As online shopping continues to increase in popularity across generations, consumers’ expectations of packaging and delivery are growing, according to a new survey.
Macfarlane Packaging has revealed the results of its ninth annual unboxing survey, which encourages consumers across the country to share their experiences and views on the packaging used by online retailers.
The 2024 survey highlights that 76% of consumers 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 re-use. However, 61% said they would only do so if the retailer covers the cost of the return. This underlines cost sensitivity of consumers.
Results from the survey also revealed that just 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, reasons included:
- too much plastic use;
- a product arriving damaged;
- inappropriate packaging size for the product; and
- issues with couriers leaving deliveries outside, exposed to the weather.
Additional highlights of the survey included:
Sustainability
Fifty-six per cent of consumers said recycling information was not printed clearly on packaging (a new question for 2024), and 21% of consumers said they would boycott a retailer who does not use sustainable packaging (2023: 20%).
Branding
Fewer than 7% of parcels had any additional features, eg braille or high-contrast print (a new question for 2024).
Opening
Ninety-five per cent 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
Ninety-three per cent of consumers still choose home delivery. However, click and collect, which is usually free, has increased since 2023 to 7% (4% in 2023).
‘Still much to do’
“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 over-packing,” said Rachel Fellows, retail and 3PL sales director for Macfarlane Packaging.
“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.”
Responsible packaging producers, which will include internet retailers, will need to report their packaging data from 2024 and pay modulated fees from 2025 on packaging that ends up in UK households.
Modulated fees are set to be based on the material packaging is made from and the weight being handled. Materials considered easier to recycle (like paper or cardboard) will attract lower modulated fees versus harder-to-recycle substrates.
