New research highlights growing consumer preference for recyclable coffee capsules

Amcor has released new European consumer research exploring how recyclability, quality and value influence purchasing decisions for coffee capsule consumers.

Surveying 2,565 coffee capsule buyers across France, Italy, Spain and the UK, the research reveals that capsule recyclability influences purchasing decisions for almost two-thirds (64%) of consumers. For a third of those consumers (34%), recyclability was seen as one of the main reasons for choosing a capsule type, while 30% say it plays a role in their decision.

The findings also highlight other forces at play in consumers’ coffee capsule choices. While recyclability is an important consideration, perceptions of the coffee’s quality, affordability and convenience are also key.

Recyclability seen similarly across materials

The research found that consumers perceive aluminium and plastic capsules as similarly easy to recycle. Six in ten (60%) respondents believe aluminium capsules are easy to recycle or dispose of in their area, compared with 57% for plastic capsules. Yet, more than a quarter find recycling or disposal complicated, cited by 27% for aluminium capsules and 28% for plastic capsules.

However, perceived ease does not necessarily reflect whether capsules are collected, sorted and recycled in practice. As recyclability plays a greater role in purchasing decisions, brands have an opportunity to provide clearer recycling guidance for consumers, such as on-pack QR codes linking to location-specific recycling information.

Sustainability perception likewise plays a role in material preference. 47% of consumers who prefer aluminium capsules cite environmental benefits and recyclability as a reason for their choice, compared with 39% of those who prefer plastic capsules.

As brands navigate these preferences and material choices, they must be balanced with evolving regulation. With the EU's Packaging and Packaging Waste Regulation (PPWR) introducing a minimum 10% post-consumer recycled (PCR) content requirement for applicable polypropylene (PP) food-contact packaging by 2030, coffee brands must adapt their packaging strategies to ensure compliance.

Perceived coffee quality shapes the overall experience

Beyond recyclability, capsule material also has a significant influence on perceptions of coffee quality. Six in ten (60%) respondents associate aluminium capsules with higher-quality coffee, compared with 17% for plastic capsules.

This, in turn, shapes the overall coffee experience, with 77% of respondents believing capsule material influences the taste of coffee. For those who prefer aluminium capsules, 40% cite taste and aroma preservation as a key reason for their preference. This underscores how packaging material can shape perceptions around product quality, highlighting the role of material choice in the wider coffee experience.

Value and convenience still play a role

While aluminium is more strongly associated with coffee quality, plastic capsules appeal to consumers for their perceived affordability and practicality. Among those who prefer plastic capsules, 56% cite better value for money as a reason for their preference, while 50% point to more widespread availability.

Convenience also plays a role, with 30% of those who prefer the experience of plastic capsules citing ease of use and handling. This reinforces the importance of aligning sustainability credentials, quality perception, affordability and convenience when selecting capsule format and material to create the desired coffee experience for consumers.

While recyclability is important to coffee capsule buyers, brands must understand the full picture. Factors such as quality, value and convenience are all key to a great coffee experience. Brands have an opportunity to stand out by aligning their packaging with consumers’ priorities, with aluminium and plastic both offering strong options. As regulatory requirements evolve through the EU’s Packaging and Packaging Waste Regulation (PPWR), choosing the right packaging will be key to balancing sustainability ambitions with customer expectations.

Sarah Neerkorn, Senior Market Insights Manager at Amcor.

Amcor supports coffee brands in navigating material choices with expertise in both aluminium and plastic packaging solutions, alongside R&D and technical support to help customers meet evolving regulatory requirements.