New research from GoUnpackaged reveals that two-thirds of British consumers (65%) believe all retailers should be offering reuse and refill systems, and moving away from single-use plastics.
When reuse and refill systems are made convenient, over two-thirds (68%) of consumers are likely to incorporate them into their weekly shop, with enthusiasm rising to 77% among younger shoppers aged 18-34.
Meanwhile, half of those surveyed stated that they actively prefer to shop with brands who implement reuse and refill systems, with 45% saying they would choose retailers prioritising reuse over those that don’t.
Despite consumer appetite, there are still barriers stopping shoppers from making these simple changes. Over half (54%) of consumers struggle to find reuse or refill options at their regular supermarkets, and 47% find these schemes confusing or difficult to navigate.
“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 pEPR (Packaging Extended Producer Responsibility), where producers will be expected to cover the full cost of waste management of the packaging they place on the market.
“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.”
