New research appears to reveal that two-thirds of UK shoppers (65%) believe all retailers should be offering reuse and refill systems and moving away from single-use plastics.1 The research was commissioned by reuse and refill expert GoUnpackaged.
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, according to the survey.
The findings lend weight to the view that such schemes are making the journey from “nice-to-have” to being a must, with half of consumers (50%) seemingly preferring to shop with brands who implement reuse and refill systems, and 45% saying they would choose retailers prioritising reuse over those that don’t.
If every household in the UK opted to reuse just one item per week, it would eliminate over 1.4 billion items of single-use packaging per year.2
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.”
GoUnpackaged’s latest research highlights the factors that motivate shoppers to adopt reuse systems, including spending less time sorting the recycling bin – 4 in 10 shoppers are keen to adopt reuse and refill so they have less waste packaging to deal with at home.
WRAP’s UK Plastic Pact 2025
This growing shift in consumer sentiment aligns with the goals of The UK Plastic Pact 2025, launched by WRAP in 2018 alongside the Ellen MacArthur Foundation. The Pact aimed to eliminate unnecessary single-use plastics, increase reuse and recycling, and build a circular economy for packaging. The Pact has achieved mixed success to date, with half of its key 2025 targets set to be missed and plastic packaging only reduced by 7% since it began.
Supermarkets are gearing up to launch a second major push on reuse and refill technology in a Plastics Pact Mark II being drawn up by WRAP, as they revealed there is a “clear appetite” across the industry to agree on new standardised principles.3
“By proactively adopting reuse and refill systems, retailers can not only save money on pEPR fees, but also demonstrate leadership in addressing the plastics crisis,” said Conway. “However, the window for impactful change is closing quickly. Retailers that act now can establish themselves as pioneers, while those that delay may struggle to catch up. Retailers face a critical moment to embrace reuse and refill systems – or risk falling behind.”
Notes
[1] Research: 2,000 Nat Rep UK adults, conducted by Opinium, January 2025.
[2] Based on ONS figure of 28.2 million households in UK 2022.
[3] The Grocer: https://www.thegrocer.co.uk/news/supermarkets-to-sign-plastics-pact-mark-ii-to-ramp-up-reuse-and-refill/698077.article
