How to help consumers adopt refill on the go

Date : 08 November 2023

Our latest report shares key findings and recommendations from communication trials with three UK retailers promoting refill on the go.

In 2021, IGD brought together stakeholders to create a shared ambition - to halve the environmental impacts of UK packaging systems by 2030.

Business as usual will not deliver the Ambition; there will need to be at least a 20% reduction in the amount of packaging on the market. Reducing the need for single-use packaging through reusables is a vital part of the solution. However, industry trials haven’t scaled yet and currently consumer uptake is slow.

This report builds on our previous consumer research (How to help consumers adopt reusable packaging, 2021) and provides new insight to help businesses better understand the opportunities to communicate with consumers and help them adopt refill on the go.