Download Our Unboxing Survey Results 2024

Our annual unboxing survey is now in its ninth year. Over nearly a decade of research, we have seen retailers broadly getting better at reducing damages, not over-packing and making packaging more sustainable. All these trends respond to consumer demand. This year’s results reveal their continuation but with some interesting developments.

The UK remains Europe’s biggest online retail market, with online shopping accounting for over a quarter of all retail activity so far this year, according to the ONS.

This makes securing the loyalty of online shoppers of paramount importance in an ever more competitive market and packaging has a central role to play in this.

The ongoing cost of living crisis is clearly still affecting consumer behaviour in relation to price, while other trends are set to be accelerated by generational differences. Gen Z shoppers are nearly three times more likely than Boomers to abandon a brand for poor sustainability performance. This means the demand for eco-friendly packaging revealed in our survey will only get stronger.

It is also clear from our research that as the UK population ages, a good unboxing experience will be as much about accessibility as an exciting brand interaction. Elderly and disabled people represent a market of nearly 20 million in the UK. Not enough retailers are considering this group when choosing their packaging.

To get a PDF copy of this document, click the download button on the digital guide/catalogue menu below.