With many companies moving from plastic packaging to paper-based alternatives in a bid to improve recyclability, the move also brings changes in how the packaging looks, feels and sounds, which can have a stronger impact on neurodiverse shoppers. PRS IN VIVO managing director Patrick Young and strategic market researcher Haneefa Buckley share their thoughts on this topic.
In recent years, many FMCG brands have replaced plastic packaging with paper-based alternatives in a bid to improve recyclability. Just in the UK, Pringles has launched a paper tube, Walkers has introduced paper-based outer packs and Cadbury & Nestle have replaced plastic tubs with cardboard versions for their Heroes and Quality Street ranges respectively.
These changes reflect growing consumer expectations around sustainability, but they also represent one of the biggest shifts in how shoppers physically interact with packaging in decades. New materials inevitably change the sensory experience of a product, altering how a pack feels, sounds and functions in everyday use.
For most shoppers these changes may simply feel “different”. But for neurodivergent consumers, whose sensory perception can be heightened, these changes can dramatically shape the usability and comfort of a product.
Around one in five people are estimated to be neurodivergent, including those with autism, ADHD, dyslexia and other cognitive differences. Many experience stronger responses to sound, texture, colour intensity or visual clutter. Packaging that feels minorly inconvenient to one shopper may feel overwhelming or frustrating to another.
This is why the shift to paper-based packaging deserves closer attention. Traditional thin plastic films often create sharp crinkling sounds when handled. For some individuals this noise can be uncomfortable or even distressing. More rigid paper-based structures may reduce these high-frequency sounds, creating a quieter and less abrasive interaction.
Texture can also play a role. Paper and cardboard surfaces tend to provide more grip than smooth plastic, which can make packs easier to hold and open for shoppers who struggle with fine motor control. At the same time, poorly designed paper packs can introduce new friction points if they require more force to tear or if opening mechanisms are unclear.
Visual design is another area where small changes can have large consequences. Paper packaging often creates a more matt finish, which can soften glare and reduce visual intensity. However, the sustainability message can also lead to cluttered designs filled with recycling claims, icons and instructions. For shoppers sensitive to visual overload, this can make packaging harder to process rather than easier.
Understanding these dynamics is not simply about avoiding mistakes. It is also an opportunity. Existing research from PRS IN VIVO’s Sensory Room, and others in the field, has consistently shown that when products are designed to meet the needs of people with the greatest sensory or usability challenges, the result is a better experience for everyone.
For brands navigating the transition to more sustainable packaging, the winners will be those who treat neurodiversity as a design principle rather than an afterthought. Quieter materials, clearer opening cues, calmer visual design and more intuitive structures will all improve usability.
While the move to paper packaging is one of the most visible sustainability shifts, it is far from the only one reshaping the sensory experience of products. Across FMCG we are also seeing reductions in outer packaging, the shift toward mono-material films, and lighter-weight structures designed to reduce material use.
Each of these changes alters how consumers physically interact with packaging, from how easy it is to separate multipacks to how clearly instructions are communicated on fewer surfaces. For neurodivergent shoppers, these changes can either reduce friction or introduce new frustrations depending on how thoughtfully they are designed. As sustainability continues to reshape packaging, considering sensory accessibility alongside environmental impact will become increasingly important.
The move away from plastic represents a major evolution in packaging. But sustainability alone is not enough. If brands consider how these changes affect neurodivergent shoppers, they have an opportunity to create packaging that is not only better for the environment but also better for the people who interact with it every day.
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