© 2025
New Reuse Alliance
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We are thrilled to announce that the second edition of the European Reuse Barometer is now published. This evidence-based report draws on data from 115 reuse companies across Europe – up from 90 in 2024 – making it our most comprehensive survey to date. We extend a warm thank-you to all the businesses, organisations and individuals who shared their data and insights. Your input and feedback have made this robust dataset possible. The findings were unveiled in a public session on 4 December at AMI’s Refillable & Reusable Packaging conference in Berlin.
The Barometer is Europe’s leading benchmark of reusable packaging models. Led by New ERA – New European Reuse Alliance with Zero Waste Europe, Planet Reuse and InOff Plastic, it compiles economic, social and operational data from reuse programs across key sectors. In 2025 we went broader and deeper – covering retail, e-commerce, hospitality and transport packaging. The report tracks return rates, funding needs and business models across reusable systems. By running the survey annually, it monitors growth trends and best practices. In all, this year’s dataset – with 115 companies reporting – delivers new, pan-European evidence on how reuse is scaling up.
Only 2% of packaging used by major brands is reusable — despite consumer support and environmental urgency (EMF 2023, The Global Commitment Five Years In). Reusable packaging offers a better path forward, and the Barometer provides the data to unlock it. For example, this year’s study showed that Return rates are already high across many sectors, showing that when systems are in place, consumers return packaging consistently. The best performing sectors are e-commerce and B2C hospitality, where respectively 67% and 58% of companies have return rates higher than 95% – proof that consumers return what they borrow.
By shining a light on these successes (and on remaining needs such as clear regulation and enforcement, support for shared infrastructure, standardised packaging formats), the Barometer gives policymakers, investors and industry the evidence they need to set ambitious reuse targets and support infrastructure. In short, this report informs the next steps for packaging policy and investment across Europe.
We also launched two Belgium-specific Barometer reports. RE‑VRAC Belgium (available in French) is the first “bulk & reuse” barometer in Belgium, a study by Fost Plus and ConsomAction on the bulk/vrac and reuse market. A companion reuse report (in English) covers broader reuse activities in Belgium. These national extensions provide detailed, country-level insight. For example, they show how established logistics and culture give Belgium a strong reuse foundation, and identify where consumer adoption needs encouragement.
These country-specific insights open the door to an exciting next step: developing more national editions in future years. If this is something you would like to explore for your country, please feel free to reach out — we would be happy to discuss potential collaborations.
“The Barometer gave us real intelligence on funding needs and operational gaps. It’s a must-read for anyone willing to reduce the use of single-use packaging.”
— Joan Marc Simon, Founder at Zero Waste Europe
“The European Reuse Barometer gives policymakers the evidence they need: visibility on existing solutions, proof of their environmental and economic performance, and insights to design effective legislation. It shows that reuse systems already works and shows the way on how to scale them faster.”
— Fernando Rodríguez-Mata, Director General of New ERA
The European Reuse Barometer shows even more that the transition to reusable packaging is gaining momentum. Besides the long-standing ‘hidden champions’ of reuse in the B2B sector (transport packaging), we observe an increase in B2C solutions and we see them developing, diversifying & expanding, which is encouraging.
— Marcel Keuenhof, Packaging Expert & Co-initiator of Planet Reuse
115 solutions have been interviewed in the 2025 version, including:
Download the full 2025 Reuse Barometer report (English PDF) – all findings and data analysis.
Explore country-level findings for Belgium –the RE-VRAC (FR) and the Belgium reuse (EN) reports.
To check out the previous edition’s key figures and case studies, download the 2024 edition!
Supported by the 18 national partners and funders, the European Reuse Barometer combines pan-continental scale with local expertise. This collective effort – made possible by our partners and survey respondents – provides a strong evidence base for moving beyond single-use packaging.
115 solutions have been surveyed in the 2025 version, including:
Help shape the future of packaging in Europe. Whether you lead a reuse solution, design policy, invest in circular systems, sell products in single-use packaging and want to explore reusable models, or simply want to stay informed — this is your moment.
You operate a reuse solution? Share your data, be featured, and help shape Europe’s reuse knowledge.
To be sure to be included in the 2026 edition, reach out to francois@inoffplastic.com
Join as a national partner or sponsor — and help expand reuse insight across Europe.
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