Presented as an accessible and effective lever for sustainability, the concept of recharging is struggling to get off the ground. In a recent article, Euromonitor, a forward-looking consultancy, takes stock of this trend.
Refilling a shower gel or large-format detergent at home should be as natural as filling a water bottle. In practice, the obstacles are many. “Refilling is often promoted as one of the most accessible and impactful sustainability strategies for consumers and brands alike,” observes Euromonitor. “But like many sustainable initiatives, the reality is more nuanced.”
Some devices, such as in-store recharging stations, are struggling to gain a foothold. Belgian retailer Delhaize recently discontinued them, citing lack of space, hygiene issues, the need to train staff and limited customer adoption. Even online models are hampered by return logistics, freshness, recyclability, etc.
Brands do use flexible eco-refills, but these are often non-recyclable. “Without recyclable materials and PCR content, we risk replacing one waste problem with another,” warns Euromonitor.
Notable successes in certain categories
Despite these obstacles, refills are making headway in a number of well-targeted segments. Where the user experience, product design and perceived value are strong, the format is gaining in popularity.
Perfumery is an emblematic example. Armani, Mugler, Dior, Chanel and Lancôme are among the segment’s locomotives. By 2024, Armani will have the largest market share in refillable fragrances (16%), and the fastest growth among the …
