Plan for plastic?

The customer is always right, it’s long been opined by retailers, with just a whiff of cynicism attached to that doubtful statement. In reality, of course, the customer can only be consistently right if they have access to all the pertinent data available and are yet to be swayed by misleading information to the contrary. So good luck with that.

When it comes to plastic packaging, the animus among UK consumers is well established, but that doesn’t mean it’s necessarily well founded. Just consider the food waste, many suppliers and packaging firms will contend.

Whatever the truth, most shoppers are of the opinion that retailers and brands are not doing enough to reduce the use of plastic packaging, according to a recent study by Aquapak, a manufacturer of specialist polymers for sustainable packaging materials.

The research showed that 65 per cent of consumers believe retailers and brands are falling short when it comes to cutting plastic use, with just 18 per cent saying they are doing enough.

According to the findings, 59 per cent want to see the conventional plastic used in packaging replaced with an alternative material that can be recycled and is environmentally friendly.

In addition, 57 per cent said companies should use more paper-based packaging that is easily recyclable in kerbside collections, while 49 per cent called for the complete elimination of single-use plastic.

Shifting responsibility

The UK government’s Extended Producer Responsibility policy tool for packaging, initially introduced last year, attempts to shift the burden of paying for the disposal and recycling of packaging from taxpayers to the companies that produce and use it.

“By making the producers responsible, the new law aims to incentivise companies to reduce their material footprint and use more sustainable packaging,” the government stated.

According to Mark Robinson, technical director UK at Coveris Flexibles, demand for hybrid packaging solutions is on the rise, but increasing costs have slowed progress in the food industry.

“We are seeing an increase in demand for hybrid formats that maintain the functionality of plastic but also incorporate more sustainable materials, such as paper,” says Robinson. “Punnets, for instance, are a great example where weight and plastic reduction have been targeted, especially in categories like berries and grapes. These hybrid solutions aim to balance performance with sustainability, giving consumers the best of both worlds.”

Nevertheless, Robinson points out that plastic generally remains the lowest cost and most sustainable solution available in the produce category right now.

“When considering the challenges of the cost-of-living crisis, it’s clear that plastic’s affordability and functionality, especially in maintaining freshness and shelf-life, make it an essential material,” he says. “Reducing plastic packaging often leads to a trade-off with food waste, which has its own set of consequences.”

Robinson believes raising the understanding of the benefits delivered by packaging will ultimately be critical to reducing waste. “For many fresh products, such as potatoes, mushrooms and tomatoes, packaging extends shelf-life by several days and prevents spoilage, helping to ensure that food doesn’t go to waste,” he says. “Without packaging, we risk increasing food waste, which has a far greater environmental impact than packaging itself.”

Doubts about food waste

The positive impact of packaging on food waste may not be quite so clear cut, according to Caroline Conroy, senior specialist, food waste at environmental action group WRAP. 
“It’s not so black and white, and a lot of assumptions have been made about packaging reducing food waste,” she points out. “WRAP has even found the opposite to be true, where packaging can generate food waste if it forces consumers into buying more than they need, particularly in the case of large quantities of produce. Our research has shown that for most uncut fresh produce, plastic packaging makes little to no difference to shelf-life, and in many cases, increasing the availability of loose produce can significantly reduce both food waste and plastic packaging.”

WRAP is recommending a phased approach to reducing plastic packaging, starting with items that are more feasible to sell loose, such as root vegetables and fruits with thick skins like lemons.

“Phase 1 of this strategy should ideally be in force by 2030, aligned with EU regulations, but with enough lead time to allow the industry and the public to prepare for the transition,” says Conroy. “We’re already working with businesses to help them remove more plastics and would encourage others to get on board. Early engagement and packaging reviews will be crucial for businesses to smoothly comply with upcoming legislation. Learning from the experiences of countries like France, who implemented similar regulations, can provide valuable insights into how businesses can transition effectively.”

Despite the efforts of various individual companies and environmental groups, it’s hard to conceive of the sort of change that is required without legislation from the government.
“Consultation on this issue should take place with all stakeholder groups, as a holistic approach is necessary to balance food and packaging waste across the entire supply chain,” says Robinson. “As an industry leader, we feel we have a responsibility to participate in this decision-making process to ensure that the solutions implemented minimise waste, are cost-effective, and don’t have unintended negative consequences. The government needs to involve all parties to create well-rounded, sustainable policies.”

Loose produce lagging

A major issue to be addressed, according to WRAP, is the low proportion of fresh fruit and vegetables sold loose in the UK. That figure stands at around 19 per cent, widely believed to be lower than in many other European countries.

“It is a concern given the potential for this to drive significant change,” laments Conroy. “Policy change is essential, as it creates a level playing field and facilitates investment in more sustainable alternatives. The long-awaited policy mechanisms, like Extended Producer Responsibility and Simpler Recycling, are just around the corner and will help businesses make the right decisions, ensuring we continue to push for more sustainable solutions.”

If major changes are not made with regard to plastic packaging in the UK, consumers appear willing to vote with their feet, according to Aquapak’s findings.

“Over the next 12 months,” the company revealed, “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.”

Whether or not the customer is right on this particular issue, the direction of travel would appear clear, and no amount of communication on food waste is likely to alter the current course.