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