Packaging Impressions Parlor: What Drives Packaging Buyers’ Decisions

The confluence of e-commerce and sustainability in packaging was at the center of a recent research report, providing the consumer perspective on these two critical packaging industry focal points. The report, published by the paper and packaging solutions provider Mondi Group and RetailX, a research and data firm serving the retail industry, surveyed 6,000 consumers across six countries, unveiling key insights into how consumers are shopping for goods in the e-commerce age, along with their feelings on packaging’s environmental impact.

The survey drew responses from consumers in Czechia, France, Germany, Poland, Sweden, and Türkiye. The findings reveal that while some consumer demographics may feel differently about the role of packaging, it is also clear that, much like in the United States, consumer behavior in Europe and West Asia will drive the packaging decisions of brands and retailers.

Consumers are Embracing E-Commerce, and Brands are Adapting

The Mondi and RetailX report reveals that the consumers surveyed have made online shopping a major component of their purchasing behavior. Overall, 42% of respondents reported online shopping more than once per month, while more than one-quarter of respondents (26%) stated they shop online more than once per week. Combined, 71% of respondents report online shopping at least once per month, a noticeable increase from 56% in the same report published in 2024.

On the print and production side, brand owners report that they have taken new packaging approaches because of the rise of e-commerce. In NAPCO Research’s 2024 report “Digital Printing: The Pursuit of Prosperity,” 88% of North American brand owners surveyed report offering their products via e-commerce channels. Of those brands, more than half (52%) indicate they have implemented some level of personalization in their e-commerce packaging. Additionally, 47% of respondents say they have increased the use of printed graphics on shipping boxes to extend the brand experience. Furthermore, 51% state they have implemented packaging design that factors in the consumer’s unboxing experience.

Click to enlarge. | Credit: NAPCO Research

The Mondi and RetailX report confirms that the unboxing experience is essential to most consumers. Nearly 60% of consumers surveyed deem unboxing to be important, with 13% stating it is very important.

When digging deeper into what consumers from different demographics believe makes for a positive unboxing experience, however, opinions vary. For example, the younger the consumer, the more important “pretty packaging” is, as only 7% of baby boomer respondents (ages 60 to 78) deem this to be important, while more than half (53%) of Generation Z (ages 12 to 27) feel it is important.

Interestingly, the demographics flip regarding sustainable external packaging. In fact, at 52%, boomers was the demographic group that selected sustainable external packaging such as paper or cardboard as important in the unboxing experience. Generation Z was the least sustainability-driven, with 36% of respondents.

Recycling Remains a Top Sustainability Focus

Brand owners surveyed in NAPCO Research’s 2024 report reveal that recyclability of packaging is their No. 1 sustainability priority. When asked to share their key sustainability attributes or considerations when sourcing packaging, 60% of brand owner respondents selected recyclability, which was far ahead of the No. 2 selection of reusability of packaging (37%) and the No. 3 factor, which was lightweighting or rightsizing packaging (36%).

Click to Enlarge | Credit: NAPCO Research

Mondi’s and RetailX’s consumer research reveals that consumers largely participate in the packaging sustainability equation via recycling. In fact, 91% of consumer respondents report recycling at least some of their e-commerce packaging material from their most recent purchase, while 51% state they recycled all of their most recent e-commerce packaging. Additionally, 76% stated they would find the phrase “100% recyclable” to be appealing if found on a package, and 57% said “Made from recycled materials” would be an appealing packaging claim.

Encouragingly, consumers report they have noticed brand packaging becoming more sustainable. When asked in the Mondi and RetailX survey to indicate where they had seen improvement in packaging sustainability, 43% of respondents reported that they had noticed more recycled material being used, and 41% stated they had seen less packaging material being used overall.

While regulation and legislation may be different around the world, comparing the results of the Mondi and RetailX study and the NAPCO Research study demonstrates that consumers are driving the packaging conversation. While the consumers surveyed indicate a desire for an engaging e-commerce experience, North American brand owners reveal they are taking e-commerce-focused measures in their packaging designs. Additionally, North American brands report a desire for recyclability and lightweighting of packaging, while consumers surveyed by Mondi and RetailX report they are already seeing improvements in these areas. For printers and converters, staying on top of evolving consumer behaviors and subsequent brand reactions will be important in satisfying the needs of all packaging stakeholders.