Consumers do not think UK-based retailers and brands are doing enough to reduce the use of plastic packaging, according to new research by Aquapak, which showed that 65 per cent felt that they were falling short when it comes to cutting harmful plastic, with just 18 saying they are doing enough.

The findings show that British shoppers want to see retailers take positive steps to reduce the impact of the packaging they use on the environment:

• 59 per cent said they wanted to see the conventional plastic used in packaging replaced with an alternative material which can be recycled and doesn’t harm the environment.
• 57 per cent said they should use more paper-based packaging which can go into kerbside recycling collections.
• 49 per cent said that they should stop using traditional single-use plastic completely.

If such changes are not made, the findings suggest that consumers are happy to vote with their feet. Over the next 12 months, 56 per cent of those surveyed said they will try and buy more products that do not use single-use plastic packaging, such as polyethylene bags and hard to recycle packaging like crisp packets and chocolate wrappers. They are prepared to take even more extreme steps over the next three years, with 46 per cent saying they will stop buying products that use single-use packaging and hard to recycle packaging altogether. 

For retailers and brands facing environmental challenges throughout the supply chain, they should take heart from the fact that almost one third (32 per cent) of consumers said that they would be prepared to pay more for packaging which is 100 per cent recyclable when they buy products such as dry foods and snacks. Of these, 43 per cent said they would pay 5 per cent more. Some 30 per cent said they would pay more for clothing and accessories packaged in recyclable material, with 41 per cent of these saying that would be happy to pay 5 per cent more.

Mark Lapping, CEO of Aquapak, said: “Our research shows that consumers want to see more from brands and retailers when it comes to cutting the use of plastic packaging.  We recognise that businesses have many challenges to deal with when it comes sustainability, whether it is carbon, water or biodiversity but it is important that they don’t just pay lip service to new technologies but opt for real change.

“The good news is that there is a commercially proven solution that will make their plastic packaging problems disappear. We have developed Hydropol which can be incorporated into paper to create planet-friendly wrappers for dry foods, snacks and confectionery, or used as film to make garment bags, providing an alternative to current packaging which is hard to recycle and inconvenient for consumers.”