Reusable and Refillable Packaging in Western Europe

Delivery

This report comes in PPT.

Key findings

Millennials and Gen Z drive refill demand

Refillable and reusable packaging is increasingly popular in Western Europe, particularly among Millennials and Gen Z, who are most influenced by climate impact. While brands are tapping into this growing demand, the challenge remains in ensuring affordability.

Convenience

Fitting easily into consumers’ existing routines is key to the adoption and democratisation of refill and reusable habits. Subscriptions which offer an easy way to replenish refill products continue to gain popularity in Western Europe.

Hygiene

Refill pouches are mainly present in the beauty and personal care, and home care industries, and represent a simple sustainable solution to reduce plastic packaging and waste, while ensuring hygiene, as consumers refill their products at home.

Concentrated formulations

Offering further packaging efficiency, concentrated refill formulations – mostly applied to home care and beauty products – translate into further gains in terms of transportation and reduced packaging, due to being lightweight.

Premium image

Refill solutions can present an opportunity for more creativity and exclusivity in terms of packaging and design propositions, as well as higher price points for premium and luxury brands, if consumers are persuaded to retain outer containers to be reused over time.

Digital transformation

Advanced solutions and new technologies applied to refill concepts are supporting operational efficiency in stores. They also allow brands to elevate the customer experience, and provide safe and smart refill schemes.