In 2020, Unilever embarked on the largest in-store refill trial in Europe, in collaboration with Asda’s sustainability store in Leeds. The purpose was to provide a real-world ‘test and learn’ to understand what works best for consumers in a retail environment. Three different refill models trialled inside the store were:
Touch-free Refill Machines: Beauty & Personal Care brands (Radox shower gel, Simple liquid handwash and Alberto Balsam shampoo and conditioner) along with Persil laundry liquid dispensed in reusable aluminium or stainless steel bottles via three machines using the Return, Refill, Repeat premise.
In-home refills: Cif ecorefills provide shoppers with an entire bay dedicated to the ten times concentrated refill for sprays which allow you to use a Cif spray bottle for life.
Self-serve containers: Unilever tea brands PG Tips and Pukka will be available through self-serve containers or ‘hoppers’ for loose tea and tongs to self-dispense fully biodegradable teabags. Shoppers will be able to take their own reusable container into store or buy one there. Once their container is full, they take it to the weighing station where a label is printed ready for payment at the checkout.
The uptake of the refill trial exceeded expectations, with weekly purchases of Persil from the refill zone reaching a third higher than the equivalent single use pack. Unilever have since expanded the pilot to test different refill models, different store formats and in-store locations as well as testing the different shopper experiences that could enable long-term use of refillable products.
When it comes to refill–reuse, brands recognise it is not a case of one-size-fits-all. Different consumers have different needs and wants, which depend on a host of factors.
The acceleration of refill-reuse trials by Unilever is commendable and should encourage other brands to consider and test solutions to reduce use of single use plastic packaging. Testing refill models involve risk and significant investment but clearly address the growing demand from consumers for more eco-friendly packaging options.
Find out more about Unilever’s trial here: https://www.unilever.co.uk/news/press-releases/2021/unilever-announces-plans-to-scale-up-refillable-packaging-trials-of-household-brands-across-the-uk.html
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