This article is part of a new series exploring popular sustainability product claims through a more nuanced, real-world lens. While often used broadly in marketing and ESG narratives, these terms’ true impact varies across categories, markets and behaviours. In this series, we unpack where these ideas work, where they fall short and what it takes to scale their sustainability potential.
First, a seemingly simple yet surprisingly complex idea: refill.
The promise of refill
Refill is often promoted as one of the most accessible and impactful sustainability strategies for both consumers and brands. In theory, it’s simple: reuse a container rather than dispose of it – reducing packaging waste, raw material use and emissions from production and transport.
Refilling a large-format body wash or laundry detergent at home can become as routine as refilling a water bottle. But, like many sustainability initiatives, the reality is more layered.
Real-world refill: Between promise and practicality
While intuitive, refill adoption – especially beyond beauty and home care – remains uneven. Brand-led efforts are expanding, but systems like in-store refill stations or subscriptions have struggled to scale.
Belgian retailer Delhaize phased out its in-store refill stations due to space constraints, hygiene concerns, staff training needs and low consumer uptake.
Even online systems face hurdles – from return logistics to freshness and recyclability. Many brands now swap rigid bottles for flexible refill pouches, which are often non-recyclable. Without recyclable materials or PCR content, this risks trading one waste issue for another.
Refill must therefore align not just with sustainability goals, but with the practical realities of retail and consumer behaviour.
Where refill works: Category and market leaders
Despite barriers, refill is gaining traction in select categories, especially where design, brand equity and user experience intersect.
Fragrances: A flagship of refill success
Fragrances is a global leader in refill adoption. Premium brands like Giorgio Armani, Mugler, Chanel, Dior and Lancôme are at the forefront. Armani, for example, held the largest share of refill fragrances (16%) in 2024 and grew fastest among the top five players.
In luxury fragrances, the refill ritual enhances brand engagement. Consumers are emotionally invested in their scents, and durable glass bottles make refill both functional and aspirational. Combine this with refill cost savings and regulatory pressure, and it’s clear why the format thrives.
Skin care: Growing fast, still underdeveloped
Skin care is another key space, with Lancôme, Neutrogena and Shiseido leading global refill sales. Still, refillables account for less than 1% of shelf space across markets.
L’Oréal reports a 70% expansion in refill offerings since 2023, including Kiehl’s refill pouches. The potential is there, but scaling depends on price, format and retail support.
Emerging trends and global standouts
Refill formats are also gaining in categories where routine use and cost matter. In bath and shower, India leads in value sales, with brands like Dettol and Lifebuoy offering refill packs as standard. Combo packs with free refills help build habits and appeal to cost-conscious consumers.
Laundry care is also gaining momentum. A recent example captured by Euromonitor’s Innovation System is GoodMood’s Dream Refill fabric softener in Argentina, which uses 65% less plastic and features plant-based softening agents and a long-lasting fragrance – combining sustainability with sensory appeal.
Food, by contrast, remains a challenge. While brands like Bango in Indonesia, which is number one globally in sauces, and refillable olive oil packaging formats show potential – particularly in bulk or “pour-at-home” formats – scaling these solutions has proven difficult. Some poor refill experiences, especially with liquids like olive oil, have undermined useability and consumer confidence. Without better packaging and a stronger value proposition, food refills may stay niche.
From niche to norm: What refill needs to succeed
To go mainstream, refill must fit seamlessly into everyday habits. Success means convenience that rivals single-use – if it’s not easy, it won’t scale. Standardised systems and clearer guidance are key to reducing confusion and building trust. Retail partnerships also matter: refill needs shelf space, staff support and shopper education. Pricing must be transparent – consumers need to see that refill is better for the planet and their wallets. Ultimately, refill will only scale if it works for all stakeholders: brands, consumers and the environment.
Next in our Sustainability Claims in Focus series: a closer look at the rising zero waste claim and what it really means in today’s sustainability landscape. Learn more about our data-driven solutions on our Sustainability page and book a demo here.
For more insights on sustainable packaging trends, read our article: Redesigning FMCG Sustainable Packaging for Regulatory Compliance.