The Rise of the Refill: Unpacking Business Growth Through Sustainable Packaging

This innovative skincare brand reimagines sustainability, making refillable packaging the cornerstone of its identity. Image courtesy of Berlin Packaging.

By Celine Yang, Sustainability Strategy Lead at Berlin Packaging

Refillable packaging has emerged as a compelling business advantage, offering companies a powerful way to meet sustainability goals while driving growth. With rising consumer demand, regulatory pressures, and cost-saving opportunities, refill systems are reshaping how companies approach packaging.

According to NielsenIQ, 56% of consumers prioritize reusable or refillable packaging when making purchasing decisions, and 69% of Gen Z shoppers actively seek sustainable brands. Moreover, transitioning just 20% of single-use packaging to reusable systems globally could unlock a $10 billion economic opportunity, according to the United Nations Environment Programme (UNEP). Let’s explore the latest innovations, challenges, and strategies for scaling refill systems in 2025.

Babo Botanicals leads the way with eco-friendly packaging. Their bottles are made from 100% post-consumer recycled (PCR) plastic, while their refill pouches contain 30% PCR plastic and use 80% less plastic than traditional bottles. The How2Recycle label makes recycling easy, supporting their goal to reduce virgin plastic use by 75% by 2025. Image courtesy of Berlin Packaging.

What’s driving the business case for refillable packaging?

Refillable packaging offers three key benefits:

1. Environmental Impact: Refill systems can significantly reduce waste, emissions, and material use. For example, reusable packaging could reduce total annual plastic leakage into the environment by over 20% by 2040 (UNEP). Additionally, studies have shown that refillable packaging can reduce carbon footprints by up to 70% compared to single-use alternatives, while also cutting material consumption significantly, sometimes by 80% or more, over multiple use cycles.
2. Economic Considerations: Refill models can lower material and shipping costs for brands while providing savings for consumers. However, it’s important to note that the economic benefits can vary depending on the specific product, market, and implementation strategy. Some products or markets may require significant upfront investments in infrastructure and design before realizing cost savings. The key is to carefully assess each situation to determine where refillable packaging can provide the most value.
3. Customer Loyalty: Refill systems foster long-term brand loyalty by offering convenience and aligning with consumer values. When implemented effectively, they can significantly enhance customer engagement and repeat purchases.

Blueland demonstrates an effective refill system for concentrated cleaning products. By using tablets and powders that dissolve in reusable bottles, they significantly reduce single-use plastics and packaging waste. This approach showcases how refills can be applied to everyday household items, promoting a more sustainable consumption model. Image courtesy of Berlin Packaging.

How Has the Market for Refillable Packaging Evolved?

The global market for reusable and refillable packaging is valued at $46.59 billion in 2025 and is projected to reach $64.25 billion by 2034, growing at a compounded annual growth rate (CAGR)  of 4.1% according to Towards Packaging. Key drivers include increasing consumer awareness and regulatory frameworks like the European Union’s Packaging and Packaging Waste Regulation (PPWR), which mandates reuse targets for certain product categories.

The PPWR, which came into force in 2025, is particularly impactful.

It sets specific reuse targets, such as requiring distributors to make at least 10% of beverage products available in reusable packaging by 2030, increasing to 40% by 2040. The regulation also mandates that all packaging be recyclable by 2030 and introduces recycled content targets. These measures are creating a strong market pull for innovative, sustainable packaging solutions across various industries.

Similar regulations are emerging globally, with countries like France implementing laws mandating 10% reusable packaging by 2026. This regulatory landscape is accelerating the shift towards refillable and reusable packaging systems, driving innovation and investment in the sector.

Consumer expectations have also shifted dramatically — NielsenIQ reports that nearly half of consumers use reusable products weekly, reflecting growing acceptance of refill systems. This consumer demand, coupled with the regulatory push, is creating a fertile ground for growth in the refillable packaging market.

What innovations are shaping refillable packaging?

