A study by DS Smith shows that despite consumer demand for sustainable alternatives, the amount of plastic packaging in German online fashion retail continues to increase.
Recent analyses commissioned by DS Smith have shown that, despite consumers' growing demands for sustainability, the German online fashion trade Large quantities of plastic packaging continue are used. In 2023, fashion retailers sent out around 791 million plastic mailing bags - over two million per day.
In a European country comparison with France, the UK, Italy, Poland and Spain this puts Germany in second place in the use of „secondary” plastic shipping packaging in online fashion retail, directly to the UK.
The forecasts are alarming: The amount of plastic packaging used in the German online fashion market could rise to 5.8 billion by 2030 - an increase of 42 per cent compared to today. This is in contrast to bricks-and-mortar retail, where the use of single-use plastic bags was already severely restricted in 2022.
Consumers demand alternatives
According to the survey commissioned by DS Smith 75 per cent of consumers in Germany want packaging alternatives to plastic - provided these are available. More than two thirds (69 %) prefer packaging made of corrugated cardboard or paper. Almost half of respondents said they felt guilty if their online order was packaged in plastic.
In addition, 53 per cent of consumers would specifically shop at retailers that use recyclable packaging. 38 per cent would even be prepared to pay a surcharge for plastic-free packaging.
Sustainability initiatives of individual retailers
Some providers have already made the switch: Zalando, Europe's largest platform for fashion and lifestyle, has been using paper mailing bags made from recycled material and FSC-certified virgin fibres since 2020. This switch led to an increase in customer satisfaction of 16 percentage points within a year.
„Nevertheless, reducing single-use plastic remains one of the biggest challenges for online retailers on the road to greater sustainability. Finding a perfect solution is not easy - especially as more sustainable alternatives are not yet fully scalable or do not simultaneously fulfil the requirements of environmental friendliness and operational feasibility.“
David Fischer, Director Logistics Sustainability and Packaging at Zalando
Need for action by retailers, the packaging industry and politicians
The survey results suggest that consumers primarily see online retailers (45 %) and packaging manufacturers (40 %) as having a responsibility to reduce the proportion of plastic.
„Sticking to plastic packaging with low recycling rates does not necessarily mean lower costs, but in the worst case scenario, a loss of reputation if companies ignore the wishes of consumers.”
Uwe Väth, Managing Director DS Smith Packaging Germany and Switzerland
DS Smith is also calling for legislative measures, such as the gradual phasing out of certain plastics, in order to create innovation-friendly framework conditions. In order to play an active role in shaping change, DS Smith has, according to its own information all 700 of the company's own designers have been trained in so-called cycle design. The aim is to develop packaging solutions that are both recyclable and economically viable.
Source: DS Smith
