Consumers are increasingly making refillable purchasing decisions. The market needs to quickly catch up.
New research from responsible packaging company Amcor, looking at six major European economies (Germany, France, the UK, Poland, Italy and Spain), makes a strong case for retailers and manufacturers to start taking refill products more seriously.
Shower and bath products, deodorants, haircare and hand wash, washing up liquid and laundry detergents are amongst the most popular types of refillable products. Overall, 66% of participants in the survey confirmed they had bought at least one type of refill in the last year, driven by both environmental and economic factors.
86% of respondents said they expected a lower price for refill products compared with original packaged alternatives. 69% suggested they would buy more if they could afford, or costs came down. 81% were attracted by the recyclability of these lines, and 74% were more likely to buy if the refill itself was made from recycled materials.
However, there is a serious gap in terms of availability. Almost half of those in the study stated they would be more inclined to buy refills if they were easier to find in stores or on shopping websites. 49% of those that didn’t buy refillable products said this was because their favourite brand or item wasn’t available in this form, or they weren’t aware that it was.
Perceived waste from spillages when refilling containers was also cited as significant drawback, emphasising the importance of strong, user-friendly design. This is also backed up by the fact just 33% of people said they had never experienced any issues when refilling.
‘Consumer expectations are not the only factor driving the growth of refill packaging,’ said Lara Alemany, Product Line Director in Wellness and Beauty at Amcor. ‘Regulations such as PPWR (the Packaging and Packaging Waste Regulation) are also accelerating the move towards circular packaging systems across Europe, making refill formats an increasingly important focus for personal care brands.’
‘Refill packaging is becoming an increasingly familiar part of consumers’ personal care routines,’ added Geoffrey Gendebien, Marketing Manager for Home and Personal Care at Amcor. ‘The research shows that sustainability remains highly important, but consumers also expect refill systems to deliver on convenience, usability and value.’
Image: Andrew davies / Unsplash
More on refillable packaging:
Plastic Waste Coalition report shows AI is key to packaging circularity