What drives British shoppers: quality, brand reputation, or sustainable packaging?

Key findings:

• 70% of UK adults say product or service quality most influences their purchase decisions, ahead of brand reputation and reviews.
• 34% of consumers prioritise recyclable or biodegradable packaging, with similar levels across all age groups.
• Luxury items, toys, and online deliveries are most often seen with excessive packaging, while fragile goods are viewed as appropriately packed.
• Over half of adults have never avoided a product for having too much packaging, though younger consumers are more likely to do so.
• 85% bring their own shopping bags, led by 94% of over-65s, compared to just 68% of 18–24s.

As sustainability and environmental issues remain central to discussions about product packaging, new data from a YouGov Surveys: Serviced poll of GB adults offers valuable insight for brands and marketers evaluating packaging strategies and brand positioning. While product quality and brand reputation continue to drive most purchasing decisions, packaging—particularly sustainable packaging—also plays an important role, especially among younger consumers.

When asked what most influences Britons’ choice between comparable products at the same price, 70% of respondents cite product or service quality. Brand reputation follows at 60%, and 58% mention recommendations or reviews. These remain the top three drivers across all age groups. Packaging design and materials matter less overall, chosen by 14% and 17% of adults, respectively.

However, different age groups see this differently: among 18–24-year-olds, 28% consider packaging design a key factor, and 29% say the same of packaging materials — roughly double the rate of older consumers.

Sustainability is top of mind when consumers think about packaging. When it comes to the type of packaging that most influences purchasing decisions, a third of consumers (34%) pick recyclable or biodegradable options dominate, a preference consistent across ages — 37% of 18–24-year-olds and 36% of those aged 45–54 and 65+. Eye-catching or attractive packaging comes second at 19%, though it leads among young adults, with 37% of 18–24-year-olds selecting it. Meanwhile, minimal or no-frills packaging resonates more with older shoppers — 20% of those 65+ favour it, compared with just 8% of the youngest group.

How much packaging is too much packaging?

Perceptions of over-packaging vary widely by product category. Luxury and gift items top the list, with 36% of adults saying they come with more packaging than necessary. Toys follow at 34%, and 29% say the same about online deliveries. Around 21% believe personal care and cosmetic products are over-packaged, while 22% think most products in general use more packaging than needed. By contrast, fragile goods such as electronics and glassware receive more positive assessments—60% say they have about the right amount of packaging. Beverages and household cleaning products are viewed similarly, at 59% and 58%, respectively.

Despite these perceptions, most consumers (51%) say they have never avoided buying a product because it seemed to have too much packaging. Only one in three have ever avoided buying something because it appeared over-packaged. Within that group, just 7% say they do so often and 25% say occasionally. Younger adults are more likely to take this action — 39% of 18–24s report skipping overpackaged products.

Sustainability preferences also appear in everyday shopping habits. More than four in five adults (85%) bring their own bags when shopping in person. The habit is most common among older consumers — 94% of those aged 65 and over compared with 68% of 18–24s. Younger consumers are more likely to expect a free bag (11%) or buy one at the store (18%) than older consumers.

Overall, consumers continue to prioritise quality and reputation over packaging, though sustainability remains an important consideration for many—particularly younger shoppers. Brands that balance strong products with responsible, practical packaging can better align with evolving consumer expectations.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 20-21 October 2025, with a nationally representative sample of 2,118 adults (aged 18+ years) in the United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

Image: Getty Images