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Two thirds of British public want reuse or refill options

Two thirds of the British public believe that all retailers should offer reuse and refill systems.  

Refill Reuse options at Aldi supermarket GoUnpackagged

New research from sustainability consultancy GoUnpackaged explored the public’s relationship with reuse and refill through a survey of 2,000 UK adults. 

Over two-thirds of respondents (68%) said that they would incorporate reuse into their weekly shops if the systems were made convenient. This rose to 77% amongst shoppers aged 18 to 34. 

Half of the respondents said that they actively preferred shopping with brands who offered reuse and refill options. 

“Retailers have a limited window to act,” said Catherine Conway, director at GoUnpackaged.  

“Supermarkets that embrace reuse and refill systems now can establish themselves as leaders in sustainable retail, while those that wait risk falling behind in a market that’s increasingly intolerant of wasteful practices. 

“Single-use packaging is a liability, with shoppers favouring brands and retailers that align with more eco-conscious values. Implementing reuse systems – such as refillable containers in-store and reusable packaging – can not only encourage customer loyalty but also help businesses stay ahead of incoming regulation such as Extended Producer Responsibility for packaging (pEPR), where producers will be expected to cover the full cost of waste management of the packaging they place on the market.”  

The consultancy added that if every household in the UK opted to reuse just one item per week, it would eliminate over 1.4 billion items of single-use packaging per year. 

Why are more people not moving towards reuse?

Over half (54%) of consumers surveyed said that they struggled to find reuse or refill options at their regular supermarkets, and 47% found these schemes confusing or difficult to navigate. 

Conway continued: “The findings are a wake-up call to make reuse systems simple, accessible, and appealing to consumers. With sustainability expectations soaring, and loyalty hinging on environmental responsibility, retailers that lead the charge in sustainable practices will secure their place in a greener future.”  

40% of respondents added that they were motivated to move towards reuse and refill so that they have less waste packaging to deal with at home and spend less time sorting their recycling bins.  

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