The inaugural Reuse Barometer reveals a growing reuse industry driven by strongly engaged consumers

Brussels, 23 September – 80% of reusable solutions report return rates above 75% and 65% of solutions operating in the retail sector are profitable, a new report shows.

The report, “European Reuse Barometer”, looks at the economic, environmental, and social impacts of ninety reusable packaging solutions across Europe. This first edition is the only overview of the vibrant and growing European reuse industry. However, challenges like private and public sector adoption should be further pushed to support this transition and achieve scale. 

Nathan Dufour, Reuse Systems Manager | Leader of the ReuSe Vanguard Project (RSVP) at Zero Waste Europe, states:

“Reusing packaging in retail, takeaway and e-commerce sectors isn’t just a smart choice—it’s essential for our planet’s future.  This first edition sets the tone while compiling incredible consumer engagement  experiences and potentially game-changer initiatives at city and national level across Europe. We now need bold policies and targeted economic measures  to help make reusing (packaging) the natural habit of consumers and businesses alike. ”

As the takeaway and e-commerce sectors are working out their profitability pathway when it comes to reuse, there is growing optimism for the future. In the takeaway industry, CLUBZERØ’s life cycle assessment shows that it has saved 2.6 million single-use items from landfills, 39 tonnes of CO2, 22kg of waste, and 260 m³ of water through its use of reusable packaging. Half of e-commerce solutions analysed simplify returns for customers by using national mailboxes for returns.

François Charter-Kastler, General Director of InOff Plastic, adds:

“With around 80% of these solutions reporting return rates above 75%, it’s clear that consumers already interacting with reuse solutions are very engaged.  This shows that consumers interacting with reusable packaging solutions are committed to ensuring that such solutions work smoothly. This is very promising and shows that consumers are quite supportive when offered reusable packaging solutions”.

Financial incentives are effective in increasing return rates for reusable packaging, especially in e-commerce and takeaway sectors where return rates have been shown to exceed 95%. While upfront deposit systems are important in encouraging consumer engagement with reusable packaging (used by 81% of cases analysed), deposit systems that charge a fee if the packaging is not returned after a set period tend to have higher return rates compared to upfront deposits, with 77% of post-paid solutions reclaim packaging within 5 days.

Iara Beekma Reis, Head of Advocacy and Stakeholder Management 

“Financial incentives like deposit return systems and post-paid deposits are game changers for reusable packaging. They make sustainability easy and appealing for consumers by turning returns into savings. This simple shift not only boosts return rates but also drives the adoption of high-quality, reusable solutions, paving the way for a truly circular economy.”

Future editions of the European Reuse Barometer will focus on solutions in Eastern and Central Europe, supported by Planet Reuse’s expanding network. Active efforts are underway to establish local partnerships with organisations in each country and to intensify business outreach, enhancing the granularity and impact of this market analysis initiative. New partners are invited to join in driving sustainable reuse practices throughout Europe.

Marcel Keuenhof, Co-founder, Reusable Packaging Expert at Planet Reuse, concludes:

“Reusable packaging systems are a vital component of our transition to a circular economy. They not only offer substantial environmental benefits but also present significant economic opportunities. By supporting these systems, we can achieve a more sustainable and profitable future for all.”

ENDS

Notes to the editor

• The first edition of the European Reuse Barometer: https://zerowasteeurope.eu/library/european-reuse-barometer/ 
• This edition was published by Planet Reuse, Zero Waste Europe, InOff Plastic, and New ERA.

Press contacts 

François Charter-Kastler, General Director of InOff Plastic & co-founder of Planet Reuse
[email protected]  or  [email protected] 

Sean Flynn, Media Outreach & Communications Officer at Zero Waste Europe: 

[email protected]  or [email protected]  / +32 471 96 55 93

About Planet Reuse
Planet Reuse was established in 2022, being the first European online platform and network bringing together professionals to connect, learn and collaborate on the topic of reuse and reusable packaging solutions. By increasing the visibility of reuse solutions, the possibilities of finding cooperation partners (such as suppliers and service providers) and through an engaged and active community, we aim to accelerate the implementation of reuse solutions and the expansion of reusable packaging infrastructure. This way we can prevent packaging waste, reduce littering, create jobs and reduce environmental impact.

Planet Reuse is a small & dedicated, not-for-profit organisation, consisting of reusable packaging & circular economy experts, funded by Verpact (the Dutch EPR for packaging waste) and the German Ministry for the Environment. Have a free look:

https://platform.planetreuse.eu/p/aboutplanetreuse 

About Zero Waste Europe
Zero Waste Europe (ZWE) is the European network of communities, local leaders, experts, and change agents working towards a better use of resources and the elimination of waste in our society. We advocate for sustainable systems; for the redesign of our relationship with resources; and for a global shift towards environmental justice, accelerating a just transition towards zero waste for the benefit of people and the planet. www.zerowasteeurope.eu