Recent research conducted by Can Makers UK has revealed a significant shift in consumer attitudes towards beverage packaging. More than 65% of respondents now consider cans to be the most circular packaging format available. This marks a trend towards greater consumer awareness of sustainability in packaging, with 84% claiming that cans are the easiest format to recycle, while 78% value their convenience.

This recent survey echoes findings from Can Makers’ study in 2023, which indicated that over half of UK adults perceive cans as better for the environment. A prior IPSOS survey from 2021 found that more than 75% of consumers preferred cans over other formats when made aware of their sustainability benefits. The continuous alignment of public perception with the environmental attributes of cans illustrates an increasing recognition of their role in sustainable consumption.

Excitingly, the latest figures show that over 90% of consumers surveyed had purchased at least one canned drink in the past year, a notable increase of 7% compared to 2023. This rising trend is particularly evident in the ready-to-drink sector, with a 21% boost in the number of respondents rating canned cocktails as very suitable.

Tim Conybeare, chairman of Can Makers, noted, “We know consumers love cans, but the results of this latest study are significant, reflecting the increasingly environmentally conscious purchasing behaviour of consumers.” Moreover, he highlighted a growing perception that cans are suitable for a wider range of premium beverages, including wine, further expanding their market appeal.

The study highlighted the importance of design in influencing purchasing decisions, especially among younger consumers aged 18 to 24, who placed high value on innovative packaging aesthetics. Interestingly, consumers aged 25 to 34 were more inclined to associate unique designs with premium products, a trend that could encourage brands to invest in visually appealing packaging to attract this demographic.

Supporting this positive trend towards cans is the fact that aluminum cans boast an impressive closed-loop circularity rate of 92.6%, with an average recycled content of 73%. This sustainability advantage is underscored by their high market value; aluminum beverage packaging can fetch $991 per ton compared to just $205 for PET bottles, and glass bottles tend to have a negative recycling value. Such figures underscore the economic viability of aluminium in a sustainable framework.

Despite challenges, such as a reported decline in recycling rates for aluminium cans in the US, where figures dropped to 43% in 2023, the beverage can remains the most recycled container. This resilience highlights the need for stronger recycling infrastructure and policies to ensure that the lifecycle of these products can be fully realised.

Ultimately, the study underscores the evolving preferences of consumers towards sustainable packaging. With the continued rise of cans in various beverage categories—including cocktails and even wine—brands that embrace this packaging format may find themselves well-positioned in a market increasingly defined by eco-conscious choices.

As consumers continue to prioritise sustainability, the beverage can—not only as a functional package but as a symbol of environmentally responsible consumption—may well solidify its place in the drinks market for years to come.