Introducing a UK DRS: let’s make it easier for consumers
After years of delay, we are pleased to see rapid progress is being made to deliver the UK’s Deposit Return Scheme (DRS), with the new government committed to the scheme going live by October 2027.
DRS offers the opportunity to revolutionise the UK’s approach to recycling. Where DRS schemes are in place across Europe, collection rates of plastic drinks containers are often above 90 per cent,1 compared to an estimated 70 per cent in the UK.2
At Suntory Beverage and Food (SBF) GB&I, makers of Lucozade and Ribena, we strongly support a well-designed DRS because it will help the UK boost the rate of recycling and make great strides towards achieving a circular economy.
A DRS will also support our ability to use 100 per cent sustainable plastic bottles by 2030 and reach net-zero across our value chain by 2050.
Despite the clear environmental benefits, the path to a DRS continues to face hurdles. The Welsh government remains the only nation to include some glass containers in scope of its scheme, meaning a real risk of divergence between the UK nations. If implemented in this way, it will lead to confusion, particularly for consumers, that could damage the scheme’s success.
Learning from what works
We know that major changes can be difficult, but we can learn from the early successes of the DRS in Ireland which was launched in February this year.
Today, SBF GB&I publishes a new research and insights paper that can help inform an effective DRS operation in the UK. Using consumer data and research from the Ireland DRS, it shows that consumers have overcome the initial ‘surprise’ and are swiftly adapting, returning half a billion containers since February3 and reducing litter across the country.4
This gives us confidence that a UK DRS can be a big win for governments, businesses, consumers and the environment. And we can make it even better if we learn from what works elsewhere.
1. Education is key
An initial adaptation period is to be expected as consumers get used to the scheme, but our research shows many consumers move from this period of ‘surprise’ to one of ‘reset’ within a few months. This can be accelerated by showing the benefits for communities and how easily consumers can play their part.
Consumers with the strongest understanding of the environmental benefits of the DRS tended to adapt fastest and are most satisfied with the scheme. Indeed, the most engaged consumers were those who had already noticed less litter in their local area.
We also heard that where consumers needed help to incorporate new habits into their routine, they benefit from seeing others engaging in the scheme. In some families, children are taking the lead to collect and return containers, while others are donating their containers to charities or local groups.
Together with the government, we must make sure any communications about the DRS highlight improvements in the local environment and show our communities coming together. Because once consumers have ‘reset’, new habits begin to stick.
2. Make it easy to adapt
Our research did find some barriers to consumer support and participation, particularly among people who have difficulty storing drinks containers on the go before returning them to a store, or are less frequent consumers and don’t visit supermarkets often.
Notably, older and single households were less engaged in the scheme because the perceived effort of returning containers outweighs the benefit they see. Some people give containers to someone else to return, while existing recycling methods remain the best route for others.
But it’s positive to see the barriers are reducing. This is especially the case once ‘first timers’ – often younger people – realise how easy it is to return their containers and how many return points are available.
This shows that the scheme should be as easy for consumers as possible. Removing unnecessary complexity or confusion will lead to better return rates and outcomes.
That’s why the Welsh government’s position to be the only nation to include glass drinks containers in scope will put the scheme at risk. It will create confusion and disruption for consumers, made even more impractical now that wine and spirits are also set to be excluded.
3. Retailers will benefit if they invest in the return journey
Our research shows that retailers can benefit from the scheme if they invest and build the consumer journey around their return vending machines (RVMs). Irish retailers report that the DRS is helping to build shopper loyalty and is rewarding those who make the experience better for consumers.
With redemptions of vouchers often taking place immediately in the store where containers are returned, the retailers that have benefitted most are those who have worked to overcome any initial challenges. Taking quick action when maintaining, cleaning and emptying RVMs, or by making simple additions like hangers for bags and bins to empty out liquids, is making the journey better and creating more loyal shoppers.
What now?
We’ve learned that complexity in a DRS creates risk while clear communication helps adoption.
Now is the moment to resolve the last challenges facing the DRS. The UK government should act now to encourage their Welsh counterparts to support a fully interoperable scheme, removing glass entirely to have one set of materials across the UK.
By introducing a consistent and straightforward scheme across the UK, consumers and retailers can quickly adapt to the change, driving up recycling rates and tackling litter in our communities. Together, we can make a giant stride towards a circular economy.
1. https://www.reloopplatform.org/wp-content/uploads/2022/12/RELOOP_Factsheet_Performance_12I2022.pdf
2. https://consult.defra.gov.uk/environment/introducing-a-deposit-return-scheme/supporting_documents/depositreturnconsultia.pdf
3. https://re-turn.ie/irelands-record-returns-over-half-a-billion-containers-returned-since-the-launch-of-the-deposit-return-scheme/
4. https://ibal.ie/deposit-return-scheme-contributing-to-lower-litter-levels-nationwide/
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