DEMO — reusebarometer.com
Methodology & Partners

How the Barometer is built.

The methodological approach, the official definitions used (PPWR 2025/40, Zero Waste Europe, New ERA), the survey indicators, and the network of 18 national partners that make this data collection possible every year.

Methodological Approach

A mixed, validated and documented collection.

The European Reuse Barometer method combines a quantitative online survey with a qualitative consolidation of the data, structured around three complementary analytical lenses.

01

Online survey

Between July and October 2025, the survey was distributed to companies working on reusable packaging, headquartered or operating in Europe. 710 companies contacted, 115 responses — a 16% response rate, shaped partly by the level of detail requested, the timing coinciding with the summer break, and the Barometer's still-limited visibility among larger companies. The questionnaire covers company profile, market maturity, product mix, logistics model, and perceived regulatory or financial barriers.

02

Validation & consolidation

Responses are cross-checked to ensure internal consistency. To complete the 2025 dataset, data from 56 companies that participated in 2024 but not in 2025 was reincorporated when the information remains stable over time (e.g. year founded) or serves as a useful comparison (e.g. sector of operation). The source of each data point (2025, 2024, or combined) is specified in the caption of each figure.

03

Indicator development

Each survey question is transformed into a measurable indicator for annual monitoring, spanning five analytical dimensions: company characterisation and packaging used, economic and financial indicators, industry maturity and readiness, regulatory and institutional context, and operational and systemic levers.

04

Coverage & focus countries

Companies were contacted directly by InOff Plastic as well as through each national partner. While the survey was open to all of Europe, a concentration of responses was observed in France, Germany and Belgium, enabling more granular analysis for these three markets — without excluding other countries, whose representation is expected to grow in future editions.

05

Representativeness & limitations

The sample is not statistically exhaustive: strong coverage in retail, B2C hospitality and e-commerce; still-emerging representation in transport and B2B hospitality. The geographic distribution skews toward Western Europe, and the company-size profile remains largely composed of micro and small-to-medium enterprises. Some figures are shown in absolute numbers rather than percentages, to avoid a single response distorting a small sectoral sample.

06

Reliability

Indicators rely on self-reported data, whose accuracy may vary. Cross-checks nonetheless ensure coherence and comparability across responses. The survey provides a reliable overview of the diversity and maturity of the European reusable-packaging industry, and serves as a solid baseline for future editions.

New in 2025: with the contribution of Fost Plus and ConsomAction, this edition piloted national sub-reports for the first time — two reports dedicated to bulk and reuse in Belgium were published alongside the European analysis. Further country-specific reports are anticipated for future editions.

2026 Survey Indicators

Five sections, ~20 harmonised indicators.

The survey is divided into 5 sections. To save time, only questions marked with a * (5 on the first page, 5 on the last) are required.

1. Company profile

  • Name, website, headquarters country, countries of operation
  • Year the company became active in reuse / bulk
  • Maturity level (Societal Readiness Level, from Concept to In Market)
  • Industry: reuse and/or bulk (packaging-free)

2. Reuse focus

  • Business model: B2C and/or B2B
  • Main activity (Pooler, Brand, Software, Cleaning, Manufacturing, Infrastructure, Consultant…)
  • Sectors served (e-commerce, retail/FMCG, hospitality, events…)

3. Bulk (packaging-free) focus

  • Activities provided (sales outlet, e-commerce, distribution, equipment…)
  • Number of bulk product references, share of overall assortment
  • Local origin, production distance, loss rate (spillage, expiry)
  • Availability of empty reusable containers (with or without deposit)
  • Main implementation obstacles (suppliers, price, demand, logistics…)

4. Scope of operations (reuse)

  • Packaging formats and materials (up to several references)
  • Standardisation level, average number of cycles over lifetime
  • Maximum annual cleaning / reconditioning capacity, utilisation rate
  • Tracking technology used (QR codes, RFID, IoT…)

5. Financials & FTEs

  • Annual revenue, share linked to reuse/bulk
  • Current FTE headcount and planned recruitment over 2 years

6. Qualitative feedback

  • Most useful types of support (financial, regulatory, technological…)
  • Relationship with EPR schemes (Extended Producer Responsibility)
  • PPWR measures considered most effective to support scaling
  • Existing collaborations, presence of a life cycle assessment (LCA)
  • Case studies and success stories to feature in the report

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: E-commerce packaging (PPWR) – transport packaging used to deliver products sold online or through other means of distance sales to the end user.

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: Take-away packaging (PPWR) – service packaging filled at attended points of sale with beverages or ready-prepared food for transportation and immediate consumption, typically consumed from the packaging; Hospitality packaging (New ERA) – reusable packaging for hotels, restaurants (incl. takeaway/delivery), bars, events, canteens, theme parks and recreational facilities; and HORECA sector (PPWR) – Accommodation and Food Service Activities per NACE Rev. 2.

