Sustainability with a system – Part 2: Refill

Years ago, it was just a trend, but now it is increasingly becoming a requirement in the packaging industry: sustainability. With the PPWR (EU Packaging and Packaging Waste Regulation) coming into force in February 2025, the focus is shifting from recyclability to reusability of packaging. Packaging should remain in circulation for longer, the use of materials should be reduced – and companies will be required to provide clear evidence of this in future.

In the first part of our series “Sustainability with a system”, we looked at how reusable packaging can help achieve the above-mentioned goals: through standardised formats, centralised return systems and as many cycles as possible. Another concept that can boost or support the desired circularity is refilling. We are therefore dedicating the second part of our analytical series on sustainability in the packaging industry to this aspect, based on the PPWR guidelines.

General information on refill systems

Until now, packaging has generally been disposed of after a single use and then either recycled or incinerated. Refill systems, on the other hand, are based on the idea that packaging should not be thrown away immediately, but refilled again and again. Ideally, this is material-efficient and therefore resource-saving. In reality, however, it also presents brands with major challenges in terms of design, convenience and brand communication.

Unlike reusable packaging, refillable packaging does not create a closed loop; instead, it extends the life of the individual packaging. We will discuss the differences between reusable and refillable systems in more detail later in this article. This time, however, we will focus on refillable packaging: we will take a closer look at common models and their opportunities and limitations in the context of the PPWR. We will also describe a few specific, real-life refillable solutions.

Not all refillable packaging is the same: four systems, four principles

While many reusable approaches are still in the trial phase outside the beverage industry, refilling has been part of everyday life for many consumers for quite some time. Whether refill bags, powders or filling stations: the range of solutions is wide – and the underlying concepts, requirements and sustainability potential are just as diverse. Four refill models can be fundamentally distinguished:

– Stationary refill systems
– Refill bags
– Concentrates, powders, tabs
– Branded starter kits

1. Stationary refill systems: refill multiple times in stores

Consumers purchase standardised packaging at the point of sale or bring their own containers from home to refill products directly in the store. Such stationary refill concepts save on primary packaging, but require a lot in terms of hygiene, logistics and user guidance. Today, they are mainly found in organic and drugstores; some are also available in supermarkets – for dry foods, for example, or in the form of filling stations for detergents and hygiene products.

The PPWR sees this as a strategically important model for waste prevention and recommends that retail stores larger than 400 square metres use or provide ten per cent of their space for refill options by 2030. The EU is thus sending a clear signal that refills are no longer just desirable, but expected.

2. Classic refill bags: more content, significantly less packaging

Refill pouches for liquid soaps, shampoos or detergents are among the best-known and most widely used refill solutions on the market. The flexible pouch usually replaces a solid bottle or dispenser, thereby significantly reducing packaging material. At the same time, refill pouches often contain even more product than the corresponding original packaging. The result: a significantly better product-to-packaging ratio.

3. Concentrates, powders, tabs: volume shrinks, efficiency increases

Instead of selling water as well, the product is offered as a concentrate, powder or in the form of tabs – the consumer simply adds the required amount of water themselves. This saves volume, reduces packaging material and lowers transport emissions. This refill concept is currently used primarily for cleaning agents and dishwashing detergents.

Advantage: Existing packaging – such as spray bottles for cleaning agents – suddenly become reusable packaging thanks to the refill function. At the same time, the packaging required for the basic product can remain compact and thus resource-saving without restricting the consumer.

4. Branded starter kits: refill with system lock-in

Many brands rely on specially developed refill systems in which durable primary packaging is supplemented by specially designed refill solutions, such as bags, cartridges or inserts. The concept is usually designed as a consistent, harmonious product package: the starter set and refill are functionally and visually coordinated, which makes them particularly convenient to use.

However, while the high brand loyalty associated with such refill solutions is clearly advantageous for the respective manufacturers, it limits consumer flexibility because they are locked into the respective system in the long term.

Refill: Opportunities and limitations of a decentralised system

Now that we have taken a closer look at the different refill models, it is worth examining the general system behind them – and what fundamentally distinguishes them from reusable products. In short, reusable products rely on standardised return, cleaning and reuse systems – i.e. centrally organised cycles; refill, on the other hand, shifts the responsibility and scope for action to consumers. It is therefore a decentralised system that unfolds based on individual decisions: refill only works if people refill – voluntarily, regularly and in an informed manner.

