According to new research by Aquapak, 58% of British shoppers say their biggest environmental worry about plastic packaging is the formation of microplastics in oceans and waterways. These tiny plastic particles result from the breakdown of plastic and pose a threat to ecosystems and human health.
Other concerns include plastics going to landfill (12%), littering (9%), incineration (8%), false recycling claims (7%), and plastic exports for recycling (5%). Aquapak’s findings come as Development Economics, in a study for DS Smith, reveals the UK is Europe’s largest market for e-commerce plastic delivery bags, with 941 million used in 2024 by online fashion retailers. If this trend continues, this could reach 1.3 billion bags annually by 2030, creating 6.9 billion bags in five years, with only 9% currently recycled.
Encouragingly, 55% of consumers plan to stop buying products with single-use plastic packaging within the next year, but 65% believe brands aren’t doing enough to reduce plastic use. Shoppers want alternatives:
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59% favor eco-friendly replacements
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57% want more kerbside-recyclable paper packaging
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49% want an end to traditional plastics
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32% support compostable materials
To address this, Aquapak has developed Hydropol, a non-toxic, marine-safe polymer that dissolves in hot water, poses no end-of-life issues, and is tear-resistant, transparent, and reusable. Hydropol can be disposed of via standard waste streams and does not generate microplastics. Fashion brand Finisterre is already using Hydropol garment bags, and a full industry switch could prevent up to 25 million tonnes of difficult-to-recycle packaging waste yearly.
