Survey on the acceptance of the PPWR – interpretation of the results
On July 15, 2024, we published the results of our online survey on the acceptance of specific regulations from the European Packaging and Packaging Waste Regulation (PPWR). The majority of participants support the upcoming bans on certain types of packaging. But how should this relatively clear opinion be classified? And what do the regulations mean from the perspective of manufacturers/brands and distributors?
In this second article about our survey, we interpret the results in more detail and also discuss the exact wording of certain regulations and the challenges they pose for manufacturers, retailers and consumers.
Why the majority of consumers support bans on certain types of packaging
At first glance, it may seem a little surprising that many consumers are apparently willing to give up certain types of packaging, as this forces them to give up habits and sometimes even conveniences that most people find rather difficult.
However, on closer inspection, it quickly becomes clear that it is primarily emotional reasons that lead them to reject some packaging as supposedly superfluous and to approve of the majority of the bans planned by the EU. More and more consumers want to do their bit for the environment – and by accepting or supporting the PPWR, they see an opportunity to do so, and one that does not require too much personal involvement.
Ultimately, it is therefore not too surprising that around two thirds of the men and women who took part in our survey have a positive attitude towards packaging bans. What should also not be ignored when interpreting the results is the fundamental tendency of many people to vote for what is generally considered “good” and “right”.
Less support for the ban on mini cosmetics in hotels – why?
It is also relatively easy to explain why respondents tend to approve less of the ban on mini-cosmetics in hotels and other hostels than the other regulations. Again, it helps to analyze the fact psychologically.
Who likes to do without nice little gifts? These are the typical soap packets, shower gel or shampoo bottles. This gift character disappears when soap, shower gel and shampoo are offered in permanently installed large containers instead. Although you still get the actual product for free, it simply feels less special, less individual. Because unlike the soap in the large dispenser, you can theoretically take the small packet home with you as a souvenir.
Importance of the upcoming regulations for distributors
First of all, it should be noted: Nothing is eaten as hot as it is cooked. This well-known saying also applies to the PPWR. This is because there are exceptions to every packaging that will be banned in the future.
For example, the ban on single-use plastic packaging for unprocessed fresh fruit and vegetables only applies if the weight is less than 1.5 kilograms. Quantities above this limit may continue to be packed in the usual nets, bags, trays and containers. Single-use plastic packaging is also permitted if it is demonstrably necessary to prevent the loss of water or impact, microbiological hazards, physical shocks or oxidation.
The PPWR prohibits single-use plastic outer packaging that is used at the point of sale to bundle goods in traditional packaging such as bottles and cans in order to encourage consumers to buy more than one item. This does not apply to outer packaging that is required to facilitate handling.
There are also exceptions to the ban on portion packs for ketchup, sugar, milk and so on. These are still permitted if they are provided together with food or drinks for immediate consumption. For example, this could be a bag of chips in a fast food restaurant or a cup of espresso in a café. In addition, portion packs may still be used in places where they are necessary to ensure hygiene and safety, such as hospitals, clinics and care homes.
The exceptions to the ban on packaging for cosmetics, hygiene and toiletries in the accommodation sector seem almost curious. In fact, it only applies in the case of a single booking, i.e. if the guest only stays one night and the leftover products are disposed of before the next guest arrives. If someone stays at least two nights, the ban is lifted. It also does not apply if the quantities filled are more than 50 milliliters or 100 grams.
Challenges of the PPWR for manufacturers, retailers and consumers
Let’s stay with the small packaging for cosmetics, hygiene and toiletries in hotels, guesthouses and so on. Manufacturers or brands can use these minis to establish additional sales channels and promote their own company. To a certain extent, hostels also benefit: in the eyes of most consumers, the provision of sachets seems more generous, whereas it seems rather “stingy” to only offer soap, shower gel and shampoo in containers for all guests. The same applies to portion packs for ketchup, sugar, milk, etc. in the hospitality industry.
As far as single-use packaging for fruit and vegetables is concerned, each group faces challenges due to the bans under the PPWR. Consumers, for example, have the less than desirable choice of whether to let their apples and oranges roll around loose in their shopping carts in future and risk damaging the fruit, or to make sure they always remember to bring their own reusable bags especially for vulnerable foods.
Manufacturers and retailers are forced to come up with alternatives that are as ecological, economical and consumer-friendly as possible. This is not always easy, on the contrary. For some fruit and vegetables, cardboard boxes and trays or egg carton-type packaging may work, but for other varieties such variants seem unsuitable. The fact is: if packaging is to continue to ensure the best possible preservation of freshness and quality, the search for adequate solutions will definitely remain a challenge. At the latest when consumers are repeatedly confronted with damaged goods, they will want the “old” nets and bags back.