Suntory Beverage & Food Great Britain & Ireland (SBF GB&I) has published a vital new research and insights paper aimed at guiding the effective implementation of Deposit Return Schemes (DRS) in the UK. Titled Deposit Return Schemes: What’s in Store for the UK?, this report expands on findings from the 2022 release and includes additional research focused on the tangible impacts following the introduction of the DRS in Ireland.
Recent data from Ireland has revealed remarkable outcomes, with over half a billion containers returned since the scheme’s launch in February[1]. This research reinforces SBF GB&I’s previously introduced three-stage mental shift model: ‘Surprise, Review, and Reset’, which was developed through nine days of qualitative intercepts conducted in grocery, convenience, and forecourt retail environments.
Education is key
In the initial study, SBF GB&I discovered that within just seven weeks, 88% of shoppers began to reevaluate their relationship with plastic bottles, recognizing their inherent value as they adapted to the scheme.
While an adaptation phase is expected as consumers acclimatize to the new systems, SBF GB&I’s findings indicate that many consumers transition relatively quickly from the ‘surprise’ phase to a ‘reset’ mindset within a few months. This adaptation can be expedited by highlighting community benefits and demonstrating how individuals can contribute positively. Overall awareness of the logistics of the DRS has improved, aided by ‘social proofing’ as non-engagers observe fellow shoppers utilizing reverse vending machines in-store.
Moreover, those consumers who exhibit a deeper understanding of the environmental advantages of DRS are generally the quickest to adapt. The most engaged individuals are typically those who have already observed a decrease in litter in their neighborhoods.
Keith Allen, Director for Commercial Sustainability at SBF GB&I states, “There is a great opportunity to learn from the implementation of DRS in Ireland, and we are committed to ensuring a successful rollout in the UK. We recognize that people will initially experience surprise due to the upfront costs before returning containers to reclaim their deposit, but it is encouraging to see shoppers adapt and establish new routines. We stand ready to support retailers on this journey by sharing lessons and opportunities that will facilitate effective preparation.”
Learning from what works
The research highlights remaining barriers to participation, such as difficulties faced by individuals storing drink containers while on the go or those who do not frequently visit supermarkets. However, these obstacles are progressively diminishing.
For ‘first timers’, particularly younger consumers, the realization of how simple it is to return containers and the number of return points available makes adaptation easier. Families are utilizing DRS as a teaching tool, explaining to children the positive environmental impacts of responsible recycling and using reverse vending machine vouchers to encourage participation, often allowing children to use these as pocket money.
According to SBF GB&I’s research, retailers can significantly benefit from this scheme if they invest time and resources into enhancing the consumer journey surrounding their return vending machines (RVMs). Feedback from Irish retailers indicates that the DRS fosters customer loyalty, rewarding those who enhance the overall experience for consumers.
Indeed, as redemptions of vouchers often occur immediately within the store where containers are returned, the retailers who have seen the greatest success have been proactive in addressing initial challenges. By promptly maintaining, cleaning, and emptying RVMs and implementing simple changes like bag hangers and liquid disposal bins, retailers enhance the customer experience, generating greater shopper loyalty.
Ensuring the scheme remains user-friendly for consumers is crucial, as minimizing unnecessary complexity will likely lead to improved return rates and overall success.
Committed to circularity
The Suntory Group’s mission is to inspire the brilliance of life by creating enriching experiences that coexist harmoniously with nature. To fulfill this mission, SBF GB&I is dedicated to accelerating sustainable and circular packaging solutions, aiming for 100% sustainable packaging by 2030.
Michelle Norman, Director of Sustainability and External Affairs at Suntory Beverage & Food Europe comments, “We understand our significant role in the UK’s net-zero ambition and are eager to contribute to building a circular economy. To expedite our objectives, we require a closed-loop system that ensures access to high-quality, locally sourced materials. A functioning DRS would be instrumental in achieving this while reducing our carbon footprint. We recognize that achieving ‘the brilliance of life’ hinges on the brilliance of the earth, and implementing DRS will assist in safeguarding it for future generations.”
The DRS is set for rollout in the UK in three years, with government confirmation for October 2027.
Deposit Return Schemes: What’s in Store for the UK? can be downloaded here.
