Closed Loop Partners and U.S. Plastics Pact Identify Top 5 Consumer Product Categories Poised for Near-Term Reuse Success in U.S. Retail

New York, NY, March 11, 2025 – Today, Closed Loop Partners’ Center for the Circular Economy, in partnership with the U.S. Plastics Pact and its network of more than 120 businesses, retailers, not-for-profit organizations, government agencies and research institutions, released new insights to support the ongoing expansion of reuse in the U.S. The report, Getting Ready for Reuse in Retail: An Actionable Guide for Consumer Product Categories Most Likely to Succeed for Reuse in the U.S., identifies five high-priority product categories primed for near-term implementation of reusable packaging––including food, personal care, home care and more. This serves as a guide for businesses looking to pinpoint packaging formats best suited for reuse, to help meet single-use waste reduction goals.

The report is released at a time of increased scrutiny on the economic and environmental impact of single-use packaging in the U.S. Every day, 225,000 tons of single-use packaging are used in the U.S. Research and in-market tests over the last decade have shown the importance of reuse in recovering material value. However, implementing reuse requires significant shifts in operations and infrastructure, reverse logistics and consumer education. To advance a successful shift to reuse, it is critical to begin with categories that show the most immediate potential to meet intended environmental, operational and financial goals.

Retail stores––as central hubs of consumer interaction––are uniquely positioned to lead this transition to reuse. They can scale reuse systems that can transform the way Americans shop, while minimizing ecological impact. This study analyzed the 10 consumer product categories that account for over 90% of purchased packaged goods sold in U.S. grocery retail stores, and identified the top five retail categories best suited for near-term adoption of reuse:

• Prepared food packaging in retail, such as salad bars, snack bars and rotisserie chickens;
• Fresh produce containers, especially if pre-cut and packed locally and manually;
• Beverage bottles for localized supply chains like milk and dairy, leveraging legacy reusable packaging supply chains;
• Home care product bottles, such as liquid-based floor cleaners and detergents, which often are already in durable containers;
• Personal care product bottles, such as soaps and shampoos, especially if they can leverage similar return infrastructure as bottles from beverage or home care products.

The report delves into insights and opportunities within each category, including its potential to deliver environmental benefits, and achieve operational alignment and consumer acceptance.

“Reuse is at a pivotal point of development in the U.S. To get to the next phase of scale, it is critical to align concerted efforts around target categories,” said Kate Daly, Managing Partner and the Head of the Center for the Circular Economy at Closed Loop Partners. “With collaborative and coordinated work that reimagines our supply chains across retail sectors, we can transform the way everyday products are used and recovered, paving the way to a future where reuse is an everyday norm in the U.S.”

Since 2018, the Center for the Circular Economy has been testing diverse reuse solutions in retail stores and restaurants across the U.S., in partnership with many of the world’s most influential organizations. In 2023, the Center wrapped its largest returnable bag program and bring your own bag program, led by the Consortium to Reinvent the Retail Bag. In 2024, the Center launched the Petaluma Reusable Cup Project, led by the NextGen Consortium. This was the nation’s first citywide program to offer reusable to-go cups to every customer with no deposits or fees. Since then, significant progress has been made to inform the design of systems that make reuse an everyday reality.

The Center began its collaboration with the U.S. Plastics Pact in 2023, engaging the customer bases of 16 reuse innovators participating in the U.S. Plastics Pact’s Reuse Catalyst Program, and studying early adopter behavior to discover five key insights on how reuse systems can be positioned to create the most appeal for consumers.

“Collaboration across the value chain is essential to addressing the complex challenge of plastic waste, as no single brand or retailer can drive systemic change alone,” said Jonathan Quinn, CEO of the U.S. Plastics Pact. “This research is an important step in exploring reuse as one strategy to reduce plastic waste, providing insights that can help advance collective action and support a range of scalable solutions.”

While this report highlights five retail product categories that are most primed for a near-term transition to reuse, other retail categories present opportunities for the long term. However, before scaling to other categories, it is important to begin with those primed for the switch, and gather insights to inform further implementation.

In the coming year, the Center will continue scaling reuse solutions through its in-market activations and research to make reuse an everyday reality in the U.S. Furthermore, as a direct result of this report, the U.S. Plastics Pact will launch a precompetitive initiative to facilitate brands and retailers in shifting one product category to reuse in retail.

Learn more about Closed Loop Partners’ Center for the Circular Economy here.

Learn more about the U.S. Plastics Pact here.

About the Center for the Circular Economy at Closed Loop Partners

The Center for the Circular Economy is the innovation arm of Closed Loop Partners, a firm at the forefront of building the circular economy. The Center executes research and analytics, unites organizations to tackle complex material challenges and implements systemic change that advances the circular economy. The Center for the Circular Economy’s expertise spans circularity across the full lifecycle of materials, connecting upstream innovation to downstream recovery infrastructure and end markets.

Since 2018, the Center for the Circular Economy has worked with leading brands, retailers, reuse operators and public partners to innovate, test and scale diverse reusable packaging solutions in retail stores across the U.S.

Learn more about the Center for the Circular Economy at https://www.closedlooppartners.com/the-center/.

About the U.S. Plastics Pact

The U.S. Plastics Pact (U.S. Pact) brings together businesses, not-for-profit organizations (NGOs), government agencies, trade organizations, and research institutions that work together toward a common vision of a circular economy for plastics, as outlined by the Ellen MacArthur Foundation’s New Plastics Economy Initiative. This vision aims to ensure that plastics never become waste by eliminating the plastics we don’t need, innovating to ensure that the plastics we do need are reusable, recyclable, or compostable, and circulating all the plastic items we use to keep them in the economy and out of the environment.

The U.S. Pact’s latest strategic plan, Roadmap 2.0, includes a target dedicated solely to reuse. After publishing different resources, including Unpacking Customer Perspectives on Reusable Packaging, in partnership with the Center, and also the Design for Reuse Playbook and Reuse Policy Benchmark in the past year, the focus of this new target is to facilitate the enabling of reuse at different levels of the industry.

Learn more about the U.S. Plastics Pact at https://usplasticspact.org/.