According to a new survey by carton packaging supplier Elopak, consumers in the UK and Germany are willing to purchase home and personal care products in cartons made from paperboard, including laundry detergent, fabric softener, and hand soap.

A majority (65%) of the respondents said they are happy to purchase fabric softener that uses a carton as its primary packaging.

Meanwhile, 59% responded the same regarding laundry detergent and 56% for liquid floor cleaner.

These figures were similarly positive, and in some cases even higher, when consumers were asked to consider cartons as a refill pack solution for some of the most commonly purchased household goods.

A refill pack can be used to top up a plastic or glass bottle at home, without having to bring the container to a supermarket.

In this scenario, 64% said they would be happy to purchase fabric softener in a carton, along with 61% for detergent and 59% who would buy floor cleaner if it came in a carton refill pack.

Additionally, 57% of respondents said they are happy to buy hand soap, surface cleaner, bubble bath, or washing-up liquid in a carton refill pack.

Across a range of household goods, consumers are far more likely to purchase prefilled refill packs than in-store refills, with 54% buying prefills for hand soap and 25% for surface cleaner.

By contrast, far fewer consumers currently buy refills which require bringing your own bottle to the shop, with only 5% of those surveyed opting for this method of refilling hand soap, falling to 4% for washing-up liquid and 2% for shampoo.

When asked why they prefer prefill packs to in-store refills, respondents said it is more convenient and less messy than filling a bottle in-store and it allows them to buy in bulk, thus saving money and trips to shops.

Elopak market unit manager for UK and Ireland Martin Shaw commented: “Multiple life cycle assessment (LCA) studies have shown that cartons have a smaller carbon footprint than plastic bottles and they are already widely used across a variety of food products for this reason.

“Now we know that consumers are happy to make the same environmentally conscious choice for their cleaning and personal care products.”