DEMO – preview of the 11 November site
Method & definitions · 2026 edition

How the Barometer is built.

The method of the 2026 edition, the indicators of the survey and the definitions used.

In four steps

From the survey to the market insights.

A yearly online survey, checked before publication, read by PPWR category, published as reports and as this website.

1

Data collection

  • For the 2026 edition, an online survey was sent between April and July 2026 to companies providing reusable or refillable packaging solutions, headquartered and operating in Europe.
  • 799 companies were contacted across 18 countries and 130 answered in 2026 (115 in 2025, 90 in 2024).
  • The survey was relayed by the national partners, by direct contact and by newsletters.
More detail

The questionnaire collected self-reported data on company profiles, packaging formats used, operational performance, logistics models, financial indicators, and perceived regulatory and financial barriers.

Across the three editions, 268 distinct companies have answered; 23% of them answered the last two editions and 6% all three. The 2026 response rate is around 16%, the same as in 2025.

The questionnaire runs over five pages and seven thematic blocks: company profile, reuse focus, bulk focus, scope of operations, financials and employment, qualitative feedback, consent. Only ten questions are required, five on the first page and five on the last; the other questions appear only when they apply to the company's model. The first question separates reuse companies from bulk (refill) companies.

The survey was relayed by the 12 national partners. Answers concentrate in France, Belgium and Germany. Participation in Central and Eastern Europe remains low, and some markets, Poland among them, are not yet covered. In Western Europe, national reuse organisations exist. In Central and Eastern Europe, partners more often cover the circular economy as a whole, with reuse as one topic among others. Local partners help to identify local companies and raise response rates, so the network of national partners is meant to grow with each edition.

2

Validation

  • Each submission is checked for internal consistency and against the company's past answers and its peers; outliers are resolved with the company.
  • The weightiest indicators are compared with independently published data (EPR organisations, trade statistics, Eurostat).
  • A confidence note invites readers to flag any inconsistency; confirmed corrections appear in the next update.
More detail

Each submission is compared with the company's own past figures and with peers in the same country, sector and size bracket. Outliers are flagged and resolved with the company: corrected, excluded, or explained as a case study.

The independent sources include EPR organisations (for example Valipac, Fost Plus, Verpact and Citeo), trade statistics (for example Reusable Packaging Europe, CHEP, Euro Pool System, IFCO and RECUP) and Eurostat for market context.

The figures are self-reported, which is the only practical way to collect this level of detail across countries. Self-reported data can be optimistic, which is why these checks are applied. Readers can flag any figure at hello@reusebarometer.eu.

3

Analysis

  • Every figure is drawn directly from the survey answers, with no imputation: a company that did not answer a question is left out of that figure, which states its own sample.
  • Selected figures are set beside external benchmarks from other studies and statistics, listed in the bibliography of each report.
  • Since 2026, results are assigned to the PPWR packaging categories by what the company does with the packaging, not by the format it reports.
  • Refill (bulk) is treated as a separate segment.
More detail

The analysis looks for patterns and trends rather than statistical representativeness, in line with the exploratory nature of the Barometer.

The sample is not yet statistically exhaustive. It leans towards Western Europe and towards micro and small companies. Companies that use packaging, and larger operators, are still under-represented.

4

Market insights

  • European and national reports every year.
  • This website can be used between editions: market insights by theme, the directory of players, the case studies, the LCAs and the library.
  • Individual answers stay confidential; only aggregates are published.
New in 2026

Results organised by PPWR category.

The Packaging and Packaging Waste Regulation (PPWR) is the European regulation that sets reuse targets and refill obligations. Since 2026, the Barometer presents its results by PPWR category instead of by sector (retail, hospitality, e-commerce, transport).

A

Five reuse categories

Transport, Beverage, Take-away, Other: Food and Other: Personal care. The last two carry no binding PPWR target to date and are tracked with the same indicators.

B

Refill as a separate segment

In a refill model, a container is filled at the point of sale. In a reuse system, the operator owns the packaging and puts it back into circulation. Refill is therefore reported separately.

C

Assigned by activity

A category is assigned according to what the company does with the packaging, not according to the packaging format it reports. A company can carry one category, several, or none.

Survey indicators, year on year

What the survey measures, and in which editions.

