Every 8-10 weeks, together with the market research institute K&A BrandResearch AG from R\u00f6thenbach 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.<\/p>\n
The most recent study focused on the topic of packaging and waste avoidance strategies.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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).<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n