Category
Lifestyle
Festive Fusions
Trend cluster
Category
Circular
Pivot
Longstanding brands turn to refillable products to appeal to the modern consumer.
6.2
Trend score
Trend
What is the Circular Pivot trend?
Circular Pivot: Established brands in cosmetics and F&B are using the demand for sustainability as an opportunity for customer retention. Evolving into circular busines models with reusable packaging and refills offer lower costs and promise a sustainable purchase, while increasing the chance of repurchase.
Insight
The consumer insight behind the Circular Pivot trend
F&B and cosmetics industries have been revitalized with a new generation of consumers and the growth of ecommerce, but longstanding brands in these industries are facing competition from new businesses that are more nimble, and can better tap into the Gen Z market. Mainstays in these industries have to replicate that agility to adapt to the shopping habits of younger consumers, who are more likely to shop by brands that share values like sustainability, convenience and inclusion.
Trend themes
Themes within the Circular Pivot trend
Three behaviours holding the trend together01
Circular Business Models
Established F&B and cosmetics brands have adopted circular business models with reusable packaging and refills to lower costs, retain customers and offer a sustainable purchase.
02
Refillable Products and Packaging
Refillable products and packaging help reduce the amount of single-use plastic that ends up in landfills or oceans, save resources in production and cater to the growing demand for sustainable shopping habits.
03
Take-Back Initiatives
Through take-back initiatives, brands like Aveda have been able to repurpose their recycled materials into usable energy and incentivize their customers to curbside recycle their waste products.
Industry implications
What the Circular Pivot trend means for industry
Where the trend changes the playbookFor
Cosmetics
Cosmetics brands have adopted circular business models and refillable products and packaging to appeal to a sustainability-conscious younger generation and compete with more nimble businesses.
For
Food and Beverage
Food and beverage companies have adopted circular business models and refillable products and packaging to appeal to sustainable shoppers.
For
Retail
Retail industries are adapting to the growing demand for sustainable shopping habits and the use of refillable products and packaging through initiatives such as take-back programs and adapting their brick-and-mortar and ecommerce presence to cater to this.
Workshop question
How could your brand better evolve with the needs of the modern consumer?
Trend signals
Trend signals for Circular Pivot
Trend score 6.2 out of 10, from popularity 91%, activity 81%, freshness 15%.
Popularity91%
Activity81%
Freshness15%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Circular Pivot trend
7 featured examples from Sep 13, 2021 to Jul 27, 2023CategoryEco
Sustainable Refill Grocery Stores
Asda Introduced a Refill Store With Loose Format Products
Grocery stores can leverage refill stores' success and launch more sustainable alternatives to traditional packaged goods.
CategoryEco
Refillable Beauty Launches
The Body Shop Debuts Refillable Makeup Packaging with Recycled Aluminum
The beauty industry could benefit from greater innovation in regard to packaging and sustainable sourcing to meet the growing demand for eco-friendly and sustainable products.
CategoryEco
In-Store Supermarket Refills
Loop and Tesco Launched a Refillable Cosmetics Initiative
Retailers have a unique opportunity to position themselves as eco-friendly and align with consumer values by offering refills and sustainable packaging solutions.
CategoryEco
Eco-Conscious Skincare Brands
Kiehl's Mission Renewal Shows its Commitment to People and the World
Personal care product companies can explore refillable formats and sustainable packaging options that align with consumer values and reduce environmental impact.
CategoryBusiness
Product Refill Vending Machines
Nestlé and QYOS by Algramo Created Refillable Vending Machines
The food and beverage industry is presented with an opportunity to reduce packaging waste and promote sustainable practices through the implementation of refillable vending machin…
CategoryFashion
Haircare Take-Back Initiatives
Aveda's Take-Back Program and Refillable Pouches Help Reduce Waste
Beauty and personal care brands can make a significant impact on the environment and consumer loyalty by implementing take-back programs and refillable packaging options.
CategoryBusiness
Low-Waste Shopping Solutions
ASDA, Avery Berkel & Hanshow are Enhancing Sustainability in the UK
Digital retail solutions and low-waste shopping options are transforming the retail industry.
