Packaging in 2024: The big picture
In 2024, Italy’s packaging landscape underwent a transformation driven by sustainability mandates, cost pressures and evolving consumer lifestyles. Across food, beverages, beauty, home care and pet care, brands embraced recent formats, such as paper-based packs and refill pouches, and growing formats, such as lightweight PET jars and flexible plastic, alongside smaller pack sizes (250-500ml) and single-serve options to meet portion-control needs and affordability demands.
2024 key trends
Across Italy in 2024, packaging trends converged around sustainability, portability and portion-flexibility, with shifts visible across food, beverages, beauty, home care and pet food. Food categories increasingly moved towards paper-based formats and smaller sizes, while beverages saw accelerated adoption of rPET and aluminium cans as key circular economy materials. Alcoholic drinks followed suit with fast-growing can formats and lightweight, eco-focused designs. In beauty and home care, refill pouches were doing well as brands embraced mono-material plastics and recyclable premium packs. Meanwhile, pet food leaned heavily into flexible plastic, with resealable and single-serve formats supporting freshness and convenience. Together, these developments highlight Italy’s broad transition towards circular, lighter and more functional packaging solutions that balance sustainability goals with evolving consumer lifestyles.
Shift to paper-based packs and smaller sizes in food packaging
In 2024, Italy’s food packaging industry saw a move towards paper-based and reduced-plastic formats, driven by sustainability regulations and consumer demand for eco-friendly solutions. Dairy producers adopted glass jars and flexible paper packs for butter, while innovations like Président’s reduced-plastic feta packaging addressed convenience and freshness. In plant-based dairy, brick liquid cartons dominated, offering renewable materials and recyclability, with brands like Alpro and Granarolo leading the trend. Alongside this, smaller pack sizes such as 250ml and 500ml gained traction, reflecting portion-control needs, cost sensitivity and on-the-go consumption, while standard 1-litre packs remained popular for households. These changes highlight a broader industry shift towards circular packaging models and size flexibility, balancing environmental goals with consumer expectations.
Rise of rPET, aluminium cans and eco-friendly alternatives in Italy’s beverage packaging
A major non-alcoholic drinks packaging trend in Italy in 2024 was the move towards sustainable materials, led by rPET and aluminium cans. EU regulations have driven the adoption of rPET, with brands like Coca-Cola introducing bottles made entirely from rPET to meet compliance and consumer demand for eco-friendly options. At the same time, aluminium cans are becoming more common, supported by their recyclability and convenience, illustrated by Estathé’s 2024 switch to infinitely recyclable cans for tea beverages. While alternatives to plastic shrink wrap and paperboard solutions are appearing, especially among private label lines, the most notable growth is in rPET, showing the industry’s clear shift towards circular and environmentally responsible packaging.
Growth of cans and sustainable packaging in Italy’s alcoholic drinks
A major alcoholic drinks packaging trend in Italy in 2024 was the growing adoption of metal cans and lightweight, sustainable alternatives, driven by convenience, portability and environmental goals. While glass bottles remain dominant for beer and premium RTDs, metal cans are expanding faster, supported by their recyclability, lower transportation costs and ability to preserve freshness by blocking light. Beer brands like Baladin’s POP and RTDs players such as Cantine Sgarzi Luigi and Bevacan are leveraging smaller can sizes (eg 330ml) and multipacks to appeal to younger consumers seeking affordability and on-the-go options. At the same time, wine packaging is evolving through innovations like shaped liquid cartons, which offer durability, extended shelf life and sustainability benefits, as well as through premium eco-conscious designs such as Grapur’s lightweight bottle with recycled ocean-bound plastic components. These developments reflect a broader industry shift towards circular materials and functional designs, aligning with Italy’s sustainability targets and changing consumption habits.
Refill pouches and recyclable materials drive beauty packaging in 2024
A major beauty and personal care packaging trend in Italy in 2024 was the rise of refill solutions and recyclable materials, driven by sustainability goals and consumer demand for eco-friendly options. Plastic pouches was one of the fastest-growing formats, replacing rigid bottles due to their lower material use, lighter weight and reduced carbon footprint. Brands like L’Oréal launched Ultra Doux refill pouches made from mono-material plastic, cutting plastic use by up to 71% and simplifying recycling. This shift reflects the growing refill culture, which promotes waste reduction and convenience. Alongside pouches, premium brands introduced eco-conscious innovations, such as Martom Deluxe Hair Code’s 100% recyclable luxury packaging and In Aeras’ use of FSC recycled certified paper for plant-based products. These developments highlight a broader move towards circular packaging solutions, combining sustainability with aesthetics and functionality to meet evolving consumer expectations.
Rise of refillable pouches and PET jars in Italy’s home care packaging
In 2024, Italy’s home care packaging industry was shifting towards refillable solutions and lightweight PET jars, driven by sustainability goals and consumer demand for convenience. PET jars were the fastest-growing format for products like cleaning pastes and detergents due to their durability, recyclability and premium look. At the same time, refill pouches made from mono-material polyethylene gained traction, reducing plastic use by up to 80% and cutting carbon emissions. These innovations reflect a broader trend towards eco-friendly materials, compact pack sizes and circular packaging models, aligning with EU regulations and changing consumer habits.
Flexible packaging leads pet food trends
A major dog and cat food packaging trend in 2024 was the dominance of flexible packaging, particularly stand-up pouches, driven by its cost-effectiveness, lightweight nature and practicality for both manufacturers and consumers. Flexible packaging offers excellent barrier properties to maintain product freshness and extend shelf life, while also providing convenience through resealable closures that support portion control and reduce food waste. Leading brands such as Royal Canin, Hill’s, Pedigree and Purina use this format, introducing pouches and bags that cater to modern lifestyles. In addition, companies like Coveris have expanded fully recyclable MonoFlex packaging, reinforcing the focus on sustainability.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of packaging types.
If you're in the Packaging industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Packaging in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Packaging in Italy?
- Which are the major pack types and how are they performing in Italy?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Italy?
- Where is future growth expected to be most significant?
Packaging Industry in Italy
Packaging in 2024: The big picture
2024 key trends
Shift to paper-based packs and smaller sizes in food packaging
Rise of rPET, aluminium cans and eco-friendly alternatives in Italy’s beverage packaging
Growth of cans and sustainable packaging in Italy’s alcoholic drinks
Refill pouches and recyclable materials drive beauty packaging in 2024
Rise of refillable pouches and PET jars in Italy’s home care packaging
Flexible packaging leads pet food trends
EU packaging rules will drive the usage of recyclable and sustainable packaging
EPR fee adjustments in Italy to promote recyclable packaging
Ecommerce packaging rules 2026 for reduced empty space
Italy is a European leader in bioplastics recycling and circular economy innovation
Italy achieves 97% recycling coverage through CONAI partnerships
PFAS-free seaweed packaging a sustainable alternative to forever chemicals
DISCLAIMER
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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