The Circular Economy in Practice: How Refill & Reuse Models Are Reshaping UK Retail

Author: Sam Graves, Marketing Manager & Sustainability & Champion, Pattesons Glass
Published: 14 January 2025 | Reading time: 12 minutes

Sam Graves has over 12 years’ experience in sustainable packaging within the UK glass industry. He has advised major supermarket chains and FMCG brands on transitioning to circular packaging systems and holds a Master’s degree in Environmental Management. Sam is a member of the UK Refill Coalition and regularly contributes to WRAP’s industry working groups on reuse infrastructure.

Executive Summary

UK retail is moving decisively away from the linear “take–make–waste” model. What was once framed as a sustainability ambition has now become a commercial and regulatory necessity, driven by Extended Producer Responsibility (EPR), Deposit Return Scheme (DRS) complexity, rising material costs, and consumer pressure for credible action on waste.

Refill and reuse systems are no longer speculative. Supermarkets, FMCG brands, and online retailers are actively testing operational models that treat packaging as a durable asset, not a disposable cost. While many early pilots have struggled, a clear pattern is emerging: reuse can scale only when it is standardised, operationally simple, and supported by the right material choices.

This article examines how reuse models are evolving in the UK, why pre-filled return systems are proving most viable, and why glass is uniquely suited to long-term reuse, particularly for food and beverage categories. It also explores the role of experienced packaging partners such as Pattesons / Jars & Bottles in enabling reuse systems that are practical, compliant, and future-proof.

Key Findings at a Glance

For decision-makers evaluating reuse strategies:

✓ Most scalable model: Pre-fill return systems (consumers shop normally, return empties)
✓ Glass durability: 25-30 commercial reuse cycles, with optimal systems exceeding 40 cycles
✓ Regulatory timeline: EPR takes effect 2025, making reuse financially advantageous
✓ Cost driver: Standardised formats essential—bespoke designs increase washing costs significantly
✓ Consumer behaviour: Glass packaging drives higher participation in reuse schemes

Full analysis with evidence follows below.

1. Why Reuse Has Become a Strategic Imperative

1.1 Regulation Is Repricing Packaging

What is Extended Producer Responsibility (EPR)?

EPR is UK legislation requiring producers to pay the full net cost of managing their packaging waste, covering collection, sorting, and recycling. Taking effect in 2025, EPR transfers financial responsibility from local authorities directly onto brands, with reusable packaging expected to attract significantly lower fees than single-use formats.

UK packaging regulation is undergoing structural reform under EPR, fundamentally altering the cost equation for packaging decisions. Packaging is becoming a balance-sheet decision and businesses now have to actively manage EPR their costs. 

→ Source: UK Government, Extended Producer Responsibility for Packaging

UK Deposit Return Scheme (DRS) Complexity:

The UK’s fragmented DRS approach creates operational challenges:

• England: Glass excluded from DRS
• Scotland: Glass excluded from DRS
• Northern Ireland: Glass excluded from DRS
• Wales: Glass INCLUDED in DRS

This divergence creates different compliance obligations for brands operating across UK nations. Parliamentary analysis has highlighted the operational risk this fragmentation creates for retailers and suppliers.

→ Source: House of Commons Library, Deposit Return Schemes

For many brands, this regulatory uncertainty is accelerating interest in voluntary, closed-loop reuse systems that sit outside single-use DRS requirements altogether.

1.2 Circularity as Cost Control

What is the financial case for reuse systems beyond regulatory compliance? Reuse offers long-term financial resilience. WRAP reports that UK grocery retailers are increasingly focused on pre-filled reuse models because they remove single-use packaging from shelves whilst reducing long-term system costs through asset retention and shared infrastructure.

→ Source: WRAP (2024), UK’s largest grocery retailers set sights on prefill

By circulating packaging assets across multiple cycles, brands reduce exposure to volatile raw-material and energy markets—an increasingly attractive proposition in an inflationary environment. As suppliers like Pattesons Glass observe from working with brands transitioning to reuse, the economics shift fundamentally once containers complete 3-7 cycles—the typical break-even point where reuse becomes both environmentally and financially advantageous over single-use alternatives.

2. The Reuse Models Taking Shape in the UK

2.1 Refill-in-Store: High Visibility, High Friction

Bulk refill aisles have become the most visible expression of circular retail. However, large-scale trials by major supermarkets have revealed significant barriers: staff labour, slower shopping experiences, hygiene concerns, and high operational costs.

Asda’s decision to exit several refill trials underscores a wider industry reality: refill-in-store struggles to scale in mainstream, high-throughput retail environments.

→ Source: Green Retail World (2024), Refill rethink: Asda exiting refill trials

Whilst refill-in-store remains effective for niche retailers and specific categories, it is unlikely to become the dominant reuse model for mass retail.

2.2 Pre-Fill & Return: The Most Scalable Architecture

What is the most scalable reuse model for UK retail?

Pre-filled returnable containers where consumers purchase products as usual and return empty containers for industrial washing and refilling, demonstrate the highest scaling potential. This model requires minimal behavioural change and integrates easily into existing retail infrastructure, making it the most viable path to mass-market reuse.

