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 Indicators A. Packaging B. Packaging Types C. Sectors D. Activities E. System Types F. Bulk & Refill National Partners
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.

A. Packaging-linked definitions

Packaging, plastic, return rate

Packaging (PPWR)

PPWR Regulation

Any item, irrespective of the materials from which it is made, intended to contain, protect, handle, deliver or present a product — including sales packaging, service packaging, or items designed to be filled at the point of sale ("service packaging").

Reusable packaging (PPWR)

PPWR Regulation

Packaging is considered reusable where it is conceived to accomplish as many rotations as possible, can be emptied without damage, reconditioned, and safely refilled while maintaining hygiene and safety compliance — while still meeting recyclability requirements at end of life.

Return rate

Zero Waste Europe

Percentage of packaging returned to the starting point at the end of a use cycle. A key indicator of a system's economic viability — a rate above 95% should generally be pursued to make a system economically feasible.

Rotation

European Union

The full cycle a reusable packaging item accomplishes, from being placed on the market to being ready for reuse with another product. Also referred to as a "reuse cycle".

B. Packaging types

Bottles, crates, cups, pallets…

Beverage bottles

Regulation (EU) 2025/40, Art. 2

Sales (primary) packaging intended to constitute a sales unit for the end-user.

Crates

Regulation (EU) 2025/40, Art. 2

Packaging designed to group or transport products — classified as transport (tertiary) packaging.

Cups for beverages

Regulation (EU) 2025/40, Recital 11

Service packaging filled at the point of sale, such as takeaway cups provided with a drink.

E-commerce packaging

Regulation (EU) 2025/40, Art. 2

Packaging used for the delivery of products sold online — generally considered transport packaging.

Food containers

Regulation (EU) 2025/40, Art. 2

Primary packaging intended to hold and protect food products.

Jars

Regulation (EU) 2025/40, Art. 2

Sales packaging forming a sales unit for the consumer, typically for food or cosmetic products.

Pallets

Regulation (EU) 2025/40, Recital 95

Transport (tertiary) packaging facilitating the handling, storage, and transport of grouped goods.

C. Sectors

E-commerce, hospitality, retail, transport

E-commerce

Companies providing reusable packaging to businesses selling directly to consumers via online platforms or distance selling.

Hospitality / HORECA

Companies providing reusable packaging to food, lodging, leisure or event services — on-site or via takeaway/delivery.

Retail

Companies providing reusable packaging to physical points of sale (shops, supermarkets, pharmacies).

Transport / Industrial

Companies active in logistics, warehousing and distribution, B2B and B2C, excluding large transport containers.

D. Activities around reusable packaging

Pooling, brand, cleaning, manufacturing…

Reuse System Management / Pooler

The organisational, operational, technical or financial framework that facilitates and supports packaging reuse — in open-loop or closed-loop systems.

Brand / Producer / Retailer

The economic operator placing packaged products on the market and responsible for the associated packaging, including EPR obligations.

Software Management

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

Packaging Cleaning & Reconditioning

Operations needed to restore the functional state of reusable packaging: cleaning, inspection, repair, and replacement of parts.

Packaging & Label Manufacturing

Physical manufacturing of reusable packaging and identification elements (labels, traceability).

Manufacturer of Collection Services & Infrastructure

Operators that design and operate the physical and logistical infrastructure for packaging collection, transport, and return.

Consultant / Advisor / NGO

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

E. Types of Reusable Packaging Systems

Closed loop, open loop, with or without an operator

Closed-loop system

Packaging circulates under the management of a single operator or cooperative group, without change of ownership. Known and predefined network of participants, predictable return flows, generally lower loss rates.

  • E.g. B2B: a retailer's crates circulating between factories and warehouses
  • E.g. B2C: reusable cups within a café network with return points (e.g. Aarhus, operator Tomra)

Open-loop system with operator

Packaging circulates among an undefined number of participants; ownership may change several times. A central operator (often a pooler) manages reverse logistics at scale.

  • E.g. B2B: pallets managed by an operator on behalf of several producers
  • E.g. B2C: the Statiegeldbeker in Rotterdam, operated by PackBack across a multi-brand network

Open-loop system without operator

No central operator. The system relies on asset standardisation and an active secondary market of independent refurbishers.

  • E.g. B2B: EPAL Europallets / GMA pallets in North America
  • E.g. B2C: the Mehrweg-Pfandsystem in Germany (over 1,000 breweries)
F. Bulk (packaging-free) and refill

Why we don't use the term "refill"

The survey covers what the PPWR refers to as "reuse" and "refill" (Articles 28–29). In practice, "refill" is often confused with "recharge" formats (pre-filled intermediate packaging, such as Love & Green recharges) — whereas the PPWR defines "refill" as the direct filling of a container owned by the end user.

To avoid ambiguity, this study does not use "refill" in its PPWR sense and instead uses the term "Bulk (packaging-free)" — the sale of products without pre-packaging. France has provided a legal definition (Law No. 2020-105, Art. 41): the sale of products presented without packaging, in quantities chosen by the consumer, in reusable containers, in self-service or assisted format.

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.