Consumers embrace tinted recycled glass

Consumers are “just as likely” to buy food and drink packaged in tinted recycled glass, according to a government-commissioned study.

Research by the Waste & Resources Action Programme (WRAP) in partnership with Sainsbury’s found customers are not put off buying products packaged in glass tinted with a green hue.

In 90% of cases, customers were equally likely to buy products packaged in mixed-colour recycled glass.

Mayonnaise was found to be the only product that people prefer to buy in clear glass.

With jam from Sainsbury’s low-cost Basics range, customers said they’d prefer to buy it in a recycled tinted jar.

WRAP believes the study could fuel demand for recycled glass,

“This is good news for the recycling industry as it could help stimulate a high-value market for mixed colour recycled glass in the UK,” said Marcus Gover, WRAP director of market development.

Sainsbury’s agreed with Gover’s analysis.

“If our customers are interested, we are interested,” said Paula Chin, Sainsbury’s grocery packaging technologist.

“The positive results from this small-scale study would give Sainsbury’s the confidence to explore further the opportunity to use recycled glass containers.”