Recycled glass study is boost for green bottlesShoppers happy to buy goods in recycled glass
14 September 2009
Shoppers are just as likely to buy products in jars and bottles made with green-tinted recycled glass as they are to purchase items in clear glass packaging, according to a new study.
The joint study by Sainsbury's and waste reduction agency Wrap 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 - compared to the clear coloured glass bottles and jars usually found on supermarket shelves.
In most cases, the change in colour did not affect a customer's opinion of the product or their likelihood to buy a particular item.
Recycled glass packaging
Several common supermarket products that usually come in glass bottles or jars - including mayonnaise, jam and other preserves, wine and spirits - were tested.
Mayonnaise was the only product that consumers preferred in a clear glass container. In the case of jam, those asked actually preferred the green tinged recycled glass jar.
Wrap - also known as the Waste and Resources Action Programme - hopes the findings from the study will encourage other shops to use more recycled glass in food and drink packaging in future. It estimates that using one tonne of recycled glass in place of a tonne of virgin glass reduces CO2 emissions by 314kg.
Marcus Glover, director of market development at Wrap, said: '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.'
Which? RSS news and Twitter feeds
For daily consumer news, subscribe to the Which? news RSS feed. If you have an older web browser you may need to copy and paste http://www.which.co.uk/feeds/reviews/news.xml into your newsreader. Find out more about RSS in the Which? guide to news feeds.