Research published on World Refill Day 2025 shows that 74% of UK consumers want more brands and retailers to offer reusable, refillable or returnable packaging.

As part of World Refill Day 2025 (16 June), environmental charity City to Sea has called on retailers and the UK Government to commit to ensuring 30% of packaging is reusable by 2030.

However, despite this demand, the research indicates that only 18% of shoppers are aware of where to find these refillable options.

Commenting on the research, CEO of City to Sea, Jane Martin, said: “The public (is) ready, but retailers, brands and government are stuck.

“We’re calling time on this broken system where shoppers carry the guilt while single-use sales soar. It’s time to break the deadlock – where government, businesses and consumers all wait for the other to move first.

“So, the ask is simple: make it easier to reuse than to throw away.”

The research also found that almost 80% of people in the UK already take action to minimise waste in their weekly shopping.

79% said they would also try new products if supermarkets offered refill or reuse options, 30% said they already bring a reusable container to a takeaway at least once a month, and 51% return packaging to a collection point at least monthly.

30% reusable packaging commitment

City to Sea is calling for a legally binding national commitment to ensure that 30% of packaging is reusable by 2030.

The environmental charity also wants the UK Government to establish a reuse infrastructure fund using at least 5% Extended Producer Responsibility fees to help build national refill and return systems and support shopper behaviour change campaigns.

Martin continued: “Without policy, investment and promotion, reuse schemes will continue to fail.

“We’re not lacking willingness – we’re lacking the infrastructure to make reuse mainstream. Reuse presents a win-win opportunity to a government with an  economic growth agenda and significant carbon and waste reduction commitments.”

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