Brits' biggest supermarket packaging gripes include products wrapped in excessive plastic and packaging that isn’t recyclable, new research reveals.

Almost a third (30%) can’t stand it when fruit or vegetables are packaged in loads of plastics, with one in four (25%) admitting to not buying a product because it’s wrapped in so much of it. Meanwhile, more than a quarter (28%) are peeved by products that aren’t recyclable. 

Products being packaged in unnecessary layers, when you have to open a packet with scissors, and so-called is ‘easy peel’ corners, were other peeves that made the top 10. These frustrations leave 44% less likely to or never likely to buy it again. 

One in five (21%) have come across unclear recycling messaging on packaging – and respondents said if they did, a third would put it in the general waste. While 32% would simply guess and shove it in the recycling bin.  

Almost a quarter were irritated most by excessive plastics – with two such annoyances encountered every week – with half feeling guilty if something is packaged excessively in any plastics. 

A spokesperson from DS Smith, which commissioned the research of 2,000 adults, said: “Packaging is there to look after what’s inside – no-one wants to be left thwarted, unable to get at it. And clearly some of the wider gripes crop up when it feels like there is excessive plastic in play, and if packaging doesn’t appear to be readily recyclable.  

“Those are all things that can often be remedied – waste can be designed out from the start, and paper-based materials can be much more readily recyclable.” 

38% of consumers were concerned with the amount of plastic in packaging when thinking about what to buy in the supermarket, which emerged as a more important factor than the origin of a product or how recyclable it is. 

When it comes to buying fruit, 17% are open to using paper bags – and only 5% were comfortable with plastic punnets.  

But 24% were willing to pay up to 33p more for an item if it were packaged in a more ‘eco-friendly’ way, and 22% believe that recycling instructions on supermarket packaging is unclear. 

This research comes after DS Smith reached its target of replacing over 1.2 billion pieces of plastic, 16 months in advance of its 2025 target. This marks a key sustainability milestone for one of the leading international suppliers of more sustainable packaging solutions.  

Everyday plastic items that have been replaced from supermarket shelves include fruit and vegetable punnets, plastic carriers, and shrink-wrap that is commonly found on soft drink bottles.   

Demand for plastic replacement continues to grow – the company has almost doubled the annual amount of plastic pieces replaced since the target was set in 2020. 

A spokesperson from DS Smith, added: 

“A lot has changed in the last few years and there is a lot less plastic in supermarkets these days. Evidently there is still plenty of opportunity for brands to keep finding ways to reduce and replace plastic.” 

TOP 10 PACKAGING IRRITATIONS ACCORDING TO BRITS 

  1. Meat packaging that has a corner to peel – but is impossible to peel open 
  1. When a pull on a tin comes off and you can’t open it 
  1. When you can’t open something without scissors or a knife 
  1. When fruit or vegetables are packaged in loads of plastic 
  1. When packaging is not recyclable 
  1. When packaging makes the product look much bigger than it is 
  1. When items are overpackaged in unnecessary layers 
  1. When packaging is difficult to recycle 
  1. Items that aren’t resealable 
  1. When you can’t see the product inside