Innovation is happening across materials, technology and design:

1. Materials: Advances in durable materials are enabling more efficient reuse cycles, especially in challenging environments. For example, Eastman Tritan™ copolyester is being used in reusable cosmetic packaging due to its exceptional durability and resistance to breakage, even in wet shower conditions. For instance, Amika’s Forever Friend refillable bottles, which not only reduced the packaging’s carbon footprint by 69% compared to using two single-use plastic bottles over a year, but also ensured the packaging could withstand frequent use in the shower without degradation. Another example is Abel & Cole’s use of reusable polypropylene (PP) bottles for their milk service, which can be refilled up to 16 times before recycling.
2. Smart Technology: IoT-enabled tracking systems are improving supply chain efficiency for reusable containers by monitoring return rates and optimizing logistics. This also allows for brands to gain invaluable consumer insights, creating product and packaging systems that better resonate with their consumer base.
3. Design for Reuse: Focusing on creating intuitive designs enhances user experience while extending packaging lifespans. For instance, the design for Amika’s Forever Friend bottles included features like a wide, stable base to prevent tipping in the shower and a sleek, ergonomic shape for easy handling with wet hands. These design elements not only improve functionality but also encourage continued use of the refillable system.

What challenges do brands face when implementing refill systems?

While the benefits are clear, brands face several challenges:

1. Consumer Behavior Change: Educating consumers about how to use refill systems effectively remains a hurdle. Many consumers need clear instructions to adopt these practices seamlessly.
2. Safety Concerns: Ensuring food-grade safety across multiple uses requires robust cleaning protocols and high-quality materials.
3. Infrastructure Costs: Building supply chain infrastructure — such as filling lines or reverse logistics — requires significant upfront investment.

How can companies successfully scale refill models?

Success requires a multifaceted approach:

1. Make Refills Core to Your Brand Identity: Consumers increasingly expect sustainability commitments from brands they support.
2. Offer Multiple Refill Channels: In-store stations, e-commerce subscriptions, and home delivery options ensure accessibility for diverse consumer needs.
3. Invest in Product Innovation: Formats like concentrates or modular designs make refills more convenient while reducing costs.
4. Educate Consumers Effectively: Use marketing campaigns to highlight environmental benefits with clear metrics (e.g., “Refilling this bottle saves X kg of plastic waste”).
5. Leverage Partnerships: Collaborate with retailers or logistics providers to build scalable ecosystems for reuse.

PHA has a low carbon footprint and is both biodegradable and compostable in all environments. Image courtesy of CJ Biomaterials.

What trends will shape refillable packaging in 2025?

Several trends will define this space:

1. Standardization Across Industries: Creating uniform designs for reusable containers will streamline adoption across sectors.
2. Government Support: Policies like France’s reuse law (mandating 10% reusable packaging by 2026) will accelerate adoption globally.
3. Smart Technology Integration: Expect more IoT-enabled solutions that track usage patterns and improve operational efficiency.
4. Circular Economy Models: Closed-loop systems where containers are collected, cleaned, refilled, and reused will become commonplace.

What advice would you give brands looking to adopt refillable packaging?

Start by understanding your audience — what motivates them to choose sustainable options? Tailor your system accordingly to meet their needs while aligning with your brand values.

Next, invest in innovation that balances practicality with sustainability goals with durable yet elegant solutions that encourage adoption through superior user experience.

Finally, educate your customers on how their choices make a difference—whether it’s through carbon footprint reductions or waste diversion metrics. When done well, refillable packaging not only drives loyalty but also positions your brand as a leader in sustainability.

Refillable packaging represents more than just an environmental solution — it’s a strategic business opportunity that aligns with consumer values while unlocking long-term growth potential. By embracing innovation today, brands can lead the charge toward a more sustainable future tomorrow.

About the Author

Celine Yang, Sustainability Strategy Lead at Berlin Packaging, partners with brands to drive strategic sustainability solutions and growth. Visit: https://www.berlinpackaging.com/