- London* tops UK’s refill spots with 63 stores followed by Bristol 27, Oxford 22, Brighton & Hove 21, Gloucester 19, York 19, Bath 16, Exeter 15, Swansea 14 and Bournemouth 13
- Nearly nine in ten people would try in-store or online refill shopping, with reducing single use packaging being a key motivation**
Recycle Now’s citizen recycling tracker finds huge interest among the public to try packaging-free refill shops and ditch single-use packaging. And to make refill shopping even easier, Recycle Now - in partnership with 6 refill brands - has mapped the locations of hundreds of refill stores throughout the UK from Brighton to Edinburgh.
Charting 675 places on the Refill Locator, the online tool shows shops within a 25-mile radius of your postcode and where alternative returnable options are available for home delivery. According to its data, the most refill shops can be found in London with 63 stores followed by Bristol 27, Oxford 22, Brighton & Hove 21, Gloucester 19, York 19, Bath 16, Exeter 15, Swansea 14 and Bournemouth with 13 locations.
Shoppers can use the Recycle Now Locator to pinpoint their local refill shop in seconds for a range of items from cleaning products to personal care, and from store cupboard essentials to gift ideas.
The range of locations supports the number of shoppers interested in alternatives to single-use disposable packaging. The latest citizen recycling tracker, published during Recycle Week (2025), found that close to nine in ten people interviewed would be motivated to shop this way (87% online to 89% in-store). And when it comes to taking our own packaging into a shop to refill, it’s the older generation who are most open to reusing packaging – but the younger generation who are already taking packaging back to refill.
25% of those aged 18-34 say they have taken their own packaging to a refill in-store in the last few years, compared to 8% aged 55 plus. Interest is high in both age groups though, with 42% of 18–34-year-olds who have never tried refill shopping keen to, and 56% aged 55-plus also keen to try shopping this way.
Overall, slightly more women are open to this form of shopping compared to men (55% vs. 47%) - but more men have already shopped this way in the last few years (15% compared to 13% women). The recycling tracker survey also highlights common ways in which people are already avoiding excessive packaging with the humble bar of soap returning to many bathrooms. Over half of people (56%) use bars while just over half (51%) regularly refill reusable coffee or water bottles, 35% buy concentrated cleaning products and a quarter (25%) have used a dry shampoo or condition bar in the last few years.
Lowelle Bryan Senior Specialist WRAP which runs Recycle Now said, “We’re starting to see greater movement on reuse across the industry. For example, last year nine of the UK’s largest grocery retailers pledged to examine how reusable packaging could be implemented across their stores and online. To support these industry efforts, we must also inform citizens about the benefits of reuse, to drive up demand.
“The Recycle Now Refill Locator makes it easy to find your nearest refill store and try this way of shopping. You’ll be amazed at the range of goods available and how convenient it can become to become a refill shopper. The sector hasn't had the easiest time of late and by supporting these businesses, and the innovations coming into our larger high street stores, we can help them become permanent fixtures and reduce packaging waste.''
The benefits of refilling
When properly managed, plastics can be a part of a circular economy of packaging however it’s estimated that 11 million tonnes of plastics enter the oceans annually. Plastic packaging is responsible for 40% of this plastic waste and is the biggest source of leakage into the environment (WEF New Plastics Economy). We need to change our relationship with packaging - remove and reduce it where possible and switch from single-use to refillable or reusable formats; one of the biggest ways to reduce plastic pollution.
Moving to reuse models could reduce annual plastic leakage into the ocean by 20% by 2040 (Breaking the Plastic Wave, 2020) and if every UK home refilled just one item each week it would remove 1.4 billion single-use packaging items every year (The Big Plastic Count 2024, Greenpeace & Everyday Plastic).
Beyond reducing waste, reusable and refillable packaging also reduces demand for new packaging, lessening the extraction of virgin materials and associated greenhouse gas emissions. It can save shoppers money by enabling them to buy only what they need and slashes the amount of packaging they have to contend with at home. The difficulty these stores and retailers face is competing with a heavily optimised single use system that’s cheap and efficient.
We need a systemic shift away from this model, which requires investment in infrastructure and a supportive regulatory environment.
Laura Ford, Sustainability Director, Faith In Nature said, “Refillable solutions are a natural extension of what Faith In Nature has always believed in, that caring for ourselves shouldn’t come at the expense of the planet. By offering a range of refill options across our personal care and household product range, from shampoo to washing up liquid, we’re helping people reduce single use packaging in a way that fits naturally into everyday routines. Providing refillable formats isn't just an alternative, it’s a vital step towards making sustainable choices more accessible, while helping people save money, and reduce their environmental impact in the process.”
