Suntory Beverage & Food Great Britain & Ireland (SBF GB&I) has published a new insights paper called Deposit Return Schemes: What’s in Store for the UK? It builds on the company’s last report launched in 2022 and includes further research to understand the real response to the introduction of the DRS in Ireland.
Early results from Ireland have been positive, with over half a billion containers returned since the launch of the scheme in February. The new research reinforces the three-stage mental shift model, ‘Surprise, Review and Reset’, that SBF GB&I outlined in its original report and involved nine days of qualitative intercepts within grocery, convenience and forecourt retail environments.
In its original research, SBF GB&I found that it takes just seven weeks for most shoppers (88%) to rethink their relationship with plastic bottles and to appreciate their value after living with the scheme.
An initial adaptation period is to be expected as consumers get used to the scheme, but SBF GB&I’s research shows many consumers move from this period of ‘surprise’ to one of ‘reset’ within a few months. This can be accelerated by showing the benefits for communities and how consumers can play their part. Overall understanding of the logistics of the scheme has increased, with ‘social proofing’ helping to recruit non-engagers as they see fellow shoppers using reverse vending machines in store.
Consumers with the strongest understanding of the environmental benefits of the DRS tended to adapt the fastest, and the most engaged consumers were those who had already noticed less litter in their local area.
Keith Allen, Director for Commercial Sustainability at SBF GB&I, commented: “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 know people will experience that initial moment of surprise at having to pay more upfront, and then return the container in good condition to reclaim their deposit, but it’s promising to see shoppers adapt and form new routines. We are on hand to support retailers on this journey, by sharing these lessons and opportunities that will help them prepare effectively.”
Learning from what works, the research shows there are still some barriers to participation, including those who have difficulty storing drinks containers on the go before returning to a store, or don’t visit supermarkets as often, but that these barriers are reducing.
For ‘first timers’, often younger people, once they realise how easy it is to return their containers and how many return points are available, it becomes easier to adapt. Families are using DRS to educate children on the positive environmental impact of proper recycling and using RVM vouchers to incentivise engagement, giving it to them to spend as pocket money.
SBF’s research shows that retailers can benefit from the scheme if they invest and build the consumer journey around their return vending machines (RVMs). Irish retailers report that the DRS is helping to build shopper loyalty and is rewarding those who make the experience better for consumers.
With redemptions of vouchers often taking place immediately in the store where containers are returned, the retailers that have benefitted most are those who have worked to overcome any initial challenges. Taking quick action when maintaining, cleaning and emptying RVMs, or by making simple additions like hangers for bags and bins to empty out liquids, is making the journey better and creating more loyal shoppers.
SBF noted that it is important that the scheme is as easy for consumers as possible and that removing unnecessary complexity or confusion will lead to better return rates and outcomes.
Following a series of delays, the UK’s deposit return scheme is scheduled to launch in October 2027.
NAM Implications:
- Handled properly, DRS can work…
- Hopefully the political momentum can be maintained…
- …for the next three years.
