New research from GoUnpackaged has revealed that two-thirds of Brits (65%) believe all retailers should be moving away from single-use plastic and offering reuse and refill systems, with over two-thirds (68%) of consumers saying they are likely to make reuse and refill a regular part of their weekly shop if supermarkets made it easier. This enthusiasm rose to 77% among shoppers aged 18-34.
The tides are changing and sustainability is becoming a must-have for shoppers, with half of consumers (50%) actively preferring to shop with brands who implement reuse and refill systems, and 45% saying they would choose retailers prioritising reuse over those who 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, but despite consumer appetite there are still barriers stopping shoppers from making these 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,” says 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.
