
Starting in 2025, the new bottle deposit system for plastic bottles and cans will not only impact retailers and consumers but will also affect producers, a side that has been less considered so far. “There are numerous consequences,” says Patrick Moser, CEO of the Starzinger Beverage Group. In addition to the coordination and alignment efforts, issues include the sale of stock with “old” labels and, ultimately, the development of sales after the system is introduced.
Until the end of the first quarter of next year, beverage manufacturers can still deliver products without the deposit symbol to retailers. These goods can be sold by the retailers until the end of the year. Starting January 1, 2025, a deposit of 25 cents will be applied to sealed beverage containers made of plastic or metal with up to three liters of content—excluding milk and medical products.
Good for the Environment, Not for Sales
Moser is fundamentally in favor of the bottle deposit system due to environmental reasons and to combat “littering.” “But this won’t be helpful for product sales.”
Previously, consumers were encouraged to crush plastic bottles and throw them into the yellow-blue bin. However, under the new system, bottles must be returned in their original form. This raises issues of space and quantity at home. “Convenience always wins,” Moser says. “If you make it easy for consumers, demand follows.” The deposit system counters this convenience.
Uncertainty About Post-Introduction Sales Development
The biggest question for manufacturers remains the sales development after the system is introduced. The APA asked Römerquelle and Vöslauer if they would implement special customer retention strategies to keep people buying plastic bottles. After all, there are also SodaStream machines promoting the idea that consumers don’t need to carry drinks home from the store. Syrup containers, however, are not subject to the deposit.
Market Changes and Hope for Return to Previous Sales Levels
“The market will likely change in 2025 due to the introduction of the bottle deposit,” said Yvonne Haider-Lenz, marketing manager at Vöslauer. Predictions suggest that one-third of consumers plan to adjust their purchasing behavior, at least initially. The impact will vary depending on the market segment, she added. Vöslauer, part of the Ottakringer Group, also pointed to “innovative PET multi-use solutions” as a way to retain customers. “Every second consumer plans to increasingly rely on multi-use,” explained Haider-Lenz.
Herbert Bauer, general manager of Römerquelle’s parent company, Coca-Cola HBC Austria, referred to a survey showing that 82% of the Austrian population supports the upcoming deposit system. “We are confident that the one-way deposit system will be implemented successfully, just like the long-standing multi-use system in Austria, and will be accepted by our consumers,” said Bauer. “We expect a short adjustment period of just a few months and believe that our sales will stabilize at the usual level.”
Both big players, Römerquelle and Vöslauer, aim to bind customers with their broad product range and packaging mix, including glass multi-use, PET multi-use, and one-way bottles. Vöslauer also offers “practical tools” to carry up to 18 1.5-liter one-way bottles to accommodate consumers. Both companies emphasize their recycling and environmental efforts.
According to Starzinger manager Moser, his company is working on the label printing data to ensure they comply with the deposit system. The labels will be checked by the deposit authority before products are placed on the market. “We have about 70 products to adjust,” said Moser. Starzinger is known in Austria for its “Schartner Bombe” soda but also sells large plastic bottles of soft drinks, mineral water, and more.
It’s also about complex inventory planning and additional costs that are hard to pass on, according to Moser. Either the contribution margin will decrease or prices will rise. “All PET bottles and cans must be registered for the deposit system so they can be recognized by the reverse vending machines and collection points,” said Bauer from Coca-Cola.
Many manufacturers, especially smaller ones that were not available for comment, are also wondering if the current labels will be sufficient for successful products. Otherwise, additional orders must be made, which will be more expensive due to smaller quantities.
In the first quarter of 2025, the question will arise, particularly for marginal products, whether any stock will remain unsold by the end of the first quarter, without the necessary new label. “We won’t even be able to donate that to the food bank, let alone bring it to market with extra stickers,” said Moser.