MACFARLANE Packaging‘s 2025 Unboxing Survey has highlighted the improvements online retailers have taken to improve their packaging over the past decade.
Since the launch of its first survey in 2016, the annual research has been tracking UK shoppers’ experience of packaging at the point of delivery. Macfarlane explained this has provided online retailers with insight into what consumers expect, observe, and value.
The latest survey asked consumers to share feedback across a range of themes, including packaging formats and materials, sustainability credentials, branding effectiveness, accessibility features, damage in transit, alongside their overall satisfaction with the unboxing experience.
The results revealed that businesses have significantly reduced or eliminated excess packaging when shipping products.
Just 11% of survey respondents reported receiving overpacked deliveries, compared with 41% in 2016. 80% of online shoppers say their packaging was recyclable at home, up from around 50% a decade ago.
80% of shoppers also reported being satisfied with the unboxing experiences, while 70% now expect environmentally responsible packaging, with just over one in five saying they would not shop with a retailer again if the packaging is not eco-friendly. However, the survey revealed 52% of packaging still carries no clear recycling labels.
84% of respondents said they would be willing to send reusable packaging back to retailers, but only if retailers pick up the cost of the return.
Rachel Fellows, director of retail at Macfarlane Packaging, said, “After a decade of research, our Unboxing Survey gives our customers a clear picture of how consumer expectations have evolved and where packaging performance really matters. The results show that there has been genuine progress, particularly in reducing overpacking, whilst still retaining protection during transit.
“Improvements have been made in recyclability however, the research also highlights opportunities for brands to do even more through better design, clearer labelling and more considered use of materials.
“With rising cost pressures and increasing environmental taxes, like Extended Producer Responsibility, packaging can no longer be treated as a simple commodity but must be an essential part of a retailer’s strategy. Optimised packaging design is essential for businesses looking to control costs, reduce waste and deliver the kind of unboxing experience that keeps its customers returning for more.”
For full survey results, go to:
https://macfarlanepackaging.com/unboxing-survey-results-2025
