Packaging in 2024: The big picture
In 2024, the packaging industry in the Philippines was seeing increasing use of novel and growing pack formats across categories, driven by sustainability, cost pressures and evolving consumer preferences. Paper-based cartons, such as Tetra Pak’s 70% FSC-certified beverage cartons, and aluminium trays, such as those used by Pedigree and Cesar, were gaining share thanks to their recyclability and barrier properties. Refill pouches and concentrated formats were expanding in home care and beauty and personal care, with brands like Surf, Joy or Downy offering refill solutions that reduce plastic use and costs for consumers. Mini and single-serve packs, such as 80ml dairy bottles, single-serve pet food trays, and sachets for home care, were popular for their affordability and portion control, while large resealable bags (15kg pet food) and multipacks were catering to bulk buyers. Rising raw material costs and tariff pressures were seeing brand owners look to optimise pack sizes and materials. Growing consumer concerns about microplastics are accelerating the shift away from traditional plastics towards rPET, aluminium and paper, making sustainability and convenience the core drivers of packaging innovation in the Philippines.
2024 key trends
In 2024, the packaging industry in the Philippines was seeing rapid growth in sustainability and circularity, as well as refill and concentrated formats. Brands like Coca-Cola have introduced 100% rPET bottles, while Mars Petcare’s “Fur the Best” initiative collects and recycles flexible pet food packs from brands like Pedigree and Whiskas, turning them into useful products. Metal cans were gaining share in alcoholic drinks for their recyclability. At the same time, refill pouches and concentrated products are expanding in home care and beauty, with brands like Surf, Joy or Downy offering refill solutions that reduce plastic use and cost. Ecowise’s Multi-Surface Cleaner Tablets, packaged in flexible paper, exemplify the move towards plastic-free, space-saving solutions. These trends are driving innovation and helping brands meet consumer demand for eco-friendly, affordable packaging.
Packaging trends in the Philippines balance environmental duty with practical consumer preferences
A major food packaging trend in the Philippines in 2024 was the shift to sustainable and innovative pack types, which is driving an increase in packaging volumes and market growth. Mondelez revamped its Eden Cheese and Cheez Whiz packaging to use recyclable plastics, complying with the Extended Producer Responsibility (EPR) law and partnering with Plastic Credit Exchange for waste recovery. JR Foods introduced paper-based trays for ready meals, replacing over 90% of traditional plastic and reducing carbon emissions.
Shift towards rPET and paper-based alternatives in 2024 beverage packaging
A major non-alcoholic drinks packaging trend in the Philippines in 2024 was the rapid adoption of recycled PET (rPET) bottles, driven by sustainability goals and regulatory compliance. Coca-Cola Philippines led this shift by introducing 100% rPET bottles for flagship products like Coca-Cola Original and Wilkins Pure, available in smaller 190ml and 390ml sizes to meet affordability and portability demands. This was supported by PETValue Philippines, a facility capable of recycling up to two billion PET bottles annually, ensuring a steady supply of food-grade rPET. In addition, paperboard innovation gained traction through Tetra Pak’s launch of beverage cartons with 70% FSC-certified paperboard, reducing reliance on plastics. These changes are increasing packaging volumes and market growth, as eco-conscious consumers favour recyclable pack types and brands leverage sustainability for competitive advantage. Aluminium can penetration remained stable, while plastic shrink wrap alternatives are emerging slowly, signalling a clear upward trend for rPET and paper-based solutions.
Rising adoption of aluminium cans in alcoholic drinks in the Philippines
A major alcoholic drinks packaging trend in the Philippines in 2024 was the strong growth of metal beverage cans, especially for beer and RTDs. Companies like San Miguel Brewery and Asia Brewery have expanded their canned beer offerings in 330ml and 500ml sizes, while RTDs such as Coca-Cola’s Lemon-Do, Pepsi’s HARD Mountain Dew, and Jack Daniel’s & Coca-Cola (launched by Coca-Cola Beverages Philippines and Brown-Forman) are all using sleek 330ml aluminium cans. This shift is driven by consumer demand for portability, affordability and convenience, as well as the recyclability and faster chilling of cans. Multipacks of four or six cans are also gaining popularity for at-home and party occasions. While there are ongoing concerns about aluminium raw material costs and tariffs, the market trend is clearly moving towards cans, with glass bottles maintaining relevance mainly in premium segments and traditional areas like wine and spirits.
