Anja Kaiser - stock.adobe.com
various bottles / roller bottles / spray bottles made of glass a
“Last week Dove announced the launch of its first refillable and reusable deodorant packaging. Consumers are required to buy one pack and continue to refill it until its end of life. The goal is to offer an accessible refill solution for consumers, at the same time as lowering plastic waste.
“It seems the timing of this launch could not be better, with a report finding 74 percent of Americans are now interested in buying products in refillable packaging.
“There, are, of course, plenty of opportunities for businesses who embrace reusable packaging. It decreases long-term waste by individual consumers, plus, refillable products can enrich relationships between consumers and brands under the shared cause of sustainability.
“There are financial benefits for customers, as refills are often less expensive over time compared to repurchasing a full-sized product in its original packaging.
“However, we all know there is usually an intention-action gap, meaning just because consumers say they want to proactively engage with reusables, it doesn’t mean they actually will. There are still challenges associated with the switch to more sustainable solutions, which have yet to be fully resolved.
“For example, it’s uncertain how many times a product must be refilled to result in substantially less long-term waste. And while refills do offer longer-term savings, some consumers may not want to repeatedly buy from the same brand.
So, what happens next? And what can businesses do to enhance these initiatives to increase their success?
“The shift from single use to reusable packaging must be as accessible as possible to ensure a long-term dedication from customers. Cynical consumers need better education on the benefits to foster more sustainable shopping habits.
“Once consumers are interested in schemes, it’s important to keep their loyalty. Brands should prioritize refillables as a long-term commitment and not just as a passing fad. This could also prevent accusations of potential ‘greenwashing’ in the future.
“If brands launch reuse in a limited capacity, with just one product line, one mode of return or one retail partner, they are unlikely to influence buyers. Perhaps companies could expand reuse so that it’s part of the main way people engage with their products? It should be more than a partial side-line.
“Financial incentives in the form of discounts, or free items could be leveraged to ensure more consumer enthusiasm around the uptake of refillable packaging too”.
“Packaging companies can support this movement by working in tandem with businesses to create ‘universal’ refillable packaging. This would help users to sustainably switch between brands at their discretion.
“There are industry concerns with certain product groups, where it’s thought differentiation is essential. And if there wasn’t the opportunity for this, some businesses would not want to participate in refill schemes at all.
“However, a standardised approach to packaging design, would be more efficient and enhance ease of use from the consumers’ interaction with the service all the way through to the supply chain.”