Trials by Aldi and Ocado, run under the Refill Coalition led by GoUnpackaged, have shown that reusable packaging systems can not only meet but exceed expectations—achieving up to 57% in-store refill rates and an impressive 86% return rate for reusable containers, even without deposit schemes.
According to an independent life cycle analysis, the reusable vessels outperform single-use plastic after just two reuse cycles.
Aldi trialled in-store refill stations at its Solihull and Leamington Spa locations over a 16-month period. These modular vessels—designed to integrate seamlessly into Aldi’s existing logistics—were projected to replace up to 24 single-use plastic packs each. Ocado, meanwhile, launched a complementary model through its online grocery platform, offering customers returnable containers delivered with their standard orders. These were expected to offset around five single-use packs per item.
The in-store refill model reached a peak 57% refill rate, with average sales share at 30%. Online, Ocado’s reuse options hit 43% of weekly sales at their highest and held a 16% average share. Consumer reception was overwhelmingly positive: 97% of Aldi users found the system hygienic, 89% found it easy to use, and 96% of Ocado customers said they would repurchase. Product ratings consistently hovered around 4.8–4.9 stars.
The trial demonstrates the solutions’ operational efficiency, clear environmental benefit and scalability which are critical steps towards industry transformation.
Staff at Aldi praised the simplicity of restocking the refill stations, while Ocado customers reported 100% satisfaction with cleanliness. The return rates for both models, especially Aldi’s 86% return without deposits, suggest strong consumer buy-in.
The project was funded by Innovate UK’s Smart Sustainable Plastic Packaging Challenge. Aldi ended its pilot in March as planned, citing the expiry of grant funding and limited industry-wide participation as barriers to scaling.
Nevertheless, the Refill Coalition sees the trials as a major step forward.
In a statement from the Refill Coalition, it said: “We are extremely proud of our collective work to design and launch these new refill & reuse systems, which form a key part of the solution to tackling the single use plastics crisis.
“The trial demonstrates the solutions’ operational efficiency, clear environmental benefit and scalability which are critical steps towards industry transformation. Additionally, the sales share and in-depth research provide evidence of the significant consumer appetite for refill & reuse as part of their regular shop.
“We look forward to seeing other retailers and brands taking up these proven solutions, enabling an acceleration towards a reuse future.”
Other retailers involved in the early stages of the project include M&S, Morrisons, Waitrose, Sainsbury’s, and Lidl. The success of these UK pilots aligns with broader global efforts, such as Unilever’s ongoing reuse schemes across South Asia, designed to reduce sachet waste and offer flexible, user-friendly refill options.