Packaging in 2024: The big picture
In 2024, the Netherlands saw strong packaging shifts across industries, driven primarily by sustainability targets and stricter EU regulations as well as rising consumer sensitivity to waste and microplastic concerns. Paper-based and recyclable mono-material packaging expanded rapidly in food, beauty and pet care as brands moved away from plastic-heavy designs. Well-established players such as Alpro, Innocent or Albert Heijn continued scaling shaped cartons and Pure-Pak packaging, while Unilever and Nestlé introduced high-paper-content recyclable packs across sauces and hot drinks. In parallel, rPET bottles gained share as producers responded to deposit-return expansion and mandated recycled-content requirements, although consumer preferences showed a gradual shift towards paper- and bio-based options, perceived as safer and cleaner.
2024 key trends
In 2024, sustainability became a dominant force shaping packaging trends in two major categories: beauty and personal care and home care. Beauty brands moved away from traditional plastic jars towards board tubs made from recyclable paperboard and embraced refillable systems to cut material waste. Innovative low-waste solutions like dissolvable sachets for cleansers and shampoos also gained traction, especially in the e-commerce channel. Leading players such as L’Oréal and Stoelzle spearheaded these changes with refillable glass jar systems, reinforcing the industry’s commitment to circularity and compliance with EU sustainability mandates.
Sustainability and portion control shape 2024 food packaging trends
In 2024, sustainability-driven material shifts was one of the growing trends in food packaging. Across categories, from dairy to sauces and meals, brands were rapidly moving towards paper-based and more recyclable mono-material solutions to comply with stricter EU regulations mandating recyclability by 2030 as well as consumer expectations. Major brands are taking action in this transition, such as Unilever advancing its sustainability agenda by rolling out 85% paper-based recyclable packs for Colman’s, signalling a strong move away from traditional plastic-heavy packs. Likewise, Albert Heijn, the Netherlands' largest retailer, widened the adoption of Pure-Pak Sense cartons across its private label plant-based dairy lines, reinforcing the mainstream acceptance of paper-based packaging.
Regulatory push and sustainability drive growth of paper cartons and rPET bottles in non-alcoholic drinks packaging
Aluminium and carton packaging continued to gain noteworthy penetration in Dutch non-alcoholic drinks in 2024, reflecting both sustainability goals and evolving consumer preferences for lower-impact materials. One of the strongest shifts was the rapid rise of shaped liquid cartons, driven by established brands such as Alpro and Innocent, which increasingly adopted renewable paper carton packs for juices, RTD teas and plant-based beverages. These packs reduce plastic use, while strengthening brand visibility on shelf. In hot drinks, sustainable and paper-based innovation also accelerated, most notably with Nestlé, in collaboration with Sonoco, launching a 95% paper-based, fully recyclable coffee can that replaces traditional metal variants and significantly reduces the pack’s environmental footprint.
Metal cans gain share from glass bottles in alcoholic drinks packaging
In 2024, alcoholic drinks packaging was largely shaped by a growing consumer preference for lightweight, convenient and cost-efficient packs, with metal cans and PET bottles gaining share. Metal cans recorded the highest growth, steadily replacing glass bottles in beer and RTDs due to their portability, affordability and easier logistics. Major brands such as Heineken, Amstel and Grolsch expanded their canned portfolios, introducing more single-serve and multipack options to meet the needs of on-the-go and value-conscious consumers. While glass bottles remained relevant for premium beers and wine, rising raw material costs, supply chain volatility and sustainability pressures saw them lose share to cans. In addition, PET bottles also emerged as a fast-growing alternative for RTDs, supported by regulatory changes, such as mandatory attached caps and higher recycled content requirements.
Sustainable and low-waste packaging leads beauty and personal care innovation
In 2024, sustainability continued to shape beauty and personal care packaging, with brands accelerating the shift towards bio-based, recyclable and low-waste materials. One of the most notable developments was the rapid rise of board tubs, which emerged as a key alternative to traditional plastic jars. Made from recyclable and biodegradable paperboard, these tubs gained traction in categories such as creams, scrubs and body balms due to their eco-friendly profile, premium aesthetics and high customisability. Their lightweight build also supports lower transport emissions and aligns well with evolving European sustainability standards and consumer expectations.
Refill packs and recyclable materials drive the home care packaging market
Refill pouches, mono-material packs and lightweight dispensing systems gained strong momentum in 2024 as brands sought to maintain functionality while reducing plastic use. Companies such as Henkel, with its toilet cleaner bottles made from 50% recycled polyethylene, and Diversey, with its fully recyclable SafePack XS pouch, exemplify this shift towards circular packaging. HDPE bottles continued to play a key role in fabric softeners due to their durability and recyclability, although overall reliance on traditional rigid bottles declined as refill ecosystems grew. Air care packaging also evolved, with Glade and Air Wick adopting smaller, eco-friendly packaging and low-waste refills to align with consumer expectations and regulatory pressure.
Folding cartons and larger value packs gain share in pet care packaging
In 2024, sustainability and convenience were the strongest forces shaping dog and cat food packaging. Folding cartons were gaining share in wet cat food, supported by their renewable material base, recyclability and compliance with EU PPWR guidelines. Brands like Felix and Smilla expanded their ranges in FSC-certified paper-based cartons, offering easy opening and reseal features that appeal to eco-conscious pet owners. Larger bulky packs, particularly the 1,200g pack size, also saw rising adoption as consumers looked for value-driven options that reduce packaging waste. Royal Canin led this shift with multiple Veterinary Line SKUs offered in these larger, more sustainable packaging. At the same time, flexible and recyclable pouch packs continued to gain traction, driven by their convenience, freshness preservation and portion-control benefits. Flexible aluminium/plastic pouches, such as those introduced by Nulo, remained popular in wet cat food due to their lightweight, resealable and easy-to-store design.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the major pack types and how are they performing in Netherlands?
- 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 Netherlands?
- Where is future growth expected to be most significant?
Packaging Industry in the Netherlands
Packaging in 2024: The big picture
2024 key trends
Sustainability and portion control shape 2024 food packaging trends
Regulatory push and sustainability drive growth of paper cartons and rPET bottles in non-alcoholic drinks packaging
Metal cans gain share from glass bottles in alcoholic drinks packaging
Sustainable and low-waste packaging leads beauty and personal care innovation
Refill packs and recyclable materials drive the home care packaging market
Folding cartons and larger value packs gain share in pet care packaging
Mandatory attached caps on single-use plastic bottles
Ban on disposable plastic cups and food packaging
Expansion of deposit return scheme (DRS) and reverse vending systems (RVS) in the Netherlands
Verpact’s quality-linked recycling agreements
Dutch government invests in recycling initiatives
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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