Refill Insights
• Wife uses tote bags at grocery
• Likes the idea of a refill system
• Refills water jug at grocery store
• Uses reusable shopping bags
• Keeps plastic containers/uses Tupperware
• Re-used plastic bags for lunches
• Put mouthwash in decorative container to leave on counter
• Saved “quality” plastic containers
• Wants portion control options
• Liked glass over plastic
• Would refill cleaning products/cat food
• Remembers her grandma refilling glass heavy cream container
• Would reuse containers if higher quality colorox/febreeze
• Has been refilling the same cleaning container for over a year
• Re-uses spray bottles
• Super concentrated laundry detergent
• Refilled old squirt bottles w/ new bulk product

Brand Importance
• Likes P&G products
• Believes quality brands work better
• Brand names work better than generics
• Would trust brand-names over generic in refill system
• Brand name more important than price
• Buys mainly name brand products
• If sustainable + brand name + same price would buy
• Brand names used more for hygiene and cleaning products
• When consumer found product she liked, would buy regardless of price

Consumer Needs/Demands
• Price must be same or lower
• Needs to work as well, if not better
• Must be convenient / easy to use
• Must see the sustainable benefit
• Should be brand-name sponsored

Ideal
• Willing to pay up to 30% more for sustainable products
• Wishes to be more sustainable
• Wants to own more canvas totes
• Would participate in refill system if it were available
• Knows she should be doing more for the environment

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