With more awareness among consumers around sustainability and packaging waste, we can expect to see more companies pushing refillery concepts, like Shiseido’s Ultimune Fountain which launched in Tokyo last year.
However, this concept may not always work, especially for mass market products.
“Typically, a mass market brands won't be able to have in store refill, because it takes too much cost per square metre in retail,” said Henry.
As such, this will lead to the development of jumbo or family-size products, so consumers won’t have to keep throwing away packaging.
On the other end of the spectrum, there is also a demand for minis. “This takes us back to the digital trend. Because consumers cannot try products first, brands can give them the option to buy a smaller size first, lessening the risk before buying a full-sized product.”