New research by Aquapak reveals widespread consumer concern over plastic pollution and microplastics.
According to new research by sustainable materials innovator Aquapak, 58% of British shoppers say their top environmental concern related to plastic is its breakdown into microplastics—tiny fragments that pollute oceans, waterways, and potentially harm human health.
The survey explored UK consumer views on plastic packaging used by retailers and brands. Other concerns included plastics sent to landfill (12%), littering (9%), incineration (8%), false recycling claims (7%), and the export of plastic waste (5%).
Plastic Packaging in E-commerce on the Rise
The findings come as a new report by Development Economics, commissioned by DS Smith, shows that UK online fashion retailers delivered 941 million plastic bags in 2024, the highest among major European economies. This amounts to 2.6 million bags daily, with projections pointing to 1.3 billion bags annually by 2030.
Recycling remains a major challenge—only 9% of these bags are reused or recycled, leaving 91% to end up in landfills or incinerators, contributing further to microplastic pollution.
Consumers Call for Sustainable Solutions
The study found that more than half of consumers (55%) plan to stop buying products with single-use plastic packaging over the next year. Meanwhile, 65% believe retailers are not doing enough to reduce plastic use.
UK shoppers expressed strong preferences for action:
- 59% want plastic replaced with eco-friendly materials.
- 57% support more paper-based, kerbside-recyclable packaging.
- 49% want traditional plastic phased out entirely.
- 32% prefer compostable packaging options.
Hydropol: A Scalable Solution to Plastic Waste
Aquapak is addressing this issue with Hydropol™, a marine-safe, non-toxic polymer that completely breaks down in recycling systems or hot water, leaving no microplastics behind. Hydropol-based garment bags are:
- Transparent, durable, and tear-resistant.
- Reusable and recyclable.
- Harmlessly degradable in natural environments.
Brands like Finisterre and N. Brown Group are already adopting Hydropol packaging. N. Brown expects a 44% reduction in plastic use across their own-brand products with the switch.
“Our research shows that damaging microplastics from plastic packaging are a major concern for UK shoppers,” said Mark Lapping, CEO of Aquapak. “With e-commerce on the rise, it’s time for brands to adopt sustainable packaging solutions that meet both performance standards and environmental responsibilities.”