GB: Absolut trials paper-based bottles - How do Britons view goods with non-recyclable packaging?

Absolut Vodka (Absolut) has launched a trial of paper-based bottles. The three month trial will see the global spirits company sell its 500 ml paper-based bottles through 22 Tesco stores. Last month, confectionary brand Mars launched a similar trial for its paper-packaged bars at Tesco.

We look at YouGov data to see what Britons who have either purchased Absolut’s products or would consider doing so (i.e. Absolut’s customers) feel about packaging. We also look at Tesco’s current customers’ attitudes towards the same factors since Absolut’s trial will be run across the supermarket’s outlets.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 36% of Absolut’s customers and 34% of Tesco’s customers say they make an effort to buy less goods that have packaging that cannot be recycled. A small proportion of both brand's customers (13% of Absolut’s customers and 6% of Tesco’s customers) say they pay extra for goods that use 100% recyclable packaging.

Further, over a third of Absolut’s customers (35%) agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.” Almost a third of Tesco’s customers (32%) agree with the statement too.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Tim Rüßmann on Unsplash