Knowledge about the recyclability of aluminum would increase the purchase preference of drinking water packaged in cans.

Covid-19 is literally changing everything, daily life, habits. And British consumers have not been immune to it. According to the results of the YouGov survey, commissioned by the British company Ball Corporation at the end of last year, drinking water consumption in aluminum cans is increasing significantly in retail stores and food and beverage outlets.

The results indicated that the pandemic is affecting consumer expectations and consumption patterns, but 79% of the more than 2,000 British respondents, agreed that this is a valuable opportunity for a rethink of the packaging approach, while 75% indicated that now more than ever, they feel it is more important for brands to consider the environment.

As Aluminium International Today points out, consider that it is experiencing the highest levels of home working, “fewer people commute to work in the UK and restrictions on events will negatively affect domestic water-to-go sales. But when current work and leisure habits stabilise, it is the maintenance or otherwise in consumer choices that will reshape a £3bn market in 2019.”

73% of UK adults, according to the survey mentioned above, have bought bottled water in plastic. This makes this type of packaging the leader par excellence. While only 8% did so in aluminum cans.

But this is not because of an intrinsic preference for one pack over another but because there are not many alternatives to make such a decision either, according to 42% of respondents. But, in addition, if these consumers were provided with accurate information on the recyclability and recycling rates of aluminium, they would be more willing to buy in this container, according to the study.

“Just over half of adults (53%) know that aluminum is infinitely recyclable, while just under half (47%) know that aluminum cans are the most recycled type of beverage container. 55% of adults said they would probably buy water in a can if they knew the can was infinitely recyclable.

Ana Neale, Director of Marketing and Strategic Planning at Ball Corporation, said: “The results of this survey indicate that once there is awareness of recyclability and availability, younger age groups (51% of the 24-34 age group), in particular, will choose canned water. As we have seen with other beverages, we expect more and more brands to offer water-to-go of all types in cans, which is good news for new and existing entrants to the category, and for the development of a truly circular economy”.

There are many who have already taken the plunge into this more environmentally friendly presentation. That’s the case with CanO Water, which launched in 2015 and sold more than 10 million of its canned waters in 2019. Other UK canned water brands include Llanllyr SOURCE and new entrant The Whent.

Ariel Booker, co-founder of CanO Water, commented: “It’s really exciting for us to see an increase in consumer awareness about the recyclability benefits of aluminum cans. Disruptive brands like CanO Water have worked hard to educate our consumers and at times like these, we all need to be aware of the small changes we can make to positively impact our planet. We encourage more brands and consumers to make the switch! “