Recyclability influences the purchasing decisions of 64% of coffee capsule consumers, according to research commissioned by Amcor.
The survey covered 2,565 coffee capsule buyers in France, Italy, Spain, and the UK.
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It examined the role of recyclability, coffee quality, value, and convenience in capsule selection.
For 34% of respondents, recyclability is among the main factors when choosing a capsule type.
A further 30% said it contributes to their decision.
The findings indicate that consumers consider sustainability alongside product performance and price. Perceptions of coffee quality, affordability, and ease of use also influence the choice between capsule materials.
Consumers reported similar views on the recyclability of aluminium and plastic capsules.
Some 60% said aluminium capsules are easy to recycle or dispose of in their area, compared with 57% for plastic capsules.
However, recycling remains difficult for more than a quarter of buyers.
Disposal or recycling was described as complicated by 27% of respondents for aluminium capsules and 28% for plastic capsules.
Environmental considerations are more prominent among consumers who prefer aluminium.
Of this group, 47% cited environmental benefits and recyclability as a reason for their choice. The equivalent figure among consumers preferring plastic capsules was 39%.
Material preference also differs on perceptions of coffee quality.
Sixty per cent of respondents associated aluminium capsules with higher-quality coffee, compared with 17% for plastic capsules.
Capsule material was considered relevant to coffee taste by 77% of respondents. Among those who prefer aluminium capsules, 40% identified taste and aroma preservation as a key reason for that preference.
Amcor senior market insights manager Sarah Neerkorn said: “While recyclability is important to coffee capsule buyers, brands must understand the full picture. Factors such as quality, value and convenience are all key to a great coffee experience.
“Brands have an opportunity to stand out by aligning their packaging with consumers’ priorities, with aluminium and plastic both offering strong options. As regulatory requirements evolve through the EU’s Packaging and Packaging Waste Regulation (PPWR), choosing the right packaging will be key to balancing sustainability ambitions with customer expectations.”
