Consumers’ increased expectations of sustainable packaging revealed in new survey

As online shopping continues to increase in popularity across generations, consumers’ expectations of packaging and delivery are growing, according to a new survey by Macfarlane Packaging.

Macfarlane Packaging, the UK’s leading distributor of protective packaging, reveals the results of its 9th annual unboxing* survey, which encourages consumers across the country to share their experiences and views on the packaging used by online retailers. [See link to the full 2024 report here: https://macfarlanepackaging.com/unboxing-survey-results-2024/]

The 2024 survey highlights that 76% of consumers across the UK now expect online shopping deliveries to be sustainably packaged as standard (2023: 47%). In addition, returnable packaging could be a trend for online retailers to consider as 89% revealed that they are willing to return packaging to retailers for reuse. However, 61% said they would only do so if the retailer covers the cost of the packaging return. This underlines the cost sensitivity of consumers in today’s market. 

Results from the survey also revealed that 58% of packages were branded. This remains a missed opportunity for retailers, with 56% of online shoppers indicating that branded packaging would encourage a repeat purchase.

Overall, 79% of consumers said they were happy with their unboxing experiences (a new question for 2024). Where consumers expressed dissatisfaction with their unboxing experiences, reasons included:

  • too much plastic use
  • product arriving damaged
  • inappropriate packaging sizing for the product
  • issues with couriers leaving deliveries outside, exposed to the weather

Additional highlights of the survey include:

Sustainability: 56% of consumers stated that the packaging was not printed clearly with recycling information (a new question for 2024) and 21% of consumers still said they would boycott a retailer who does not use sustainable packaging (2023: 20%)

Branding: Less than 7% of parcels had any additional features e.g.: braille or high contrast print (a new question for 2024).

Opening: 95% of consumers indicated that the packaging was easy to open which is a major step forward (back in 2019, only 65% of respondents said their packaging was “very easy” to open).

Damages: A significant fall in damage was reported, with only 3% (2023: 6%) reporting that goods arrived damaged.

Delivery: 93% of consumers still choose home delivery. However, click and collect, which is usually free, has increased since 2023 to 7% (4%) in 2023).

Commenting on the survey findings, Rachel Fellows, Retail and 3PL Sales Director for Macfarlane Packaging, said: “The results of our survey are invaluable to online retailers who have clearly taken major strides forward in recent years to ensure that they are using sustainable packaging and reducing both damages and overpacking.

“There is still much to do to ensure that online retailers meet all the packaging demands of consumers and prepare for incoming Extended Producer Responsibility fees**.

“Macfarlane’s expert team can support online retailers with innovative ways to enhance their branding on packaging and develop more sustainable packaging to combat rising costs and consumer demand. Our team has significant technical design expertise and, with access to Innovation Labs and unique Packaging Optimiser software, we are well placed to help retailers with the challenges they are facing, including EPR.”

This is the ninth year of the Macfarlane Packaging Unboxing Survey, and it was carried out in July and August 2024. The results, featuring feedback from nearly 800 respondents, are designed to provide retailers with valuable information about consumer opinion so they can make informed decisions about their packaging and the experience of customers. Shopping sectors covered in the survey included: health & beauty; food & drink; home & garden. Full details of the survey results can be found at: https://macfarlanepackaging.com/unboxing-survey-results-2024/