As beverage containers and their caps regularly head the top 10 list of single-use plastic items found on beaches, the European Union has issued Directive 2019/904/EU on the reduction of the impact of certain plastic products on the environment.
The Single-Use Plastics Directive stipulates, among other things, that plastic beverage containers with a capacity of up to three litres may only be placed on the European market from 3 July 2024 if their plastic caps remain attached to the beverage container.
In Germany, some companies had already introduced tethered caps before the directive came into force, resulting in a multitude of more or less user-friendly tethered cap solutions on the market.
The few publicly available studies on the usability and consumer acceptance of tethered caps published so far were of limited informative value in this context because of their study design, especially with regards to children, elderly people and people with physical impairment.
Objectives of the study
In this context, the DIN Consumer Council commissioned a study in order to:
- obtain detailed feedback from consumers on the usability and acceptance of tethered caps for beverage containers;
- identify possible design optimizations;
- evaluate the optimizations suggested by the consumers surveyed with regards to their technical feasibility with packaging experts;
- derive recommendations for standardization.
Methodical approach
As part of the qualitative study, a total of 30 consumers were interviewed, amongst them 6 children aged between six and nine, 6 consumers without special limitations, 6 consumers with manual impairments (e.g. rheumatoid arthritis), 6 with age-related limitations (i.e. consumers aged 70+), and 6 with visual impairments (e.g. astigmatism).
Although each of the tethered cap systems tested (Snap Cap, Clip Aside/Hinge Cap, Twist Cap, Sport Cap, Lasso Cap, Heli Cap) had individual advantages and disadvantages, none of the systems were able to fully convince the consumers surveyed.
Particularly the children and elderly and/or physically impaired people interviewed as part of the study encountered major problems when using disposable beverage containers with tethered caps, including increased effort necessary for opening/closing, spills and injuries, and even complete inability for certain study participants to open the bottles and beverage containers.
In addition, it was shown that the relationship between the stability of the beverage container, the position and texture of the cap, and the force required to open it are essential for the usability of the beverage containers and thus for consumer satisfaction with the packaging.
Key findings of the study
- The consumers interviewed for the study generally felt they had not been informed well enough about the introduction of the tethered caps.
- The interviewed consumers saw little environmental benefit arising from the tethered caps – a perception which further negatively impacts consumer acceptance of tethered cap solutions.
- The consumers interviewed complained about the confusing number of tethered cap solutions available. Having too many different systems in use is overwhelming in day-to-day use and requires the continuous adaptation of subconscious action sequences.
- The interviewed consumers were dissatisfied with the usability of the tethered cap solutions that are currently on the market. Opening and closing the tethered caps, as well as pouring or drinking out of single-use beverage containers/bottles with tethered caps was found to be considerably more difficult than was the case with bottles where the cap could be removed completely.
What are the next steps?
The DIN Consumer Council is currently working with relevant stakeholders to determine how the findings of the study and the recommendations derived from them can best be implemented in regulatory and manufacturing practice as well as in standardization.
The study is available and free to download here.
Would you like to give consumer-relevant input on the topic of “tethered caps” and/or would you like to discuss the above topic? Then please do not hesitate to contact the DIN Consumer Council (stefanie.scholz@din.de).
About the DIN Consumer Council
The DIN Consumer Council represents consumer interests in national, European and international standardization. The DIN Consumer Council consults and supports DIN's steering bodies and working bodies. The Consumer Council was founded in 1974 as a permanent committee of the DIN Presidial Board. The Council is supported by the German Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection (BMUV).
