A new report released today (16 June) to mark World Refill Day, shows 53% of survey respondents said they were more likely to buy from a brand that offered products in prefilled returnable packaging.
The amount of UK consumers more likely to buy products in prefilled returnable packaging rises to 84% among those that had previously bought products in returnable packaging.
The research also revealed that consumer demand is high as 69% of respondents indicated they are likely or very likely to try products in returnable packaging if they are available where they shop.
However, around 60% of respondents indicated that value for money was the most important factor influencing their product choice. Despite this, 47% of respondents said they were prepared to pay a deposit for a product that they buy in returnable packaging – 19% said they would consider it.
50% of respondents also said a discount would encourage them to make an initial purchase and to return packaging after use.
By collaborating on a full-system solution brands and retailers can effectively scale up an effective reuse model that avoids the consumer barriers
The report, “Ready to prefill? Market innovation to unlock growth in the market”, also outlines recommendations for brands and retailers which it says will help them meet their waste reduction targets and save on costs. The work has been funded in part by UK Research and Innovation’s (UKRI) Smart Sustainable Plastic Packaging initiative.
Commenting on the report, Jane Martin, Head of Development at City to Sea, said: “This is a revolutionary approach, by collaborating on a full-system solution brands and retailers can effectively scale up an effective reuse model that avoids the consumer barriers.
“It is clear to everyone that consumers want to shop more sustainably, our climate desperately needs us to but, to date, the missing link has been the innovative solution – the future is prefill”.
The report recommends businesses make the consumer experience as convenient and frictionless as possible. An example it highlights is making products with reusable packaging available in the same aisle as single-use alternatives. It also states that return processes should be integrated into the existing retail experience.
Most investment by brands and retailers to date has been in reducing packaging or making it more recyclable.
Stuart Chidley, the co-founder of Re, commented: “Most investment by brands and retailers to date has been in reducing packaging or making it more recyclable. Trials to date on reuse and refill have been limited and isolated, lacking collaboration and a longer-term vision. This report provides further evidence of frustrated consumer demand and the need for stakeholder collaboration to accelerate the transition to reuse.
“Ongoing concerns about the commercial viability of reuse mean few brands have set meaningful targets or timescales to roll pilots out more widely. This will only be solved through innovation, cross-industry collaboration and increased efficiency to unlock economies of scale.”
