AMCOR has marked World Refill Day by undertaking consumer research into attitudes towards refill packaging in the personal care sector across Europe.
Drawing on insights from 2,749 consumers surveyed across six European countries, including the UK, the research reveals that refill packaging is now well established across personal care categories, including shower and bath products, haircare and handwash liquid soap.
As consumers increasingly incorporate refill systems into their routines, Amcor said refill pouches have emerged as the leading format, with 66% of consumers reporting purchasing a refill pouch within the last year.
The research highlights the factors shaping consumer attitudes toward refill packaging, with affordability emerging as the strongest driver of future adoption. 86% of respondents expect refill products to cost less than the original packaged product, while 69% say they would buy more refills in the future if prices were lower.
Sustainability also remains a key influence on purchase decisions. 81% of respondents say they are more likely to buy personal care refill pouches if they are recyclable, while 74% are more likely to purchase refills made using recycled plastic.
While consumers are becoming more receptive to refill formats, distribution and visibility remain key barriers to uptake with 45% saying they would buy more refills if they were easier to find in-store or added to online orders. This, Amcor added, highlights an opportunity for retailers to give refill solutions greater prominence on shelf, including positioning refill pouches alongside the corresponding rigid bottles and jars to improve visibility and encourage purchase. At the same time, nearly half of respondents who don’t buy refill products say the reason is they cannot find their preferred product or brand in a refill format.
The research found that ease of use remains critical to long-term habit changes. Perceived product waste from spills (35%) and messiness during refilling (29%) were named as key frustrations. These challenges highlight the importance of integrated refill systems, where refill pouches and reusable bottles are designed to work together.
An example is the combination of Amcor’s AmPrima® refill pouch paired with the Mocha bottle and Wave pump – engineered as a ‘compatible, recycle-ready system’.
Geoffrey Gendebien, marketing manager for home and personal care at Amcor, said, “Refill packaging is becoming an increasingly familiar part of consumers’ personal care routines. The research shows that sustainability remains highly important, but consumers also expect refill systems to deliver on convenience, usability and value.”
