Across the channel in France, consumers and businesses are seeing a reuse revolution. Some 16 million people will be able to buy consumer products in reusable packaging in large food stores across four major regions in Western France this year.
Through a range of standardised reusable packaging, a cross-sector consortium including brands, distributors, glassmakers, operators, federations, and associations have created a shared packaging system of unprecedented size, offering 30 million units in the first phase alone.
Moreover, a separate collaboration including Nestlé France is providing returnable, stainless-steel containers for bite-sized chocolates in the Hauts-de-France region in a bid to tackle single-use plastic waste in the confectionery market.
Meanwhile in Belgium a reusable packaging coalition has targeted reusable packaging for fresh produce, creating standardised, shared packaging that doesn’t compromise shelf life or food safety.
The success of reuse and its adoption into multinational policies, including the EU’s PPWR, demonstrate that it has a key role to play in the future of our packaging landscape. Not only does it reduce our reliance on raw materials, it’s also taken off with consumers – no mean feat.
Reuse, refill and return
Our recent research revealed that 80% of UK adults agree that reusable, refillable and returnable packaging is essential for reducing waste and protecting the environment, with 75% declaring that reusable packaging must replace single-use packaging in the next 10 years to effectively tackle plastic waste.
Here in the UK, while DRS and EPR will make a significant dent in the UK’s single-use packaging crisis, upstream measures are the surefire way to cut plastic pollution at source. We only need to look to our European neighbours to see the benefits the new reuse economy can bring.
Reusable packaging has already become intertwined with our everyday lives; from reusable drink bottles to popular homecare returnable packaging schemes in retailers such as M&S and Ocado, as well as industry staples like pallets. Unilever’s recent closure of a £230m deal to snap up refillable deodorant brand Wild is further evidence of growth in the market for sustainably packaged products.
Read more: Refill Coalition - why didn’t it achieve its reuse vision?
Time and time again, our consumer polling shows that people are ready for change. If they could find alternatives to single-use where they shop they would buy it, and some are even willing to pay more.
What’s needed now is to accelerate and take reusable packaging to the mainstream with cross-collaboration across the retail industry. This will leverage the sector’s combined knowledge and design expertise, in turn delivering a shared reuse ecosystem where brands and retailers can still compete for consumer’s attention and cash.
Shared reusable packaging logistics streamline operations and optimise supply chain efficiency by standardising packaging, reducing waste and improving handling processes. From standardised containers making storage, transportation and displays more efficient, to better tracking and forecasting, retailers can achieve faster, more sustainable and cost-effective logistics operations.
Circular consumers
The use of return schemes also provides unparalleled insights into consumer behaviour. Through monitoring individuals returning their packaging, retailers can better understand shopping habits and the lifecycle information of their products.
The returnable packaging revolution is underway, businesses just need to know where to find support. From packaging specialists to forums and even the Global Reuse Summit, there are countless opportunities for packaging suppliers, retailers and innovators to connect with policymakers and solutions providers to make reuse a reality.
Government of course has a role to play. Alongside a collaborative, industry-wide movement, national policy is key to accelerating the reuse revolution by giving a clear framework for industry to follow and holding organisations to account. This includes promoting industry-wide standardisation of reusable packaging to enhance compatibility and efficiency, as well as adapting successful reuse policies from countries like Germany and France.
Reuse systems are central to a successful circular economy that goes beyond an environmental necessity but becomes an economic goldmine. The EU alone believes the circular economy will unlock 700,000 jobs - an opportunity this government should jump on.
With the right policies and incentives, the UK can lead the world in reusable packaging, slashing waste, cutting carbon and delivering growth. Labour promised a zero-waste economy and reuse is a proven mechanic to help that happen.
Delivering on that promise means taking bold action today and making reuse the norm, not the exception – before another billion pieces of single-use packaging end up in the bin.
Jane Martin, CEO of City to Sea
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