In June 2026, Amcor, a well-renowned leader of responsible packaging solutions, completed new consumer research exploring attitudes towards refill packaging in the personal care sector across Europe.
Drawing on insights from 2,749 consumers surveyed across six major European countries, the research reveals that refill packaging is now well established across personal care categories, including shower and bath products, haircare, and handwash liquid soap. With the growing usage of refillable pouches by consumers in their daily routines, the demand for refillable pouches has hiked, with 66% of consumers reporting purchasing a refill pouch within the last year. Along with durable reusable bottles, refill pouches allow consumers to maintain a similar product experience and also aid in reducing packaging waste.
Research states that sustainability and affordability have a major influence on the purchasing decisions of a consumer. The research also states that around 8 in 10 consumers expect refill products to cost less than the original packaged product, while on the other hand, the remaining consumers say they will prefer purchasing refills in the future if the prices are lower.
Sustainability has always topped the basic expectations and requirements of consumers. Over two-thirds (81%) of respondents say they are more likely to buy personal care refill pouches if they are recyclable, while 74% are more likely to purchase refills made using recycled plastic.
Together, these findings suggest that consumers seek refill solutions that combine environmental benefits with tangible value for money.
Today, consumers are preferring refillable solutions, but visibility and distribution remain a visible barrier to product demand. The research conducted observed readings such as 45% of consumers have clearly stated that they would have purchased more refillables if they had found them in the store nearby to them, or if they could have purchased them online easily. It immediately highlights an opportunity for retailers to stock up on refillable options to make it a win-win situation for the retailers as well as the consumers. Along with refillables, the retailers can also stack rigid bottles and jars on shelves to improve visibility and encourage their purchase as well. The research also observed that around 49% of the respondents who didn’t prefer buying refillables stated that they didn’t find refillables of their preferred products, limiting potential adoption.
Product visibility also aids brand recall, captures impulse purchases, and reduces the mental efforts required for consumers to make a decision. Factors such as prominent placement drive the demand for any product immediately. Visibility also allows a product to stand out in the market and allows consumers to make purchasing decisions accordingly.
Growing consumer awareness has helped in the widespread adoption of sustainability, but at the same time, convenience should not be compromised for the same. This is the consumer mentality today. The research found that convenient habits are usually followed for a longer time by consumers, reflecting stability. Perceived product waste from spills (35%) and messiness during refilling (29%) were named as key frustrations. These challenges highlight the importance of integrated refill systems, where refill pouches and reusable bottles are designed to work together to enable a cleaner and more intuitive refill experience.
An example is the combination of Amcor's AmPrima refill pouch paired with the Mocha bottle and Wave pump – engineered as a compatible, recycle-ready system. Together, they help deliver a clean and convenient refill experience while reducing total packaging material use.
The research also observed that33% of the respondents didn’t have any issues with the refillable pouches and packaging. It is a brighter sign for brands to make some loyal consumers and keep them loyal towards the brands through their sustainable products that are hygienic and easy to use. Allowing consumers to use the same bottle and refill it with a refillable pouch can make the whole procedure easily accessible and a daily part of a consumer’s routine, along with encouraging them to support the use of refillables and maintain sustainability.
Geoffrey Gendebien, Marketing Manager for Home and Personal Care at Amcor, says: “Refill packaging is becoming an increasingly familiar part of consumers’ personal care routines. The research shows that sustainability remains highly important, but consumers also expect refill systems to deliver on convenience, usability, and value.”
Lara Alemany, Product Line Director in Wellness and Beauty at Amcor, continues: “Consumer expectations are not the only factor driving the growth of refill packaging. Regulations such as PPWR (the Packaging and Packaging Waste Regulation) are also accelerating the move towards circular packaging systems across Europe, making refill formats an increasingly important focus for personal care brands.”
31 July 2026
30 July 2026
30 July 2026
30 July 2026