In 2025, UK consumers are more discerning, with trends in sustainability, omnichannel retail, social purchasing, and well-being reshaping industries. Packaging is at the heart of these shifts, serving as both a crucial touchpoint and a powerful tool for brands to engage with consumers. In this blog, we’ll explore how these emerging trends impact packaging and how UK businesses can adapt to meet consumer expectations in the year ahead.
Turning consumer expectations into action
Sustainability is no longer a buzzword but a critical consumer expectation. As we continue into 2025, UK consumers have shown that they want brands to demonstrate genuine commitment to sustainable practices. It’s no longer enough for brands to talk about green initiatives; shoppers expect transparency and tangible actions. A report by Deloitte found that UK shoppers now prioritise sustainable packaging, waste reduction in manufacturing, and ethical business practices. Notably, 78% of consumers consider sustainability an important factor when shopping, with over half willing to pay a premium for brands that align with their environmental values, according to uSwitch. Furthermore, 3 in 4 UK consumers expect brands to take concrete action on plastic waste, and 32% of consumers highly value responsible supply chains.
Brands leading the charge in sustainable packaging will likely gain a competitive edge, especially as regulatory changes like Extended Producer Responsibility (EPR) and the Packaging and Packaging Waste Regulation (PPWR) require businesses to act now to meet environmental objectives and address consumer expectations. For instance, Riverford Organic Farmers has introduced reusable vegetable packaging boxes to minimise waste, while Marshall Tufflex, the UK’s leading manufacturer and supplier of cable management solutions, has opted for sustainable, tape-free shipping boxes to reduce its environmental footprint. These companies exemplify how brands can proactively adapt to consumer demand and evolving regulations by implementing sustainable packaging solutions.
The new standard for shopping
The demand for a seamless, omnichannel retail experience continues to grow as consumers expect convenience, personalisation, and access to products across multiple platforms (digital and physical). As we move into 2025, it’s clear that the modern shopper wants consistent and frictionless interactions with brands, whether in-store, online, or via mobile devices. According to Forbes, 98% of people expect the option to purchase, return, or exchange items through multiple channels, while Google reports that omnichannel strategies increase store visits by 80%.
Packaging plays a vital role in supporting omnichannel retail. As consumers continue to shop across various channels, brands must ensure their packaging can withstand different delivery conditions while enhancing the unboxing experience. For example, Bee Natural Wax Melts has crafted custom packaging for a memorable eCommerce experience. Mindful Chef set out to create one of the most sustainable boxes on the market while still protecting ingredients. These brands demonstrate how packaging can support both the customer experience and omnichannel retail logistics.
Packaging is a powerful marketing tool
Social media has become an integral part of the shopping experience, with consumers increasingly discovering products through platforms like Instagram, Facebook, and TikTok. Social purchasing is now a key driver of retail growth, especially among younger generations. A Retail Economics report reveals that 82% of social users engage in shopping-related activities on social and entertainment platforms, and 93% of TikTok users make shopping decisions through the app. Moreover, Wyzowl found that 82% of people are persuaded to purchase a product after watching a video. The ability to purchase directly via social media is also growing; 56% of UK consumers have bought something directly from a social or entertainment platform, rising to 73% among digital natives under 45, according to Retail Economics.
Packaging has evolved into a key marketing tool with the increase in social media-driven shopping. Consumers now want packaging that’s not only functional but also shareable and visually appealing. This is especially true for eCommerce businesses, where the unboxing experience can significantly influence brand perception. For instance, Smurfit Westrock recently designed packaging encouraging unboxing videos and social media posts for Poppin Candy, increasing its brand visibility. Similarly, Smurfit Westrock provided Rareboots 4 U with packaging solutions that stand out on social media, prompting customers to share their purchases and amplifying brand awareness.
Smurfit Westrock’s street interviews provide a firsthand look at how consumers view packaging as part of the experience, shaping perceptions and encouraging repeat purchases. From frustration with difficult-to-open designs to appreciation for sustainable materials and aesthetically pleasing packaging, these insights reveal the significant role packaging plays in consumer loyalty and brand trust.
A focus on health and self-care
As consumers become more health-conscious, well-being has taken centre stage in purchasing decisions. In 2025, UK consumers increasingly prioritise health and wellbeing, with many focusing on improving their physical, mental, and emotional health. A study by FMCG Gurus revealed that 66% of consumers are actively trying to improve their health, even those satisfied with their current health. Additionally, YouGov Business found that 67% of UK adults use apps or devices to track their health, underscoring the growing trend toward wellness. Even within the retail sector, spending in health and beauty has continued to rise, with Barclays reporting a 7% year-on-year increase in August 2024.
Packaging within the health and wellbeing sector must reflect these consumer concerns, ensuring that products are effective and trustworthy. For example, Equi London has opted for sustainable packaging from Smurfit Westrock for their health supplements, aligning with the values of health-conscious consumers. By prioritising packaging that conveys transparency, sustainability, and quality, brands can reinforce their commitment to wellness and build lasting consumer confidence.
Aligning packaging with emerging trends
Packaging will remain a key player in adapting to shifting consumer trends. From sustainability and omnichannel retail to social media and well-being, brands that align their packaging with consumer values are more likely to gain loyalty and visibility in an increasingly competitive market.
Additionally, legislative changes related to packaging materials and sustainability, such as Extended Producer Responsibility (EPR) and the Packaging and Packaging Waste Regulation (PPWR), are set to transform the industry. EPR shifts the financial and operational responsibility of packaging waste disposal onto producers, making brands accountable for the entire lifecycle of their packaging. Meanwhile, PPWR introduces stricter sustainability targets, requiring businesses to reduce packaging waste, increase recyclability, and incorporate more recycled content. These regulations are pushing brands to rethink their packaging strategies, making sustainable innovation not just a choice but a necessity.
By embracing sustainable, compliant packaging solutions, businesses can stay ahead of these regulatory shifts and build consumer trust, demonstrating a clear commitment to sustainability. Those who proactively adapt will mitigate compliance risks and strengthen their position in the evolving retail landscape.
Future-proof your packaging
As consumer expectations and UK legislation evolve, ensuring your packaging meets sustainability, eCommerce, and brand engagement demands is more important than ever. Whether you're looking for innovative, recyclable materials, bespoke omnichannel solutions, or packaging that enhances your brand’s social presence, Smurfit Westrock is here to help.
Get in touch with our expert team today to explore how we can support your business with tailored packaging solutions and help you on the road to continued business success. Contact us via our online form.