The questionnaire runs over seven thematic blocks; the six below carry the indicators (the seventh, consent, asks whether the company may be named and featured). Only the ten questions marked with an asterisk are required. A tick means that the edition published a result for the indicator. The 2026 edition reduced the number of questions asked, changed the taxonomy (PPWR categories instead of sectors) and several question formats, so an indicator ticked in several editions is not always asked in the same way.

1. Company profile

Indicator202420252026
Headquarters country–✓✓
Countries of operation✓✓✓
Year the company became active in reuse or bulk✓✓✓
Maturity level (Societal Readiness Level, from concept to in market)✓✓✓
Industry: reuse and / or bulk (refill)––✓

2. Reuse focus

Indicator202420252026
Business model: B2C and / or B2B––✓
Main activity (pooler, brand, software, cleaning, manufacturing, infrastructure, consultant…)––✓
Sectors served (by PPWR category since 2026)✓✓✓

3. Bulk (refill) focus

Indicator202420252026
Activities provided (sales outlet, e-commerce, distribution, equipment…)––✓
Number of bulk references and share of the assortment––✓
Local origin, production distance and losses––✓
Empty reusable containers offered, with or without deposit––✓
Main obstacles (suppliers, price, demand, logistics…)––✓

4. Scope of operations (reuse)

Indicator202420252026
Packaging formats and materials✓✓✓
Standardisation level––✓
Number of uses over the lifetime–✓✓
Cleaning capacity and share of it in use–✓✓
Tracking technology (QR codes, RFID, IoT…)–✓✓
Return rates✓✓✓
Return mechanism (type of deposit)✓–✓
Cost compared with single-use packaging–✓✓
Type of reuse system (closed or open loop)––✓
Units in circulation––✓

5. Financials and employment

Indicator202420252026
Annual revenue✓✓✓
Share of revenue from reuse or bulk––✓
Operating margin✓✓✓
Employees (FTE)✓✓✓
Planned recruitments✓✓✓
Growth outlook and fundraising✓✓–

6. Qualitative feedback

Indicator202420252026
Types of support that would help most–✓✓
Relationship with EPR schemes (Extended Producer Responsibility)––✓
PPWR measures considered most effective––✓
Collaborations with other stakeholders–✓✓
Life cycle assessment (LCA)✓✓✓
Case studies✓✓✓
Main barriers to scaling–✓–
Perceived support of the PPWR and of national rules–✓–

All data is treated confidentially and used only in aggregated form (no individual disclosure), in accordance with the survey's terms of reference.

Reference

Every reuse & refill term, in one place.

38 definitions across 6 groups, each taken from the regulation or body that defines it. Click any term to read its definition and follow the link to the source. Use this page as a reference whenever you meet a reuse or refill term you want pinned down.

Packaging-linked Definitions9
Packaging

An item, irrespective of the materials from which it is made, intended to be used by an economic operator for the containment, protection, handling, delivery or presentation of products to another economic operator or to an end user. This includes items designed to be filled at the point of sale to dispense a product – also referred to as "service packaging" – and single-serve tea, coffee or beverage units used and disposed of together with the product.

Source: PPWR
Plastic

A material consisting of a polymer within the meaning of Article 3, point (5), of Regulation (EC) No 1907/2006, to which additives or other substances may have been added, and which is capable of functioning as a main structural component of packaging – with the exception of natural polymers that have not been chemically modified.

Source: PPWR
Return rate

Percentage of packaging returned to the starting point at the end of a use cycle. A key indicator with major impact on the economics of reusable packaging, as it determines the number of reusable containers that need to be re-purchased. A return rate above 95% should generally be pursued to make a system economically feasible for a system provider.

Reusable packaging

Packaging placed on the market is considered reusable where it has been conceived, designed and placed on the market with the objective of being reused multiple times; can accomplish as many rotations as possible under normally predictable conditions of use; fulfils applicable health, safety and hygiene requirements; can be emptied or unloaded without damage that would prevent further reuse; can be reconditioned per Annex VI, Part B while maintaining its function; allows for affixing labels and safety/traceability information; and fulfils the recyclability requirements of Article 6 so that it can still be recycled at end of life.

Source: PPWR
Reuse

Any operation by which reusable packaging is used again multiple times for the same purpose for which it was conceived.

