Increasingly popular in Western Europe, among Millennials and Gen Z who are most influenced by climate impact, refillable and reusable solutions continue to expand across the beauty, home care, food and drinks industries. The recurrent themes of hygiene, concentrated formulation, premium brand image and digital transformation are shaping the shift towards refillable packaging with affordability and convenience remaining critical features to the democratization of refill solutions moving forward.
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.
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.
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.
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.
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.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page