Around the globe, the sustainability of packaging materials has never been more scrutinized than it is today. Retailers, brands, policymakers, and consumers alike are seeking transparency and accountability across the value chain, from how materials are sourced to how they are disposed of after use.  

As a material that starts in forests, paperboard naturally enters conversations around deforestation. It’s easy to assume that using trees for packaging has the potential to lead to forest loss and harm ecosystems, but as we’ll explore below, this simply isn’t the case.  

Myth: “The paperboard industry is causing deforestation.” 

Fact: Forest loss in the U.S. is being driven by land development, not by the paperboard industry.

After decades of loss, net forest area grew in the U.S. by approximately 18 million acres between 1990 and 2020.¹  However, in recent years, some regions in the U.S. have seen declines.²  The primary cause of this loss is the conversion of forests to developed land, such as for housing, roads, and infrastructure, not because of the paperboard industry.³ 

This trend is set to continue, as according to the U.S. National Forest Service’s 2020 Resources Planning Act (RPA) Assessment, developed land is projected to increase by up to 58% by 2070, at the expense of forests and rangelands.⁴  

Working forests that supply the paperboard industry can contribute to the conservation of forestlands. They are “working” in that these forests are growing the wood fiber we all rely on, while providing important ecosystem services, like water filtration and habitats for a range of species. They also provide an important economic incentive in the form of revenue to landowners to keep their land in forest and managed well. Working forests use sustainable forestry practices to promote health and productivity. They’re harvested and replanted under stewardship practices designed for their long-term health.   

Fact: European forests are growing, but recent studies indicate that ecosystems are facing environmental stresses. 

European forests are expanding. Forest area increased by 9% over the past 30 years and, with 227 million hectares, now covers more than one-third of Europe’s land surface. In 2022, the EU boasted an estimated 160 million hectares of forests, marking an increase of approximately 8.3 million hectares or 5.5% since 2000.⁵   

However, the actual state of European forests is a mixed picture of improvement and deterioration. By some measures, like the volume of biomass in forests, the diversity of age classes and their productivity, forest conditions are improving. But other data show that trees are dying, driven by a range of stressors, including the interaction of climate, pollution, insects, disease, droughts, natural disasters, and other factors.⁶  

The canopies of European forests are losing their leaves.  In fact, the canopy mortality rate has doubled since the late 20th century. It’s equivalent to 1% of the forest area in the European Union dying yearly. Forest health monitoring at the European level estimates that one out of four trees show moderately to severely damaging levels of defoliation or leaf loss.  

Efforts are being made to address these challenges, including ambitious targets for forest restoration as part of broader efforts by the EU government to address climate change and biodiversity loss. 

Fact: Forests grow significantly more wood than is harvested each year.

A common misconception is that harvesting trees for paperboard depletes forests, but U.S. national forestry data shows otherwise. The ratio of net forest growth to volume harvested is in the ratio of approximately 2:1, and in northern regions, the ratio is even higher at 2.4:1.⁷ This means that for every square meter of wood harvested in a year in the US, at least twice that amount is grown.⁸

In the EU, the growth-to-harvest ratio is closer, at 1.3:1. So, about 25% more tree volume is grown than is harvested annually in Europe. 

Fact: Responsible sourcing practices can help to keep forests standing.

A key element that’s often missed from dialogue is that market demand for forest products like paperboard can be one factor to help support the retention of forests, in the face of development pressures. 

About 58%⁹ of U.S. forests are privately owned, and most of these forests are owned by families and individuals, not companies. Markets for responsibly sourced wood provide a recurring economic opportunity to these landowners to maintain their land as a working forest, rather than sell it for development. 

Put simply, a healthy market for responsibly and ethically sourced forest products is a vital tool to keep forestland forested.

Fact: Our forest certification and fiber sourcing programs assure that paperboard packaging does not contribute to deforestation or biodiversity loss​.

We source wood locally from sustainably managed forests

We certify wood and fiber sourcing practices via third-party forest certification frameworks

We purchase forest products using sustainable sourcing and fiber chain of custody practices

We purchase forest products using sustainable sourcing and fiber chain of custody practices

100% of the wood fiber used in our paperboard manufacturing process is certified as sustainably sourced, and 96% of our facilities are certified to one or more fiber certification standards.

Recovered wood and fiber content also plays a major role in lowering pressure on forest resources. 100% of recycled paperboard products are eligible for fiber certification. Our state-of-the-art Waco recycled paperboard manufacturing facility, due to open in late 2025, will include advanced paper pulping technologies that can process bleached poly-coated paperboard packaging, including the clippings and other waste generated at our foodservice packaging plants. By turning recovered fiber back into new packaging where viable, we’re reducing waste and supporting a more circular fiber system.

