Beyond the throwaway culture: Helping brands scale reusable packaging with digital clarity

Reusable packaging will not scale just because consumers want to do the right thing. It will scale when returning a container feels as easy as receiving one.

With the impending mandates of the EU Packaging and Packaging Waste Regulation (PPWR), consumer packaged goods (CPG) brands face intense compliance pressure to move away from a traditional single-use mentality. The era of treating circular packaging as a voluntary sustainability claim is over — it is now a core business consideration that directly impacts a company's bottom line and long-term resilience.

Navigating this shifting landscape involves managing high-stakes decisions with limited visibility. To understand how brands can de-risk material transitions and successfully adopt reuse initiatives, we sat down with Peter Jackson, senior global manager of connected packaging at Avery Dennison Materials Group, to discuss the mechanics of circular ecosystems, supply chain visibility and how to build models that consumers actually welcome.

As Jackson explains, the secret to surviving this transition isn't an overnight overhaul of an entire global product portfolio — it is finding technical clarity and starting in a focused way.


Designing a frictionless consumer experience

Implementing a reuse loop looks completely different depending on whether a brand utilizes in-store refill stations or online delivery services. According to Jackson, consumers are becoming more familiar with reusable packaging through sporting events, music festivals and other public venues, but widespread grocery adoption still depends on eliminating store floor friction and making return and collection as effortless as possible.

For Jackson, categories such as homecare items, shampoo and shower gel may offer a practical starting point for reuse models. Because they are purchased less frequently than everyday food essentials, they can give consumers more time to build the habit and mindset around returning or refilling packaging.

Online delivery models overcome this hurdle by leveraging established delivery loops to handle the physical collection automatically. Jackson points to the successful Ocado pilot program in the UK, which began as a proof of concept and has since expanded into a broader operational model. Consumers purchase products in robust containers and seamlessly hand the empty vessels back to the driver during their next routine grocery delivery.

“Within the first six months, it achieved a 30% adoption rate across the initial categories,” Jackson notes. “Going from zero to 30% in a fast-moving segment is a significant number, and it proves that consumers will embrace reuse if you make the experience frictionless.”

The digital backbone of a circular ecosystem

Reusable packaging must be engineered for durability to withstand repeated handling, transport and commercial washing cycles. While this requires more robust materials, it also presents a major brand opportunity to enhance product protection. Flimsy single-use packaging often leads to damaged goods, whereas rigid containers keep food items secure and fresh, reducing waste during a cost-of-living crisis.

However, scaling these systems requires reliable data and visibility across the supply chain. By embedding digital sensors like radio frequency identification (RFID) technology into the packaging, brands gain the precise supply chain visibility needed to manage an entire circular ecosystem.

“By adding a digital element, you know exactly what is happening in your supply chain,” Jackson explains. “You can track how many times a vessel has been washed so you can automatically pull it for recycling after 50 cycles. You can also monitor temperature throughout the journey, which helps reduce food spoilage and accurately resolves supplier liability claims.”

Material science ensures that these tracking capabilities complement a brand's visual identity. Avery Dennison designs permanent labels engineered to remain intact across multiple cycles, alongside specialized wash-off labels. With wash-off technology, the decorative label separates cleanly during the industrial cleaning process, returning a pristine vessel ready for a completely different product and a fresh label next time.

Navigating the regulatory and economic ripple effects

The shift toward circularity is no longer driven solely by consumer demand — it is increasingly shaped by economic and legal realities. Conflict-driven increases in raw material costs are forcing brands to rethink production, while evolving EU regulations and national Extended Producer Responsibility (EPR) schemes are creating stronger financial incentives for more recyclable packaging formats.

Because of manufacturing economics, these regional regulations can have a powerful ripple effect beyond the markets where they apply. Jackson highlights tethered caps on plastic bottles, for example — while legally required in mainland Europe, they are not mandated in the UK. Yet tethered caps have become increasingly common on beverage packaging in the UK because manufacturers choose to standardize packaging formats across markets rather than maintain separate production processes.

“Manufacturers are not going to run two separate production lines just to keep one untethered,” Jackson says. “Legislation pushes one area and then it scales everywhere because it makes the most financial sense for the supply chain.”
To support brands in navigating this changing landscape, Avery Dennison engages with policymakers and industry stakeholders to better understand how digital technologies can support future PPWR objectives.

“We engage with policymakers and industry stakeholders to demonstrate how digital technologies can support the practical adoption of reuse systems,” Jackson explains. “This helps us stay close to regulatory developments and support brands as they prepare for future requirements.”

A practical pathway: Keep it simple and keep it focused

For a large CPG brand, the prospect of overhauling an entire global portfolio to meet 2030 mandates can feel daunting. However, Jackson emphasizes that the most effective way to navigate packaging change is to focus on a consultative, step-by-step approach rather than trying to fix everything at once.

“My advice to brands is to keep it simple,” Jackson urges. “Do not try to cover all brands, all stock-keeping units and all countries on day one. Start small by launching a pilot with a single stock-keeping unit (SKU) in one location.”

A focused pilot gives teams the space to stress-test the solution, build consumer behavior change, identify operational pain points and track clear KPIs, including the financial benefits needed to support broader rollout. Once an initial project proves its value, other parts of the organization — from marketing and manufacturing to the C-suite — can align behind the data. By working with partners like Avery Dennison that bring together material expertise, technology providers and value-chain stakeholders, brands can move forward with greater confidence and clearer decision-making.