New research reveals consumer confusion and inconsistent messaging as barriers to aluminium foil recycling, calling for clearer communication, government transparency, and producer intervention.
A new study commissioned by Alupro, and conducted by Resource Futures, has identified key challenges hindering aluminium packaging recycling.
The study looked at the hurdles to recycling across the full lifecycle of aluminium packaging, from its placement on the market (POM) to how consumers interact with their recycling collection service, using a combination of desktop research, a nationwide survey of over 2,000 UK residents, waste composition analysis, a review of 16 local authority communications activities, and interviews with key stakeholders.
The major finding of the study is that consumers experience widespread confusion about the recyclability of aluminium foil packaging. Many participants reported difficulties distinguishing recyclable foil from other materials that either resemble or contain foil. This confusion results in two common behaviours: ‘wish-cycling’ (presenting items in the hope that they can be recycled, without knowing for certain), or sending recyclable foil to landfill.
The study also found that on-pack recycling labels do not offer enough clarity. 44 per cent of respondents reported that identifying whether packaging was made from aluminium foil using on-pack labels was either “not particularly easy” or “not easy at all”.
Further complicating recycling efforts, the study highlighted inconsistent messaging from local authorities. There were significant variations in the information provided to residents, some giving clear guidance on aluminium foil recycling, and others offering minimal or conflicting advice. Regions with more consistent messaging saw notably higher capture rates of recyclable materials.
Key recommendations
The report puts forward several recommendations to address the issues uncovered. It calls for the government to provide clearer data collection through Extended Producer Responsibility (EPR) systems. More accurate POM and recycling/capture rate tonnages would allow the calculation of a true baseline for foil recycling rates.
The study also urges the aluminium foil value chain to tackle the technical and infrastructure challenges currently limiting recycling performance.
It highlights the need for consistent consumer communication. This could include better in-pack labelling, public information campaigns, and standardised messaging from local authorities on how to correctly identify, clean, and prepare aluminium foil packaging for recycling.
Recycling initiatives
Alupro has initiated several efforts to enhance public awareness of aluminium recycling through campaigns like ‘Foil in Love with Recycling’. Run in partnership with local authorities, the campaign uses a mix of traditional leaflet drops, vehicle liveries, and digital media to promote recycling practices. Its social media initiative, #FoilFriday also encourages consumers to improve their kerbside recycling efforts.
In the second quarter of 2024, UK aluminium packaging rates rose by 3 per cent compared to the same period in 2023, with a total of 45,246 tonnes collected. Addressing the challenges identified in the study could further increase these figures, with the ultimate goal of achieving a 100 per cent recycling rate for aluminium foil packaging.
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How will the government and DMOs address the challenges of including glass in DRS while ensuring a level playing field across the UK?
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