Amcor (NYSE: AMCR, ASX: AMC), a global leader in responsible packaging solutions, has completed new consumer research exploring attitudes towards refill packaging in the personal care sector across Europe.
Drawing on insights from 2,749 consumers surveyed across six major European countries, the research reveals that refill packaging is now well established across personal care categories, including shower and bath products, haircare and handwash liquid soap. As consumers increasingly incorporate refill systems into their everyday routines, refill pouches have emerged as the leading format, with 66% of consumers reporting purchasing a refill pouch within the last 12 months. Combined with durable reusable bottles, refill pouches enable consumers to maintain the same product experience while reducing packaging waste.
Sustainability and affordability drive purchase decisions
The research highlights the nuanced factors shaping consumer attitudes toward refill packaging, with affordability emerging as the strongest driver of future adoption. More than eight in ten respondents (86%) expect refill products to cost less than the original packaged product, while 69% say they would buy more refills in the future if prices were lower.
Sustainability nevertheless remains a key influence on purchase decisions. Over two-thirds (81%) of respondents say they are more likely to buy personal care refill pouches if they are recyclable, while 74% are more likely to purchase refills made using recycled plastic.
Together, these findings suggest that consumers seek refill solutions that combine environmental benefits with tangible value for money.
Future adoption hinges on availability and visibility
While consumers are becoming more receptive to refill formats, distribution and visibility remain key barriers to uptake with 45% saying they would buy more refills if they were easier to find in-store or added to online orders. This highlights an opportunity for retailers to give refill solutions greater prominence on shelf, including positioning refill pouches alongside the corresponding rigid bottles and jars to improve visibility and encourage purchase. At the same time, nearly half (49%) of those respondents who don’t buy refill products say the reason is they cannot find their preferred product or brand in a refill format, limiting potential adoption.
Consumers value convenience for long-term adoption
Reducing environmental impact remains a priority for consumers in refill purchases, and at the same time, convenience must not be compromised for wide-scale adoption to occur. The research found that ease of use remains critical to long-term habit changes. Perceived product waste from spills (35%) and messiness during refilling (29%) were named as key frustrations. These challenges highlight the importance of integrated refill systems, where refill pouches and reusable bottles are designed to work together to enable a cleaner and more intuitive refill experience.
An example is the combination of Amcor's AmPrima® refill pouch paired with the Mocha bottle and Wave pump – engineered as a compatible, recycle-ready system. Together, they help deliver a clean and convenient refill experience while reducing total packaging material use.
However, one-third (33%) of respondents say they experience no issues at all when using personal care refills, highlighting the opportunity for brands to build loyalty through refill systems that are clean, intuitive and effortless to use. By allowing consumers to continue using a familiar bottle while simply replenishing the product through a refill pouch, brands can make refill an easy and accessible part of everyday routines, encouraging repeat use and supporting long-term adoption.
Geoffrey Gendebien, Marketing Manager for Home and Personal Care at Amcor, says: “Refill packaging is becoming an increasingly familiar part of consumers’ personal care routines. The research shows that sustainability remains highly important, but consumers also expect refill systems to deliver on convenience, usability and value.”
Lara Alemany, Product Line Director in Wellness and Beauty at Amcor continues: “Consumer expectations are not the only factor driving the growth of refill packaging. 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.”
The research of 2,749 consumers was conducted by Amcor in April 2026.
Countries surveyed: France, Germany, Italy, Poland, Spain and UK.
Personal care categories include shower and bath products, haircare and handwash liquid soap.