Packets and carton boxes have long been the go-to-choice for packaging cereals and cereal bars. Today’s consumers lead increasingly busy lifestyles, reflected in the growth of pouch packaging solutions that enable resealability and on-the-go consumption. Environmental sustainability is mainly achieved through the use of 100% recycled and post-consumer recycled packaging, specifically in carton boxes. Recently, there have been product launches which feature recyclable bio-based plastics or biodegradable materials. Although still a niche, there is a potential for greater adoption of compostable solutions.
Innova Market Insights data showed an average annual growth of 10% in F&B launches with a Responsible Source claim from October 2020 to September 2025. Dairy and Soft Drinks had the largest share of these launches. The greatest five-year increase in the Responsible Source claim was seen in packaging within the Spreads category.
Innova Market Insights data shows an average annual growth of 19% in Halloween-themed F&B launches from October 2020 to September 2025. 49% of these launches were in Confectionery, and 17% of Halloween-themed launches were in Bakery. Brands are introducing new products with fun, spooky-themed packaging or adding a thematic twist, such as glow-in-the-dark packaging.
Innova Market Insights data shows consumers care about Household Packaging sustainability. Globally, 42% of consumers say it is essential that Household Packaging is recyclable. For one-third of consumers, refillable Household Packaging is the most important feature. Consumers also prioritize biodegradability, with 36% choosing this criteria as the most important environmental claim.
Innova Market Insights’ Top Packaging Trends 2025 report highlights natural solutions as the fourth key trend. As consumers seek alternatives to petrochemical plastics, renewable options such as bio-based packaging are gaining traction. An Innova survey shows that 30% of consumers globally consider bio-plastics to be “very sustainable.” Reflecting this demand, F&B packaging made from bioplastic saw a 27% CAGR between June 2020 and July 2025.
Innova Market Insights data shows the widespread use of Caps and Closures in F&B packaging launches. Dairy accounted for 55% of these launches, followed by Soft Drinks at 27%. Among packaging featuring Caps and Closures, Responsible Source was the leading sustainability claim, followed by Recyclable.
As sustainability becomes a key driver of consumer choice, refillable packaging is gaining traction over single-use options in the F&B industry. According to survey data from Innova Market Insights, one in five consumers globally say they are willing to pay more for refillable packaging compared to conventional formats. This growing preference reflects rising demand for sustainable solutions that align with circular economy principles and help reduce single-use waste.
