Global packaging volumes rose by 1.4% in 2024, led by emerging markets, especially Asia Pacific as growth slows in the West. Pack type and size adaptations support affordability amid continuing cost pressures. Plastic proves resilient, with PET bottles and pouches showing good growth. Paper, however, also gains traction as a sustainable alternative. Regulation is high on the agenda, particularly in Europe, and is accelerating circularity in packaging design.
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Key Findings
An improving volume picture, though cost-of-living pressures persist
Retail unit volumes in the consumer packaging industry grew by 1.4% in 2024, up from just under 1% in 2023, reaching four trillion packs globally. Cost-of-living and business pressures remain key challenges in a volatile geopolitical and trading environment. Brand packaging growth is supported by deployment of format adaptations, eg smaller sizes, to help preserve affordability.
Plastic’s resilience, PET bottles and pouches are growth highlights
Plastic shows resilience, notably via rigid formats with PET bottle sales rising by 3.5%. Flexible plastics saw more modest growth, as paper and pouches gained traction. PET’s role in hydration and wellness beverages is buoyed by emerging markets. Plastic pouches grew strongly in 2024 (up 6%), thanks to their lightweight, value-led and eco-friendly appeal.
Sustainability drives packaging R&D; paper gains ground
Paper-based substrates are gaining ground as part of brands’ plastic reduction strategies. Paper offers strong renewable qualities with high recyclability. Folding cartons led growth, particularly via foods end-uses, making gains from staples to snacks, derived by increased consumption and by conversion, the latter primarily from flexible plastics.
Regulation is a key preoccupation of brands and packagers
Compliance with packaging regulation is a top business priority in 2025, driven by regional, national and US state-led EPR policies. Key focus areas include waste, circular designs (mono-materials, recyclability, recycled content and renewable/reuseable specifications), recycling and chemical safety (especially concerning microplastics, PFAS and BPA).
Emerging markets fuel volume gains as North America slows
Packaging growth in Western Europe and especially North America is below par, as economic and geopolitical instability shakes consumer confidence and spending. Asia Pacific leads regional potential, with India as its north star, supported by a young population, urbanisation, rising incomes and a shift to packaged goods. The Middle East and Africa and Latin America also present healthy potential.
Our expert’s view of packaging in 2025
Packaging snapshot
Key findings
Key facts to share
Top five trends in consumer packaging
Top five trends uncovered
Drivers of consumer markets and impact on packaging
Adjacent industries and how they impact packaging
Packaging secures growth in 2024 despite global headwinds and uncertainty
Flexible plastic leads but faces eco-pressures; paper and metal headline gains
Food staples: Rice, pasta, oils and sauces – fuel pack gains; health adds momentum
Wellness, value and format innovation shape beauty and home care packaging
Growth divide: Emerging regions power ahead as Western recovery slows
Pack leaders: Flexibles rise for budget staples, rigids refresh, metal adds functionality
Glass recovery and paperisation momentum
India’s ascent: Powering packaging’s emerging market potential
Cost-sensitive consumers prioritise price above almost everything else
Global retail giants reign as discounted formats and private label gain
Sustainability: A top strategic pressure and packaging priority
Packaging navigates modest growth and rising environmental expectations
Opportunities for growth
Global retail packaging demand by industry and material group
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