Reveal Marketing Research studyȘ Quick adaptation to the Guarantee-Return System: 7 out of 10 Romanians return all packages with guarantee
Reveal Market Resources, Study No. 157
The most recent study conducted by Reveal Marketing Research aimed to find out more about the attitudes and behaviors of Romanians regarding the Guarantee-Return System of bottled beverage packaging, which became operational since the end of last year (30 November 2023).
In addition, the study analyzed how the intentions expressed by Romanians before the implementation of the system (november 2023) are reflected in their current behaviors.
- 70% of Romanians say they return all packaging marked with the SGR symbol, while 19% return only part of it.
- 39% of Romanians have adopted this behavior to avoid losing money paid for the guarantee.
- Only 45% of Romanians are satisfied with the way the Guarantee-Return System works, the main solution for improving it being considered the increase in the number of return points (55%).
Quick adaptation to the new Guarantee-Return System. 7 out of 10 Romanians say they return all packages with warranty at the collection points.
According to the results of the survey conducted by Reveal Marketing Research, 70% of Romanians say they return all packaging marked with the SGR symbol. If in November 2023, a third of Romanians (36%) were planning to partially return packaging, currently 19% have adopted this occasional behavior.
Based on demographic characteristics, representatives of Generation Z, aged between 18-24, return SGR-marked packaging significantly less frequently (59% vs. 70% of the total sample).
Moreover, urban residents differentiate themselves from rural residents as returning all packaging marked with SGR symbol in a significantly higher proportion (75% urban vs. 63% rural). This difference can be attributed to the reduced number or even absence of return points in rural areas.
2 out of 5 Romanians return SGR-marked packaging, primarily motivated by recovering the money paid on guarantee
Turning our attention to how frequently Romanians return deposit-marked packaging, 42% bring them to collection points once a week, 29% do so 2-3 times a week, and 15% once a month.
As a trend, the frequency of visits to deposit collection points among Romanians in a typical month increases with age. For instance, 38% of those aged 35-44 prefer to return packaging 2-3 times a month (compared to 29% of the total sample), while 51% of individuals over 55 years old visit collection points weekly (compared to 42% of the total sample). This trend suggests a growing awareness and responsibility towards saving and recycling with advancing age.
Regarding the primary motivation behind the habit of returning SGR-marked packaging, we observe a significant increase from 31% (November 2023) to 39% (June 2024) among those who declare that the recovery of money paid on guarantee is the main impetus. Young adults aged 25-34 stand out by placing significantly greater importance on recovering the deposit (44% vs. 39% of the total sample)
Only 45% of Romanians are satisfied with the functioning of the Deposit-Return System, with the primary solution for improvement being the increase in the number of return points (55%)
The results of the Reveal Marketing Research study show that plastic deposit-marked packaging is most frequently returned by Romanians (84%), followed by glass packaging (56%) and metal packaging (55%). In terms of gender, men tend to return metal packaging more frequently than women (62% men vs. 50% women), as well as glass packaging (61% men vs. 53% women).
Measuring the satisfaction level regarding the implementation of the deposit-return program, only 45% of Romanians declare themselves satisfied or very satisfied with how it operates.
Therefore, in the vision of Romanians, the main solutions for improving the Deposit-Return System are increasing the number of return points (55%) and awareness and education campaigns (24%).
In November 2023, 44% of Romanians believed they would not change their purchasing and consumption behavior of bottled beverages with the implementation of the Deposit-Return System. Currently, the percentage of those stating they have not changed their habits has increased to 59%, indicating that Romanians have adapted better than expected to the new waste management system.
However, a third of Romanians (34%) notice changes in how they purchase bottled beverages with the implementation of the new legislation. Specifically, 15% opt for larger packaging to pay the deposit less frequently, while 10% buy less often, and 9% choose cheaper products from the shelf.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.
Reveal Market Resources, study no. 157: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.
Methodology: The Reveal Marketing Research study was conducted online during 05-10.06.2024, on a representative sample of individuals aged 18 and above, internet users, from urban and rural areas. The sample size was 1012 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.