Consumers Pledge to Refill but Still Skip Reusable PackagingConsumers Pledge to Refill but Still Skip Reusable Packaging

New consumer research measures the gap between willingness to use reusable packaging and actual behavior.

Kate Bertrand Connolly, Freelance Writer

January 30, 2025

4 Min Read
Consumer refilling reusable container with soap illustrates reusable / refillable packaging
Galdric/iStock via Getty Images

Recent research on consumer attitudes toward reusable and refillable packaging reveals a persistent gap between consumers’ willingness to use such packaging and their likelihood of using it or actively engaging with a refill station.

Calvin Lakhan, Ph.D., director, Circular Innovation Hub, Faculty of Environment and Urban Change, at Toronto-based York University, conducted the research, which was based on an electronic survey of consumers during a three-month period in 2024. In all, 341 participants completed the survey; 240 were from Canada, and 101 were from the United States.

The survey was designed to determine consumers’ preferences and attitudes vis-à-vis refillable and reusable packaging in 22 product categories, including pantry items such as coffee beans, rice/grains, nuts/dried fruit, and baking staples (flour/sugar).

The beverage, wine/spirits, condiments, writing tools, adhesives, home cleaning, and personal care categories were also included.

The survey asked consumers to rate each product category on three dimensions, using a scale of one to five in each case. The dimensions were:

  • Openness to using refillable/reusable packaging.

  • Likelihood to use refillable/reusable packaging instead of single-use alternatives.

  • Actively seeking out refillable packaging, assuming a refill station was available locally.

Related:Reusable Packaging: A Startup’s Startling Success

In a paper describing the research, Lakhan wrote, “The survey highlights a significant gap between respondents’ stated willingness to adopt reusable/refillable packaging and their likelihood to take actionable steps, such as actively seeking out refill stations.”

Figure_1_Consumer_Willingness.png

Closing the gap.

For industry observers, the gap is not entirely unexpected. And there are things brand owners can do to address it.

“It’s indisputable that consumers want to do the right thing. Focus groups constantly collect data that says, ‘Yes, people are willing to pay more for a better-performing product, and yes, people want to recycle and are willing to pay more for a recyclable package,” says Tom Newmaster, partner at design and branding agency FORCEpkg.

“But in reality, life simply gets in the way. It becomes cost- or time-prohibitive to go that extra distance and close that gap,” he adds. “Brands need to make it easier for consumers to recycle, refill, and reuse. One word: Convenience.”

Newmaster says brand owners “also need to better understand the consumer. Packaging and brand experts know so much more about the ins and outs of this than people outside of the industry. Don’t be surprised if it isn’t as successful as you want it to be, and be able to pivot and find ways to help simplify and/or guide the recycling process for consumers.”

Related:Pack Ex Montréal 2024 Takes a Deep Dive into Reusable Packaging

Figure_2_Consumer_Likelihood.png

Gap size differs by product category.

Preliminary results of Lakhan’s study, which is ongoing, show that different product categories show different size gaps between consumer willingness and engagement with refill stations.

For pet supplies, ink products, and garden products, consumers expressed the highest willingness to use refillable/reusable packaging but much lower engagement with refill stations. Reasons for these gaps could include logistical obstacles, such as a lack of refill stations. For pet products, risk of contamination and freshness concerns may also play a role.

In contrast, rice/grains, nuts/dried fruits, and (dry) coffee/tea exhibited smaller gaps than the above categories, especially between willingness and likelihood of using refillable/reusable packaging. The products’ long shelf life and easy storage make them suitable for this type of packaging.

However, in his research paper Lakhan noted, “Even within food categories, the drop from willingness to refill station seeking (for example, 3.21 to 2.41 for rice/grains) highlights the need for improved convenience and perceived hygiene assurance.”

Do consumers actively seek retail refilling station?

Large gaps between willingness to use refillable/reusable packaging and refill station engagement were apparent for household cleaning and personal care products. For laundry and other cleaning products, the challenge of bringing the packaging to a refill station may be a deterrent.

In the makeup and personal care categories, large gaps between willingness and engagement may relate to fear of product contamination, safety concerns, and/or the inconvenience of using a refill station.

Products characterized as “niche” or “convenience” — for example, adhesives, condiments, and air care products — registered low in both willingness and refill station engagement. These products’ packaging requirements, low price points, and/or sporadic usefulness “make refilling impractical or unattractive,” the researchers found.

In all 22 product categories, consumers expressed higher willingness than likelihood or active engagement with refill stations. Not surprisingly, shelf-stable foods have smaller gaps, and products where hygiene is a consideration have greater ones.

About the Author

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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