Amcor research examines European coffee capsule preferences

Amcor has published European research showing that recyclability influences the purchasing decisions of 64% of coffee capsule buyers, although perceptions of coffee quality, affordability, and convenience also affect preferences between aluminium and plastic packaging.

The packaging manufacturer surveyed 2,565 consumers across France, Italy, Spain, and the UK. Some 34% regarded recyclability as one of the main reasons for choosing a capsule type, while a further 30% said it played a role in their purchasing decision.

The findings indicate that environmental considerations are influencing purchasing preferences without necessarily determining the final choice of material. Amcor identified differences between consumers favouring aluminium and those preferring plastic, particularly when respondents were asked about quality, price, and availability.

Perceptions of recycling convenience were relatively similar for the two materials. Some 60% of respondents believed aluminium capsules were easy to recycle or dispose of locally, compared with 57% for plastic capsules. Conversely, 27% described recycling or disposal of aluminium capsules as complicated, against 28% for plastic.

These figures measure consumers’ understanding of local disposal arrangements rather than actual recycling performance. The survey does not establish how many capsules are collected, sorted, or successfully recycled, nor does it demonstrate that either material has a higher recovery rate across the four countries.

Coffee capsules present specific challenges for collection and processing because individual containers are relatively small and frequently contain residual coffee grounds. Their suitability for a particular recycling route depends on the packaging construction and the collection and treatment systems available in the relevant market.

Aluminium capsules may be collected through dedicated take-back schemes or accepted by other collection arrangements, depending on local infrastructure. Plastic capsules can similarly require specific collection routes, with acceptance influenced by polymer composition, dimensions, and the ability of sorting equipment to identify and recover the material.

The effectiveness of these arrangements cannot be inferred solely from a capsule’s principal material. Consumers also need accurate information about the collection services available to them and any preparation required before disposal, including whether a particular scheme accepts capsules containing residual coffee.

Amcor identified environmental considerations as an important factor among consumers already expressing a material preference. Of respondents favouring aluminium capsules, 47% cited environmental benefits and recyclability as a reason for their choice, compared with 39% of those preferring plastic.

The research also examined how capsule material influences perceptions of the beverage itself. Six in ten respondents associated aluminium capsules with higher-quality coffee, compared with 17% who associated plastic capsules with higher quality.

Some 77% believed capsule material influenced coffee taste, while 40% of respondents who preferred aluminium identified taste and aroma preservation as a reason for that preference. These are consumer perceptions rather than findings from independent sensory testing or measured comparisons of packaging barrier performance.

Maintaining coffee quality during storage depends on several properties of the complete packaging system. The capsule body, closure, and seal must collectively protect the contents against relevant environmental conditions, while remaining compatible with the equipment used to prepare the beverage.

Oxygen exposure and moisture can affect the characteristics of roasted and ground coffee. Packaging performance therefore depends on factors including material permeability, coating or barrier layers, seal integrity, and the conditions under which the filled capsules are stored.

Aluminium and plastic packaging can achieve different barrier characteristics depending on their construction. A capsule incorporating a plastic body may use additional layers or coatings, while an aluminium capsule must also rely on suitable closure and sealing arrangements to maintain the required protection.

Comparing the principal materials without considering those additional components would provide an incomplete assessment of the finished package. The appropriate construction depends on the product specification, intended shelf life, filling process, and compatibility with the beverage preparation system.

Mechanical performance introduces further design requirements. Capsules must tolerate the handling conditions encountered during filling, sealing, packing, transport, and use in compatible coffee machines. Dimensional consistency is important because the container must interact reliably with the equipment responsible for puncturing, pressurising, and extracting the coffee.

The thermal and mechanical conditions during beverage preparation can differ between capsule systems. Packaging engineers must consequently evaluate the complete product and machine interface rather than assuming that a material performing satisfactorily in one format will behave identically in another.

Plastic capsules attracted stronger responses concerning affordability and availability. Among respondents who preferred plastic, 56% cited better value for money, while 50% identified wider availability. Ease of use and handling was mentioned by 30% of respondents who favoured the experience of plastic capsules.

These differences introduce commercial considerations alongside the technical performance of the packaging. A material associated with higher perceived quality may be less attractive to a consumer prioritising price, while a format regarded as convenient still needs to satisfy product protection and regulatory requirements.

European packaging regulation creates another variable. Regulation (EU) 2025/40, the Packaging and Packaging Waste Regulation, establishes minimum post-consumer recycled-content requirements for applicable plastic packaging categories, subject to specified exemptions and implementation provisions.

For relevant contact-sensitive packaging made predominantly from plastics other than polyethylene terephthalate, Article 7 establishes an initial minimum recycled-content requirement of 10%. Its application begins in 2030 or three years after the relevant implementing act enters into force, whichever is later.

The rules are relevant when evaluating certain polypropylene food-contact packaging formats, although their application depends on the precise packaging construction and regulatory classification. Compliance must also account for the restrictions and authorisations governing recycled materials intended for food contact.

Increasing recycled content can affect material sourcing, processing, and specification control. Manufacturers must establish whether the resulting packaging continues to meet the required mechanical, thermal, and food safety characteristics, including its performance during filling and subsequent use.

Material changes may also require adjustments to forming or sealing conditions, depending on the properties of the revised packaging construction. Amcor has not disclosed individual customer conversion programmes or quantified equipment investments arising from the survey.

The company supplies both aluminium and plastic packaging and provides technical support to coffee brands considering different formats. Its research therefore offers insight into consumer perceptions while also reflecting the commercial interests of a business active in the packaging markets being assessed.

The published findings do not provide sufficient methodological detail to independently evaluate every aspect of the survey’s sampling, weighting, or statistical uncertainty. The percentages should be treated as results from the surveyed consumers rather than exact measurements of purchasing behaviour across Europe.

Amcor senior market insights manager Sarah Neerkorn identified recyclability, quality, value, and convenience as factors affecting capsule choice. The company expects material selection to become more complex as packaging regulations and consumer expectations develop.

The survey confirms that recycling considerations influence a substantial proportion of European capsule buyers, but it does not establish a superior material across every performance or environmental measure. Further comparison would require verified collection outcomes, packaging specifications, and product-level assessments alongside the reported consumer preferences.