More than 65% of consumers believe cans are the most circular beverage packaging format, according to new research commissioned by Can Makers UK, the trade body representing drinks can manufacturers.
The study also revealed that 84% of UK consumers believe beverage cans are the easiest packaging format to recycle, while 78% confirmed they preferred cans for their convenience.
It follows the Can Makers survey conducted in 2023, which showed that more than half of UK adults believe cans are better for the environment. An IPSOS survey carried out in 2021 found that more than 75% of consumers would choose the beverage can in preference to other packaging formats, once they were aware of the can’s sustainability benefits.
According to the latest study, the claimed use of beverage cans and the perception of cans as a suitable pack format in all market segments is continuing to rise.
More than 90% of consumers surveyed confirmed the purchase of one or more canned drinks in the last year, an increase of 7% on the 2023 figures.
Meanwhile, the shift in perception of cans as suitable for specific categories is most notable in the ready to drink sector. Cocktails in cans were rated as very suitable by more than 60% of respondents, an increase of 21% versus 2023.
Purchasing behaviour
Tim Conybeare, Can Makers chairman, said: “We know consumers love cans, but the results of this latest study are significant, reflecting the increasingly environmentally conscious purchasing behaviour of consumers, as well as a notable increase in the number of consumers who now believe cans are ideally suited to a wider range of high-quality beverages, such as cocktails and wine.”
The study also examined the impact of design on purchasing behaviour, highlighting it as a significant driver in the 18- to 24-year-old age group, and among the AB demographic particularly.
Meanwhile, consumers between the ages of 25 and 34 were found most likely to associate innovate design with a premium brand.
