EcoFocus: 67% of shoppers want to limit their household waste as well as buy products in recyclable packaging; retailers aim to offer solutions that help shoppers deal with packaging and waste from consumer products

LOS ANGELES , September 30, 2013 () – EcoFocus surveyed more than 3,900 grocery shoppers nationally in 2013 aged 18-65 years. When asked about four consumer eco-actions that are rated as either “extremely” or “very” important,” shoppers showed the following response trends:

• 67% want to limit the amount of garbage in their household, 6 percentage points up from 2010
• 67% try to buy products in recyclable packaging, 5 percentage points up from 2010
• 59% want to choose foods or beverages that are packaged responsibly, 1 percentage point up from 2010
• 42% have changed what they buy due to type or amount of packaging, 3 percentage points up from 2010

In order to help shoppers reduce waste, manufacturers and retailers are offering solutions, according to a retail research by EcoFocus. Ideas include:

• Helping shoppers identify recyclables while shopping via multiple communication channels: on-shelf communication, in-aisle educational displays, mobile apps and indicating “recyclable” on front-labels of products
• Offering rewards or shopper loyalty program for buying products in recyclable packaging
• Contests between stores within a chain to attract the most eco-friendly shoppers
• At-store recycling centers

EcoFocus also cited as best-practice examples Terracycle at-store recycling centers and Safeway’s private label Bright Green household products being certified by the Rainforest Alliance and the Sustainable Forestry Initiative.

Linda Gilbert is CEO of EcoFocus Worldwide, a consultancy in consumer research, marketing and portfolio strategy for consumer product manufacturers, retailers, restaurants, packaging and ingredient suppliers. She can be reached at

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