Waitrose expands refillable aisles as Unpacked program increases sales by 20%

03 Jun 2021 --- Waitrose supermarket is reporting its food refillable pilot program “Unpacked” has increased sales by 20 percent in ten weeks by integrating the refillable range into aisles.

Moreover, sales of refillables at Waitrose’s four Unpacked UK stores have grown by nearly 9 percent in the past six months.

A Waitrose evaluation report further shows that customers were “overwhelmingly supportive” of the unpacked initiative: 80 percent of surveyed customers said they would be very likely to shop Unpacked again.

“Feedback suggests customers want to see a broader range of Unpacked products, including more brands, and that Unpacked also helped them do their bit for the environment and feel better about their purchases,” Rachel Edmonds, Unpacked project lead, tells PackagingInsights.

“We are really beginning to find some momentum with customers demonstrating this is how they might be prepared to shop with us in the future,” adds Marija Rompani, Waitrose’s partner and director of ethics and sustainability.

Waitrose introduced the Unpacked program in 2019 as part of its wider plastic reduction strategy. By 2023, the company aims to make all own-label packaging reusable or made from recyclable or home-compostable material.

Keeping supply up with demand
In the past half-year, refillable frozen fruit and vegetables sales have increased by more than half. Detergent and washing-up liquid sales have grown by 24 percent; pulses, pasta and grains have risen by almost 8 percent.

Following Unpacked’s commercial success, Waitrose will add 13 new products to its refillable portfolio. This includes five different varieties of loose tea (Assam, Darjeeling, Earl Grey, English Breakfast and Waitrose Gold). Waitrose eliminated 98 percent of single-use packaging across Unpacked products in the first 11 weeks.

Dried apricots, dried fruit mix, raisins, sultanas and currants will also become available. Popcorn has also launched and from June, frozen peas and frozen sweetcorn will sit alongside the selection of frozen fruit and vegetables already on offer. 

Unpacked was initially only intended to be an eleven-week test at the Botley Road shop in the summer of 2019. Following its success, it was continued there and extended to shops in Wallingford, Abingdon and Cheltenham. 

The selection of refillable products available to customers, includes frozen fruit and vegetables, store cupboard essentials such as rice, pasta and grains, cereals, dried fruit, snacking and coffee, as well as Ecover washing-up liquid and detergent. 

Logistical considerations
Since its conception, Waitrose has been mindful that Unpacked would require time to balance commercial, operational and environmentally sustainable success.

“It not only means a massive shift in how people have shopped for many years is required, but it also means a significant change in the way our suppliers and growers work,” says Edmonds.

“For example, while we still offer lots of loose fruit and vegetables, we know we still have work to do,” she adds. Waitrose has already removed plastic packaging for essential Waitrose-branded broccoli, shallots, celeriac, fennel and sweet potatoes.

In 2021, Waitrose topped the Greenpeace plastic footprint league of UK supermarkets for the second time in a row.In the initial eleven weeks at the Botley Road location, the evaluation report found 98 percent of single-use packaging was eliminated across Unpacked products.

“We are committed to delivering further reductions and continuing to work with our suppliers and farmers to overcome some of the challenges, such as when British produce is out of season,” Edmonds highlights.

Hygiene unforgotten
Refillable stations involve more consumer-touch points, meaning hygiene attention is heightened around dispensers, scoops, handles and tongs.

“All our shops follow strict procedures and standard branch allergen control, including customer notices, cleaning and replenishment protocols,” Edmonds affirms.

The Unpacked program also increased the frequency of cleaning during the pandemic. “The customer container never goes inside the dispensers. The dispensers are filled, then run down and cleaned when empty before being refilled.” 

With respect to food safety and labeling, all allergen information is provided on the tickets and notices across the different areas in line with current legislation. 

Innova Market Insights predicted food safety and hygiene concerns would remain heightened throughout 2021, tipped as its fourth top packaging trend this year.

Reducing plastic waste
Waitrose has taken a multidisciplinary approach toward its plastic waste reduction efforts. Recently, the retailer became a new supporter of The Flexible Plastic Fund, a UK industry initiative aimed at making flexible plastic recycling economically viable for recyclers and easier for consumers. It will host collection points in selected stores across the UK. 

The supermarket chain is also celebrating the achievements of pioneering environmental organizations funded through its Plan Plastic – The Million Pound Challenge project, which has been raising money through a 5p charge on plastic bag sales over the past two years. 

Last year, Greenpeace UK’s Checking Out on Plastics III report found that Waitrose is leading the UK supermarket plastic reduction race but falling short on the recycled content front. In response, Waitrose scrapped a quarter less packaging overall for its Easter confectionery range.

By Anni Schleicher