MacFarlane Packaging has revealed the findings of its 2025 Unboxing Survey, which include 84% of consumers being willing to return reusable packaging and 70% of consumers now expecting ‘environmentally responsible’ packaging.
The survey covers 10 years of the company’s research into consumer opinions on the packaging used by online retailers. 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 and damage in transit, as well as their overall satisfaction with the unboxing experience.
According to the survey, overpacking has reduced significantly, with 11% of consumers reporting receiving overpacked deliveries compared with 41% in 2016. MacFarlane states that 80% of online shoppers say their packaging was recyclable at home, an increase of around 50% compared to a decade ago.
A reported 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 also revealed that 52% of packaging still carries no clear recycling labels, indicating work is needed to support correct disposal.
MacFarlane adds that 84% of consumers report they would be willing to send reusable packaging back to retailers, but only if retailers pick up the cost of the return. Other findings include 80% of shoppers reporting satisfaction with the unboxing experiences provided by online retailers, citing enjoyment in details such as easy-tear strips, attractive tissue paper and unexpected extras.
At the end of 2025, Antalis and Jiffy introduced an expandable mailing bag featuring ‘flex-to-fit’ Hexpand technology and designed to fit snugly around products, eliminating the need for oversized boxes and unnecessary padding. The mailer is said to be 15% lighter than boxes with traditional void fill, sturdy and tamper-proof.
More recently, a major retail chain adopted The Last Box, Returnity’s reusable packaging box solution, a move hoped to streamline backroom operations and cut down on single-use waste. The Last Box is designed to withstand multiple stages of operations through distribution centres and stores including inbound deliveries, internal transfers, order staging, and restocking.
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