Suntory Beverage & Food Great Britain & Ireland (SBF GB&I) has published a research paper offering insights into the success of Ireland’s Deposit Return Scheme (DRS), which has quickly become part of shoppers’ routines just six months after its launch.
The report, Deposit Return Schemes: What’s in Store for the UK?, builds on findings from 2022 and highlights the public’s overwhelmingly positive response to Ireland’s DRS, launched in February, which has already seen over half a billion containers returned.
The research reinforces SBF GB&I’s “Surprise, Review and Reset” mental shift model, designed to help consumers adapt to DRS.
Conducted over nine days across grocery, convenience, and forecourt stores, the study reveals that social and environmental education plays a critical role in helping shoppers transition from initial surprise to fully integrated recycling habits.
Education: Key to Quick Adoption
SBF GB&I’s findings underscore the importance of public education, noting that it takes most shoppers (88%) just seven weeks to rethink their relationship with plastic bottles under the DRS.
Initially, consumers may be surprised by the deposit fee and the requirement to return containers, but as they see the environmental and community benefits, adaptation accelerates.
We are keenly aware that we cannot achieve ‘the brilliance of life’ without the brilliance of the earth and DRS will help us protect it for future generations
Social proof also plays a role: as more people engage with reverse vending machines (RVMs), others are encouraged to follow suit, making participation part of a shared routine.
Notably, the report found that consumers with the strongest understanding of DRS’s environmental benefits were among the fastest to adapt. Many shoppers have also noticed a decrease in litter, boosting engagement.
Learning from Ireland’s Experience
The report highlights barriers that still exist, such as difficulties for those who don’t frequently visit supermarkets or struggle to store containers for return. However, the paper notes that these issues are becoming less significant as people become familiar with the system.
Additionally, families are using DRS as an educational tool, teaching children about recycling while incentivising participation with pocket money through RVM vouchers.
Irish retailers are also benefiting from the scheme. Many report that DRS promotes customer loyalty, especially when retailers make small improvements to RVM areas, such as adding bag hangers and bins for liquids.
Redemption of RVM vouchers often occurs in-store, driving increased foot traffic and encouraging consumers to spend immediately, adding further value to the retail experience.
Michelle Norman, Director of Sustainability and External Affairs at Suntory Beverage & Food Europe, said: “We know we have a significant role to play in the UK’s net-zero ambition and can help build a circular economy. To accelerate our goals we need a closed bottle to bottle loop system, giving us access to a sufficient high quality, locally sourced material.
“Delivering a functioning DRS would help achieve this and lower our carbon emissions. We are keenly aware that we cannot achieve ‘the brilliance of life’ without the brilliance of the earth and DRS will help us protect it for future generations.”
As the UK prepares to launch its own Deposit Return Scheme (DRS) in October 2027, stakeholders are closely examining the success of Ireland’s programme to guide implementation.
The scheme is expected to significantly shift consumer behaviours around recycling and reduce litter, contributing to the UK’s environmental targets and circular economy goals.
