Getting Communities into the Refill Rhythm: Findings from user-centred research into mobile refill services

The public concern around plastic packaging and its negative environmental impact has created a strong demand for low-waste shopping. However, for refill to become a mainstream alternative, services need to deliver the same convenience, value, and product information that customers have come to expect from traditional retail.

This report outlines key barriers and enablers for mobile refill adoption and offers practical recommendations for overcoming challenges and enhancing the customer experience, in particular maximising the feelgood factor surrounding refill shopping. Success lies in taking a user-centred approach, designing services that are convenient, well-communicated, and tailored to customer behaviour. Factors such as improved product information, transparent pricing, consistency in service, and a seamless digital experience can significantly increase adoption and retention.

While TOPUP TRUCK is a single example of how a mobile refill service can drive behaviour change, scaling these models will require supportive policy changes and wider collaboration across the industry. Also, what works in one geography may not work in another. By focusing on localised user needs and embedding convenience and value into refill models, innovators can help customers build a sustainable ‘Refill Rhythm’ that sticks.