As per the recent third-wave international study conducted by Every Can Counts, which involved more than 16 thousand participants coming from 16 different countries, among which 1,013 participants were from Romania. According to the study, almost half of the participants and nearly 53 per cent of the participants from Romania link the circular packaging with the recycling of products back to their original form again and again.
On the other hand, only 43 per cent of all the participants and 35 per cent of the Romanian participants tie circular packaging with the reusable feature. Concurrently, 57 per cent of all the participants and 65 per cent of the Romanian participants define the recyclable packaging as "designed for circularity". This reflects the consumers' resonance and awareness about the concept.
Regional consumer responsibility for drink can recycling
A notable disparity in the regional consumer responsibility for drink can recycling is seen, where Romania leads with 71 per cent, followed by Ireland at 68 per cent, then the UK and Greece at 64 per cent and lastly, Poland with 35 per cent.
Moreover, 75 per cent of Romanian respondents, alongside 71 per cent of all the participants, have indicated that they are up for more recycling initiatives if there are more engaging and interactive elements. These edges might include gamified experience, digital tools, progress recognition or as simple as rewards. This underscores the lack of proper engagement in the regional waste management process.
It is believed by 91 per cent of the participants that the brands and the manufacturers should make use of more packaging which can be recycled or is already packed using recyclable materials. This indicates the pressure from the consumer front to accelerate the shift towards circular packaging norms.
David Van Heuverswyn, Global Director of Every Can Counts, stated, "Circularity doesn't have to be complex, infinitely recyclable and already widely collected, aluminium cans are proof that truly circular packaging is possible. What's missing is awareness."
Consumer approved scheme
At the system level front, Every Can Counts' Deposit Return Schemes (DRS) have won the preferred way of achieving circularity, backed by 71 per cent of people. Not only this, 88 per cent of the participants believe that the containers returned via this scheme will be genuinely recycled.
Among ten people, nine have identified that the plastic waste holds a pressing concern in relation to the environmental challenges, including climate change. However, this has now emerged not only as an environmental concern but also as a behavioural shift concerning recycling habits. The findings of this study show that 71 per cent are ready to brace with adjusting deposit fees in relation to the container size.
Romania: The topper in DRS adoption & AL can returns
Among all the participants, 90 per cent have highlighted their active participation in the DRS, which has been in place in Romania, Ireland, the Netherlands and Hungary. On the other hand, the countries that have not yet adopted DRS support range from 58 per cent in the US to 86 per cent in Serbia, with Brazil ticking up at 85 per cent. Other countries that are underway in preparing the legislation, including Greece and Belgium, are also backing DRS, but also urge for other simpler processes and clearer information.
Romania incorporated with the DRS in late 2023, and its participation is considered to be the highest among all the countries to date. In Romania, nine out of ten people have reported actively participating in this scheme, and 77 per cent of the Romanian participants have expressed extended support for the scheme.
For 41 per cent of the Romanians, the development of a more straightforward and quicker return process of the drinking can is the key motivating factor, with closer and easier access to convenient return locations.
To know more about the global recycled aluminium industry and its forecast till 2032, read “World Recycled ALuminium Market Analysis Industry forecast to 2032”
Some quick data: As per the official data of RetuRo, analysed by Every Can Counts, in September 2025, the national return of aluminium can grew by 82 per cent but the recycling rate stood steady at 75 per cent, which is much higher than the rate achieved in 2022, where the European Commission's figures showed a mere 53 per cent.
Raul Pop, Secretary of State, Romanian Ministry of Environment, commented, "As sustainability – and even more specifically, environment protection – meets convenience, miracles happen: abstract concepts become natural little gestures within daily behaviour. And then measurable impact occurs right away. It is the regulators and responsible parties' predicament to "translate" big concepts into daily, actionable actions. The deposit-return systems are excellent examples; we need to design more mechanisms that work."
Where policy meets drink packaging: narrowing the awareness gap
The study conducted by Every Can Counts reinforces DRS's position as more than just a collection tool, marking it as a bridge between consumer behaviour and emerging circularity by shortening the awareness gap. Out of ten respondents, two of them, which marks 17 per cent of the overall respondents and 12 per cent in Romania, have labelled aluminium drinking cans to be "most recyclable" in the global context.
Moreover, Eunomia Research & Consulting of the IAI have drawn a comparison that aluminium's recycling rate is 71 per cent, which, in contrast to PET, is at 40 per cent and glass at 34 per cent. The analysis further highlights that aluminium has achieved a 33 per cent mark in closed-loop recycling rate, which is deemed to be the highest among single-use beverage packaging.
Regions in Romania like Bucharest, Timiș, Cluj, Ilfov and Constanța are said to be key drivers of the country's highest recycling rates. With initiatives, campaigns, and creative public art projects like “I CAN” artwork, which made use of cans by Romanian artist Sergiu Chihaia. With this, Every Can Counts Romania is moving circularity into daily life, upholding recycling as highly visible, engaging and culturally resonant.
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