South Africans are often described as resilient and are able to innovate when life becomes challenging.
The cost-of-living crisis that consumers across the country face is one such hurdle, and it affects the poorest households most.
Companies like Smartfill and Skubu are giving consumers the ability to refill empty bottles, such as dishwashing liquids and detergents at a lower price when compared to other major retailers.
Refill shopping has moved beyond its traditional niche as an environmentally conscious retail trend, with affordability increasingly emerging as the driving force behind adoption among South African consumers.
The shift is already becoming visible in mainstream retail, with Smartfill refill stations being piloted by two of South Africa’s largest grocery retailers, Shoprite and Pick n Pay.
The model allows consumers to purchase only the amount of a product they need and can afford, rather than buying a complete packaged product. For households under increasing financial pressure, that can mean accessing familiar household brands without having to find the money for a full bottle or packet at once.
Smartfill, a retail technology company focused on refill and reuse solutions, said analysis of more than 70 000 transactions across multiple markets shows that affordability, rather than environmental concerns, is the primary reason consumers choose refill.
Nevo Hadas, CEO of Smartfill, said the change represents a significant shift in the way consumers view refill.
“Across developing markets we've seen refill evolve from a niche concept into an increasingly important part of the retail conversation. Consumers are looking for convenience and value, and refill delivers both,” Hadas said.
“For many shoppers affordability is the primary motivation, while for retailers refill is one of the few models that can simultaneously lower costs for consumers, reduce packaging waste and create new opportunities for growth,” he added.
From sustainability to affordability
Smartfill’s experience across South Africa, Zambia, Bangladesh and Kenya suggest that the economics of refill may be more important than environmental messaging when it comes to driving mass adoption.
That is particularly relevant in South Africa, where household budgets remain under pressure and consumers are increasingly looking for ways to make their money go further.
Rather than purchasing a fixed quantity determined by the manufacturer, refill allows consumers to decide how much they want to spend or how much product they require.
For a consumer who cannot afford an entire bottle of washing powder, for example, the ability to purchase a smaller quantity can make the product accessible while still allowing the household to use a familiar brand.
Hadas said the motivation behind refill has changed considerably.
“The conversation has changed. Initially refill was driven almost entirely by sustainability. Today we're seeing affordability become the catalyst for adoption. Consumers quickly recognise that bringing their own packaging allows them to spend less while continuing to buy trusted brands. Sustainability becomes an additional benefit rather than the primary motivation,” he said.
Major retailers are taking notice
The growing emphasis on affordability is also changing the way retailers and FMCG brands approach refill.
Smartfill refill stations are currently being piloted in Shoprite and Pick n Pay, indicating that refill is being considered as part of the broader retail experience rather than simply as an environmental initiative.
Internationally, major supermarket groups including Tesco, Carrefour and Aldi have introduced or expanded refill and reuse initiatives.
The Ellen MacArthur Foundation has also identified refill and reuse systems as an important mechanism for reducing single use packaging, while emphasising that these models need to be integrated into existing shopping habits and provide value for both consumers and retailers.
For retailers, the attraction extends beyond sustainability.
Refill can potentially lower packaging requirements while creating an additional route to market and giving consumers more flexibility around how much they buy.
For FMCG brands, meanwhile, refill can create an opportunity to reach consumers who may otherwise choose a competing product because of price.
Smartfill's transaction data suggests that this can translate into significant changes in market share.
“One of our most compelling findings is the impact refill has on brand growth,” Hadas said.
“B Well captured and maintained a 20% market share in spaza stores where it was available only through Smartfill. Unilever achieved a 40% market share for washing powder by converting consumers from competing products in stores where refill was introduced.”
“These results demonstrate that refill is not simply reducing packaging waste, it's creating measurable commercial value for brands and retailers,” he added.
The opportunity is not confined to formal retail.
Smartfill has also identified demand for refill within South Africa's informal retail sector, where affordability is often an even more significant consideration for consumers.
The company recently expanded its offering through Ultra Clean, a house brand from Ultra Chem developed specifically for the township market.
The model allows trusted household products to be made available in quantities that are more accessible to price sensitive consumers.
This could make refill particularly relevant in markets where consumers frequently purchase products in smaller quantities because of limited disposable income or irregular household cash flow.
Convenience remains critical
Despite the affordability opportunity, Hadas says refill will only achieve mainstream adoption if consumers do not have to compromise on convenience.
“Sustainability only succeeds at scale when it's convenient and affordable,” he said.
“Consumers don't want shopping to become more complicated. If refill is available where they already shop, offers trusted brands and delivers genuine value, adoption follows naturally.”
This is particularly important for mainstream retailers, where consumers expect shopping to be quick and straightforward.
Smartfill's technology allows customers to purchase precise quantities by value or weight through a digital interface and built in sensors.
A permanent part of the retail landscape?
Hadas does not expect refill to replace conventional packaged products.
Instead, he believes it will increasingly become another option available alongside traditional retail.
“We don't see refill replacing packaged products entirely. Consumers will always want choice,” Hadas said.
“What we're seeing instead is the emergence of refill as another permanent shopping option alongside traditional retail.”
“As more brands participate and more retailers invest, refill becomes less of an experiment and more of an expected part of the FMCG landscape.”
ashley.lechman@nationalmg.co.za