Retailers Struggled with Circularity Performance
A survey of 150 European retail leaders revealed gaps in value recovery and operational speed for returned goods.
Updated on Sept. 22, 2026 in Retail
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In July 2026, an Opinium survey of 150 retail leaders across the UK and Europe highlighted significant challenges in circularity performance. While many firms excel in sustainability strategy, only 25% achieved leading status in value recovery for returned items.
Why it matters
The EU Ecodesign for Sustainable Products Regulation now bans the destruction of unsold consumer goods, making efficient value recovery essential for both regulatory compliance and cost management. Companies failing to process returns quickly often lose significant margins, as items are frequently resold at less than 30% of their original price.
Of the retailers surveyed, 53% achieved an advanced circularity score, while 28% reached leading status and 19% remained at an emerging level. Nearly nine in ten retailers now measure their environmental impact.
The players
Opinium
This is a strategic insight agency that conducts research to help businesses understand market trends and consumer behavior.
ReBound Returns
This organization specializes in optimizing return logistics and circularity for global retail brands.
Advanced Supply Chain
This firm provides end-to-end logistics solutions focused on supply chain efficiency and product lifecycle management.
The details
Retailers were benchmarked on their strategy, operations, value recovery, and sustainability efforts. To maintain circularity, products must move rapidly through warehouses and logistics routes to recover value, a step where many companies currently lag behind.
Timeline
Opinium surveyed 150 senior retail leaders in July 2026.
ESPR disclosure rules will apply to medium-sized companies by 2030.
Market Landscape
The push for circularity follows the implementation of the EU Ecodesign for Sustainable Products Regulation, which bans the destruction of unsold consumer goods. This regulation is forcing a fundamental shift in how retailers handle inventory and returns to ensure compliance and profitability.
Inefficient return processing often results in higher overhead for companies, which can eventually impact consumer prices or product availability. Shoppers should expect brands to adopt more rigorous return policies as retailers scramble to improve their value recovery scores to comply with new regulations.
The takeaway
Retailers must prioritize speed in their logistics chains to ensure that returned items maintain enough value to be worth reselling rather than discarding. Adopting automated inventory systems and tighter circularity strategies will be critical for companies to meet upcoming 2030 disclosure mandates.
Further reading
Learn more about the latest trends in the Retail sector to understand how firms are adapting to new sustainability mandates.
Source note: This article includes information reported by Just-Style.
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Should large retailers be legally required to prevent the destruction of unsold consumer goods?
