Recyclability is the leading sustainability driver for consumers

by Steve Claus, Secretary General, Steel for Packaging Europe

Recyclability of packaging is the most important sustainability factor influencing consumer purchases, according to the latest McKinsey & Company Sustainability in packaging survey based on responses from more than 11,000 consumers across 11 countries. While price, quality, food safety and shelf life remain the most essential considerations, recyclability now stands out as the leading sustainability driver across markets.

As noted in previous McKinsey reports, sustainability and broader environmental concerns continue to rank lower than core purchasing criteria across most product categories. However, consumers remain far from aligned in their views on what constitutes the most sustainable packaging format and material. Perceptions are strongly shaped by legislative pressure for collection systems such as deposit return schemes, or “greenwashing” from individual companies which can influence attitudes toward certain materials regardless of actual recycling performance. In this complex environment, manufacturers, brands and fillers must navigate a heavily nuanced landscape in their efforts to grow, enhance environmental performance and contribute to a more circular economy.

Steel packaging aligns closely with the priorities highlighted by survey respondents. Providing unbeatable protection, and longer shelf life than any other packaging material, steel for packaging continues to ensure consumers can access safe, high quality and nutritious food, while cutting food waste. And with the EU recycling rate now standing at a record high of 82%, steel packaging remains the most widely recycled packaging material in Europe, already meeting the strictest recyclability criteria as outlined in the Packaging and Packaging Waste Regulation (PPWR).

But challenges remain. Stakeholders across the value chain must recognise that consumer interpretations of the term “recyclable” are often very different to how effectively some packaging materials are really recycled. Calculated using the EU’s harmonised methodology, the published recycling rate for steel packaging corresponds to the amount of packaging that enters recycling operations, not simply what is collected.

And so, while it is encouraging that the McKinsey report highlights those factors synonymous with steel packaging as being among the most important in the consumer decision making progress, the importance of using transparent, evidence-based environmental claims to foster informed consumer decisions cannot be overstated.

Consumers view brand owners and packaging producers as the most responsible for driving sustainability in packaging. It is therefore our responsibility to ensure they have the information they need to arrive at the right conclusion. In this way, supported by the continued reinforcement of steel packaging’s proven ability to offer longer shelf life and greater food safety, we can all contribute to a greener, more circular future in Europe.

Find out more about Why steel recycles forever.