Featured in this report: Climate change & environment, Charity & not-for-profit, Qualitative, Market research in-depth interviews, Ethnography, Sustainability, Behavioural science
The study was conducted across two Asda stores, focusing on both ‘refill on the go’ and ‘return on the go’ behaviours. Phase one highlighted key obstacles including customer uncertainty, difficulty understanding price differences, and limited engagement with the experience. These insights informed phase two interventions, which included targeted on-shelf signage, reassuring messaging, and in-store promotional activity designed to make the experience approachable, clear, and enjoyable.
Results demonstrated that well-designed interventions could significantly increase participation, with a 46% rise in refill zone transactions during the pilot, alongside improved engagement with participating brands. Crucially, the research emphasises the need for sustained visibility, clear pricing, and support to help citizens build long-term refill habits.
This report provides actionable insights for retailers and brands aiming to scale reuse and refill systems, highlighting practical steps to overcome barriers, increase uptake, and support the UK’s transition away from single-use plastics.
