The Material Change Index: Unpacking the scale of plastic packaging and opportunities for change in European supermarkets

5 Minute Read

154.3 billion pieces of plastic could be removed from European supermarkets

The Material Change Index — the first study of its kind — exposes the scale of unnecessary plastic packaging in European supermarkets and identifies clear pathways for positive change...

Plastic packaging sustainability retail economics

What can you learn from this report?

Discover how 154.3 billion pieces of plastic could be eliminated from European supermarkets through readily available alternatives
Access detailed country analysis revealing why France leads and the UK lags in the first-ever Material Change Index rankings
Understand which product categories offer the biggest opportunities for plastic reduction, with up to 87% potential savings in some areas
Learn how industry leaders are overcoming key barriers to change, from cost concerns to consumer acceptance
Get actionable strategies to reduce unnecessary plastic packaging while maintaining product safety and quality

Click here to explore working with Retail Economics for creating thought leadership papers like this.

Plastic packaging waste food sustainability

Key findings

154.3 billion pieces of plastic packaging are needlessly purchased across six European markets annually
Each household buys over 1,000 pieces of replaceable plastic packaging every year
The UK uses the most plastic (70% of products), while France leads with the lowest usage (59%)
98% of manufacturers have plastic reduction targets, but 25% are struggling to deliver

Why this research matters

As regulatory pressure mounts and consumer demand for sustainable packaging grows, the food and drink industry stands at a critical junction. The Material Change Index provides an essential framework for understanding where and how to reduce unnecessary plastic use.

Our research reveals that meeting plastic reduction targets could deliver:

Significant cost savings through material optimisation
Enhanced brand reputation and consumer trust
Improved regulatory compliance readiness
Reduced environmental impact
Competitive advantage in a changing market

Plastic packaging waste food sustainability

Contents

Introduction
Section 1 - Europe’s Plastic Challenge – Understanding the Food & Drink Packaging Landscape
Section 2 - The Material Change Index: Country snapshots
Conclusion

Transforming European retail: The Material Change Index

Almost two-thirds of food and drink products in European supermarkets use plastic packaging. But how much of this is really necessary? Our groundbreaking research reveals a compelling opportunity for change.

The Material Change Index, the first study of its kind, exposes the scale of unnecessary plastic packaging in European supermarkets and identifies clear pathways for positive change. Through detailed analysis of 30 leading retailers across six markets, we've uncovered that 45% of plastic packaging could be replaced today.

Cross market comparison within the Material Change Index (MCI)

Our index reveals interesting variations in plastic packaging use across European markets, showcasing both positive strides in transitioning to alternative materials and areas needing attention.
France leads the way, with 59% of food and drink items packaged in plastic – the least reliance on plastic among the six markets. However, even in France, 41% of the overall food basket is in plastic packaging considered replaceable, indicating room for improvement.

Fig. 3 – Proportion of food and drink items containing plastic packaging across Europe

Plastic usage by product category

Our research highlights some expected patterns – and a few surprises. Meat, dairy, and bread products lead with around 80% or more items packaged in plastic, driven by the need to maintain freshness and extend shelf life. Non-alcoholic drinks and processed foods also show high plastic usage, emphasising the practicality and convenience of plastic for liquids and ready-to-eat items.

Vegetables still see a significant 63% plastic packaging rate, despite industry efforts to reduce it. Heavier items like root vegetables and packaged salads often remain in plastic for easier transport and preservation. Meanwhile, fruit has the lowest plastic usage among food items at 47%, reflecting consumer demand for loose options and stronger regulatory pressure.

Fig. 4 – Plastic packaging use by category for items containing all or part plastic packaging

Source: DS Smith, Retail Economics. Note includes frozen food and fresh counters where present

The plastic packaging challenge

Packaging is the leading driver of plastic demand in Europe. It accounts for 35% of total plastic consumption¹—equivalent to almost 19 billion kilos annually. Of this, an estimated 7.4 billion kilos are used specifically for food and drink products, a weight comparable to 733 Eiffel Towers every year.

Nevertheless, plastic remains a practical choice for food producers and retailers, valued for its light weight, flexibility, and cost-effectiveness, as well as its role in ensuring food safety and extending shelf life. Awareness of its environmental impact—from pollution to fossil fuel reliance—demands a rethinking of packaging strategies. Pressure is building to reduce plastic use and explore alternatives that better address these challenges while meeting evolving consumer expectations.

Fig. 5 – Food & Drink packaging accounts for significant share of European plastic demand

Source: Plastics Europe, Retail Economics estimates

Progress on packaging innovation

Efforts to reduce plastic usage differ across companies, but often focus on testing innovative packaging formats and improving design by using less material, incorporating more recyclable content, or transitioning to alternative materials. Common goals include achieving 100% recyclable packaging and reducing reliance on virgin plastics by 2025 or 2030.

Regarding consumer food and drink packaging innovation, European food businesses feel they have made the most progress with enhancing recyclability (Fig. 8).

Conversely, less progress has been made in switching to fibre-based alternatives, with only about one in four firms reporting significant progress in this area. This is a missed opportunity. Here, viable solutions already exist, and new technologies are emerging that could greatly reduce plastic usage without compromising product integrity.

Fig. 8 – Qu: How would you rate your organisation’s progress in the following areas of consumer food and drink packaging innovation? % progress