Michael Delle Selve: According to a survey of 6,200 European households at the end of 2008, three quarters of European consumers cited glass as their preferred packaging material for beverages and food. The large-scale survey carried out across 12 European countries by FEVE, the European Container Glass Federation, revealed that Europeans believe that glass is the most recyclable and environmentally friendly packaging material.
The study also showed that most consumers are concerned about the risk that certain packaging materials may have on the drinks and food they buy. 69% of buyers were convinced that glass packaging is the best at preserving the original taste and nutritional value of their food and beverages, and 48% said glass is the safest packaging material for health reasons.
Made from some of the Earth’s most abundant raw materials – sand, soda ash and limestone – glass distinguishes itself as the purest, most natural material for packaging items such as beverages.
One of the unique advantages of glass is that it can be 100% and endlessly recycled without any loss of quality to produce another glass bottle or jar in a closed loop system. This makes it the only true ‘cradle to cradle’ recycling material.
Recycled glass, known as cullet, has a lower melting point than raw materials, which means that more glass can be melted for the same energy investment, emissions can be reduced and the furnace life extended. Up to 90% of cullet can be used to manufacture new containers and the only real limit to using recycled glass is the amount of glass recovered and the availability of cullet of good quality in Europe. Landfill is also not needed when glass is recycled and put back into the production chain. The objective is to reach a zero waste production cycle where all produced glass is recycled and reintegrated into the chain.
The first mission for packaging is to preserve products. Glass is the best material for doing this because it’s chemically inert. It is in fact the only packaging material that requires no protective layer between content and container, and it preserves the natural flavour and appearance of products for a long time without the need for preservatives. Glass containers are easily and repeatedly resealable and keep products fresher for longer once opened.
Consumers also attribute a higher added value to products contained in glass. More than 85% of European consumers say they would never think of celebrating a special occasion without glass as a favourite container. Thanks to its transparency and infinite flexibility to design, glass adds strong visual appeal to the product it contains. It can transform the simple act of pouring mineral water into an occasion.
Matthias Warneke: There are multiple reasons for using glass to bottle water. Firstly, it’s a tried and trusted choice. Pure and natural, it’s impermeable and non-porous, so there’s no risk of chemical migration from pack to product, which could alter the taste of the water. In addition, glass keeps drinks cooler for longer, and is therefore suitable for products that are served chilled. As a result of all these factors, glass has been named by the US Food and Drug Administration as Generally Recognised as Safe (GRAS).
Glass also helps bottlers communicate a premium positioning and encourages brand loyalty. Colour, bottle shape, embossing and decoration options all help to create a strong branded statement on-shelf and in bars and restaurants. 86% of European consumers (81% in the UK) feel that glass packaging enhances the experience of a special occasion, perhaps even adding a certain cachet and added value to a product.
Glass is the only true ‘cradle to cradle’ recycling material because it can be turned into new bottles again and again with no loss of quality. Whether choosing returnable or one-trip, recyclable bottles, brand owners are making a positive environmental choice by using glass.
Most importantly, consumers understand these messages. Pure water and pure glass are natural partners.
Michael Delle Selve is communications and operations manager for the European Container Glass Federation (FEVE).
Matthias Warneke is marketing manager for O-I Europe, the largest glass packaging manufacturer in Europe.
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