Trivium Packaging launches its Buying Green Spotlight: Refill and Reuse, showcasing the current landscape of refillable packaging and opportunities for brands with research data outlining consumer interest around refillable packaging options.
The 2024 Buying Green Spotlight shows the significance of reusing packaging that has already been produced. In Europe, nearly half of recyclable plastic is exported due to insufficient capacity, leading to 6.3 billion metric tonnes of plastic waste ending up in landfills.
Trivium's research found that 80% are interested in refillable packaging. Embracing infinitely recyclable packaging is crucial for achieving true circularity and reducing environmental impact. Additionally, designing packaging for refillability and reusability keeps it out of the recycling process longer, further reducing waste.
Recent years have witnessed a shift in consumer behaviour, with 71% worldwide and a staggering 77% in Europe engaging in recycling activities, including the use of reusable shopping bags and refillable bottles and containers. Furthermore, 79% actively seek sustainable products. This trend underscores the need for the packaging industry and brands to align with consumer expectations and environmental imperatives, moving away from disposability towards sustainability.
One of the ways to address the waste crisis is by adopting refill-and-reuse models. These models allow packaging to be refilled and reused multiple times, minimising waste and extending its lifecycle. Our research shows that consumers increasingly demand such solutions, and brands play a pivotal role in meeting this demand and educating consumers about the benefits of circularity.
Jenny Wassenaar, Chief Sustainability Officer of Trivium Packaging, emphasises, "By focusing on circularity instead of recyclability, we can inspire positive change and create a more sustainable future. The Buying Green Spotlight highlights the shift in consumer preferences towards refillable and circular packaging. Refillables are not only convenient but also sustainable. Brands now have an opportunity to offer more refillable options, especially with the legislation prohibiting single-use plastic reinforcing this trend.’’
Metal stands out for its infinite recyclability without any loss of quality. It has one
of the highest recycling rates with a global average of 60%–70%. Moreover, as our research shows, 84% of consumers perceive metal packaging as ‘high end’ and 89% like the material of reusable aluminium.
While single-use plastic packaging has become the norm, it doesn't have to stay that way. For example, Beauty Kitchen, a sustainable beauty provider, is on a mission to switch up the status quo. The brand hosts its own return system, with rewards for a customer’s next purchase to promote a circular economy.
“People know that single use is bad and that packaging needs to be designed using circular materials. They want the opportunity to do something about it’’, says Stuart Chidley, co-founder of Beauty Kitchen & RePosit.
As the demand for sustainable packaging rises, it's evident that the shift toward circular solutions is essential. Brands embracing refillable models and infinitely recyclable materials not only reduce waste but also position themselves as sustainability leaders, appealing to an eco-conscious market. With refillable packaging and return systems gaining traction, we're closer to achieving a circular economy. Prioritising sustainability now can pave the way for a greener, healthier future.
To download the full report and review a more detailed report specific to each region surveyed, visit the website.