06.16.21
Unilever has announced today—on World Refill Day—that it is expanding its refillable packaging trials across the UK.
The new series of trials across the UK include a first for Unilever globally—testing a ‘return on the go’ refill and reusable package.
The sustainable solutions are designed to help shoppers cut plastic consumption.
"Shoppers can pick up a pre-filled reusable bottle from shelf and return in-store once used," the brand states.
Reusable Stainless-Steel Packaging
Some of Unilever’s best-known brands, including Simple skincare, Radox bubble bath and shower gel, and Alberto Balsam hair care products will be available in reusable stainless-steel bottles in selected Asda and Co-op stores in the UK by the end of this year.The new ‘test and learn’ trials will test different refill models, different store formats and in-store locations.
Unilever's team is also testing different shopper experiences that could enable long-term use of refillable products.
Are Consumers On Board with Refilling Products?
Unilever states, "Uptake at our refill trials last year exceeded expectations."The company continues, "Insights from this trial alongside the following Unilever commissioned research, has informed our decision to expand the Refill & Reuse program."
Unilever's research team discovered:
- 94% of consumers in the UK are more likely to invest in refills vs buying new products in store if available, and 89% are likely to buy a product because its packaging can be reused
- Almost a fifth of shoppers wanted a sealed product option (18%) and to be able to return empty bottles to store (16%). A quarter (25%) would be interested in a loyalty or reward scheme
- Nearly a third revealed value for money offered by the Refill Stations was a key reason for being likely to purchase in the future
Unilever is Testing 2 Refill Models
Following the successful launch of Unilever’s largest refill trial in Europe in Asda’s Sustainability Store in Leeds last year, the nationwide rollout will test two different refill models;- Refill on the go: standalone refill machines offering customers a selection of products in re-useable stainless-steel bottles
- Return on the go: where re-usable bottles are pre-filled and placed in shopping aisle for customers looking for a quicker ‘grab and go’ purchase.
