Increasing numbers of shoppers are abandoning purchases due to excessive or plastic packaging.
A recent survey by sustainable packaging consultancy Aura found that 37% of North American consumers avoided products due to concerns over unsustainable packaging — a figure that rises to 42% in Europe.
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This consumer resistance signals a lasting shift in shopper behaviour: awareness of packaging waste, demand for recyclable or minimal materials, and concern over chemicals in plastics are driving new expectations.
As major firms delay plastic‑reduction targets—often pushing commitments from 2025 to 2030—shoppers are quietly voting with their wallets.
Why shoppers avoid plastic packaging
Public awareness is growing fast. Around 80% of shoppers surveyed believe there’s too much packaging overall—but just 57% of North Americans connect plastic waste with climate change.
Meanwhile, a study by DS Smith revealed that in the UK, 70% of grocery items are wrapped in plastic, and over half of that could be replaced or removed entirely.
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By GlobalDataFor many consumers, unnecessary plastic has become a deal‑breaker. In Britain, up to 25% have refused to buy fruit or veg packaged in excessive plastics, with many less likely to buy the same brand again.
Clearly, shoppers expect packaging to align with values around recycling, biodegradability or minimalism.
Alternative packaging options gaining traction
Brands and retailers are responding with recyclable materials like cardboard or paperboard, refill systems, loose produce displays and compostable films.
Globally, paper and cardboard now account for roughly 35–36% of packaging demand—a significant boost over time.
According to Shorr’s 2025 Sustainable Packaging Consumer Report, over half of US consumers actively chose sustainable packaging in the past six months, and 90% say they are more likely to buy from brands that prioritise eco‑friendly packaging.
Young shoppers, particularly Millennials and Gen Z, are often willing to pay a premium for sustainable packaging, with nearly half indicating they would spend more for greener options.
What brands need to do to adapt
Packaging has become a credibility test: retailers that treat it lightly risk losing customers and facing regulatory penalties.
Gillian Garside-Wight, director of consulting at Aura, warns that packaging standards are increasingly scrutinised—not just by shoppers but by governments implementing packaging accountability laws.
Many brands that signed the U.S. Plastics Pact in 2020—including Coca‑Cola, Unilever and General Mills—have postponed their targets for reducing virgin plastic and boosting recycled content until 2030.
To maintain trust, companies must publish transparent packaging data, phase out unnecessary plastics, and explore reuse or refill schemes.
Retailers in the UK are also under pressure: a Retail Economics/DS Smith study found that British supermarkets generate nearly 30 billion pieces of avoidable plastic waste every year.
Government incentives like the UK’s Plastic Packaging Tax and upcoming Extended Producer Responsibility rules will increasingly force producers to bear recycling costs—pushing sustainability from marketing into logistics.
Looking ahead
The shift away from plastic packaging is no passing fad—it reflects changing values, growing knowledge of health and environmental risks, and greater shopper expectations.
Keywords like sustainable packaging, plastic‑free products, recyclable packaging, and minimal packaging matter more than ever.
As consumers increasingly avoid over‑packaged goods and favour greener alternatives, brands that embrace innovation—from paper‑based wraps to refill models—will win loyalty and avoid regulatory backlash. The trend promises lasting relevance, as shoppers hold producers accountable and seek products aligned with sustainability and convenience.
