Romanians Are Adapting to the Deposit-Return System, But Only Half Are Satisfied With How It Works

Reveal Marketing Research Study – 2025 Insights

The most recent study conducted by Reveal Marketing Research aimed to explore the evolution of Romanian attitudes and behaviors regarding the Deposit-Return System (DRS), compared to similar studies carried out in 2023 (measuring intentions before implementation) and 2024 (measuring post-implementation behaviors).

82% of Romanians Return All DRS-Labeled Packaging – A 12% Increase from 2024

Currently, 82% of Romanians report that they return all packaging marked with the DRS symbol — up by 12 percentage points from June 2024 (70%).

Regarding return frequency:

• 34% return packaging once a week
• 32% return 2–3 times per week
• 18% return once a month

Plastic packaging is the most frequently returned (72%), followed by glass (60%) and metal (51%). Notably, men are significantly more likely than women to return all types of packaging to collection points.

Financial Incentive Remains the Main Motivation: 1 in 2 Return Packaging Primarily to Reclaim the Deposit

The primary reason for returning DRS packaging remains financial recovery:

• In March 2025, 51% cited this as their main motivation, up from 39% in June 2024.
• Men (55%) and people aged 45–55 (57%) are especially motivated by deposit recovery compared to women (47%) or the general population (51%).

36% of Romanians Changed Beverage Purchasing Habits Due to DRS

In November 2023, 44% of Romanians believed their purchasing behavior for bottled drinks would remain unchanged after the DRS implementation.

Now, 59% report no change, indicating a faster-than-expected adjustment to the new waste management system. However, 36% acknowledge modifying their buying habits, including:

• 16% choosing larger containers to pay the deposit less often
• 10% buying less frequently
• 10% choosing cheaper products

“The results show a rapid adaptation among Romanians to the Deposit-Return System, with a growing number returning all packaging, primarily driven by the deposit refund,” said Marius Luican, CEO of Reveal Marketing Research.

“At the same time, 36% report behavioral changes in how they purchase beverages. In this context, Customer Decision Journey studies could be valuable tools for brands seeking to understand how these shifts impact consumer decision-making.”

Only 47% of Romanians Are Satisfied With How the DRS Works

Just under half of Romanians (47%) report being satisfied or very satisfied with how the Deposit-Return System functions.

According to respondents, key areas for improvement include:

• Expanding the return point network (48%)
• Increasing the deposit value (27%)
• More effective information and education campaigns (21%)

(Photo: Freepik)