5 August, 2025 – Sustainable packaging has become a significant consideration in consumer expectations. Awareness of this development has become evident for brands to take note of and reduce their environmental impact. From lightweight aluminum containers to paper-based bottles fitted with novel closure solutions, many new formats are being explored to solve the challenges of eco-friendliness and convenience. Innova Market Insights explores market trends as well as consumer attitudes facing beverage packaging, outlining the latest innovations that are tackling challenges across sustainability, convenience and consumer experience.
What Difficulties Does Beverage Packaging Face?
Recycling correctly can be confusing at the best of times, leaving consumers fatigued as to where to put each and every item. This multitude of labelled products is often the main cause of skepticism towards claims of environmentally sustainable packaging. This negative perception reduces the efficacy of recycling efforts, giving way to doubt over the effect such eco-friendly packaging might have on the flavor and quality, since it no longer has the same sentiment as before.
Brands are therefore looking to their next stage of innovation to solve this conundrum, giving rise to the activity around lightweight and on-the-go solutions. The modern consumer has a preference, and at the moment, that is swaying towards recyclable, lightweight materials such as aluminum, paper-based and eco-friendly glass. The reason for this is that these materials are aligned with circular economy goals while enhancing portability. Practical and environmental benefits are underpinning this packaging trend, particularly with aluminum and screw-cap packaging formats.
Game Changing Opportunities
Developing recycle-friendly and multifunctional packaging for beverages presents plenty of opportunities. Despite being deeply dissatisfied with the attached cap design, European consumers still care about preventing wastage and enjoying their beverages at their discretion. This is creating a degree of pressure on manufacturers and producers to improve designs while also continuing to innovate beverage packaging in the on-the-go consumption area.
Convenience and Sustainability in Tandem
Doing the right thing is what is key for everyone going forward. So, making it easier for consumers to save the planet one step at a time while improving their experience with a product is paramount. In fact, a third of consumers researched by Innova Market Insights are prepared to accept a price premium for more sustainable packaging. Couple this with functionalities that focus on portability and cutting down on beverage waste, then it can serve those seeking beverage packaging that is both sustainable and convenient.
Consumers do not want confusion when recycling their packaging, and an opportunity exists for the industry to tackle and conquer. Simplifying packaging with monomaterials and clear labelling is top of mind, with the majority of consumers recently polled with their desire for a single label that captures the complete impact on the environment. Similarly, a significant number of consumers have said they were positively influenced in their product choice by an increased percentage of recycled content used to make the packaging.
Issues Around Quality and Flavor Experience
Innova Market Insight’s research uncovered the lingering perception among consumers that advantages for the environment come at the cost of quality and of the sensory experience in their opinion. This negative association in some cases, is not entirely unwarranted. In this instance, it would suggest that the contents of a novel flat-shaped recycled plastic (rPET) bottle, which is designed to curb CO2 emissions, should be consumed within 12 months to ensure it is enjoyed at optimum quality. That aside, consumers have two concerns that come to mind when purchasing a product such as this: will it affect the flavor of their food or beverage, and will it affect the quality?
Enhancing the Consumption Experience
Protecting its contents and optimizing the consumption experience are among the core purposes of beverage packaging. Improving products and reducing wastage have become the main focus for product design teams in packaging. New closing caps or less time-sensitive containers that do not impact quality and flavor will stand out in a global market of consumption. Ensuring a smooth flow performance when drinking or pouring will undeniably improve drinking quality and flavor perception, with consumers willing to pay a premium for comfort.
Convenience at Odds With Sustainability Goals
It has been said that the most convenient thing about finishing a beverage is discarding its receptacle. A reflex that is born into mindsets from the moment beverages have been consumed. However, consumers are more conscious of what that means now, and brands have to be clear that they feel the same. Displaying signs that they are as visibly eco-conscious as their consumers is key, while easing the burden on their conscience. Although consumers are divided on what currently drives this mindset, due to a state of confusion, it continues to make them question the choice and whether they are really helping to do their bit for the environment. This is due to far too many environmental labels and misleading information, and the few who did not know how to go about separating their waste. The solution? Clarifying how to dispose of packaging, positively influencing their product choice and making recycling guidelines clearer.
What’s Next in Beverage Packaging?
A continued shift toward increasingly more lightweight packaging, like aluminum, carton and rPET is on the cards. Since the arrival in the mainstream of temperature-regulating packaging, this is becoming more commonplace to see, helping to reduce waste for drinks consumed on the go. Other packaging trends that are on the rise include new container closures that are being designed to prevent spills, keep drinks carbonated, and avoid contamination, allowing people to enjoy their beverages at their own pace and wherever they are. The category will likely witness more companies investing in improvements to tethered cap designs based on consumer feedback. Overall, there will continue to be an emphasis on sustainable packaging that enhances quality and creates a better drinking experience.
This article is based on Innova’s Beverage Packaging: Sustainable, Convenient, Consumer-Friendly – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
