Consumer perception of plastic bottles, straws and packaging are continuously getting worse and are increasingly reflected in purchasing habits, with consumers either choosing not to buy certain single use plastic products or actively seeking out alternatives that are more sympathetic to the environment.

However, this has not translated into a global reduction in plastic waste, with production of plastic waste increasing by 5% year on year. The reality is that our reliance on single use plastics continues to grow globally, so how do we break this destructive cycle in a way that satisfies both industry and consumer demand?