Recent research from GoUnpackaged highlights a significant shift in consumer attitude towards single-use plastic. A majority of shoppers in the UK want retailers to offer more reuse and refill options, with many customers even prioritizing shopping at supermarkets that implement such systems, signaling that sustainability is becoming a crucial factor in retail competitiveness.
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Research Findings
Two-thirds of Brits want supermarkets to take action in reducing plastic waste, with 68 % of consumers stating they would regularly use reusable and refillable options if they were more accessible. This enthusiasm is particularly strong among younger consumers, with 77 % of those aged 18-34 likely to incorporate reuse and refill into their weekly shopping, if made more convenient. Additionally, half of UK shoppers actively prefer supermarkets that implement such systems.
Barriers Preventing Widespread Adoption
Despite consumer enthusiasm, significant obstacles remain. More than half shoppers (54 %) struggle to locate reuse and refill options at their usual supermarkets, and nearly half (47 %) find these systems confusing. Without clear guidance and accessible options, retailers risk alienating customers who wish to make sustainable choices. Simplifying these systems is essential in encouraging widespread participation and reducing reliance on single-use plastics.
The Business Case for Reuse and Refill
Retailers that adopt reuse and refill systems early stand to benefit from increased customer loyalty and reduced costs associated with upcoming environmental regulations, since the Packaging Extended Producer Responsibility (pEPR) framework will soon require UK businesses to cover the full cost of managing packaging waste. By proactively implementing sustainable solutions, supermarkets can mitigate financial risks while strengthening their brand image.
Lessons from the UK Plastic Pact 2025
The push for reusable packaging aligns with broader sustainability initiatives, such as WRAP’s UK Plastic Pact 2025. This initiative aimed to eliminate unnecessary plastics and promote circular economy practices. However, progress has been mixed, with many key targets unlikely to be met. This shortfall has led to renewed efforts to standardize and expand reuse and refill systems across the retail sector.
A Call to Action for Retailers
Consumer expectations are shifting rapidly, and regulatory pressures are increasing. By making reuse and refill systems more accessible, supermarkets can lead the way in sustainable retail while maintaining their competitive edge. The time to transition away from single-use packaging is now, and those who take the lead will reap the benefits in both customer trust and regulatory compliance.
You can find the original publication of the research here.