Tesco’s high-profile reuse trial with Loop demonstrated strong customer interest but ultimately failed to achieve economic viability due to bespoke container designs and inefficient reverse logistics.

→ Source: Tesco PLC (2023), Reuse Report

The key lesson was not consumer resistance, but system design: reuse does not scale when every brand uses a unique container format.

In contrast, Ocado’s partnership with the UK Refill Coalition focuses on shared, interchangeable vessel formats integrated directly into its existing delivery and return infrastructure eliminating the need for customers to make special return trips. By using pooled formats rather than bespoke designs, Ocado’s approach addresses the specific operational inefficiencies that undermined the Loop trial: reduced washing infrastructure costs, simplified reverse logistics, and elimination of custom tooling expenses.

→ Source: Ocado Retail (2023), Reusable Packaging Scheme Launch

Comparison of UK Reuse Models

The table below summarises the operational realities of each model currently being tested in UK retail:

The evidence from major retailer pilots demonstrates that pre-fill return systems offer the best balance of consumer convenience and operational viability for mainstream retail deployment.

3. Why Glass Is the Anchor Material for Reuse

3.1 Built for High-Cycle Use

How many times can glass containers be reused in commercial systems?

Purpose-designed glass jars and bottles regularly achieve 25–30 reuse cycles in commercial systems, as documented in lifecycle assessment reviews of European reuse schemes. Finland’s national deposit return system achieves 33 cycles on average (PALPA 2023), whilst optimised systems can exceed 40 cycles. This substantially outperforms reusable plastics, which typically degrade after 10-15 cycles due to scratching and material fatigue.

Lifecycle analysis shows that once glass exceeds its breakeven point (typically 3-5 reuse cycles in efficient systems) it delivers a lower overall environmental impact than single-use alternatives. Recent studies on wine bottles demonstrate environmental benefit over single-use after just one reuse cycle.

→ Source: Food Packaging Forum (2023), Life cycle assessment shows benefits of switching to reusable glass

3.2 Inertness, Hygiene, and Flexibility

Glass is chemically inert. It does not absorb flavours, oils, or detergents, allowing the same container format to circulate across different products and brands—a prerequisite for pooled reuse systems.

It also tolerates industrial washing at high temperatures, making it suitable for food-grade reuse, hot-fill product packaging, and pasteurisation – applications where many plastics fall short. This makes glass jars particularly well-suited to reuse systems for food producers.

3.3 Consumer Trust Drives Participation Rates

Consumer participation is the ultimate success factor in reuse. City to Sea’s March 2024 UK consumer survey (n=2,037, nationally representative) found that 75% of consumers believe reuse must replace single-use, with 64% agreeing that reusable, refillable and returnable packaging systems are more effective at reducing waste than recycling. The survey also revealed that 83% of consumers are concerned about plastic packaging in their weekly shop, up from 75% in 2021.

Further research by City to Sea (2023) shows that 48% of UK consumers are prepared to pay a deposit for products in returnable packaging, demonstrating strong financial willingness to participate in reuse schemes.

→ Source: City to Sea (2024), Attitudes towards refill and reuse in the UK

In reuse systems, packaging becomes a long-term brand asset. Glass retains its clarity, weight, and premium feel over time, whereas worn plastics often signal degradation and reduced quality. This is why traditional milk bottles have maintained consumer confidence in doorstep delivery services for decades. This trust advantage translates directly into higher return rates – the critical metric determining whether reuse systems achieve economic viability.

However, these consumer benefits can only be realised at scale when operational systems are designed for efficiency, which brings us to the critical role of system design and shared infrastructure.

4. Designing Glass Systems for Scale: Physical Requirements and Shared Infrastructure

4.1 Physical Design Requirements for Reuse-Ready Glass

For reuse systems to be economically viable, packaging must be engineered for durability and operational compatibility:

• Durable enough for repeated handling – thicker walls and reinforced bases prevent breakage during multiple circulation cycles
• Easy to wash and dry industrially – wide mouths, smooth internal shoulders, and minimal embossing facilitate efficient cleaning
• Aesthetically timeless – designs that remain appealing across years of use maintain brand value
• Compatible with shared closures – uniform neck finishes enable interchangeable twist off caps across brands

Wide mouths, smooth internal shoulders, thicker walls, and wash-off labelling are design requirements for circular retail.

Many successful schemes are built around classic, robust designs such as Orcio or Verrine-style jars, which can be easily washed, refilled, and returned to circulation multiple times. Selecting jars with lids that use common neck finishes further simplifies reverse logistics and reduces system costs.

4.2 Standardisation and Shared Infrastructure Is The Only Path to Scale

Reverse logistics and washing infrastructure are the most expensive components of reuse systems. Parliamentary and retailer evidence shows that unique container shapes dramatically increase costs, reducing wash-line efficiency and inflating transport emissions.

Pooled, interchangeable formats that can be washed, refilled, and redeployed across brands without complex sorting are essential for economic viability. When multiple brands use the same base container formats, washing facilities can operate at higher throughput, transportation becomes more efficient through better stacking, and brands avoid the capital risk of bespoke tooling.

