The circular economy offers the potential to reduce the detrimental impacts associated with single-use fast-moving consumer goods. Strategies for impact reduction are depicted and prioritised in models such as the waste hierarchy. These models focus on the role of government and industry to deliver the strategies. However, across the purchase, use and disposal stages consumers enact many of the behaviours underpinning the strategies. The aim of this paper is to propose a hierarchy of actual consumer behaviours across stages of the product life cycle for reuse. Semi-structured in-depth interviews were conducted with 30 UK consumers. Participants reported on their purchase, use and disposal experiences with 63 reusable FMCGs across the refill at home, refill on the go, return from home and return on the go models. The data were mapped and moments in the journey tagged according to the constructs in the waste hierarchy, leading to a new hierarchy of actual consumer behaviours for FMCG reuse offerings. Five behaviours were identified in use (use not, use less, use as many times as possible, use little, and use more), six at the end of use (replenish, return, repair, relinquish, repurpose, and replace) and two at the end of life (recycle and dispose). The results provide a structure for prioritising actual behaviours across the consumer journey. Whilst the original waste hierarchy suggests that lesser preferred strategies relate more to the end of life, the hierarchy of actual consumer behaviour further differentiates between most and least preferred behaviours in use and at the end of use too. The results can help develop more successful reuse offerings that reduce impact through designing for better product and behavioural outcomes.