High recycled glass content boosted by research

A new study shows consumers are just as likely to buy products in jars and bottles made with mixed colour recycled glass as they are to purchase items in clear glass packaging � a finding that should boost demand for containers with high recycled content. The research was commissioned by WRAP (Waste & Resources Action Programme) to support the sector in achieving the environmental and resource efficiency benefits of diverting mixed colour recycled glass away from landfill and low value end-uses such as aggregates and into higher value container glass manufacture. The results of the study will also benefit the recycling industry in the UK by providing confidence in the demand for more mixed colour recycled glass. Conducted in partnership with Sainsbury's, the study looked at consumer attitudes to food and drink products in glass packaging with a slightly green hue � the colour produced when it contains a high percentage of mixed colour recycled glass. By comparing participants' perceptions of a range of common products � from mayonnaise and preserves to wines and spirits � packaged in both recycled and clear glass containers, the study found that the colour change did not have a detrimental effect in most cases. Mayonnaise was the only product that consumers preferred in a clear glass container. Otherwise, product approval ratings were similar regardless of container colour; and in the case of jam consumers actually preferred it in a high recycled content glass jar. Marcus Gover, Director of Market Development at WRAP, said "WRAP's study suggests that, in the majority of cases, consumers are just as likely to buy food and drink products in containers with over 90 per cent mixed colour recycled glass content as they are to purchase products in clear glass packaging. "This study should give retailers the confidence to use more recycled glass in their products - in the knowledge that it will not adversely affect sales. This is good news for the recycling industry as it could help to stimulate a high value market for mixed colour recycled glass in the UK. This in turn may provide the impetus to divert more of this glass away from landfill and secondary markets and into closed loop recycling." WRAP is also currently tendering for a large scale trial to manufacture containers with a mixed colour recycled glass content of over 90 per cent. The project will include sourcing mixed colour recycled glass, processing this material to a standard sufficient for the re-melt market, and manufacturing fit-for-purpose, glass containers with high recycled content. The work aims to consume at least 30,000 tonnes of mixed colour recycled glass otherwise destined for landfill or secondary markets - delivering at least 18,000 tonnes of carbon dioxide reduction.