The latest results from The Big Plastic Count have renewed calls for supermarkets to reduce plastic packaging on fresh fruit and vegetables. The findings show that consumers are becoming more concerned about single-use plastic and expect retailers to offer products with less unnecessary packaging.
For the global packaging industry, the report highlights a clear market trend. Consumers are paying closer attention to the packaging that protects their food, and retailers are under growing pressure to reduce plastic waste without increasing food waste.
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The nationwide survey involved more than 68,000 people across the UK, who counted over 1.5 million pieces of household plastic waste during one week.
The report estimates that UK homes throw away around 82 billion pieces of plastic packaging every year. Food and drink packaging makes up 82% of that total.
Fresh produce becomes the main focus
Fresh fruit and vegetables were identified as the biggest source of household plastic packaging waste. According to the report, UK households dispose of around 13 billion pieces of fruit and vegetable packaging each year.
Most of this packaging is made from flexible plastic film, which accounts for almost two-thirds of the packaging recorded for fresh produce. While plastic film offers practical benefits, it remains one of the most difficult packaging materials to recycle through existing collection systems.
The report estimates that around 65% of fruit and vegetable packaging ends up being incinerated rather than recycled. This has strengthened calls for supermarkets to remove unnecessary plastic film from fresh produce wherever practical.
The findings also suggest that consumer preferences are changing. More than nine out of ten participants said they would rather buy loose fruit and vegetables if given the choice. Many shoppers now see less packaging as an important part of sustainable retail.
Balancing packaging reduction with food protection
Reducing plastic packaging is not always straightforward. Flexible plastic films help protect fresh produce from damage, reduce moisture loss and extend shelf life during transport and storage. In many cases, they also help reduce food waste.
The report recognises that some plastic packaging remains necessary. Products such as prepared fruit and vegetables often need protective packaging to maintain food safety and quality. Packaging can also improve accessibility for some consumers.
This creates an important challenge for the packaging industry. The goal is not simply to remove plastic, but to use the right packaging in the right application. Packaging designers and manufacturers must find solutions that protect products while reducing environmental impact.
Many businesses are already investing in recyclable mono-material films, fibre-based packaging, reusable packaging systems and other innovations that support a more circular economy.
What the report means for the packaging industry
The Big Plastic Count recommends that the UK Government phase out plastic packaging for uncut fruit and vegetables by 2030. It also calls for stronger action to reduce plastic waste and improve waste management.
Whether these recommendations become law or not, the report reflects a wider global trend. Governments, retailers, brand owners and consumers are all placing greater emphasis on reducing unnecessary packaging while maintaining product performance.
For packaging companies, this means continued demand for materials and designs that improve recyclability, reduce plastic use and lower environmental impact without compromising product protection.
The report also shows that packaging has become more than a technical issue. It now plays a growing role in purchasing decisions, brand reputation and corporate sustainability strategies.
As expectations continue to rise, businesses that deliver packaging solutions combining product protection, resource efficiency and environmental responsibility will be well placed to meet the changing needs of retailers, consumers and regulators around the world.
