Nearly three-quarters of US consumers say they’re interested in buying products in refillable packaging. However, despite bold targets for the adoption of reusable packaging, it’s projected to account for just 5% share of the global packaging ecosystem by 2030. So brands are employing a range of strategies to create more accessible reusable packaging systems, and innovating packaging design to elevate consumer experience.
Next-gen refill stations are emerging as one such route to adoption. Take UK distillery East London Liquor Company, which allows people to bring any empty 70cl bottle to its stores to be refilled with one of the brand’s spirits. Meanwhile, US-French beauty giant Coty has filed a patent for an in-store perfume refill kiosk. The station will blend the perfume as required and will work for a variety of different bottle shapes. In November 2022, Coty launched its first refillable fragrance via French luxury brand Chloé.
Beyond in-store refill stations, brands are reinforcing refillable strategies with keepsake designs to encourage reuse. Jars are being elevated to envy-worthy art status and exclusive flacons are becoming canvases for high-profile collaborations. With the luxury packaging market expected to reach $18bn by 2033, draw inspiration from the beauty industry. New Zealand-based Raaie taps into a natural aesthetic with stonelike refillable glass bottles in organic shapes, as does Japanese cosmetics manufacturer Dō.
In order to bring your consumers along for the reusables ride for the long run, brands like yours must make refill options as cost-effective and convenient and covetable as their disposable counterparts – and ensure that they are marketed as such.