materials is being developed and extended to recycled content, compostability, etc. • On-pack Messaging Roundtable 19th April

19. Home Compostable • European standard – industrial compostable • Compost Association is coordinating and reviewing development in UK of home compostable standard • Adoption of such a standard by all users would be encouraged. • Use with Recycle Now icon / messaging to be developed.

20. Opportunities for BCP • Composting: home / municipal • Focus new materials to discrete formats/sectors to aid communication to differentiate BCP packs • If to be included in kitchen/garden waste then need consumers to change habits • Expect cross contamination • Avoid established recycling formats? • Multi-dimensional approach to communication. • Supply & collection working together

21. Retailer take back?