Articles

The packaging industry is entering a decisive phase of transition. Rising Extended Producer Responsibility (EPR) costs, volatile material markets, net-zero commitments, and tightening regulation are prompting organisations to reassess long-standing reliance on single-use systems. At the same time, consumers are increasingly seeking solutions that move beyond recyclability claims toward credible circularity.

Against this backdrop, reuse is shifting from isolated pilots toward coordinated, system-wide thinking. For senior leaders in sustainability, materials innovation, and circularity, the conversation is no longer about whether reuse has potential but about how to make it commercially viable, interoperable, and scalable.

As Lowelle Bryan of WRAP notes, “to truly scale reuse we need a systemic shift away from business as usual” - moving beyond isolated pilots and voluntary corporate initiatives toward coordinated, shared infrastructure. Single-use packaging is highly optimised, cost-efficient, and deeply embedded in supply chains. Transitioning to reuse requires collaboration across retailers, brands, policymakers, and waste operators, supported by sustained investment and regulatory clarity.

Why Large-Scale Reuse Is Gaining Momentum

According to Bryan, reuse now “feels less like experimentation and more like an inevitable next phase of packaging evolution,” driven by financial, regulatory, and commercial developments. Early UK Plastics Pact trials generated valuable learning on logistics, consumer uptake, and product ranges, and this knowledge has been shared across the value chain, accelerating collective understanding.

A major UK initiative is the Reuse Packaging Partnership (RPP), bringing together nine grocery retailers with a focus on interoperable prefill systems. Bryan emphasises that economies of scale - difficult to achieve through isolated pilots - are essential for reuse to become competitive.

Internationally, regulatory frameworks reinforce this trend. In France, CITEO’s dedicated reuse fund channels EPR contributions into infrastructure and pilots, reducing early-stage risk. Valentin Fournel of CITEO highlights that Europe’s Packaging and Packaging Waste Regulation (PPWR), alongside France’s AGEC law, establishes legally binding reuse targets. “These ambitious objectives can only be reached through reduction, reuse, and then recycling,” he explains. Similarly, the Consumer Goods Forum (CGF) and Reposit prefill trial in Ottawa demonstrate that reuse is entering mainstream retail environments, not remaining confined to theoretical models.

Misconceptions and the Economics of Scale

One persistent misconception is that reuse requires total packaging uniformity and loss of brand differentiation. Richard Marriott of Ecosurety challenges this assumption: while standard formats can unlock supply chain efficiencies, reuse does not necessarily eliminate brand identity. He points to Meadow’s innovative personal care and household format that enables reuse without stripping away brand character.

Cost is another misconception. Consumers expect reusable packaging to be cheaper, but as Marriott notes, “anyone who has tried to implement a reuse system has come to the same conclusion. It is hard to deliver it cheaper than single use, especially at low volume.” The shift occurs when brands understand the power of shared systems: pooled washing facilities,shared logistics, and universal return points spread costs across higher volumes, driving down price per use.

France provides an instructive example. Producers already pay into shared waste systems via EPR; redirecting part of that funding toward shared sorting and cleaning sites can dramatically improve viability. Deposit return schemes further show how fees, standardisation, and communication can unlock consumer participation and cost efficiency. The path to competitiveness depends less on isolated innovation and more on system-wide collaboration.

Interoperability: The Foundation for Scale

Across contributors, interoperability emerges as the non-negotiable enabler of scale. Roger Wright of Biffa captures this clearly: “Retailers and their customers want a ‘buy anywhere’, ‘return anywhere’ model to work for them. This is simply not possible without interoperability.” Physically and digitally seamless systems - shared formats, common washing facilities, harmonised consumer journeys - enable higher return rates and operational efficiency.

Fournel adds that standardised packaging formats can reduce costs by up to 30%. However, full uniformity is not the only route to scale. Allowing iconic brand formats in parallel, provided volumes are high, also contributes to competitiveness. Mutualisation and optimisation - rather than fragmentation - determine whether reuse remains niche or achieves national scale.

Designing Systems Consumers Will Repeat

Convenience remains decisive. Contributors consistently emphasise that reuse must be simple, intuitive, and economically comparable to single-use options. Fournel outlines key design principles:

· Clear, easy-to-use systems

· Price parity with single-use options

· Shared communication across stakeholders

· Accessible, visible return infrastructure

· Incentives such as deposits to reinforce habit

France’s ReUse project, for example, introduced a universal purple communication design to create instant recognition at point of sale. Bryan reinforces this point: reuse must be “frictionless and at least as convenient as disposable alternatives” to reach mass adoption.

The Role of Policy and Speed

While regulatory momentum is building, policy design will determine how quickly reuse scales. UK EPR currently offers limited incentives; fee modulation and exemptions for reusable packaging could strengthen the business case. Evidence is beginning to emerge to support this transition. Go Unpackaged’s Reuse Infrastructure Modelling Report, published in 2024 with input from an advisory panel including WRAP, sets out a data-driven pathway to achieving a 30% reuse target in UK grocery retail. The modelling shows that, with coordinated infrastructure and EPR savings, reuse can deliver both environmental and commercial benefits at scale.

Marriott notes that reuse requires longer investment cycles and higher upfront risk compared with incremental packaging changes. Clear economic signals - through fee modulation, ring-fenced infrastructure funding, or defined targets - increase producer confidence. Fournel highlights France’s AGEC requirement that Producer Responsibility Organisations dedicate 5% of turnover to reuse development, ensuring funding during the early, less profitable phase. Rapidly reaching economies of scale is essential for cost-competitive reuse.

The shared concern is speed: without coordinated action, fragmentation could slow progress and delay competitiveness.

A Convergence Moment for Reuse

Wright describes the current landscape as a convergence of “regulations, readiness, and rising costs.” Historically, reuse pilots often lacked one of these elements. Today, they are beginning to overlap.

Reuse is not yet fully mature at scale. The business case continues to evolve, infrastructure must expand, and consumer behaviour must stabilise. But the direction of travel is increasingly clear. For sustainability leaders, the coming years represent a pivotal period. Organisations that collaborate across shared systems, invest in interoperable infrastructure, and align with emerging regulation will be better positioned as reuse transitions from pilot to platform.

Join the Leaders Shaping the Next Generation of Reusable Systems

Be part of the global conversation at the Rethinking Materials Summit, taking place April 28–29, where brands, policymakers, waste operators, innovators, investors, and recyclers will come together to accelerate the transition to reusable and circular packaging systems.

This is your opportunity to:

· Collaborate with industry pioneers shaping interoperable reuse models

· Discover practical insights from large-scale reuse trials and infrastructure innovations

· Influence policy and commercial strategies driving the next wave of circular packaging

· Connect with global leaders committed to sustainability, efficiency, and innovation

Don’t miss your chance to help define the next decade of material innovation and scale reuse across industries. Register now to secure your place and be part of the movement transforming packaging for a circular future.