In this report, Mintel covers trends in beverage package labeling, material and design in the US beverage industry. The report includes insight into consumer priorities regarding package characteristics specific to beverage categories, and attitudes and behaviors regarding packaging materials and recycling are discussed, particularly as they relate to themes applicable to the report.
US Beverage Packaging Trends
In an ever-more crowded and competitive beverage market, where the lines separating product categories continue to blur, packaging’s role as a differentiator has only grown more essential. Innovative design features can help shape the product experience while the combination of succinct on-pack communication and links to more can respond to beverage purchasers who increasingly want to know more than just the basics. Beverage packaging can also play an important role in helping consumers manage their grocery budgets amid financial uncertainty and the threat of tariff-driven price increases.
Beverage purchasers see packaging as having a big impact on whether a product is environmentally responsible or not and hold manufacturers responsible above all others for making the right choices on behalf of the environment. This view keeps manufacturers pressured to pursue sustainable and cost-effective packaging solutions, even as tariffs on aluminum, plastic and other other materials disrupt the packaging supply chain.
Key Topics Analyzed in the Report
- Sustainability-related packaging behaviors
- Interest in sustainability-related packaging concepts
- Packaging-related budgeting behaviors
- Consumers’ view of environmental responsibility
- Beverage packaging type attribute associations
- Interest in beverage packaging features
- Attitudes toward beverage packaging
Meet the Expert Behind the Analysis
This report is written by John Owen. John provides in-depth analysis and insight across a variety of categories, including household and home care, health and wellness, food and beverages, and consumer lifestyles. He brings extensive experience in advertising and shopper marketing, most of it with Saatchi & Saatchi.
In an increasingly crowded beverage market, packaging can help brands stand out in a variety of ways.
John Owen
Associate Director – Food and Retail
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for beverage packaging
- Opportunities
- Pack-size flexibility can help shoppers manage rising prices on their own terms
- Make packaging design a key ingredient in the brand experience
- Off the top: caps and closures represent opportunity for innovation
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MARKET DYNAMICS
- Market context
- Market drivers
- Consumer perception of finances not yet recovered from 2022 inflation
- Graph 1: financial situation, 2021-25
- Consumers and beverage makers brace for tariff impact on aluminum
- Graph 2: concern about impact of tariffs on prices, 2025
- Plastic also impacted by tariffs
- Aluminum and plastic remain popular beverage packaging material choices in spite of modest declines in recent years
- Graph 3: beverage launches by packaging material, 2019-25
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CONSUMER INSIGHTS
- Consumer fast facts
- Sustainability-related packaging behaviors
- Recycling still offers a hands-on way to engage consumers in sustainability
- Graph 4: sustainability-related packaging behaviors, 2025
- For younger adults, sustainable packaging considerations start at the shelf
- Graph 5: sustainability-related packaging behaviors, by age, 2025
- Interest in sustainability-related packaging concepts
- Plastic’s functionality keeps it popular
- Graph 6: interest in sustainability-related packaging concepts, 2025
- To connect with sustainability-minded consumers, move beyond recyclability
- Graph 7: interest in sustainability-related packaging concepts, by importance of price vs sustainability, 2025
- Packaging-related budgeting behaviors
- Pack size flexibility could help food and drink shoppers save and keep them loyal in the event of further price increases
- Graph 8: packaging-related budgeting behaviors in the event of further price increases, by financial situation, 2025
- Budgeting strategies vary from channel to channel
- Graph 9: packaging-related budgeting behaviors in the event of further price increases, by grocery retailer shopped most often, 2025
- Environmental responsibility
- Environmental responsibility starts with manufacturers
- Graph 10: environmental responsibility, by age, 2025
- Beverage packaging attribute associations
- Package types and materials can help to reinforce brand messages
- Beverage packaging attribute associations
- Graph 11: beverage packaging attribute associations, 2025
- Interest in beverage packaging features
- Caps and closures represent opportunity for innovation
- Graph 12: interest in beverage packaging features
- Crystal Geyser launches tethered caps, higlighting convenience
- Older shoppers especially focused on practicality
- Graph 13: interest in beverage packaging features, by age, 2025
- Pack-size flexibility and value are key to connecting with GLP-1 users
- Graph 14: interest in beverage packaging features, by GLP-1 usage, 2025
- Beverage packaging communication priorities
- Product basics top a growing list of communication priorities
- Graph 15: beverage packaging communication priorities, 2025
- Smart packaging can respond to younger shoppers’ more varied interests
- Graph 16: beverage packaging communication priorities – top three, by age, 2025
- Attitudes toward beverage packaging
- Packaging design can be key to keeping young consumers engaged
- Graph 17: attitudes toward beverage packaging – design, any agree, by age, 2025
- Beyond portioning: distinctive pack design offers another avenue to connect with GLP-1 users
- Graph 18: attitudes toward beverage packaging – design and pack size, by GLP-1 usage, 2025
- Beverage brands have an opportunity to tie sustainability more directly to consumer value
- Graph 19: attitudes toward beverage packaging – sustainability, any agree, by age, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Sustainability claims stall in the broader beverage market
- Graph 20: incidence of select on-pack ethical/sustainability claims on beverage launches, 2019-24
- Retailers innovate with wine packaging to enhance their sustainability profiles
- Water bottles designed for reusability
- Limited-edition designer bottle from Evian features smart technology offering customized hydration tips
- Packaging leverages scent to deliver taste experiences
- Packaging choices can reinforce branding
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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