As online shopping continues to rise in popularity across all generations, consumer expectations for packaging and delivery are also increasing, according to the ninth annual Unboxing Survey by UK-based protective packaging distributor Macfarlane Packaging.
The 2024 survey underscores a marked increase in UK consumers’ expectations for sustainable packaging, with 76% now anticipating that online deliveries will be sustainably packaged as standard, a rise from 47% in 2023.
Conducted between July and August 2024, the survey collected insights from nearly 800 respondents, covering sectors such as health and beauty, food and drink, and home and garden.
Additionally, the concept of returnable packaging is gaining traction, as 89% of participants expressed their willingness to return packaging for reuse, although 61% would only do so if the retailer covered the return costs.
The survey also focused on branding opportunities, with 58% of packages being branded and 56% of shoppers suggesting that branded packaging would prompt a repeat purchase.
Overall, a considerable 79% of consumers reported satisfaction with their unboxing experiences, a new metric for 2024.
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Dissatisfaction was primarily due to excessive plastic use, damaged products, inappropriate packaging size, and courier-related delivery issues.
Macfarlane Packaging retail and 3PL sales director Rachel Fellows 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.”
Sustainability continues to be a critical factor, with 56% of consumers noting the absence of clear recycling information on packaging and 21% willing to boycott retailers not using sustainable packaging.
In terms of branding, less than 7% of parcels featured additional elements such as braille or high-contrast print.
Opening packages has become easier, with 95% of consumers finding the process straightforward, a significant improvement from 2019.
Furthermore, the survey indicated a decline in reported damages during delivery, with only 3% of goods arriving damaged, down from 6% in 2023.
Home delivery remains the preferred choice for 93% of consumers, yet click-and-collect services have seen an increase to 7% from 4% in 2023.
In August this year, Macfarlane Group reported an 8% revenue drop in the first half (H1) of financial year (FY24), down to £129.59m ($170.01m) from £141.61m in H1 FY23.
