Regulators in Europe and North America are implementing new waste-reduction laws that require consumer goods companies to adopt reusable packaging systems. In the European Union, a new regulation mandates that 10% of most beverages be sold in reusable containers by 2030 and bans single-use plastic packaging for most fresh produce under 1.5kg starting that same year. These legislative shifts follow previous industry attempts at reuse programs that often failed due to high operational costs and low consumer participation.
Current initiatives are testing various models, including standardized containers shared by rival brands, centralized washing facilities, and deposit-refund schemes. In Mechelen, Belgium, six major supermarket chains began a six-month trial in April using shared reusable boxes for mushrooms. Meanwhile, in Ottawa, Canada, companies including L'Oreal, Procter & Gamble, and Unilever are participating in a trial involving 50 different personal care and cleaning products sold in standardized, returnable bottles.
The success of these programs remains dependent on infrastructure and consumer habits. Germany currently reports return rates of 95% for refillable glass bottles and 99% for refillable PET bottles, supported by an established regional network of reverse vending machines. France has also begun allocating approximately 50 million euros annually from producer fees to develop shared reuse infrastructure, such as collection logistics and industrial washing sites, to lower the barrier for companies and consumers.