A decade of consumer ‘unboxing’ research unpacked by Macfarlane Packaging

Zach O’DonnellMacfarlane Packaging

Macfarlane Packaging, the leading protective packaging provider in the UK and growing in Europe, has today (9 February) published the results of its 2025 Unboxing Survey, marking ten years of research by the business into consumer opinions on the packaging used by online retailers.

Since the launch of its first survey in 2016, the annual Unboxing research has been tracking UK shoppers’ experience of packaging at the point of delivery. This has provided online retailers with invaluable insight into what consumers expect, observe
and value.The latest survey asked consumers to share feedback across a broad 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 shine a light on the marked efforts that online retailers have taken to improve their packaging in the past decade in a number of areas. Many businesses have significantly reduced or eliminated excess packaging when shipping products, a change that has been noticed and welcomed by consumers.

The results also indicate that overall unboxing satisfaction is high. [See link to the full report here: https://macfarlanepackaging.com/unboxing-survey-results-2025]

Highlights of the survey include:
• Overpacking has reduced significantly – just 11% of consumers now report receiving overpacked deliveries (excessive use of packaging materials), compared with 41% in 2016, highlighting major progress in right-sizing and pack optimisation.
• Recyclable packaging is now the norm – 80% of online shoppers say their packaging was recyclable at home, up from around 50% a decade ago.
• Unboxing satisfaction is high – 80% of shoppers report being satisfied with the unboxing experiences provided by online retailers.
Consumers cited enjoyment in small but thoughtful details such as easy-tear strips, attractive tissue paper and unexpected extras.
• Sustainable packaging is expected as standard – 70% of consumers 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 that 52% of packaging still carries no clear recycling labels, showing there is more work to be done to support correct disposal.

• Consumers are willing to return reusable packaging – as shoppers become increasingly eco-conscious, it is clear that consumers are willing to do their part. 84% report 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, commented: “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.”

The 2025 Unboxing Survey reinforces the importance of data-led packaging decisions, helping online retailers balance cost efficiency, sustainability and customer experience in a fast-evolving eCommerce landscape.

For full survey results, go to:
https://macfarlanepackaging.com/the-unboxing-survey-2025-report-download (Downloadable Report)

If you would like to discuss your communications needs and some of the services we offer including public relations, media relations, crisis communications, digital strategy and others, you can reach our friendly team on +44 (0) 141 548 5191 or send us an email.

Find out more about what we do on the Services page and explore our Work.