Rising costs of living are shifting consumer focus toward value, with sustainability as an increasingly important tie-breaker – particularly among younger consumers and parents. Consumers see manufacturers as responsible for…
US
Packaging
Food
simple
US Food Packaging Trends Report 2025
"Value-focused consumers expect transparency and convenience. Smart packaging and clear communication can build trust, with sustainability an important tie-breaker."
Rising costs of living are shifting consumer focus toward value, with sustainability as an increasingly important tie-breaker – particularly among younger consumers and parents.
Consumers see manufacturers as responsible for eco-friendly choices, and retailers are seen as acting as gatekeepers who should make sustainable options visible and easy.
The focus on value is seen with just over half of consumers being open to smaller packages as a way to avoid price hikes. However, transparent communication is essential to avoid the negative perception of shrinkflation.
Packaging is no longer just about function. Consumers view it as a signal of both safety and a brand’s values. Sustainable packaging is now a baseline expectation for everyday purchases.
Packaging now serves as an important interactive gateway, with QR codes and other technologies allowing brands to engage younger consumers and parents more deeply and provide greater value to shoppers on multiple levels.
Key Topics Covered in the Report:
Prioritization of price vs sustainability
Responsibility for environmentally friendly food/drink choices
Consumer attention and interest in packaging attributes
Attitudes toward cost versus packaging trade-offs
Perceptions of responsible and safe packaging
Packaging-related shopping consideration
Report Attributes
Details
Published Date
September 2025
Report Author
John Owen, Associate Director – Food and Retail
Consumer Data Range
2022-2025
Consumer Data
2,000 internet users aged 18+, May 2025
Consumer Research Coverage
Price vs sustainability, Responsibility for environmentally friendly food/drink choices, Consumer attention and interest in packaging attributes, Cost versus packaging trade-offs, Perception of responsible and safe packaging, Packaging related shopping considerations
Rising inflation and food packaging costs seen in June 2025
Graph 1: headline CPI and core CPI, 2021-25
Tariffs on food packaging increased costs for consumers, reducing affordability and choice, forcing more cautious, value-driven shopping habits
Higher prices lead to cutbacks on indulgences and experimentations, nostalgic flavors will provide comfort in uncertain times
Trust in sustainability efforts is marred by confusion; efforts are needed to build trust in brands and their eco claims
Packaging is becoming an interactive touchpoint; leverage QR codes on packaging to deepen engagement and build trust
CONSUMER INSIGHTS
Consumer fast facts
Price vs sustainability
Rising costs push a greater focus on price over sustainability in 2025
Graph 2: importance of price vs sustainability in food/drink purchases, 2025
Rising costs push a greater focus on price over sustainability in 2025
For Gen Z and Millennials, sustainability is an identity, and they expect food brands and retailers to lead with it
Graph 3: importance of price vs sustainability in food/drink purchases, by generation, 2025
Not a zero-sum game: effectively balancing affordability with authentic sustainability messaging will earn the loyalty of these generations
Gen Z men are more engaged with sustainability when offered innovative, future-forward solutions. Gen Z women want affordable, accessible options
Graph 4: importance of price vs sustainability in food/drink purchases, Gen Z men vs Gen Z women, 2025
Responsibility for environmentally friendly food/drink choices
Food brands are expected to lead on sustainability; consider partnering with retailers to make eco-friendly choices easy and visible
Graph 5: responsibility for environmentally friendly food/drink choices, 2025
Food brands are expected to lead on sustainability; consider partnering with retailers to make eco-friendly choices easy and visible
Packaging manufacturers can take inspiration from Huhtamaki
Gen Zs and Millennials emphasize retailers’ role in sustainability; retailers could consider creating a sustainability-focused experience
Graph 6: responsibility for environmentally friendly food/drink choices, food/beverage retailers, by generation, 2025
Retailers could rethink private-label packaging to be multifunctional to reduce packaging waste: inspiration from Starbucks China
Gen X and Boomers are more likely to consider consumers responsible. Consider messaging that highlights individual agency
Graph 7: responsibility for environmentally friendly food/drink choices, consumers, by generation, 2025
Consumer attention and interest in packaging attributes
Lead with the basics and layer on sustainability as a secondary differentiator, particularly when appealing to younger consumers and parents
A quarter of consumers look for eco claims on product labels when choosing food products
Graph 8: types of information on product labels looked for when choosing food products, 2025
Consumers want packaging that builds trust and adds convenience; sustainability can be a secondary value-add packaging feature for food brands
Graph 9: types of food packaging features interested in seeing more of, 2025
Parents crave value and flexibility in packaging
Graph 10: types of food packaging features interested in seeing more of, parents with under-18s at home vs overall, 2025
Parents also demand deeper information on packaging
Graph 11: types of food packaging features interested in seeing more of, scannable QR code to access more information, parents with under-18s at home vs overall, 2025
Cost versus packaging trade-offs
Lead with affordability and bulk offers, show how eco packaging won’t increase costs
Graph 12: attitudes toward cost versus packaging trade-offs, 2025
Framed as both cost-smart and planet-smart, bulk buying directly connects to consumer values
Transparency builds trust, and trust can work as a good differentiator in cost-conscious times
Consider taking a new angle on affordability when communicating value over price
Budget considerations hamper commitment to action on growing prioritization of sustainability for Gen Z and Millennials
Graph 13: attitudes toward cost versus packaging trade-offs (any agree), by generation, 2025
Budget considerations hamper commitment to action on growing prioritization of sustainability for Gen Z and Millennials
Perceptions of responsible and safe packaging
Consumers consider packaging as a signal of sustainability and safety
Graph 14: attitudes toward responsible and safe packaging, 2025
Consumers consider packaging as a signal of sustainability and safety
It could be said that packaging is a health issue; consider strategies that connect health and sustainability
Messaging touting “safe for you, safe for the environment” counts for more when targeting Gen Z and Millennials
Graph 15: attitudes toward responsible and safe packaging, by generation, 2025
The simplicity and responsibility of decomposable packaging appeals to men aged 18-44
Packaging-related shopping considerations
Think beyond the box: though price comes first, sustainable packaging and a committed brand ethos acts as an important tipping point for shoppers
Graph 16: packaging-related attitudes, 2025
Everyday items are the frontline of sustainability; consider emphasizing how regular choices build lasting habits
Trendy packaging is appealing to 18-44s, consider layering on purpose to tap into deeper values
Graph 17: select packaging-related attitudes (any agree), by age, 2025
Incorporating a QR code strategy is becoming a “must-have” to engage younger consumers, particularly parents
Younger consumers and parents are more inclined to scan a QR code to learn more about a product
Graph 18: “I’m likely to scan a QR code to learn more about a product” (any agree), by gender and age and parental status, 2025
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Eliminating plastic and whey waste: Ogilvy Colombia and Nestlé’s self-packing cheese re-engineers whey into biodegradable packaging
Resealable, mono-material packaging is in focus, supporting both consumer need for convenience and interest in sustainability
Rethinking the box: store brand Compliments launches a resealable innovation that cuts waste and boosts value
Clear communications around the impact of sustainable packaging builds consumer trust, John West
Ecotwist from John West shows how doing the right thing can be fully “faff-free”
APPENDIX
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
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