Zero Waste Europe: ‘Reuse in Europe is growing’

The report – European Reuse Barometer – examined the economic, environmental and social impacts of ninety reusable packaging solutions across Europe. 

80% of the reusable solutions reported return rates above 75% – with 65% of the reuse options in the retail sector yielding profitable results.  

Nathan Dufour, reuse systems manager and leader of the ReuSe Vanguard Project (RSVP) at Zero Waste Europe, said: “Reusing packaging in retail, takeaway and e-commerce sectors isn’t just a smart choice – it’s essential for our planet’s future.   

“This first edition [of the Reuse Barometer] sets the tone while compiling incredible consumer engagement experiences and potentially game-changer initiatives at city and national level across Europe. 

“We now need bold policies and targeted economic measures to help make reusing (packaging) the natural habit of consumers and businesses alike.” 

The report found that financial incentives are effective in increasing return rates for reusable packaging, especially in e-commerce and takeaway sectors where return rates have been shown to exceed 95%. 

While upfront deposit systems are important in encouraging consumer engagement with reusable packaging (used by 81% of cases analysed), deposit systems that charge a fee if the packaging is not returned after a set period tend to have higher return rates compared to upfront deposits, with 77% of post-paid solutions reclaim packaging within five days. 

ZWE said that its planned future editions of the European Reuse Barometer will focus on solutions in Eastern and Central Europe, supported by Planet Reuse’s expanding network. 

Iara Beekma Reis, head of advocacy and stakeholder management at ZWE, said: “Financial incentives like deposit return systems and post-paid deposits are game changers for reusable packaging. They make sustainability easy and appealing for consumers by turning returns into savings. This simple shift not only boosts return rates but also drives the adoption of high-quality, reusable solutions, paving the way for a truly circular economy.”