Sustainable Beauty: Consumers Push for Refillable Packaging

Amcor has released consumer research examining refill packaging within the personal care sector. The packaging solutions provider surveyed 2,749 consumers across six European countries to understand attitudes towards refillable formats for beauty and hygiene products.

According to Amcor, refill packaging has become established across multiple personal care categories. These include haircare, liquid soap and bath products.

The research examined how consumers interact with refillable systems. It also explored what factors could determine future adoption rates.

Pouches dominate refill purchases

According to Amcor, 66% of consumers purchased a refill pouch within the last 12 months. Pouches are the most common packaging format for refills in personal care.

These pouches work with durable bottles to maintain product experience. The system could reduce packaging waste compared to single-use containers.

Consumers appear to have adopted the format without major barriers. The research suggests refill pouches have moved beyond niche markets.

Price remains critical factor

According to Amcor, 86% of respondents expect refill products to cost less than original products. Affordability was the most cited factor affecting future adoption of refill packaging.

Almost 70% of consumers say they would purchase more refill products if prices were lower. This suggests price parity or premium pricing could limit uptake.

Sustainability remains a consideration for purchasing decisions. According to Amcor, 81% of respondents are more likely to buy personal care refill pouches if they are recyclable.

Approximately two-thirds of respondents are more likely to purchase refills made using recycled plastic. These factors suggest consumers seek refillable packaging that combines environmental benefits with value.

Geoffrey Gendebien, Marketing Manager for Home and Personal Care at Amcor, says: "We can clearly see that refill packaging has moved beyond early adopters and is becoming part of everyday life.

"Brands have an opportunity to strengthen engagement by making refill solutions more visible, more accessible and easier to incorporate into existing shopping habits.

"Those brands that make choosing a refill feel as simple and intuitive as choosing the original product will be the winners."

Distribution gaps limit adoption

According to Amcor, 45% of consumers say they would buy more refills if they were easier to find in-store or online. Distribution and visibility remain barriers to adoption despite growing consumer receptivity.

Retailers could address this by placing refills alongside original products on shelves. Nearly half of respondents who do not purchase refill products say they cannot find their preferred products in a refill format.

Convenience must match sustainability credentials, according to Amcor. Consumers cite product waste from spills and messiness during refills as key challenges with refill systems.

This creates an opportunity for refill pouches designed to work with reusable bottles. Such systems could create a cleaner refill experience for consumers.

Lara Alemany, Product Line Director, Wellness and Beauty at Amcor, says: "For refill systems to be adopted, every element of the consumer experience needs to be carefully considered.

"While sustainability remains critically important, consumers also expect refill solutions to be practical, reliable and easy to use.

"This is why packaging design, material selection and system compatibility all play such a critical role in helping brands create refill experiences that consumers want to repeat."