2025
9
US BPC Packaging Trends Report 2025
2025-11-19T22:01:35+00:00
REP621362B1_60AA_4F6A_8CC1_E3FCB63BC327
3695
188753
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Report
en_GB
Over half of US beauty and personal care shoppers have admitted to sacrificing packaging quality for lower prices. The BPC packaging market faces supply chain challenges and cost pressures, with…
US
Beauty and Personal Care
Packaging
simple

US BPC Packaging Trends Report 2025

Over half of US beauty and personal care shoppers have admitted to sacrificing packaging quality for lower prices.

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Source: G2.com, Inc.
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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Market predictions
    • Outlook for BPC packaging
    • Opportunities
    • Design packaging that supports sensorial comfort and elevation
    • Packaging can be the star when positioned in service of product functionality
    • Build early habits and preferences for sustainable packaging among Gen Alpha
    • Graph 1: participation in recycling programs and drop-offs, by parental status, 2025
    • Eco-proof packaging for minis and novelty-driven shopping
  2. THE MARKET

    • Market definition
    • The economic outlook and BPC packaging: an overview
    • Graph 2: sacrificing packaging quality for price by HHI, 2025
    • Companies must adapt to tariffs on packaging supply chains
    • Challenged by deprioritization and slowed innovation, eco-friendly packaging predicted to slow down after steady rise
    • State policy changes and proposals set higher expectations for recyclable packaging at a national level
  3. INNOVATION LANDSCAPE AND MARKETING STRATEGIES

    • Material trends: polyethylene growth is fueled by cost effectiveness and advanced circular technologies
    • Graph 3: % change in launches of top BPC packaging material types, 2022-24
    • Fragrances see the greatest momentum in sustainable packaging growth
    • Graph 4: launches with eco-friendly packaging by category, 2022-24
    • Sluggish refillable efforts occur downstream of sustainability challenges
    • Take notes from sustainable fragrance packaging
    • Advance circular infrastructure to broaden participation
  4. CONSUMER INSIGHTS

    • Consumer fast facts
    • When does packaging matter in BPC shopping?
    • In general, packaging must be laddered up to more salient motivations
    • Graph 5: personal care purchase factors, ranked, 2023
    • For Gen Z, packaging can make or break a product
    • Graph 6: attention paid to packaging in any BPC category, 2025
    • Packaging can emphasize unique launches, particularly in makeup and fragrance
    • Packaging can highlight unique makeup and fragrance launches
    • Graph 7: attention paid to packaging by category, 2025
    • Packaging matters when consumers want to treat themselves
    • By examining the connection between packaging materials, design and product outcomes, brands can bring focus to what’s inside the container
    • Lead re-packaging communication with ease of use and value
    • What do consumers want from their packaging design?
    • Eco-friendliness becomes a higher priority
    • Graph 8: features sought from BPC packaging, ranked, 2025
    • Be mindful of features sought by category
    • Graph 9: packaging features sought, by category packaging, 2025
    • Glass is considered luxurious, while plastic is convenient
    • Graph 10: perceptions of select materials, containers and dispensers, 2025
    • Elevate the profile of non-glass materials, addressing consumers’ “weight bias”
    • What on-pack information do consumers look for?
    • Consumer attention gravitates toward ingredients and safety certifications
    • Graph 11: BPC packaging information sought, ranked, 2025
    • For Gen Z shoppers, certifications come first
    • Graph 12: attention paid to certifications, by generation, 2025
    • Controversies are small hiccups to the popularity of certifications
    • Top-ranked information sought on-pack by generation
    • Bridge the gap between online research and on-pack information
    • What are consumer attitudes toward sustainable BPC packaging?
    • Anticipate broader financial strains to challenge interest in eco-friendly packaging
    • Graph 13: eco-friendliness as a packaging feature sought – any rank up to three, by HHI, 2025
    • No single material dominates eco-friendly perceptions
    • Graph 14: eco-friendly perceptions toward select materials, by generation, 2025
    • Connect newer eco-friendly concepts to higher-priority perceptions
    • Graph 15: Perceptions of select sustainable packaging concepts, 2025
    • Newer solutions require buy-in from Gen Z
    • Graph 16: eco-friendly perceptions toward select eco-friendly packaging concepts, Gen Z vs all, 2025
    • Invite followers into the innovation process
    • Use visual redesigns to introduce eco-friendly materials
    • Convenience is a major pain point in BPC recycling
    • Some help may be on the way: How2Recycle revamp
    • Combat “wishcycling” by reducing consumers’ mental loads…
    • …and showing tangible proof of circular concepts
    • Continue to identify and fill gaps in circular infrastructure to help consumers play their part
    • Graph 17: recycled BPC containers at a designated store or drop-off location, by area and region, 2025
  5. APPENDIX

    • Consumer bases: BPC purchases by category
    • Consumer bases: consumer attention paid to packaging of listed category
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
Download Report Summary

"Sustainable and innovative designs can serve consumer priorities in product value, performance and emotional draw in a largely price-sensitive shopping environment."

Joan Li, Senior Analyst, Beauty and Personal Care

Joan Li, Senior Analyst, Beauty and Personal Care

US Beauty and Personal Care Packaging Trends

  • Over half of US beauty and personal care shoppers have admitted to sacrificing packaging quality for lower prices. The BPC packaging market faces supply chain challenges and cost pressures, with macroeconomic headwinds and tariffs amplifying scrutiny on margins. Sustainability maintains strong cultural relevance but faces a low recycling infrastructure and consumer fatigue, slowing the adoption of eco design.
  • While innovation decelerates, packaging can focus on core value-adding features – especially hygiene, product longevity and user-friendly dispensing – to maintain shelf presence in price-sensitive environments. Consumer segmentation reveals that functional packaging remains essential for budget-strained households, while packaging aesthetics, enhanced product functionality and on-pack “clean” certifications can contribute to premiumization.
  • Looking ahead, state Extended Producer Responsibility (EPR) laws will shape future eco innovation. Gen Alpha, while a minority of current buyers, represents a crucial opportunity as brands pilot education-led, story-rich packaging to instill recycling habits and future preferences. Packaging solutions must balance environmental responsibility with consumer perceptions of materials, value and desire for play.

This Report Looks at the Following Areas:

  • Macroeconomic factors impacting BPC packaging innovation and sales
  • Product launch trends in BPC packaging
  • Marketing strategies and innovations centered on BPC packaging
  • Consumer attitudes and behaviors toward BPC packaging
  • Consumer attitudes and behaviors toward sustainability in BPC packaging

Report Scope

BPC packaging refers to the container, design, material and labelling of BPC products. Because packaging is not sold on its own, there is no market size or segmentation. Instead, this Report focuses on the following:

  • product launch trends in BPC packaging
  • marketing strategies and innovations centered on BPC packaging
  • consumer attitudes and behaviors toward BPC packaging
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