Reusable packaging is often considered a system from the past since it reminds us of the milk-man-model but it is sure to come back to the present and will be the future if we are a growing population of consumers. We have to take into account that soon there will be a billion people living on this planet and, knowing that we have limited resources, we need products that create closed cycles.

That is why reusable packaging is currently one of the sustainable solutions that is growing the most. According to the Ellen Macarthur Foundation, “Reusable packaging is a USD 10+ billion innovation opportunity that can deliver significant user and business benefits”. 

WHAT IS THE CRADLE TO CRADLE MODEL? 

The Cradle to Cradle model aims to eliminate and reduce the creation of packaging by reusing it. The main idea is to: return, refill, repeat. 

Key aspects of Reusable packaging:

Packaging as a value asset and part of the technical cycle. This presents an opportunity to change the way we think about packaging from something inexpensive and light to something that can deliver value to users and businesses. 

Engaging with the consumers: reusable packaging is a great opportunity for brands to build stronger relationships with their clients and have a positive impact in their brand. It is very important for reusable packaging to be successful, to include the consumer in the process and to be able to engage with him through creative campaigns that attract them.

Give the consumer access to more products 

THE TYPES OF REUSABLE SYSTEMS

Business-to-consumer reuse models differ in terms of packaging ‘ownership’ and the requirement for the user to leave home to refill/return the packaging. There are two methods: the retail ready products and the refill stations. 

Refill at home

Users receive at home their product to refill through a subscription service. This model works very well for e-commerce as the company can communicate with consumers through the online process. Some examples could be products that are used at home or at the office regularly such as: personal care, home care or beverages. 

The main benefits of this model are:

The transportation can reduce its cost since there is less package and the consumer can also pay less since he doesn’t have to pay for more packaging. 

Businesses can improve their customer service and build long-lasting relations through subscriptions to users. Also users can benefit from higher convenience by reordering automatically. 

Some examples of companies from the personal care sector that are using refillable at home models are Bite, which delivers toothpaste tablets on subscription or Splosh, a shower and hand soap in concentrate format. 

Refill on the go

The consumer can refill the product in store. For example, Ecoware, Body Shop have a fully automated system through an app and a screen or Swiss stores that are testing reusable dispensers for coffee. In low-income marketsm the model can accommodate customers’ since it is a cheaper price and can replace the single-use sachets. 

The main benefits of this model are:

Users’ can adapt to their necessities and refill whenever they desire

Businesses can analyze the dispensing machines to gather data on customer preferences. 

Businesses can reduce the use of transportation. 

Users can also access to some products easily if brands place more dispensing systems around the cities. 

Unilever is currently using this model with cost-attractive refill stations for top-selling hair products at All This Hair Refillery. 

Return from home 

The package is picked at home by a logistics service. This system is particularly good in urban areas with reduced travel distance between deliveries. It also works well with e-commerce that coordinate properly the pick-up of the package with the delivery of a new product. 

The main benefits of this model are:

Better design: users can be attracted to an improved aesthetic of the package. 

Engaging brand actions: brands can develop activities to encourage users to return the package through rewards. 

Optimisation of processes: brands can collaborate with the different cleaning and transportation companies that are near the different pick-up points in order to create a faster service. 

Users don’t need to worry about reordering products through a subscription.  

An example of this model is Signal toothpaste tabs; they are providing toothpaste tablets in a reusable jar with auto replenishment service. 

Return on the go

The consumer buys the product, uses it and returns the package to the supplier. Then the bottles are refilled and sent to retailers or customers. Takeaway companies for coffee, beverages and food have proven to be good candidates for this type of reusable model. 

The main benefits of this model are:

Brands can provide a superior design in order to attract the customer with different aesthetics. 

Businesses can gather data through smart packaging. 

Brands can improve their client-relationship by creating rewards when the package is returned. 

Network collaboration can enable a better service through logistics and cleaning companies. 

In Canada and the US Plaine Products is providing personal care products in reusable aluminum bottles. 

BENEFITS OF REUSABLE PACKAGE

Reusable packaging is a great solution to reduce plastic pollution. By 2025 100% of plastic packaging must be reusable, recyclable or compostable. Businesses have refocused to achieve this goal and therefore this is a big opportunity for brands and packaging suppliers to embrace reusable solutions.

Business potential: reusing packaging can help companies engage with the consumer during the process and build stronger relationships. For example Carrefour has built an engaging initiative by rewarding those customers that reuse their packages. 

Customizing products: in a society where users are more demanding and prefer personalized products, innovative reuse models can provide more attractive packages and also gather more information through artificial intelligence or smart packaging (LINK ARTICLE). Information on user preferences and system performance can be gathered by incorporating digital technologies such as RFID tags, sensors, and GPS tracking into the reusable packaging system.

Climate and other environmental benefits: replacing single-use to reusable solutions can also reduce greenhouse gas (GHG) emissions and other negative externalities. 

Cut costs: packaging and transportation costs can be reduced by supplying refills for reusable containers in compact form such as in concentrates or solids. 

Optimize operations: Economies of scale for distribution and logistics can be achieved through sharing reusable packaging across brands, sectors or wider networks.

CHALLENGES OF REUSABLE PACKAGING

Convincing the consumer to change habits: The consumer needs to take care of the reusable packaging by cleaning it and carrying it to the dispensing spots that is why brands must create a proper experience so that users feel encouraged to use the systems and also attract them to packages that are maybe less impressive than the single-use ones.

Logistics: 

Ensuring that the refills come in packaging. 

Building the necessary dispensing spots so consumers can access easily. 

Developing a system that is able to track the packages and handle payouts.

Establishing local reverse logistics to clean refill and ensure environmental feasibility. 

Product safety: Complying product safety in the dispensing machines and during the transportation of the products.

Foto de Vlada Karpovich: https://www.pexels.com/es-es/foto/manos-vela-taller-hecho-a-mano-6755809/