Every 8-10 weeks, together with the market research institute K&A BrandResearch AG from Röthenbach b. Nuremberg, we conduct representative studies in the German horizoom panel on socially relevant topics in order to use intelligent questioning techniques to investigate so-called say-do gaps, i.e. differences between self-statements and actual everyday behavior.
The most recent study focused on the topic of packaging and waste avoidance strategies.
According to the Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection (BMUV), Germans generated 236.7 kilograms of packaging waste per capita in 2021 (total: 19.8 million tons), which corresponds to an increase of 23.1% since 2010. At 105.6 kilograms per capita, private households are responsible for around 45% of total packaging waste. According to the BMUV, the reasons for the rising packaging waste volumes can be found in new consumer trends in out-of-home consumption, an increasing number of single households and more stringent hygiene regulations, which gained further momentum during the coronavirus pandemic.
According to the BMUV, the overall recycling rate for packaging is around 68.5% (2022), and 51.1% for plastics. However, this also means the unpleasant downside: 48.9% is incinerated. And critics complain: These calculations only include what arrives measurably at the recycling or recovery center.
73% of the people surveyed in our study express frustration when they see waste disposed of in nature and as many as 49% of Germans actively try to avoid packaging waste.
However, 58% consider packaging to be important or very important, especially when buying food, almost regardless of age, particularly with regard to functional aspects such as preserving freshness and nutritional value (61%) and protection against transport and storage damage (54%). According to their own statements, 61% also pay attention to recyclability and 52% to plastic-free packaging (as far as possible).
And let’s not forget the added marketing value of packaging for manufacturers: even if consumers reject this, many studies show that packaging has a decisive influence on consumers’ purchasing decisions at the POS.
A whopping 78% of respondents believe that many products are unnecessarily packaged and just as many are annoyed by packaging that is larger than it actually needs to be. However, only 41% already try to avoid such products and only 22% actively inform themselves about ways to reduce waste.
A flat rate for outer packaging in the form of a surcharge was also investigated. On average, Germans would be prepared to pay a 6% surcharge as a flat rate for secondary packaging to avoid waste, whereby younger people (9.7% in Gen Z) would be more willing to pay than older people (4.5% among Baby Boomers). Strategies such as separating waste (74%), using reusable bags and pouches (74%), buying loose goods (72%) or buying reusable packaging (58%) appear to be more popular.
Overall, the majority of respondents believe that consumers rather than manufacturers and industry or even legislation or retailers are responsible for avoiding waste. It is therefore reassuring that only 7% believe that their contribution to waste prevention in everyday life is already sufficient.
And so we conclude with the BMUV’s invitation and appeal for dialog: Good policy for environmental protection and consumer protection succeeds when it is shaped together.
Detailed results and information on the study, including the study profile, can be found at: https://ka-brandresearch.com
Cover picture: Joshua Rawson-Harris/Unsplash
