Major Retailers Expand Refill Station Concepts in Europe in June 2025
In 2025, leading retail players across Europe are fully embracing refill station initiatives, marking a significant shift in the refill station market. In response to mounting regulatory requirements and consumer expectations for packaging, leading supermarkets, and FMCG companies are implementing large-scale pilot projects across Europe.
The UK Refill Coalition, comprising Aldi, Ocado, Waitrose, and Morrisons, reported a robust performance from ongoing trials in June 2025. During that year, Aldi's refillable dry goods pilot continued to show that refillable formats captured over half of the sales in the dry goods category. Furthermore, Ocado’s online refill system attained a 43% basket share, accompanied by an 86% container return rate. All these 2025 developments show strong consumer demand and operational potential in the Refill Station Market.
Unilever is expanding its multi-brand refill zones in partnership with Asda. The Leeds flagship site offers refillable options for Persil and Radox and plans to expand to seven more UK stores by 2025. Unilever's refill strategy has been a success, outperforming single-use formats in some categories by over 30%. This success further underscores its importance in the 2025 refill station market.