A low-threshold entry point with strategic impact

In principle, refill has the advantage that it can be implemented with relatively little logistical effort. Manufacturers do not have to establish new return processes, and retailers do not have to set up additional storage systems. Instead of replacing them, refill expands existing distribution and filling structures – and is therefore quickly scalable. For many companies, the concept therefore represents an attractive entry point into sustainable (or more sustainable) packaging solutions.

Refill systems also allow for significantly more flexibility and variety in design. Unlike reusable packaging, it is not a standardised product, but a storytelling tool: brands can develop their own refill logic, refill designs and refill messages – from simple bags to design-oriented lifestyle products.

Two speeds, two systems

The openness of refill as described above leads to a striking dichotomy:

– Low-commitment systems such as refill bags, concentrates or tabs work immediately, save packaging material straight away and can be easily integrated into existing consumption routines.

– High-commitment systems – such as brand-specific starter kits – require a conscious decision in favour of a product, a design and a refill system. They offer brand loyalty, differentiation and an experience, but only work or succeed in the long term if they are used consistently. How much material can actually be saved with refills depends heavily on the system and how it is used. We will show what this can mean in terms of packaging consumption below using a concrete example with a starter kit, refill packs and comparable products.

Convenience or motivation – which wins?

Convenience dominates the mass market: the simpler a refill system is designed, especially in terms of dosage, mixing and application, the more likely it is to be accepted by the majority of consumers. More sophisticated systems have to pull other levers and win over consumers through aesthetics, personalisation or emotional brand loyalty. Here, refill is transformed from a pure packaging solution into a genuine attitude – visible, tangible and communicatively powerful.

The dynamics described above show that refill is a field with varying speeds, strategies and target groups. The potential of such systems lies precisely in this openness; however, the latter also implies the challenge of always designing the right solution for a specific application.

From principle to practice – refill solutions in a reality check

The following examples from the market illustrate the diversity of refill concepts and their implementation. The spectrum ranges from established solutions to experimental pilots with innovation potential. We begin with stationary refill concepts and then move on to brand-specific variants.

Stationary refill concepts using the examples of dm and ReSpray: from sobering to innovative

Stationary refill concepts are considered the ideal solution for avoiding packaging – at least on paper. In practice, however, the effort involved is high and acceptance varies, as demonstrated by a recently completed project by dm, among others.

Example 1: dm

Between March 2024 and August 2025, the drugstore chain tested an unpackaged system with dmBio filling stations in 15 stores. Customers could fill loose organic products such as nuts, lentils or muesli into their own containers brought from home or into returnable containers as needed. The aim was to reduce packaging. Although customer feedback was positive, the climate balance was sobering: usage remained too low to achieve a measurable ecological advantage compared to already optimised single-use packaging. dm therefore decided not to continue with the concept.

The example of dm clearly shows that refill systems developed on paper must first be implemented in practice and critically evaluated under real conditions in order to determine whether they actually contribute to achieving the goals of the PPWR – primarily resource efficiency and waste prevention.

Example 2: ReSpray

The start-up ReSpray offers an innovative approach. The young Hungarian company sees spray cans as refillable packaging, opening up a whole new direction for stationary refill solutions.

In cooperation with Rossmann, ReSpray has launched one of the first refill stations for spray cans. Customers can refill their empty aluminium cans up to five times at the vending machine using compressed air instead of conventional propellant gas. The cans used are manufactured by Tubex and are made from 100 percent recycled material, with 50 percent PCR content from the yellow bag. According to ReSpray, the system’s carbon footprint is around five times better than that of conventional disposable spray cans.

The idea was already awarded the German Packaging Prize in the “Sustainability – Overall Concept” category in 2024 and received the Gold Award from the WPO (World Packaging Organisation) this year. ReSpray demonstrates the enormous innovation potential in the refill sector. It will be exciting to see whether the system proves itself on the market in the long term.

Brand-specific refill systems using the examples of Wild, Mighty and CleanCult: individuality instead of standardisation

Brand-specific concepts combine refill with design, brand experience and emotional attachment – representing not just a packaging solution, but also an attitude. Starter kits, which consist of durable primary packaging and matching refill packs, are more than just functional: they present refill as a lifestyle, offer differentiation on the shelf and create commitment. From customisable dispensers to unconventional refill formats, Wild, Mighty and CleanCult show how diverse and creative brands can interpret the branded refill concept.

Example 1: Wild – refills with attitude and high design standards

British start-up Wild is one of the pioneers of sustainable refill solutions for the bathroom. Starting with solid deodorants in refillable cases, the range now includes shower gels, hand soaps, lip balms and mini deodorants – all with the aim of replacing single-use plastic with functional, stylish and reusable systems.

