2025
9
US Food Packaging Trends Report 2025
2025-09-29T22:02:10+00:00
REP2B16DF59_BB6D_4556_ABFD_F81CF9855C19
4995
187195
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Report
en_GB
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."

John Owen, Associate Director - Food and Retail

John Owen, Associate Director - Food and Retail

US Food Packaging Trends and Insights

  • 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 AttributesDetails
Published DateSeptember 2025
Report AuthorJohn Owen, Associate Director – Food and Retail
Consumer Data Range2022-2025
Consumer Data2,000 internet users aged 18+, May 2025
Consumer Research CoveragePrice 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

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Market predictions
    • What consumers want and why
    • Opportunities
  2. MARKET DYNAMICS

    • Market context
    • 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
  3. 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
  4. 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”
  5. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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