There is no doubt the demand for refillables has accelerated in recent years, with the concept largely heralded as the silver bullet for cutting plastic waste, from the kitchen to the bathroom, and beyond.
The refill demand has grown alongside consumers becoming more mindful of sustainability. In the UK, 63% of shoppers say sustainability is important to their purchasing decisions, while 57% of consumers reflect on whether a business gives back to society.
However, the culture of consumers having to carry home heavy, messy liquid pouches which are difficult to store, or to make use of the refill stations that require planning, time, and a degree of proximity to the shop itself, is on its last legs.
These solutions that seemed so innovative and ahead of the curve just a few years ago simply don’t fit into modern lifestyles.
The future of refillables
The global refillable packaging market is set to surge from $46.6bn in 2025 to $64.3bn by 2034. But the truth is that not all refill models are made equal.
Traditional refill, such as plastic liquid pouches, typically requires filling up containers in store, which involves planning ahead, scheduling in a big supermarket trip to stock up, and finding space to store everything at home.
In truth, everything from the potential mess to being caught short with no refill when they run out creates a barrier to entry, causing consumers to think twice about changing their habits and routines.
Today’s shopper lives in a world of 24-hour delivery schedules, with shopping done via one click on social media. Traditional refillable models feel outdated in comparison.
Subscription models
The future of refillables lies in subscription-based models and zero-waste refills (instead of floppy, sticky re-use bags). Ultimately it’s a smarter, cleaner, and more efficient approach.
Whether it’s a razor head that arrives through the letterbox each month or a solid bodywash that slots seamlessly into an applicator, these models are designed for modern routines. Ensuring consumers aren’t left empty-handed when a product runs out is key, and these upgraded refill systems give consumers a high-quality experience from start to finish, without compromising on sustainability.
In a telling sign of how quickly consumers are gravitating toward smarter refill models, Unilever’s acquisition of Wild deodorant reflects a broader industry shift. It proves that sustainable, subscription-ready formats are commanding attention and investment at a global scale.
The next wave of refill is smarter, cleaner, and easier. In a world where convenience wins, zero-waste refill and subscription models will allow refillables to maintain momentum in the mainstream.
Michael Brennan, co-founder of Bob
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