A survey has found that 87 per cent of people would consider purchasing items through online refill platforms, while 89 per cent expressed interest in trying the experience in physical stores.

Oxford has been identified as having 22 locations listed on Recycle Now’s Refill Locator, ranking it third among UK cities for packaging-free shopping options.

The digital platform currently tracks 675 refill destinations across the country.

A spokesperson from WRAP, senior specialist Lowelle Bryan, commented on the growing momentum around reuse systems in retail.

According to Bryan, nine major UK supermarket chains committed last year to investigating how reusable packaging could be introduced across their bricks-and-mortar locations and e-commerce operations.

Bryan emphasized the importance of raising consumer awareness about the advantages of refillable options to increase market demand.

The Refill Locator provides a straightforward way for shoppers to discover nearby stores offering package-free goods.

Bryan noted that the refill sector has faced challenges recently, and supporting these businesses—as well as innovations being introduced by larger retail chains—could help them establish lasting presence while cutting down on packaging waste.

London leads with 63 refill establishments, followed by Bristol with 27. Brighton and Hove has 21 locations, while Gloucester and York each have 19. Bath accounts for 16, and Exeter has 15.

The citizen recycling tracker was released during Recycle Week 2025. It revealed that 42 per cent of 18 to 34-year-olds who have not yet used refill services expressed interest in trying the approach.

Maya Ellis, who runs The Village Refill in Yarnton, Oxfordshire, reported that refillable household liquids represent their top-selling category.

Ellis explained that products like washing up liquid tend to be popular because they represent a simple household change.

Their product range includes tap dispensers for tahini, refillable cosmetics with organic and natural ingredients, milk and milkshakes on tap, loose frozen goods, and self-service nut butter stations offering various nut varieties.

Ellis acknowledged that trying refill shopping can feel intimidating for first-time customers.

Her recommendation is to finish existing products before switching to refillable alternatives, and to seek assistance from staff members who provide welcoming, judgement-free guidance.

Taking on one refill at a time has become a common mantra at the shop.

Recycle Now is inviting refill businesses to contact WRAP to request inclusion in the Refill Locator.