Source: PPWR
Reuse system

The organisational, technical or financial arrangements, together with incentives, that allow reuse either in a closed-loop or open-loop system – such as a deposit and return system that ensures packaging is collected for reuse.

Source: PPWR
Rotation

The full cycle a reusable packaging item accomplishes, from being placed on the market together with the product it contains, protects, handles, delivers or presents, to the moment it is ready to be reused with another product. Also referred to as a "reuse cycle".

Single-use packaging

Packaging which is not reusable packaging.

Source: PPWR
Standard

A technical specification, adopted by a recognised standardisation body, for repeated or continuous application, with which compliance is not compulsory: an international standard, a European standard, a harmonised standard (adopted at the Commission's request for Union harmonisation legislation), or a national standard.

Source: EUR-Lex
Packaging Types7
Beverage bottles

Sales (primary) packaging intended to constitute a sales unit for the end-user, including bottles used for containing and selling beverages.

Crates

Packaging designed to group or transport products, such as rigid boxes or pallet-containers – classified as transport (tertiary) packaging under the PPWR.

Cups for beverages

Service packaging filled at the point of sale, such as takeaway cups provided with a drink to the consumer, and therefore considered packaging under the Regulation.

E-commerce packaging

Packaging used for the delivery of products sold online or through other distance sales channels to the final user – generally considered as transport packaging.

Food containers

Primary packaging intended to hold and protect food products, subject to design, recyclability and reuse requirements under the PPWR.

Jars

Sales packaging forming a sales unit for the consumer, typically used for food or cosmetic products – falling under the general definition of primary packaging.

Pallets

Transport (tertiary) packaging used to facilitate the handling, storage and transport of grouped goods; explicitly mentioned in the PPWR as an example of reusable transport packaging.

Sectors4
E-commerce

Companies providing reusable packaging to businesses selling directly to consumers via online platforms or distance selling (online retailers, subscription box providers, marketplaces, direct-to-consumer brands).

Linked to:

Hospitality

Companies providing reusable packaging to businesses offering food, drink, lodging, leisure or event-related services, serving consumers on-site or via takeaway/delivery.

Linked to:

Retail

Companies providing reusable packaging to businesses selling packaged consumer goods directly to end users through physical points of sale (shops, supermarkets, pharmacies).

Linked to:

Transport / Industrial

Companies active in logistics, warehousing and distribution – handling, protecting and delivering goods in bulk or grouped formats across the supply chain, both B2B and B2C, excluding large transport containers (e.g. shipping containers).

Linked to:

Activities Around Reusable Packaging7
Reuse System Management / Pooler

The organisational, operational, technical or financial framework – including any necessary infrastructure and incentives – that facilitates and supports the reuse of packaging, in open-loop or closed-loop systems. Pooling (Packaging from Nature) is the sharing of use of a group of standard packaging items, unit load devices or handling assets, facilitated by a third party (the pooler) that owns, manages, tracks, recovers and maintains the pool. "Closed pooling" refers to an arrangement whereby an independent lessor acquires, funds and maintains a pool of reusable assets – which remain its property – and rents them to users.

Brand / Producer / Retailer

The economic operator that places packaged products on the market and is responsible for the associated packaging, including compliance with Extended Producer Responsibility (EPR) obligations and participation in packaging prevention, reuse and end-of-life systems.

Software Management

Digital platforms and IT services enabling tracking, traceability, logistics coordination, and financial settlement of packaging flows across reuse and refill systems.

Packaging Cleaning & Reconditioning

Reconditioning (PPWR) – any operation listed in Annex VI, Part B necessary to restore the functional state of reusable packaging, including cleaning, inspection, repair and replacement of parts. Packaging cleaning refers to the industrial or commercial processes that restore reusable packaging to hygienic and functional standards so it can safely re-enter a reuse cycle.

Packaging & Label Manufacturing

Physical manufacturing of reusable packaging and identification elements (labels, traceability) – including packaging manufacturers as defined under the PPWR, and label manufacturers producing physical or digital identification elements attached to packaging.

Manufacturer of Collection Services & Infrastructure

Operators that design, build and/or operate the physical and logistical infrastructure required for the collection, transport, return and aggregation of packaging in reuse systems.

Consultant / Advisor / NGO

Technical and strategic support provided to industry and public authorities for the implementation of reuse and refill systems.

