A Complete Guide to Packaging Inserts: Types and Costs
- Written by: Dauxin Team
- Last Updated: November 16, 2025
Table of Contents
In today’s e-commerce, retail, and logistics landscape, the way your product arrives matters — not just whether it arrives. Enter packaging inserts: those custom in-box components that hold, protect, present and sometimes wow.
Done right, the insert can minimise damage, reduce returns, reinforce branding — and raise perceived value. Done poorly, and you risk shattered goods, rattling boxes, and unhappy customers.
In this guide we’ll walk you through all the major types of packaging inserts, show you how to pick the right one for your product, run a comparison of pros/cons/materials, and provide actionable checklists, cost-and-sustainability insights so you can make a confident decision.
What are packaging inserts?
Packaging inserts (also called inlays) are interior components placed inside your product box (or shipping carton) that do more than just “hold the box closed.” Broadly, they fall into two major categories:
Box/structural inserts — designed to cradle, separate, immobilise or protect the product itself during transit and handling.
Promotional/educational inserts — cards, flyers, samples, thank-you notes, coupons, mini-brochures that enhance the unboxing experience and serve marketing or brand-loyalty functions.
For our purposes here, we will focus mostly on the structural box inserts, which are more complex (material selection, protection level, cost etc).
Below are the major insert types you’ll encounter, with descriptions, best-use cases, and what to watch out for.
1. Foam inserts (EVA, PU, EPE)
What it is: Precision-cut foam (such as EVA or polyurethane) shaped to your product, offering high cushioning and snug fit.
Best for: Fragile, high-value items like optics, electronics, jewellery, glassware — anything that needs elevated protection.
Protection Level: Very high — minimal movement, excellent shock absorption.
Printability/Branding: Limited. Foam doesn’t print well; you may layer fabric/foil but cost rises.
Sustainability: Often low/medium. Many foams use petro-based materials and are harder to recycle.
Typical cons: Cost is higher; lead time may be longer; custom tooling may be required.
2. Corrugated & die-cut cardboard inserts
What it is: Cardboard (often corrugated flutes like E-flute, B-flute) cut/die-cut into shapes/dividers/inserts.
Best for: E-commerce shipments, bulk goods, moderate protection needs, sustainable branding.
Protection Level: Medium – subject to movement unless well designed, but decent at absorbing light impact.
Printability/Branding: Excellent — you can print logos, patterns, messages on cardboard.
Sustainability: High – widely recyclable and typically made from renewable sources.
Typical cons: Less cushioning than foam; for very fragile items you may need extra protection.
3. Molded pulp inserts
What it is: Recycled paper/pulp formed (molded) into a shape that fits your product. Often used for eco-friendly applications.
Best for: Brands with a sustainability focus, items that benefit from a snug molded fit, like wine bottles, glassware, certain consumer goods.
Protection Level: Medium-High — better than plain paperboard, sometimes comparable to foam depending on design.
Printability/Branding: Moderate to low — surface texture may limit high-definition prints.
Sustainability: Very high – many pulp inserts are compostable or recyclable.
Typical cons: Tooling/mold costs may be higher; surface finish less premium; precise fit important.
4. Blister / plastic & thermoformed inserts
What it is: Rigid plastic molds (PVC, PET, polycarbonate) or thermoformed trays that hold the product securely.
Best for: Retail packaging where display/visibility matters (e.g., cosmetics, toys), medical devices, food packaging where hygiene or visibility is key.
Protection Level: High (good fit, rigid structure)
Printability/Branding: Limited on the insert itself; branding often on external box or tray overlay.
Sustainability: Low – many plastics are hard to recycle; some bioplastic alternatives exist but cost more.
Typical cons: Environmental concerns; higher cost; heavier weight may affect shipping cost.
5. Rigid-box trays / paperboard inserts (luxury retail)
What it is: Heavy paperboard or chipboard trays/inserts used inside rigid boxes (luxury retail packaging) to elevate unboxing experience.
Best for: Premium retail items (beauty, jewellery, accessories) where aesthetics matter as much as protection.
Protection Level: Moderate – depends on thickness and fit; less shock absorbent than foam.
Printability/Branding: Very high – excellent surfaces for branding, foil stamping, embossing, etc.
Sustainability: Medium to high – depends on lamination/foil coatings; plain board is recyclable.
Typical cons: More expensive per unit; may require custom design; protection is less than engineered foam.
6. Promotional & paper-based inserts
What it is: Inserts that serve marketing or informational functions — thank-you cards, discount codes, product samples, instruction leaflets.
Best for: Increasing brand loyalty, encouraging repeat purchases, providing instructions or enhancing unboxing experience.
Protection Level: Minimal or none — these are not meant to protect the product.
Printability/Branding: Very high. These are ideal for branded touches.
Sustainability: High (paper based) if chosen correctly.
Typical cons: Needs to be integrated into packaging process; must align with brand and not feel like an afterthought.
How to choose the right insert
Checklist/questions:
How fragile is your product?
Very fragile (glass, optics, electronics) → lean foam or molded pulp
Moderately fragile (cosmetics bottles, accessories) → corrugated/cardboard or paperboard tray
Low fragility (clothing, non-fragile items) → simpler inserts or promotional only
What is your shipping environment & distance?
Long international transit, multiple handling points → higher protection required (foam/molded pulp)
Short local shipping / controlled logistics → you might get away with lower cost inserts
What is your branding/unboxing goal?
