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Online retailers reduce excessive packaging by 25%, study finds

Macfarlane Packaging Distribution

New research has highlighted that online retailers have made significant improvements to their packaging, including reducing overpacking and damages, while improving sustainability and branding.

Macfarlane Packaging’s seventh annual Unboxing Survey of UK consumers asked participants to share their experiences of opening their online shopping deliveries.

Results highlighted that retailers have reduced excessive packaging by 25% compared to when the research by Macfarlane Packaging began in 2016. In addition, consumers reported that they consider 78% of packs to be sustainable and 81% easy to recycle. This means that almost 20% more online retail packaging can be recycled now compared to 2020.

Branded packaging has also been put in the spotlight, with nearly 60% of consumers stating their parcels arrived branded, almost doubling in the last three years. 40% of consumers confirmed that branded packaging encourages them to buy again from retailers.

Furthermore, consumers reported less damages to their deliveries. Parcels that arrived damaged have dropped year on year to 7%, as the unprecedented demand created by lockdown conditions recedes.

Commenting on the survey results, Laurel Granville, marketing director of Macfarlane Packaging, said: “Responses to our unboxing survey this year demonstrate how retailers have been responding to consumer preferences and optimising their packaging so it’s more eco-friendly and less wasteful.”

The survey was completed by over 1,000 consumers during the summer. The participants reviewed deliveries from a range of sectors, including fashion, food & drink, home & garden and health & beauty.

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