Redefining the drink container recycling experience at world’s largest retail trade show in Dusseldorf

TOMRA to unveil new reverse vending concepts and shopper research insights at EuroShop

TOMRA EuroShop stand 2020

At this month’s EuroShop, global reverse vending leader TOMRA will preview new concepts in reverse vending hardware, service and digital solutions for drink container recycling, plus release a report on the shopping and recycling habits of European consumers. EuroShop is the world’s largest retailer trade show, taking place in Dusseldorf from 26 February to 2 March.

“TOMRA has been setting the pace of innovation and defining the industry for 50 years, and this year we continue to innovate as we unveil our new concepts,” said Harald Henriksen, Head of TOMRA Collection. “We are striving to put recycling to work for retailers. With stores serving as the location where consumers both buy their drinks and return their empty containers for recycling, retailers are at the heart of Clean Loop Recycling and play the most visible role in the process.”

Preview of reverse vending concepts

TOMRA at EuroShop will give a sneak peek at the next generation of TOMRA reverse vending solutions, redefining the experience for both stores and end users. The TOMRA concepts at EuroShop span the entire product portfolio, and include two front-end reverse vending machines, backroom storage, digital app, and service concepts.

Beyond previewing reverse vending concepts, TOMRA is launching at EuroShop three new APIs for its TOMRA Collection Developer Portal, to help retailers integrate web services into their existing digital ecosystems and software.

Insights into consumer recycling behavior

Image of consumer returning containers in R1 TOMRA machine

TOMRA will also release its latest consumer research, looking into European consumers’ shopping behaviors and preferences around drink container recycling. “How recycling habits impact shopping behavior: Consumer engagement with deposit return systems in Europe” found that consumers factor in the state of a store’s reverse vending facilities when they decide where to return their empties.

The research sought to understand consumer decisions in choosing shopping and recycling locations, as well as trends across Europe. It surveyed consumers in Sweden, Norway, Finland, Denmark, Germany, the Netherlands and Slovakia. The report will be available to download from the second day of EuroShop. Sign up here to pre-register to receive it.

Reverse vending for new deposit return systems

More regions are introducing deposit return systems (DRSs) in coming years, legislating a deposit on drink containers in order to drive recycling and a circular economy. The Single-Use Plastics Directive also requires EU member states to separately collect 90% of plastic drink containers by 2029, incorporating 30% recycled content by 2030. Deposit return legislation often includes a requirement for beverage retailers to serve as a return location for bottles and cans; retailers can provide reverse vending machines to automate container returns, making returns more efficient and convenient for both their staff and their customers.

Retailers can visit TOMRA’s EuroShop booth to learn more about these upcoming deposit return systems and the role of retailers, see in person the range of retail equipment available for automating container returns, and try out reverse vending for themselves.

TOMRA Service team with retailer

TOMRA talks the future of recycling

Throughout EuroShop, TOMRA will share industry insights through TOMRA Talks, a series of lightning talks on the future of reverse vending with TOMRA experts.

  • Tove Andersen, President & CEO of TOMRA, forging sustainable business through collaboration.
  • Harald Henriksen, Head of TOMRA Collection, on the future of reverse vending.
  • Roman Postl, Head of East Central Europe, on useful information and guidance for retailers new to deposit return, drawing upon insights and experiences from DRS launches across the region.
  • Chris Brasøygård, Product Manager, on the ways that digital solutions enable new reverse vending experiences.
  • Pauline Bergan, Senior Business Development Manager, on the data-driven deposit return system.
  • Gigi Portela, Senior Marketing Manager, on the findings from TOMRA’s latest consumer research investigating the link between recycling habits and shopping behavior.
  • Christina Ek, Project Manager, on reducing the environmental footprint of TOMRA reverse vending machines.

TOMRA will also have on display 3D-printed models of reverse vending products, as well as solutions for small stores, high-volume backrooms, outdoor installations, and special integrations including solutions for cash payout.

TOMRA's EuroShop booth is located in Hall 7A, at booth B07.  Visit our EuroShop site at To arrange a commercial or media meeting, contact [email protected]

About TOMRA Collection:

TOMRA Collection provides reverse vending machines for Clean Loop Recycling, to transform society’s habits and keep valuable resources in a continuous loop of use and reuse. The company’s solutions collect aluminum, plastic and glass beverage containers to be continually reused and recycled back into new bottles and cans. With over 80,000 installations across more than 60 markets, TOMRA reverse vending machines capture over 45 billion used bottles and cans each year. This reduces reliance on raw materials, and ensures fewer containers end up in our streets, oceans and landfills. TOMRA’s reverse vending machines, digital solutions and service make recycling easy for the industry, system owners, retailers and consumers to contribute to a more sustainable planet. Visit our Reverse Vending pages on, and follow us on Facebook, Twitter, Instagram and LinkedIn.

TOMRA Collection is a division of TOMRA Group. Today, TOMRA is leading the resource revolution to transform how the planet’s resources are obtained, used and reused to enable a world without waste. The company’s other business divisions comprise TOMRA Food and TOMRA Recycling. The Group employs approximately 4,600 globally and is publicly listed on the Oslo Stock Exchange.