The refill principle for the shower gels is simple and consistent: customers purchase a durable aluminium case in their desired design and then simply insert the appropriate refill cartridges – no decanting required. According to the manufacturer, the refills are made from 70 per cent bamboo pulp and 30 per cent plant starch, are completely free from plastic and are compostable. In addition to a wide range of fragrances, Wild offers numerous design options for the cases – this means that the system loses its purely functional status and instead becomes an individual statement on the bathroom cabinet and in the shower. At the same time, the clever refill system strengthens customer loyalty: once customers have decided on a particular case and the associated fragrance, they often remain in the refill flow.

Incidentally, Wild was acquired by Unilever in 2025 – proof that bold start-ups with a clear stance and consistent brand management can also win over big players. It also shows how great the potential of such concepts is.

Example 2: Mighty – innovative refill approach for toothpaste

Another cool example of creative refill systems comes from startup Mighty, which has built its brand around the idea of refilling. Instead of traditional toothpaste tubes, this UK brand uses its own dispenser system with matching refill cartridges. It’s a clear high-commitment approach that keeps users loyal to the brand and the product. The practical dispenser combines convenience, design and reusability – a fresh, dynamic concept for a fundamentally rather static product segment.

According to the manufacturer, the refill cartridges are made of biodegradable material and do not contain any conventional plastic. However, it remains unclear whether they can be broken down under domestic conditions or only in industrial composting plants. The latter is a critical consideration: in practice, such materials usually do not decompose quickly enough to keep pace with the real cycle times of industrial composting, so they are often considered more of a contaminant than an ecological solution. Despite these unanswered questions, Mighty proves how refill can be conceived as a brand essence – not as one packaging option among many, but as an identity-defining principle.

Example 3: CleanCult – breaking new ground with composite cardboard

The US company CleanCult also demonstrates how versatile and creative refills can be. Instead of conventional refill pouches, the brand uses composite cartons (Tetra Paks) for its liquid soaps – an unusual solution that immediately catches the eye at the point of sale and ensures strong brand differentiation.

A high-quality aluminium soap dispenser serves as durable primary packaging and can be refilled again and again with the refill cartons. One carton contains three refills. CleanCult itself describes the refill packs as paper-based and recyclable. In reality, however, only the fibre content can be recycled well, while it is still common practice to simply thermally recycle the remaining materials in the composite.

Despite these criticisms, the refill concept is impressive thanks to its unique, creative approach, which highlights how the packaging format can also become a storytelling element and eye-catcher.

High vs. low commitment refill – when refill works

The extent to which refill contributes to material savings depends on the system behind it. We use two models to illustrate how different the effect can be: one is a high-commitment approach with durable primary packaging and compatible refills; and secondly, a low-commitment system that offers simple refill solutions to complement classic single-use packaging. The decisive factor here is not only the material itself, but also how frequently and consistently the respective system is used.

High commitment refill – saving material through continuity

We begin our review with a high-commitment starter kit, a product that particularly impressed us in our latest PackCheck: we analysed a wide range of packaging concepts in the solid deodorant segment and evaluated them based on various performance, design and sustainability criteria. The refillable solid deodorant from Wild emerged as the overall winner. It impressed us in terms of both performance and sustainability – above all because the refills are designed to use very little material and the system enables a significant reduction in packaging when used consistently.

But what does that mean in concrete terms? Let’s take a closer look.

The Wild starter kit includes a folding box containing the actual deodorant packaging: a robust, durable dispenser made of aluminium and plastic. Particularly noteworthy is the fact that design for recycling is already integrated here. When the packaging reaches the end of its life, the aluminium and plastic components can be easily separated from each other thanks to an integrated click mechanism and disposed of and recycled separately.

The starter kit also includes a first refill portion. It consists of a simple paper sleeve and a cartridge container made of bamboo cellulose, which contains the deodorant. The principle of minimalism is also consistently applied to the regular refill packs: the small folding box, the paper sleeve and the minimalist product container made of bamboo cellulose add up to a total packaging weight of only eleven grams – a prime example of material-optimised refill design.

Interesting: In our PackCheck, the disposable packaging with the least amount of material – a minimalist cardboard wraparound box – weighed a total of 20 grams. This means that a single Wild refill saves almost 50 per cent of material in a direct comparison, based on the pure packaging weight. However, it should be noted that the initial investment in the system is significantly higher: Wild’s starter kit weighs 91 grams due to its robust aluminium-plastic housing, which is more than four times the weight of the disposable packaging mentioned above.

