ArcelorMittal Europe – Flat Products

Online client newsletter | September 2021

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Steel cans get younger

New survey shows canned food rising in popularity among the under 35s

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A survey conducted by Uppia in France during 2020 has found that the number of 18- to 35-year-olds buying canned food has rebounded after years of decline. And not only are young people buying more canned food, they also consume it more regularly. The survey found that 58 percent of young people now eat canned food at least once a week, up from 41 percent two years ago. This compares to 50 percent of older consumers who consume canned food weekly. But rather than the sustainability advantages of metal packaging, the increase is driven by convenience and practicality. Communicating the environmental benefits of steel remains a challenge, but it is one that professional organisations such as Uppia are taking on in cooperation with ArcelorMittal and other industry players.

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Young people select canned food because it is convenient and practical

Cans a link in the circular economy

“Food cans have lots of sustainability advantages such as the recycling rates of metal packaging and low ‘food miles’ due to the proximity of canners to food production,” notes Armelle Guizot, chief marketing officer for Eureden/d’aucy and president of Uppia’s Communications Committee. “However, these benefits are not so well known by younger generations.”

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Armelle Guizot, chief marketing officer for Eureden/d’aucy and president of Uppia’s Communications Committee

“Young people are concerned about sustainability, but they don’t necessarily make the link with steel packaging,” adds Julien Couaillier, secretary general of Uppia. “Many do not realise that steel is already recycled and that it can be infinitely recycled.”

To spread the message, Uppia works with a network of influencers to promote cans and positive content about their benefits.

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Julien Couaillier, secretary general of Uppia

High steel recycling rates an advantage

Another key message that Uppia tries to get across is that metal packaging is really recycled, and it can be recycled forever. APEAL, the association of European producers of steel for packaging, calculates that around 84 percent of all steel packaging is recovered and recycled. By contrast, less than 30 percent of plastics are collected. Of the volume collected, only around 25 percent is actually recycled.



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Cans are an important part of the circular economy


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