Packaging in 2024: The big picture
In 2024, the UK packaging landscape entered a period of accelerated transformation as sustainability priorities, policy changes and shifting consumer expectations converged. Public awareness of environmental issues, especially plastic pollution, carbon reduction and circularity has intensified, prompting both brands and retailers to move decisively away from traditional virgin plastics. This shift is reinforced by stricter regulations, including Extended Producer Responsibility (EPR) fees and upcoming Deposit Return Schemes (DRS), which are pushing companies to rethink packaging from the ground up.
2024 key trends
In 2024, intensifying regulatory measures, such as Extended Producer Responsibility (EPR), the EU Packaging and Packaging Waste Regulation (PPWR) and upcoming Deposit Return Schemes (DRS), combined with growing corporate sustainability commitments, were accelerating the UK’s transition towards circular materials. These policies require higher recycled content, improved recyclability and reduced reliance on virgin plastics, prompting brands to re-engineer packaging from the ground up. As a result, companies are rapidly investing in innovative materials, including paper-based bottles, moulded fibre structures, recycled aluminium, cellulose-based films and advanced bio-based or compostable polymers.
Changing consumer behaviour and economic pressures drive the shift towards convenience-focused and flexible packaging formats
Evolving lifestyles, on-the-go consumption patterns and ongoing cost-of-living pressures are collectively driving strong growth in flexible, lightweight and convenience-led packaging across the UK market. Consumers increasingly favour pouches, stand-up bags, squeezable tubes and resealable formats as they offer portability, ease of use and reduced material consumption, all while keeping prices accessible during inflationary periods.
Rising sustainability expectations and inflationary pressures reshape food packaging formats
Food packaging in the UK is undergoing rapid transformation as brands balance sustainability expectations with affordability concerns. Consumers increasingly demand recyclable, mono-material and low-impact options, with Arla, for example, publicly committing to more sustainable packaging practices in the UK. Meanwhile, retailers such as Sainsbury’s are re-engineering their private label packaging, with this company recently replacing traditional plastic trays for many of its private label meat and fish products with sugarcane-pulp-based trays (with minimal plastic film), a concrete shift towards fibre-based, lower-impact formats.
Regulatory targets and brand carbon goals accelerate the shift to rPET and low-impact non-alcoholic formats
Non-alcoholic drinks packaging is being reshaped by regulatory requirements for recycled content and corporate carbon-reduction commitments, boosting the usage of rPET for bottles in 2024. Brands that once relied heavily on virgin PET are now standardising bottle designs around high rPET content to comply with circularity targets and reduce modulated EPR fees. For example, Aldi became the first supermarket in England and Wales to shift its private label soft drinks into 100% rPET bottles (excluding caps and labels). Similarly, Coca-Cola Europacific Partners (CCEP) targeted 50% recycled content in its PET bottles by 2024 as part of its wider sustainability strategy, signalling how major beverage manufacturers are aligning with recycled-content regulations.
Premiumisation demands and carbon-reduction goals drive material diversification in alcoholic drinks
The alcoholic drinks industry is experiencing a structural shift as premiumisation trends intersect with sustainability pressures, leading brands to diversify their packaging materials. Players in beer and RTDs are accelerating their migration from glass bottles towards aluminium cans, which offer lower transportation emissions, reduced breakage and strong alignment with Deposit Return Scheme (DRS) requirements. Major brewers like BrewDog, Camden Town Brewery and Carlsberg expanded their can portfolios, while RTDs brands such as Gordon’s and White Claw leveraged sleek, portable can designs to target younger consumers and on-the-go occasions.
Circular beauty expectations and retailer action accelerate refill and bio-based packaging adoption
Beauty and personal care packaging is undergoing a significant transformation as consumers prioritise low-waste routines and retailers expand circular infrastructure. Brands are increasingly adopting refillable aluminium or glass systems, allowing consumers to reuse durable containers, while replenishing the product through lightweight refill packs. A notable example is Germaine de Capuccini’s recent “Refill and Renew” launch, which introduced premium refill formats designed to cut long-term packaging waste.
Demand for value and waste reduction drives adoption of concentrates and refill ecosystems in home care
Home care packaging is rapidly evolving as consumers seek value-driven, low-waste cleaning solutions. Refill-at-home concentrates, such as dissolvable tablets, powders or liquid pods, are becoming a mainstream alternative to traditional ready-to-use cleaning products, dramatically reducing plastic usage and transportation emissions. Well-known brands such as Vanish and Finish have successfully leveraged 350ml composite containers for cleaning powders and dishwashing products, while Air Wick uses the same format for selected home fragrance refills, reinforcing consumer familiarity with compact, material-efficient packaging.
Consumer demand for sustainability and functionality drives new flexible and smart packaging formats in pet food
Pet food packaging is being reshaped by rising consumer expectations for sustainability, without compromising functionality or product freshness. As a result, aluminium/plastic pouches continue to dominate due to their strong barrier performance, but brands are increasingly introducing recyclable mono-material PE pouches that meet circularity targets while maintaining shelf life. In 2024, Berry Global, in collaboration with Peel Plastics Products, introduced an innovative flexible packaging portfolio for Hill’s Pet Nutrition incorporating certified-circular plastic. Using ExxonMobil’s Exxtend advanced recycling technology, this new packaging enables the use of food-grade circular polymers, significantly reducing reliance on virgin plastic and supporting Hill’s broader sustainability commitments.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the major pack types and how are they performing in United Kingdom?
- 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 United Kingdom?
- Where is future growth expected to be most significant?
Packaging Industry in the United Kingdom
Packaging in 2024: The big picture
2024 key trends
Changing consumer behaviour and economic pressures drive the shift towards convenience-focused and flexible packaging formats
Rising sustainability expectations and inflationary pressures reshape food packaging formats
Regulatory targets and brand carbon goals accelerate the shift to rPET and low-impact non-alcoholic formats
Premiumisation demands and carbon-reduction goals drive material diversification in alcoholic drinks
Circular beauty expectations and retailer action accelerate refill and bio-based packaging adoption
Demand for value and waste reduction drives adoption of concentrates and refill ecosystems in home care
Consumer demand for sustainability and functionality drives new flexible and smart packaging formats in pet food
Rising regulatory costs are accelerating packaging redesign
Deposit incentives are reshaping beverage packaging choices
Government-funded waste systems are driving infrastructure upgrades, recycling targets and local-authority integration
Regulatory pressure and consumer demand driving strategic recycling partnerships
Patent-free biopolymers and seaweed coating emerge as compostable packaging solutions
EPR obligations and traceability requirements reinforce adoption of smart packaging technologies
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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