New research1 from Aquapak, which specialises in developing high performance, environmentally safe materials to reduce plastic pollution and improve recycling, shows that 58% of UK shoppers see the effect of plastic breaking down to microplastics in the ocean and waterways as their biggest concern when it comes to the damage plastic causes to the environment. Microplastics are tiny plastic fragments which form when plastic packaging breaks down. They can cause various harmful effects on the environment and potentially on human health.
The study with British shoppers, which explored their attitudes to plastic packaging used by retailers and brands, shows that 12% think that plastics going to landfill is the greatest problem, followed by 9% who think that it is plastic littering and 8% who are most concerned about incineration. A further 7% think that false recycling claims are the main issue and 5% they are most concerned about exporting plastic for recycling.
Aquapak’s research coincides with the publication of analysis by Development Economics2, commissioned by sustainable packaging business DS Smith, an International Paper company, which shows that although high street retailers have reduced the use of single use plastic bags, the UK is now the largest individual market for ecommerce plastic delivery bags amongst large European economies. It found that online fashion retailers delivered 941 million plastic bags to UK shoppers last year alone, equating to 2.6 million bags every day, widening the gap between high-street and online retail in efforts to move away from plastic bags.
Projections suggest that if current trends continue, there will be a 40% increase in the number of bags used by 2030, coinciding with the anticipated growth in online fashion sales. This could result in 1.3bn billion plastic delivery bags being sent to UK households annually within the next decade, accumulating to approximately 6.9bn bags over five years.
Recycling rates for these bags remain low with only 9% of fashion ecommerce bags being reused or recycled in the UK. Consequently, 91% are destined for landfills or incineration, resulting in the creation of microplastics.
Aquapak’s research showed that consumers are happy to take their own action. More than half (55%) said they would try and stop buying products that use single-use plastic packaging such as garment bags completely over the next 12 months.
Over two thirds of respondents (65%) remain unconvinced that retailers are brands are doing enough to reduce the use of plastic packaging, with only 18% of the view that they are. When asked what they would like UK retailers to do to reduce the impact of the packaging they use on the environment, 59% would like to see plastic replaced with environmentally friendly options, 57% would like more paper-based packaging which can go in kerbside recycling collections, 49% would like the use of conventional plastic stopped completely and 32% would like to see greater use of packaging which can be composted.
Aquapak has spent over ten years developing and testing a scalable alternative to fix the polybag problem for fashion brands. Its a marine-safe, non-toxic polymer technology called Hydropol, breaks down harmlessly in all existing recycling streams and garment bags made with Hydropol present zero end-of-life issues for consumers and brands. They can be disposed of in existing domestic waste streams without contaminating other recyclable products or they can be dissolved immediately in hot water at home without producing dangerous microplastics. They also degrade harmlessly on land or in the ocean. Crucially for brands and consumers, Hydropol bags perform equally well in use compared to the conventional plastics they’re used to as they are fully transparent, lightweight, tear and puncture resistant so can be collected and reused many times by retailers. Recycling is also possible once the bags are in widespread use.
Aquapak has been helping forward-thinking fashion and retail brands with this new technology, with sustainable fashion brand Finisterre being one of first to switch their garment bags over to the new material. If all brands switched their garment bags to Hydropol, it is estimated that around 25 million tonnes3 of conventional, hard-to-recycle packaging could be prevented from entering the environment each year.
N.Brown Group, one of the UK’s largest online fashion retailers are also moving to Hydropol garment bags this year. They estimate that they’ll be able to reduce their plastic use by around 44% once they roll-out the technology to all their own-brand products.
Mark Lapping, Chief Executive Officer of Aquapak, comments: “Our research shows that damaging microplastics formed from used plastic packaging is a big concern for UK shoppers. With the growth of ecommerce, this is an increasing problem and one that must be tackled to protect the planet. We are already working with a number of progressive brands who recognise that the status quo is unsustainable, but also want to meet the demands of consumers who want packaging that is fully recyclable and does not form harmful microplastics after use.”
For more information visit www.aquapakpolymers.com
1Research conducted with 751 UK adults by Consumer Intelligence 1 February 2025
2https://www.dssmith.com/uk/media/our-stories/2025/4/making-fibre-fashionable--one-delivery-at-a-time
3Calculation based on data from McKinsey, Ellen MacArthur and Plastics Europe