Refillable Beauty - Trend Overview, Consumer Insight and Brand Implications

The ‘circular economy', the sustainability principle of maintaining a system in which nothing is wasted or discarded, is emerging to imagine how packaging can avoid being improperly discarded in the environment. Packaging that is refillable aligns with the circular economy and is being leveraged by manufacturers with sustainability goals across the FMCG space.

Consumers are holding brands to a higher standard than ever before and expect them to align with sustainability principles while using their influence as a driving force for change. Manufacturers are developing refillable packaging solutions for their products in an effort to reduce post-consumer waste, though this can also encourage loyalty, and even allow consumers to save money when purchasing a product refill compared with a full-sized, packaged product.

Scope

• Many consumers wish to only purchase from brands whose practices align with their own personal beliefs and values, for example, their desire to mitigate their carbon footprint.
• Most consumers (67%) find packaging that is refillable/reusable to be extremely or quite important, even more so than plastic free packaging (64%) which has been in the spotlight in recent years.

Reasons to Buy

• Gain insight into the different motivations driving brands to develop refillable packaging.
• Gain insight into the different consumer motivations for purchasing refillable beauty products.