Jessica Rimoch of Jarr Market (shops in Stoke Newington and Herne Hill) “For anyone starting out, our advice is simply give it a go. Keep a few of your empty jars or containers - anything works - you can bring an empty shampoo bottle and get shampoo without buying more plastic. Lots of people are surprised we stock superfoods like organic spirulina, protein powders, lion's mane and psyllium husk at a fraction of the cost.”
Patrick Cermak, co-owner, The Source Bulk Foods, London – (seven stores across London) “Don’t overthink it or make it too complicated. Start small and aim to refill one or two items. On your next visit it’ll feel more natural and rewarding and you can add a few more containers. It’s about building a habit. And you don’t need matching jars - any container can work. Shopping in our stores is about taking the time to shop mindfully and connect with the food because our format means you see and buy the food for what it is, not because of the packaging. It’s a more conscious shopping experience.”
Shiv Misra, Owner of Kindly of Brighton, “Kindly has been helping to lead the way in the refill revolution. Our number one tip is to bring your own containers! Save those empty jars and tubs and the things that generate packaging waste at home and start refilling them instead. We have products including foraged ingredients, many with interesting backstories like soups made of quality surplus produce. As a plant-based shop, we have a large variety of meat and dairy alternatives and all our fresh produce is organic, and mostly packaging free - rare in Brighton. Our dairy-free milks are the most popular products and we have a huge variety.”
Anwen Bowers, Managing Director, Zero Green, Bristol, “The biggest step is walking into a refill shop for the first time. It’s a good idea to take just one jar or bottle on your first visit, to get used to the process - refilling washing-up liquid is a great place to start. Lots of customers just refill their cleaning liquids or spices which don't need refilling every week, so you can bring them in whatever suits your routine. Our most popular product is our peanut butter, which people make themselves in our peanut butter machine. It’s a really fun, hands-on thing to do especially for families that want to help children connect with where food comes from. Fresh peanut butter tastes incredible and has much more flavour. A great thing about buying new or unusual products in a refill shop is you’re free to buy a very small amount if you just want to try something out.”
Maya Ellis, Owner, The Village Refill, Yarnton Oxfordshire “Refillable household liquids are our most popular product, I think because it’s an easy household switch. Especially washing up liquid, everyone needs washing up liquid! We also stock tahini on tap, refillable organic and natural make up, milk and milkshakes on tap, loose frozen foods, and make-your-own nut butter in a range of nuts. These are just a few! We know refill can be daunting. Our advice to somebody starting out with refill, is to use up what you have first, then consider swapping for a refillable option. We offer friendly, non-judgemental advice in store. One refill at a time is something we say a lot!”
Recycle Now is encouraging refill shops to get in touch via WRAP to be added to the Refill Locator.
Accelerating reuse is a core ambition of WRAP’s upcoming UK Packaging Pact, with a dedicated goal focused on scaling reuse across the UK. This will be key to ensure industry and regulation work together and move faster.
Notes to Editor
*Location data kindly provided by our partners at M&S Refilled, Ecover, SUMA, SESI, BioD and Faith in Nature. It is likely that other stores operate that are not supplied by these wholesalers, therefore this list is not exhaustive and may not include some smaller stores. Numbers of stores include businesses within a 25-mile distance of the named location. This is based on the functionality of the Recycle Now Refill Locator which details all outlets within a 25-mile search radius of a postcode – or online if none are located.
**WRAP UK Recycling Tracker - Spring 2025 page 7
Visit the Recycle Now Refill Locator
Single-use plastic packaging has negative impacts on the environment throughout its life cycle. It contributes to biodiversity loss at fossil fuel extraction sites, and results in the emission of greenhouse gases during extraction, processing, production, transport, energy and water consumption, waste generation. If not managed properly at end of live, it can also leak into the environment (Uni of Portsmouth).
WRAP is a global environmental action NGO catalysing policy makers, businesses and individuals to transform the systems that create our food, textiles and manufactured products. Together these account for nearly 50% of global greenhouse emissions. Our goal is to enable the world to transition from the old take-make-dispose model of production to more sustainable approaches that will radically reduce waste and carbon emissions from everyday products. To do so we examine sustainability challenges through the lens of people’s day-to-day lives and create solutions that can transform entire systems to benefit the planet, nature and people. Our work includes: UK Plastics Pact, UK Food and Drink Pact, UK Textiles Pact and the campaigns Love Food Hate Waste and Recycle Now. We run Food Waste Action Week and Recycle Week.
About Faith In Nature - Founded in 1974, Faith In Nature is a UK-based natural personal care company committed to harnessing the power of nature. The brand is known for its use of naturally derived ingredients, vegan formulations, and environmentally responsible packaging. In 2022, Faith In Nature became the world’s first company to appoint Nature to its Board of Directors, reinforcing its mission to give the natural world a voice in business decision-making.