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: Retail packaging (New ERA) – reusable packaging for the sale of packaged goods (food, beverages, cosmetics, home and personal care products) to consumers at the point of sale.

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: Transport packaging (PPWR) – packaging conceived to facilitate the handling and transport of one or more sales units or a grouping of sales units, excluding road, rail, ship and air containers.

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.

Network

18 national partners.

This edition of the Barometer was created with the help of 18 national partners throughout Europe. They play a key role in strengthening the Barometer's quality and relevance at country level, helping ensure broad participation from reuse companies in their network by disseminating the survey.

Belgium

ConsomAction

ConsomAction is the Belgian federation of professionals in the bulk goods and packaging reuse sector. It represents and gathers stakeholders committed to reducing waste, from producers to consumers, around a packaging-free, local, ethical and low-impact model. From content to container!

Belgium

Fost Plus

Since 1994, Fost Plus has driven Belgium's shift to sustainable packaging by improving design, boosting sorting and recycling, and fulfilling the Extended Producer Responsibility of its 5,000 members to build cleaner, circular material chains.

Estonia

Zero Waste Estonia Foundation

Zero Waste Estonia SA empowers organisations and individuals to thrive in their efforts toward sustainability. With a mission to unite communities, raise awareness, and drive meaningful change, it works toward a waste-free world.

France

Réseau Vrac et Réemploi

Réseau Vrac & Réemploi brings together stakeholders of bulk sales and reusable packaging in France. It fosters the development of the industry through advocacy, standardization, studies, a trade fair, and communication campaigns.

Germany

Mehrwegverband Deutschland

The Reusable Packaging Association Germany (RPAG, Mehrwegverband Deutschland e.V.) unites ~100 members working on reusable systems, research, logistics, material solutions, and advocacy to prevent packaging waste and to close packaging material loops. RPAG fosters collaboration across sectors and shares legal and practical expertise.

Greece

Resilient Planet

Resilient Planet helps businesses turn sustainability into strategy. Through engaging workshops and practical tools, it empowers teams to act on climate, embrace circularity, and build resilient, future-proof organizations.

Italy

Giacimenti Urbani

Giacimenti Urbani is an Italian association promoting circular economy and waste reduction by reusing materials, extending product lifecycles, and fostering community-based sustainable practices.

Latvia

Zero Waste Latvija

Zero Waste Latvija is an NGO that brings together sustainability enthusiasts to make life without waste in Latvia a norm, promotes principles of zero waste lifestyle and circular economy, and seeks to reduce the environmental impact of pollution caused by Latvian society.

Poland

Polskie Stowarzyszenie Zero Waste

The Polish Zero Waste Association works to raise public awareness about resources, prevent waste generation at the source, promote a zero-waste lifestyle, and encourage shifts in production and consumption patterns towards a circular economy.

Portugal

Circular Economy Portugal

Circular Economy Portugal (CEP) is a non-profit that promotes the circular economy through awareness, training, and consultancy. Its mission is to empower people, organizations and public entities to adopt systemic and collaborative circular practices.

Slovakia

Inštitút Cirkulárnej Ekonomiky

Institute for Circular Economy (INCIEN) is a non-profit organization focused on supporting the transition to a circular economy. It cooperates with local governments, companies, and the public, produces analyses and publications, and builds capacity in the field of circular economy.

Denmark

MAPP Centre

MAPP is a leading interdisciplinary research centre at Aarhus University with 30+ years' experience. With 25–40 researchers, it studies food-related behaviour and perceptions and has strong EU, Nordic, and Danish collaborations with academia, industry, and NGOs.

Slovenia

Ekologi brez meja

Ekologi brez meja is one of the leading Slovenian NGOs dedicated to improving the state of the environment — focusing on efficient resource use and active citizenship. Most of its activities deal with promoting waste prevention and minimization.

Spain

Es Reutiliza

Es Reutiliza is the Spanish Alliance for Reuse, which aims to promote public policies, action frameworks, and awareness-raising activities aimed at promoting the development of packaging reuse systems and bulk sales in Spain.

Switzerland

Durabilitas

Durabilitas is an independent Think & Do Tank engaged for a sustainable Switzerland. Since 2022, it promotes packaging reuse by fostering science-to-society knowledge transfer, coordinating industry actors, and advocating for better framework conditions.

The Netherlands

Verpact

Non-profit created in 2023 from the merger of Afvalfonds Verpakkingen, Nedvang and KIDV. Verpact is the Dutch EPR organisation for packaging, coordinating collection, recycling and waste prevention while supporting companies in meeting their obligations.

United Kingdom

GoUnpackaged

GoUnpackaged is the UK's leading consultancy specialising in reuse and refill, helping clients across the supply chain to reduce their single-use packaging footprint by transitioning to reuse, undertaking research & advising governments on reuse policy.

Czech Republic

INCIEN

INCIEN (Institute of Circular Economy) is a non-profit organization active since 2015. It promotes circular economy by helping businesses, municipalities, government, and communities cut waste, reuse resources, and innovate sustainably.