Growing use of refillable, recyclable and biodegradable packaging in beauty care
Beauty and personal care packaging trends in the Philippines have seen the rapid adoption of sustainable and innovative solutions, particularly in refillable and recyclable pack types. L’Oréal and Unilever launched the country’s first green joint business plan, introducing refillable containers, recyclable mono-material packs and packaging with post-consumer recycled content. Local innovation is also strong: Filipino scientists are developing biodegradable eco-packaging from agricultural waste, and MSMEs like MAGWAI’s have shifted to plastic-free, paper-based packaging to support marine conservation. PET jars and bottles, especially in larger, family-use sizes, are gaining popularity for their recyclability and value, while brands like Enigma Beauty use elegant glass bottles for premium skin care products. These innovations are driving an upward trend in packaging volumes, as both global and local brands respond to consumer demand for eco-friendly, functional and attractive packaging types.
Refillable, concentrated and eco-friendly formats reshape home care packaging in 2024
A major home care packaging trend in the Philippines in 2024 was the shift towards eco-friendly materials, refillable solutions and concentrated pack types that enable smaller, more efficient pack sizes. For example, Ecowise launched Multi-Surface Cleaner Tablets in flexible paper packaging – these concentrated tablets dissolve in water at home, reducing plastic waste and logistics costs, while appealing to eco-conscious consumers. Leading brands like Joy, Surf or Downy are expanding their use of refill pouches and thin wall plastic containers, making products more accessible and affordable for value-conscious households. PET bottles are also gaining popularity for liquid categories, offering durability and resealability. These innovations are driving an upward trend in packaging volumes, as brands respond to demand for convenience, sustainability and cost-effectiveness, while also supporting the growth of quick commerce and smaller household sizes in urban areas.
Sustainability initiatives take centre stage as pet care brands push towards a circular economy
Mars Petcare, in collaboration with Plastic Credit Exchange (PCX) and Pet Express, has introduced the “Fur the Best” recycling initiative in the Philippines. This scheme focuses on collecting and recycling flexible pet food packaging in sizes such as 1kg, 3kg and 8kg from popular brands like Pedigree, IAMS and Whiskas. These pack sizes, often associated with larger volume pet food purchases, are now part of a circular economy effort. Consumers can return clean, empty packs to designated drop-off points in Metro Manila, where they are recycled into products like benches for pet shelters. This initiative aligns with Mars’ global commitment to 100% recyclable, reusable or compostable packaging and reducing virgin plastic use by 25%. This development highlights the industry’s focus on managing larger, flexible plastic pack types – common in bulk purchases – through sustainable recycling initiatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- Which are the major pack types and how are they performing in Philippines?
- 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 Philippines?
- Where is future growth expected to be most significant?
Packaging Industry in the Philippines
Packaging in 2024: The big picture
2024 key trends
Packaging trends in the Philippines balance environmental duty with practical consumer preferences
Shift towards rPET and paper-based alternatives in 2024 beverage packaging
Rising adoption of aluminium cans in alcoholic drinks in the Philippines
Growing use of refillable, recyclable and biodegradable packaging in beauty care
Refillable, concentrated and eco-friendly formats reshape home care packaging in 2024
Sustainability initiatives take centre stage as pet care brands push towards a circular economy
EPR compliance moves from reporting to enforceable audit practice
DRS pilot planning signals shift towards circular packaging regulation
EPR enforcement intensifies: driving accountability, packaging redesign and cost implications in the Philippines
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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