International evidence demonstrates this approach: Finland’s standardised deposit return system achieves 97% return rates with bottles refilled 33 times on average (PALPA 2023), Denmark’s scheme operates at 92% collection efficiency with 25% of bottles in reusable formats, and Germany processes 94% of PET containers through shared infrastructure. Ontario’s Beer Store achieves 97% return rates with glass bottles reused 15+ times before recycling.

This shared-infrastructure model also maintains the consumer trust advantages of glass discussed earlier: consistent, recognisable containers signal system maturity rather than experimental pilot schemes, reinforcing participation.

This is where experienced glass partners become critical. Suppliers like Pattesons / Jars & Bottles, with established ranges of robust, reuse-ready glass formats, enable brands to enter circular systems without custom tooling investment—whilst remaining compatible with emerging pooled wash networks across the UK.

Common Questions About Glass Reuse Systems

Based on conversations with brands evaluating reuse strategies, these are the most frequent questions we encounter:

What is the difference between EPR and DRS in the UK?

Extended Producer Responsibility (EPR) requires producers to pay the full net cost of managing their packaging waste, covering collection, sorting, and recycling. The Deposit Return Scheme (DRS) is a specific system where consumers pay a deposit on drinks containers, which they reclaim when returning the empty container. EPR applies to all packaging; DRS currently applies only to specific beverage containers and varies by UK nation. As explained in Section 1.1, the divergent DRS approaches across UK nations are accelerating brand interest in voluntary reuse systems.

How many times can glass jars and bottles be reused in commercial systems?

As detailed in Section 3.1, purpose-designed glass containers in well-managed reuse systems typically achieve 25–30 cycles, as documented in lifecycle assessment reviews of European schemes. Finland’s national system achieves 33 cycles on average (PALPA 2023), with some optimised formats exceeding 40 cycles. The actual cycle life depends on handling procedures, washing conditions, and the robustness of the original design.

Why did Tesco’s Loop trial fail if consumers were interested?

Section 2.2 explores this in detail: the trial demonstrated consumer willingness to participate in reuse, but failed economically due to system design issues. Bespoke container formats increased washing costs, reverse logistics were inefficient, and the lack of interchangeable formats prevented pooled infrastructure. The lesson was operational, not behavioural.

Which UK retailers are currently running reuse trials?

As of January 2025, Ocado is operating a reusable packaging scheme with the UK Refill Coalition (see Section 2.2), recently expanded to include liquid detergents and fabric conditioners. Greene King trialled glass bottle returns across 22 pubs in North-West England (August 2024), collecting 14,000-22,000 bottles weekly with a 98% collection rate. Marks & Spencer has been running pre-filled returnable packaging trials in six stores since 2023. Several independent retailers and online specialists continue to operate successful reuse systems, particularly for local and organic products.

Is glass suitable for all product categories in reuse systems?

Glass excels in food and beverage reuse due to its chemical inertness, heat tolerance, and hygiene properties (Section 3.2). It is particularly well-suited for products requiring hot-fill processing, pasteurisation, or where flavour integrity is critical. For non-food categories, glass works well for cosmetics and home products, though weight considerations may favour lighter materials for bulk-distributed goods.

What happens to glass containers that break in reuse systems?

Broken glass is collected separately and recycled through conventional glass recycling streams. Well-designed reuse systems factor in breakage rates (typically 3-8% per cycle) and maintain buffer stock to ensure continuity. The environmental impact of occasional breakage is far lower than producing new single-use containers for every fill.

How does Wales’ inclusion of glass in DRS affect reuse systems?

Wales’ decision to include glass in its DRS creates operational complexity for UK-wide brands, as different rules apply across nations (Section 1.1). However, voluntary closed-loop reuse systems can operate independently of DRS requirements, offering brands a unified approach across all UK markets without navigating fragmented deposit regulations.

Conclusion: Reuse Is Here to Stay and Glass Is the Foundation

The UK retail sector is moving from experimentation to execution. Refill-in-store will remain a niche. Refill-at-home will grow selectively. But pre-filled, returnable systems built on shared glass formats are emerging as the most credible route to scale.

For decision-makers, the message is clear:

• Reuse is no longer optional under EPR
• Glass offers the durability, hygiene, and consumer trust required for high-cycle systems
• Shared formats and pooled infrastructure are non-negotiable
• Local, expert partners are essential

The brands that treat reuse as infrastructure rather than a campaign will not only survive regulatory pressure—they will define the next era of UK retail.

About the Author and Pattesons Glass

This analysis draws on direct experience supporting UK brands transitioning to circular packaging systems. Jars & Bottles, part of Pattesons Glass, has over two decades of experience supplying food-grade glass containers to UK retailers and manufacturers. The company is an active member of UK glass industry sustainability working groups and contributes to WRAP’s reuse infrastructure development programmes.

Regulatory note: This article reflects UK packaging regulation and reuse system status as of January 2025. EPR and DRS implementation timelines are subject to government confirmation. Always consult current official guidance when making compliance decisions.