High-end UK grocer Marks and Spencer (M&S) Food is expanding its “Fill Your Own” trial as British demand for refilling containers in-store continues to grow. UK shoppers are keen to cut out plastic packaging with more than 75 percent of consumers consciously trying to reduce their use, according to new research. Refillable groceries are an increasingly popular solution to support this aim, with two-thirds of consumers more likely to consider using them now compared to this time last year and around one in four (23 percent) shoppers actively seeking retailers that offer this service.

M&S Foods initially launched its Fill Your Own trial last December at a Southampton-based store in England wher it is offering over 44 lines of packaging-free cupboard essentials. These included popular cereals, pasta, rice, lentils, confectionery, coffee, dried fruits and nuts.

Since the pilot began two months ago, 25 out of the 44 Fill Your Own products are selling higher volumes than the packaged alternatives, with shoppers buying over 2,600kg of product to date, notes M&S Food. The best selling products include M&S’s Triple Chocolate Crunch cereal, Whole Scottish Porridge Oats, Basmati Rice, Milk Chocolate Raisins, Single Origin Brazil Coffee and Fiorelli Pasta.

The trial is now being extended in Southampton and there are plans for a Manchester roll out later this month.

Changing behavior
The new research, carried out YouGov, highlights the main barrier to shopping refill and unpackaged groceries is the challenge of finding retailers that offer this service (38 percent). This is followed by the need to carry containers – highlighted by one in five (18 percent) – and the perception that unpackaged seems more expensive than packaged alternatives (14 percent).

M&S says all products offer better value per gram than the packaged alternatives. To help customers adapt to the new shopping concept, the retailer is providing free recyclable paper bags to shoppers without containers to hand and colleagues are available to guide them on filling and weighing the products.

However, behavior change is already starting to take place as customers are increasingly bringing in their own containers or purchasing one from M&S’ range, notes the company. Sales of M&S’ reusable storage containers have increased by 38 percent at the trial store since the pilot launched and by 10 percent across all M&S stores compared to last year.

Reuse and refill in retail
There continues to be an increase in reusable packaging within the retail space as consumers shift their behavior to “bring your own packaging” concepts.
Through the Waitrose trial, called Unpacked, shoppers are encouraged to bring their own containers to transport dried goods such as pulses, frozen fruits and beverages, and pick up packaging-free fruit and vegetables, among other stripped back offerings. Although this “packaging-free” grocery projection is not new, as many smaller independent stores use such a model, it is a notable step towards improved sustainability for a large supermarket such as Waitrose and M&S to take.

M&S Food also report some highlights from the “Fill Your Own Container” scheme.

Family fun: Lots of families are coming into the store to try the Fill Your Own station with children particularly enjoying helping their parents fill their containers as a fun activity during the shopping trip. Returning customers: Since the trial launched, more shoppers are returning to use Fill Your Own and it’s not unusual for them to visit the store daily. Shoppers are passionate about the trial that they’re spreading the word with friends and family and visits are increasing week by week.

Portion flexibility: The scheme offers the flexibility to suit specific needs. For example, shoppers who live on their own find it helpful to buy individual portions for meals, while busy parents can buy specific amounts of products such as lentils or rice for recipes – cheaper than packaged versions. Some younger or more health-conscious shoppers also enjoy being able to buy a handful of chocolates to avoid the temptation of eating bigger packs.

Trying new products: The trial is encouraging shoppers to try new products and find their favorites by sampling different flavors at home, such as dried fruits or cereals, which is particularly helpful for family households with varying preferences.