September 23, 2025 – Interest in refillable options is rising in the global food and beverage market, due to increasing consumer demand and the regulatory push for sustainable packaging solutions. Consequently, brands are exploring methods to reduce single-use packaging, without sacrificing convenience. While refillable packaging is gaining popularity among eco-conscious consumers, it remains a niche in the market because these modes of packaging are best suited for a specific type of product, such as dry goods. Nevertheless, recent launches are introducing innovative formats, such as paper-based refillable packets and containers designed for multiple lifecycles. Innova’s report, “Trending in Refillable Packaging in F&B” analyzes these trends and how functionality merges with sustainability preferences of consumers.
Paper-Based Packs
As consumers become more interested in sustainability, brands are offering more products with refill-like behavior in simple formats. Paper-based packaging exemplifies this refillable packaging trend, as it is a convenient solution for dry beverages like instant coffee. Amcor, a global leader in responsible packaging development and production, has introduced their AmFiber paper refill packs that promote recyclable paper packaging. These new packs offer curb-side recyclability in several European countries, due to their 85% fiber content. In 2024, Nestle also embraced the paper packaging trend, introducing new, fully recyclable packaging for brands like Nescafe that weigh less than the traditional glass jars and use less plastic. Therefore, these highlight the opportunity for scalable, fiber-based packaging innovation in the global food and beverage market.
Revolutionize Spice Refills
Flatpacks contribute to more sustainable and efficient kitchen practices, by offering resealable, compact packaging options for spices. Designed for easy storage, they support low-waste replenishment and reflect a shift toward practical, everyday packaging solutions. According to Innova’s social media research, consumers are resonating with the easy-to-store and resealable elements. Brands like Spice House also offer consumers the option of having flatpacks delivered to their door, further emphasizing the format’s convenience.
Circular Packaging Models
Refillable packaging trends show that consumers are also being drawn to circular packaging, which extends the lifecycle of products used in their daily routines. According to Innova’s research, leveraging these models will be key to the future of sustainable packaging. Ocado, an online grocery store platform, is one example of a brand aiming to reduce waste by introducing refillable containers for shelf-stable products. The containers are designed for more than 60 reuse cycles, and the company estimates that using just one container per week could eliminate over 1.4 billion single-use packs per year. Circular models like this offer a new path for food brands looking to affordably scale their sustainable packaging.
Another example can be seen in the beverage market, where brands are innovating with closed-loop packaging processes. Double Mountain has introduced its 500 ml reusable beer bottles that offer a more sustainable way to enjoy craft beers. Through their refillable bottle program, consumers can return empty bottles to participating retailers to be professionally cleaned, sanitized, and then reused up to 25 times. Thus, this initiative underscores an opportunity to target consumers who seek both quality products and environmental responsibility.
Quality in Sustainability
Consumers are drawn to solutions where sustainability, quality, and savings go hand in hand. One method to build loyalty and target environmentally conscious consumers is to offer the same trusted value in a more convenient and affordable format. Lato Milk, for example, is a brand that combines sustainability with trusted nutrition. The brand’s 700g refill packs for their Instant Whole Milk Powder help to reduce waste, while maintaining the same high-quality product that families rely on at an affordable price. Reflecting refillable packaging trends, when it comes to the dairy category, consumers tend to be cautious of refillable products, due to the lack of widespread guidance on cleaning the containers or ensuring safety. Therefore, communicating clear instructions on safe refill practices can further strengthen consumer trust in product quality and eco-friendly benefits.
Packaging Built to Last
Another refill-focused approach to beverage packaging is the use of refillable aluminum bottles. Brands like PATH are capitalizing on these refill formats, giving consumers a low-waste solution to hydration needs. At local grocery retailers, consumers can choose from PATH’s fun flavor combinations of sparkling water, including raspberry orange, lemon-lime, and grapefruit mango that come in multicolored aluminum containers. Therefore, by combining bold, fruit-forward flavors and colorful packaging with a refill-system, PATH demonstrates a more sustainable and low-waste option for hydration habits that also excites consumers, reflecting refillable packaging trends.
What’s Next in Refillable Packaging?
As refillable packaging is becoming more popular, manufacturers should develop durable, smart containers to provide consumers with more functional and sustainable options. Integrating smart features like QR codes can enhance the consumer experience by making it more personalized and interactive. In addition, collaborating with eco-conscious influencers can further amplify messaging, since they can demonstrate how refill systems can be integrated into modern lifestyles. Brands should also encourage user-generated content highlighting real-life refilling routines, to boost consumer engagement.
This article is based on Innova’s Trending in Refillable Packaging in F&B – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more