This inevitably raises the question: when does the refill system start to pay off from a packaging perspective?

That depends entirely on what you compare it to. Compared to the ultra-light cardboard wrap, the Wild system only pays for itself after the eighth refill – i.e. after nine refills (one in the starter kit, eight repurchases). If you use one refill per month on average, you only break even after nine months of consistent use. This means that Wild’s deodorant refill solution is a genuine high-commitment system designed for long-term use.

The situation is different when compared to classic plastic twist sticks, which weighed significantly more in the test at 76 grams. The advantage of the Wild refill concept is immediately apparent: even with the first refill, less packaging material is used overall.

Our analysis deliberately focuses on packaging weight – and thus on the goal of material savings, which is also a key aspect of the PPWR. Other criteria such as recyclability, reusability or the CO2 balance are not taken into account here, but naturally play an equally decisive role in a holistic sustainability assessment, because lightweight packaging is not automatically more environmentally friendly, especially if it is difficult or impossible to recycle.

Let’s be clear: the ecological benefits of refill systems depend primarily on the benchmark used. While the effect is quickly apparent compared to many conventional plastic solutions, it takes a certain amount of perseverance when measured against extremely reduced single-use formats such as cardboard wrap-around boxes – and therefore a clear decision in favour of the system and its regular use.

Low commitment refill – saving material without any barriers to entry

While high-commitment systems rely on long-lasting special packaging, the example of a bathroom cleaner shows how classic single-use packaging can also be expanded into an effective refill system – without the need for an additional starter kit.

The original spray bottle weighs 81 grams and consists of a PET body, a multi-part spray head and a plastic sleeve. When combined with the matching refill pack, a 20-gram bag made of recyclable PE monomaterial containing concentrate, the result is a simple but effective refill system. According to the manufacturer and the claim on the packaging, this can save up to 92 per cent of plastic compared to the original bottle.

The particular advantage: the clever addition of the refill pack transforms classic single-use packaging into a reusable solution – without any change of system or brand-specific accessories. This saves packaging material right from the first use and makes the concept a prime example of low-commitment refilling.

Conclusion: Reusable vs. refill – two ways to achieve one goal: sustainability with a system

Reusable and refill are two basic concepts for greater circularity. Both aim to make packaging more durable, resource-efficient and future-proof. But the paths to achieving this goal are fundamentally different.

As a centrally organised system, reusable packaging relies on standardisation, a good infrastructure and high circulation rates. It requires the seamless integration of return structures, cleaning, logistics and consumer guidance. At the same time, packaging design plays a key role: the system can only be environmentally friendly if single-use components are minimised and materials are recyclable. The environmental benefit does not come automatically; as our calculations show, it often takes many cycles before a reusable container really pays off compared to lightweight disposable packaging. Functioning cycles, simple returns and smart design are not options, but prerequisites.

Refill works differently: it is decentralised, user-driven and diverse in its form. It allows for high flexibility, low barriers to entry and strong brand experiences – from simple refill bags to stylish starter kits. But here, too, the same applies: only if the system is used consistently will it have a real ecological effect. The responsibility lies more with consumers – with all the opportunities and risks that this entails. Pilot projects such as the refill test by dm show that without sufficient use, the ecological promise remains unfulfilled. Refill is not a homogeneous trend, but a dynamic playing field that requires critical assessment and continuous development – especially where packaging becomes a lifestyle element.

Both concepts make it clear that sustainability comes from high practical system performance; good theoretical considerations alone are not enough. Neither robust reusable containers nor stylish refill dispensers are environmentally friendly per se; what matters is material efficiency, intensity of use, recyclability and systemic connectivity. These are precisely the aspects targeted by the regulatory framework of the PPWR, which not only demands circularity but also its technically verifiable implementation: from the reduction of material use and design for recycling to documented reusability.

Sustainability is therefore much more than just a noble aspiration: what counts is proven ability across all levels. The decisive factor is always a carefully considered and consistently implemented combination of design quality, infrastructure and user behaviour.

Whether structured reusable or open refill: truly effective solutions are user-oriented and stand up to even the most intensive critical scrutiny. Anyone who wants to design sustainable packaging today must create effective systems, demonstrate commitment and pursue a clear goal: minimising negative environmental impacts through smoothly functioning cycles.

Holistic is the magic word. We would be happy to support you in bringing your next packaging innovation to market with a reusable or refillable approach – a solution that impresses everyone, including the environment, retailers and consumers. Simply give us a call or get in touch via our contact form!