Consumer appetite for purpose-led brands is contributing to an increase in plastic free toilet rolls. According to DS Smith, 1 in 4 (26%) online shoppers would stop ordering from a company if they experienced too much unnecessary packaging, and over a fifth (22%) would do the same if the packaging was not recyclable or difficult to recycle.[1]
With sustainability increasingly becoming front of mind, consumers are paying attention to the source of their everyday essentials, right down to their toilet roll. DS Smith has been working with Oceans – one of the first UK manufacturers to offer plastic-free toilet tissue and kitchen towels – to launch a sustainable, forward-thinking packaging solution for its toilet paper. The brand wanted to design a range of introductory packs which would encourage customers to make use of its subscription offer for toilet roll, safe in the knowledge that the packaging was plastic-free and 100% recyclable.
DS Smith developed a range of designs for the introductory packs, ensuring that this aligned with Oceans sustainability mission as a business. After rigorous testing from DS Smith designers and Oceans customers, the finished box was made from 100% recyclable content, with modified dimensions to cut down on waste and space. To maximise customer experience when opening the box, the design featured an introduction to the brand, Oceans messaging and a QR code with details on how first-time customers could get 10% off on the next Oceans order. As a result, Oceans saw over half of customers make a repeat order online or make another purchase at the same time as the trial purchase. [2]
By designing 100% recyclable packaging and helping customers to design out hard to recycle plastics, DS Smith seeks to reduce waste and keep materials in use for longer.
In line with its Now and Next strategy and purpose to Redefine Packaging for a Changing World, DS Smith uses its unique Circular Design Metrics to rate and compare the circularity of packaging designs across eight different indicators. The Circular Design Metrics are an industry first and give a clear identification of a packaging design’s sustainability performance, and where to focus attention. These enable DS Smith customers to embrace circularity and meet their own ambitious sustainability goals and since their creation in 2019, the DS Smith Circular Design Metrics have supported thousands of design projects with around 3,000 circular-ready projects presented to customers every month.
Andy Brereton, Design for Creative Lead, DS Smith:
“Consumers are paying greater attention to where they source their everyday essentials, but this doesn’t mean that the sustainable choice needs to be boring.
The challenge with many sustainable toilet roll subscription brands is designing packaging that remains appealing and functional, all the while staying true to the brand’s values.
At DS Smith, we collaborate with our customers to design ecommerce packaging that incorporates the design and feel of the brand but are made from fiber-based materials – using our Circular Design Metrics. We remove plastic, take away any unnecessary materials, and ensure recyclability. The goal is to achieve a reduction in the carbon emissions required to make and transport the ecommerce packaging and support the transition to a circular economy.”
Graham Cox, Chief Operating Officer for Accrol:
“Sales of eco-friendly toilet roll have been on the increase over the past couple of years, and at Oceans, we want to make it easier for people to give sustainable alternatives a go.
It was crucial that the finished ecommerce design reflected our values as a business of caring for people and planet – from the materials used for the packaging, through to the branding featured on the box.
Introducing a smaller box for our subscription orders has also meant that we’ve cut down on waste and space in the design, thanks to modified dimensions.”
[1] DS Smith research on consumer attitudes to packaging, 19th September 2023: https://www.dssmith.com/uk/media/our-stories/2023/9/1-in-4-uk-consumers-would-stop-ordering-from-a-brand-due-to-overpackaging
[2] Reorder rate of 57% based on data from October – December 2023.