Premium/unboxing focus → rigid-box trays, custom paperboard, foam with luxe finish
Cost-efficient e-commerce focus → corrugated inserts, promotional cards
What is your sustainability priority?
High priority → molded pulp, corrugated, paperboard
Lower priority (or performance/safety trumps) → foam, thermoformed plastic
What is your budget & volume?
High volume + tight budget → simpler inserts (corrugated, die-cut cardboard)
Lower volume + premium product → custom foam or molded pulp feasible
Customization/Print needs?
Want high-definition branding inside box → choose materials that allow printing (paperboard, corrugated)
Focus purely on protection/fit → foam or plastic may suffice
Example use cases:
Jewellery brand shipping globally: foam insert + luxury rigid box tray + paper thank-you card.
Subscription e-commerce skincare: corrugated die-cut insert with printed logo + promotional leaflet.
Eco-conscious food brand: molded pulp insert for fragile bottles + sustainably printed paperboard sleeve.
Comparison Table
|
Insert type |
Protection level |
Printability/Branding |
Sustainability |
|---|---|---|---|
|
Foam (EVA/PU) |
5 |
Low |
Low–Medium |
|
Corrugated die-cut |
3-4 |
High |
High |
|
Molded pulp |
3-4 |
Low |
Very High |
|
Blister/thermoformed |
3-5 |
Low |
Low |
|
Rigid-box paperboard |
3-4 |
Very High |
Medium-High |
|
Promotional/paper |
1 |
Very High |
High |
Manufacturing methods & lead times
Die-cut corrugated: relatively fast, tooling cost low, lead time typically 7–14 business days for custom shapes.
CNC foam or waterjet foam cuts: higher precision, higher cost, lead time can be 10–21 business days depending on volume.
Molded pulp: requires mold/tooling; higher upfront cost. Lead time may be 3–5 weeks in low volumes.
Thermoformed plastic trays: tooling cost significant; lead times similar to molded pulp or longer; suitable for high-volume runs.
Paperboard printed trays/inserts: moderate tooling; printing adds time; can be 10–20 days depending on finish and quantity.
Key tip: always request sample inserts and perform drop/shock testing if your product is fragile. Product dimensions, weight, and shipping method all influence material selection.
Sustainability & end-of-life considerations
Sustainability is not just a buzzword — many brands are judged by their packaging. Here are things to assess:
Choose materials that are recyclable or compostable (molded pulp, board) where possible.
Avoid materials that mix incompatible layers (eg. heavy laminates or mixed plastic/foil) which hamper recyclability.
Look at the end-of-life: will the consumer be able to recycle the insert, or will it end up in landfill?
For foam or plastic inserts: consider post-consumer recycled content, or request take-back programmes.
Consider weight and volume: heavier inserts raise shipping CO₂ and cost.
Sustainability also correlates with brand perception — a clean, eco-friendly insert can boost perceived value and customer loyalty.
Cost drivers & budgeting
When budgeting for packaging inserts, key cost factors include:
Material (foam, pulp, paperboard, plastic)
Tooling/mold (especially for molded pulp or thermoformed trays)
Print/finishing (foil stamping, embossing, colour printing)
Volume/quantity (higher run = lower unit cost)
Customisation complexity (precision cut, multiple cavities, complex shapes)
Shipping/weight (heavier inserts = more cost)
Sustainability premium (eco-materials often cost more)
For example, die-cut corrugated inserts may cost as little as X per unit at scale, whereas custom foam/cradle inserts may cost significantly more per unit until you hit higher volumes. It's smart to get a quote based on your specific needs.
Case studies / real-world examples
Proving the value of a good insert is key. Here are some examples from our work:
Electronics Client: A premium accessory brand switched from simple cardboard dividers to our custom-fit foam inserts. This reduced their damage returns by ~30% and increased "unboxing wow" in customer videos.
Subscription Box Client: A cosmetic subscription box replaced plain mailer inserts with branded, die-cut corrugated inserts plus a thank-you card. This resulted in higher social media shares and an improved repeat purchase rate.
Eco-food Client: An artisan food brand used our molded pulp inserts for their glass bottles, which not only protected the product but also aligned with their sustainability message, helping them secure shelf placement in a green retail chain.
Frequently Asked Questions (FAQs)
For very fragile electronics, custom precision-cut foam inserts (EVA/PU) are typically the best choice because they absorb shock and hold the item securely. Corrugated may work if you’re on a budget, but protection will be lower.
In some cases yes, provided the pulp is treated and certified for food contact. Always check supplier certifications and compatibility with your product.
Foam and pulp both have much rougher textures than paperboard/corrugated, so high-definition printing is limited. If printing is key, you may want to combine a printable board surface with internal foam cradling.
From a recyclability and eco-impact standpoint, corrugated cardboard and molded pulp lead the pack. Plastic and many foams rank lower unless they use recycled content or special take-back programmes.
Costs vary widely. Simpler corrugated die-cut inserts may cost a few cents per unit at high volume. Custom foam or thermoformed trays might cost significantly more per unit in low volumes due to tooling and material. Always ask suppliers for volume-based quotes.
Conclusion
Choosing the right packaging insert is a strategic decision: it impacts product protection, shipping cost, unboxing experience, brand perception and sustainability. By aligning your product’s fragility, shipping context, branding goals, sustainability priorities, and budget, you can pick the optimal insert type from the ones above.
Need a Custom Packaging?
Get a Free Quote Today!