Types of Reusable Packaging Systems3
Closed-loop system

A reuse system in which reusable packaging circulates under the management of a system operator or a cooperative group of participants, without change of ownership of the packaging [EU Regulation 2025/40, Annex VI]. The network is known and defined in advance, return flows are predictable, and loss rates are generally lower – the highest level of control among the three models. This is the only configuration for which the presence of a system operator is legally required.

Open-loop system with system operator

A reuse system in which reusable packaging circulates among an undefined number of participants, and ownership may change at one or more points in the process [EU Regulation 2025/40, Annex VI]. A central operator (often a pooler) manages reverse logistics – collection, repair, cleaning, redistribution – at scale, without controlling a closed network of participants. This is the typical model for shared pooling systems.

Open-loop system without system operator

Also referred to as a "fungible open system", this model has no central operator. It relies on asset standardisation and an active secondary market: independent refurbishers collect, inspect, repair and reintroduce packaging into circulation without any single entity overseeing the whole system.

Refill / Bulk Activities8
Sales outlet

The point at which the product reaches the person who consumes it. The PPWR calls this actor the final distributor: the natural or legal person in the supply chain that delivers packaged products, including through reuse, or products that can be purchased through refill, to the end user. In bulk retail this is the shop where the customer fills their own container, and the obligation to operate refill stations falls on this actor.

E-commerce

Selling to the end user at a distance rather than across a counter. The PPWR treats e-commerce as a sales channel and not a packaging category of its own: what it defines is e-commerce packaging, the transport packaging used to deliver a product bought online or through other distance sales. For a bulk operator, this is the hardest role to fill without packaging, since the container has to travel.

Transformer

An operator that processes raw products into the goods sold in bulk. EU food-hygiene law defines processing as any action that substantially alters the initial product – including heating, smoking, curing, maturing, drying, marinating, extraction or extrusion, or any combination of these. The survey option carries the spelling “Transfomer”; it is displayed corrected throughout this report.

Producer / Farmer

An operator at the start of the chain, in what EU food law calls primary production: the production, rearing or growing of primary products, including harvesting, milking and farmed-animal production prior to slaughter, as well as hunting, fishing and the harvesting of wild products. In bulk this is typically a producer selling directly, without an intermediary.

Wholesalers

Resale of goods without transformation to retailers, to industrial, commercial, institutional or professional users, or to other wholesalers (NACE Division 46). A wholesaler serving bulk retail supplies the shop rather than the shopper, and is where reusable business-to-business packaging either replaces single-use packaging or does not.

Distributors

Any natural or legal person in the supply chain, other than the producer or the importer, who makes packaging or packaged products available to resellers or end users. In practice the logistics role between the producer and the shop: moving goods, and in a bulk system also moving the empty containers back.

Equipment / Technology supplier

A company that does not sell the product but supplies what makes selling it in bulk possible: gravity dispensers and silos, weighing and tare systems, deposit and return hardware, washing equipment, or the software that tracks containers. No harmonised European definition exists for this role; it is a survey category.

Consultant / Advisor / NGO / Network / PRO

Organisations that support the sector without trading in it: advisers, non-governmental organisations and sector networks, together with producer responsibility organisations – the entities that organise, financially or financially and operationally, the fulfilment of extended producer responsibility obligations on behalf of several producers. In Belgium the relevant PROs are Fost Plus for household packaging and Valipac for industrial and commercial packaging.

Reference

How to cite the Barometer.

The reports and the figures of this website may be quoted with their source. Suggested forms:

The European reportEuropean Reuse Barometer (2026). European Reuse Barometer 2026 – Assessment of the reusable and refillable packaging landscape in Europe. New ERA, Zero Waste Europe and InOff Plastic. reusebarometer.eu The Belgian reportEuropean Reuse Barometer (2026). Belgian Reuse Barometer 2026. Fost Plus, ConsomAction and InOff Plastic. reusebarometer.eu A figureEuropean Reuse Barometer (2026). Figure N – title of the figure. In: European Reuse Barometer 2026. New ERA, Zero Waste Europe and InOff Plastic. reusebarometer.eu

A figure of a report is quoted with its number and the edition, as in the third form above. The 2024 and 2025 reports are cited the same way with their year.