Amcor: Sustainability is a Key Factor in Refill Packaging

Global responsible packaging solutions provider Amcor has published consumer research focusing on refill packaging.

It explores attitudes towards refillable packaging for personal care products, surveying 2,749 consumers across six major European countries.

The research reveals that this type of packaging is well-established and recognisable across multiple personal care categories such as haircare, liquid soap and shower and bath products.

Increasing adoption of refill pouches

Amcor’s research shows that consumers are increasingly adopting refill systems, with pouches the most popular packaging format.

It reveals that 66% of consumers report purchasing a refill pouch within the last 12 months, showing that it is an easily adopted style of sustainable packaging.

These refill pouches, combined with durable, reusable bottles, enable consumers to have the same product experience while reducing waste.

Amcor’s research also discusses the factors that impact consumer attitudes towards sustainable packaging.

Affordability was found to be the biggest contributor towards future adoption of refill packaging, with 86% of respondents expecting refill products to cost less than the original product.

Almost 70% of consumers say that they would buy more refill products in the future if the prices were lower.

Sustainability also remains a key driver of purchasing decisions, with 81% of respondents being more likely to buy personal care refill pouches if they are recyclable.

Approximately two-thirds of respondents are more likely to purchase refills made using recycled plastic.

These factors show that consumers are actively seeking refillable packaging that combines environmental considerations with value for money.

Geoffrey Gendebien, Marketing Manager for Home and Personal Care at Amcor, tells Sustainability Magazine: “We can clearly see that refill packaging has moved beyond early adopters and is becoming part of everyday life.

“Brands have an opportunity to strengthen engagement by making refill solutions more visible, more accessible and easier to incorporate into existing shopping habits.

“Those brands that make choosing a refill feel as simple and intuitive as choosing the original product will be the winners.”

Sustainability leaders won’t want to miss Sustainability LIVE: The Leadership Summit at London Climate Action Week, taking place at Code Node on 25 June 2026.

Register now for this exclusive invite-only event. 

Making refill packaging more accessible

The research shows that distribution and visibility of refill packaging remain barriers to its adoption.

Although many consumers are becoming more receptive to refillable systems, 45% say they would buy more refills if they were easier to find in-store or added to online orders.

This means retailers can make products more prominent on shelves by placing refills alongside the original products.

Nearly half of respondents who do not purchase refill products say they cannot find their preferred products in a refill format.

While sustainability is a key factor in the adoption of refill packaging, convenience must not be compromised, according to Amcor.

Consumers say the key challenges with refill systems are product waste from spills and messiness during refills.

This provides an opportunity for refill pouches to work alongside reusable bottles to create a cleaner and intuitive refill experience for consumers.

Lara Alemany, Product Line Director, Wellness and Beauty at Amcor, tells Sustainability Magazine: “For refill systems to be adopted, every element of the consumer experience needs to be carefully considered.

“While sustainability remains critically important, consumers also expect refill solutions to be practical, reliable and easy to use.

“This is why packaging design, material selection and system compatibility all play such a critical role in helping brands create refill experiences that consumers want to repeat.”