Unpacking the results from our 2024 Unboxing Survey
During July and August 2024, our Unboxing Survey (the largest of its kind in the UK) assessed what consumers think of the packaging being used by online retailers.
Now in its ninth year, our latest Unboxing Survey focused on understanding what internet shoppers think about packaging and sustainability, accessible packaging, and the overall unboxing experience, like if packaging was sufficient to prevent damages.
In this article, we’ll be unpacking the results from the survey and provide helpful insights into consumer experiences with ecommerce packaging.
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The backdrop of the 2024 Unboxing Survey
During summer, the UK continued to navigate a complex socioeconomic and political landscape. This has influenced consumer spending and perhaps, therefore, their opinions on retailer packaging.
Inflation remains a significant challenge, driven by rising energy costs, elevated food prices and global supply chain disruptions – in the 12 months to August 2024, it grew by 2.2%. Meanwhile, wage growth has struggled to keep pace with the cost of living, putting pressure on household finances.
Compounding this, the UK faces uncertain political terrain around trade relationships, particularly with the EU, alongside internal debates on public spending and taxation. This has resulted in a cautious economic environment, with consumers taking a more conservative approach to spending.
Unsurprisingly, this caution has knock-on-effect on consumer behaviour, particularly for the retail sector. Shoppers are more price-conscious and shop around for deals. This price sensitivity means drivers like sustainability and ethical take a back seat for some during economic pressure. Indeed, performance in the UK eCommerce market was down -4.7% YOY by April, but it’s not all doom and gloom, with sectors like online health & beauty retail seeing YOY growth. Ultimately, retailers have been challenged to adapt accordingly and look at cost saving measures throughout their operations, including packaging.
Consumer shopping & shipping habits in 2024
In this year’s Unboxing Survey, consumers primarily reviewed packaging for the “big four” ecommerce sectors: Fashion, Health & Beauty, Home & Garden and Food & Drink. Respondents purchasing from these categories accounted for just over 70% of results, with almost a quarter coming from consumers buying fashion products.
And when it come to delivery, there’s no place like home! 93% of consumers report home delivery remains their favoured shipping option. Interestingly, use of click & collect was higher than in 2023. The IMRG report that primary driver behind this seems to be cost, with 78% consumers they surveyed choosing click & collect for this reason.
Cardboard boxes remain king – the materials being chosen by retailers
Unsurprisingly, cardboard boxes remain the packaging preference of choice among retailers, with 62% of items arriving in one. And despite plastic being considered as unfavourable among consumers, 23% of orders arrived in a plastic mailing bag. While consumers see this as unsustainable, retailers are clearly keen to take advantage of the low-cost, lightweight protection mailing bags provide.
Sustainability vs. costs – findng the balance to please consumers while keeping prices down
Demand for sustainable packaging from consumers shows no signs of stopping, particularly among Gen Z and Millennials.
Just over 20% consumers reported they’d boycott a retailer who doesn’t use packaging that’s sustainable.
But while the demand for eco-friendly is larger than ever before, consumers do not want to pay a premium for it. If consumers are willing, they expect to pay no more than 5% extra for the privilege of sustainable materials.
Positively, results from the unboxing survey highlighted that many consumers would been keen for retailers to try returnable packaging. A huge 61% said they’d be willing to return it for reuse. However, this was under the proviso that retailers picked up the cost for the return.
Unpacking the overall unboxing experience
Other highlights we unpacked this year included consumers reporting that damages have reduced to the lowest level we’ve seen – with just 3% of orders arriving damaged. This is great for consumers’ customer experience, as well as a win for retailer bottom lines.
A large proportion of retailers are also taking advantage of the marketing space packaging can provide too, with 58% of parcels arriving with branding.
Overall, 79% of consumers reported satisfaction with their unboxing experience, which is a great reflection on the improvements made to ecommerce packaging in the years since our survey began.
Where dissatisfaction was reported, it was due to product damage, use of plastic packaging materials or packaging being too big for consumers’ shopping.
The verdict
Online retailers have continued to make strides with their packaging, but there’s still more to do! With upcoming Extended Producer Responsibility fees set to impact retailers, coupled with consumer sustainability demands, it’s good sense for internet retailers to optimise their packaging where possible.
In fact, making packaging more sustainable can often make it more cost effective.
If you work in online retail and need help with your packaging, get in touch with us today. Macfarlane Packaging is well placed to support you with our expert knowledge and facilities, including our state-of-the-art Innovation Labs and Packaging Optimiser software.
Want to know more about our unboxing results? Download the 2024 report today.