Aluminium cans approach 30% of Romania's DRS packaging mix

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Aluminium cans continued to gain ground in Romania's Deposit Return System (DRS), accounting for 29.3 per cent of beverage packaging placed on the market during the second quarter of 2026, as brands expanded canned beverage offerings and consumers increasingly favoured recyclable packaging.

According to official RetuRO data analysed by Every Can Counts, aluminium's share of DRS packaging increased from 21.6 per cent in the first quarter of 2024 to 29.3 per cent in the second quarter of 2026. Over the same period, aluminium's share of returned packaging rose from 18.7 per cent to 28.8 per cent, reflecting growing participation in can recycling.

The increase comes as plastic's share of DRS packaging declined from 61 per cent to 51 per cent, while glass remained broadly stable at around 20 per cent.

Growing beverage can demand supports aluminium's market share

Every Can Counts attributed the continued rise in aluminium cans to a broader range of beverages being offered in cans, increasing demand for lightweight and portable packaging, and stronger brand preference for recyclable materials.

The organisation noted that aluminium cans are infinitely recyclable and can return to store shelves in as little as 60 days, while recycling aluminium saves up to 95 per cent of the energy required to produce a new can from primary raw materials.

The trend also reflects wider developments across the global packaging industry. According to a McKinsey analysis published in April 2026, metal packaging continued to record steady volume growth, supported by consumer demand for portability, premium packaging and recyclability.

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Younger consumers increasingly favour aluminium packaging

Every Can Counts said packaging design is playing a growing role in purchasing decisions, particularly among younger consumers.

Research cited by the organisation showed that 81 per cent of Gen Z consumers have tried a product because of its packaging, while 63 per cent made repeat purchases for the same reason. Separate research found that 60 per cent of younger consumers prefer recyclable packaging, while a European survey commissioned by Sonoco reported that 82 per cent of consumers are more likely to purchase products packaged in metal.

The organisation said the aluminium can's printable surface and wide range of decoration options have made it increasingly attractive for beverage brands seeking stronger shelf presence.

Romania's recycling rates continue improving

Romania's aluminium can recycling rate reached 75 per cent in 2025, more than doubling from 35 per cent recorded in 2022, according to European Commission data.

However, the Every Can Counts Global Study 2025 found consumers are looking for a more engaging recycling experience. Among Romanian respondents, 75 per cent said they would recycle more if collection included rewards, games or digital applications, while 71 per cent said they feel personally responsible for recycling—the highest proportion among the countries surveyed.

"The fact that more and more brands are choosing the aluminium can is good news for circularity," said David Van Heuverswyn, Global Director of Every Can Counts.

"It is a packaging that is infinitely recyclable and already collected at scale, which means that every can recycled can become another can, in as little as 60 day,” he mentioned. 

Every Can Counts said it continues promoting aluminium can recycling through public awareness campaigns and installations such as its "I CAN" project, which uses artworks created entirely from recycled aluminium cans to encourage greater public participation in circular economy initiatives.

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