In today’s rapidly evolving marketplace, brands face mounting pressure to optimize every aspect of their operations. Success increasingly depends on forging closer collaborations with strategic packaging partners — alliances that go beyond transactional relationships to drive innovation, resilience, and shared growth. As supply chain complexities intensify, brands are seeking partners who can help unlock new efficiencies, streamline processes, and deliver sustainable solutions that respond to both consumer expectations and operational demands. This spirit of partnership and continuous improvement is shaping the future of food and beverage packaging, as highlighted by the latest trends emerging from PACK EXPO. 

Sustainability and Resource Optimization 

A major focus was placed on sustainability, with manufacturers introducing packaging solutions designed for reuse and enhanced durability. These innovations aim to reduce waste and environmental impact, offering materials that withstand moisture and contamination while supporting automated production lines. Energy efficiency was also a priority, with new systems engineered to operate only when necessary, minimizing power consumption and lowering operational costs. 

Automation and Efficiency 

Automation featured prominently, with new technologies enabling greater precision and labor savings across production and packaging processes. Virtual environments now allow manufacturers to simulate equipment layouts and product formulations, reducing the need for physical testing and on-site supervision. Advanced machinery can self-adjust during operation, maintaining optimal performance and minimizing downtime without manual intervention. These developments contribute to consistent product quality and streamlined workflows. 

Product Versatility and Consumer-Centric Design 

Manufacturers are adapting to changing consumer demands by offering packaging and product formats that cater to convenience and emerging dietary trends. New container designs facilitate more complete dispensing, addressing common frustrations with residual waste. The popularity of freeze-dried foods highlights a growing interest in novel snack options, with equipment tailored for ease of use by smaller brands and startups. Flexibility in production lines is increasingly important, as companies must accommodate a wider variety of pack sizes and product types to meet the needs of diverse consumer groups, including those with specific dietary requirements. 

Integrated Solutions and Seamless Compatibility 

The move toward integrated, full-line solutions was evident, with manufacturers and partners collaborating to offer end-to-end processing and packaging systems. This approach simplifies the implementation of new equipment and ensures compatibility across different stages of production. The ability to quickly switch between products and packaging formats is becoming essential, enabling manufacturers to respond rapidly to market changes and consumer preferences. 

Adapting to Market Shifts 

Fast changeovers and the ability to produce multiple pack sizes are increasingly in demand, driven by the need to address specific consumer demographics and trends, such as the rise of appetite-suppressing medications. Manufacturers are investing in equipment and processes that support variety and agility, positioning themselves to meet evolving market requirements. 

In today’s beverage packaging market, the strength of partnerships and collaborative relationships has become more critical than ever. As businesses navigate increasing market uncertainty and shifting consumer expectations, success is often defined not just by innovation in products or technology, but by the ability to work closely with trusted partners across the value chain. At this year’s leading beverage industry event, it was clear that companies prioritizing open collaboration — whether with suppliers, technology providers, or brand partners — are better positioned to adapt, drive sustainable solutions, and deliver exceptional consumer experiences. This spirit of partnership is now a defining trend, shaping the future of beverage packaging and setting new standards for resilience and growth.

Supply Chain Resiliency: Safeguarding Operations

In an era marked by global disruptions and shifting market dynamics, supply chain resiliency has emerged as a critical priority for beverage producers. Companies are increasingly focused on building robust, flexible supply networks that can withstand unexpected challenges — whether from geopolitical events, raw material shortages, or logistical bottlenecks. By investing in diversified sourcing, digital supply chain visibility, and strong partnerships across the value chain, businesses can better maintain operations, minimize downtime, and ensure consistent product availability for customers.

Cost Optimization and Process Efficiency

As competitive pressures intensify, beverage companies are seeking new ways to optimize costs and drive efficiencies throughout their production processes. Advances in machinery systems — such as modular equipment, automation, and energy-efficient technologies — are enabling producers to reduce waste, lower operational expenses, and increase throughput. Streamlining production lines and embracing continuous improvement methodologies not only supports profitability but also enhances the ability to adapt quickly to changing consumer demands and regulatory requirements.

Sustainability Takes a Leading Role

Reducing environmental impact was a clear priority. Exhibitors introduced systems to cut energy use and minimize waste, including compact machinery designed to reduce downtime and output. Lightweight packaging and smaller formats emerged as major trends, helping producers meet global regulations and reduce material consumption. New bottle designs, including premium-looking alternatives to traditional formats, reflected the industry’s push for both sustainability and consumer appeal. Brewing technology also saw a shift, with carbon-neutral solutions and a focus on preserving traditional practices while catering to the growing demand for low and no-alcohol options.

Technology and AI Integration

Modernization was a recurring theme, with artificial intelligence increasingly integrated into production lines for improved quality control and customization. Virtual testing and 3D printing are being used to reduce research and development waste, while modular equipment and space-efficient solutions are helping producers optimize their facilities. Sustainability remains a focus, with new technologies designed to lower costs and energy consumption.

Non-Alcoholic Beverages and Flavor Innovations Blur Categories

Diversification was evident in brewing, with new ingredients supporting the expansion of no/low alcohol ranges and adding natural, health-focused appeal. Functional beverages — drinks that offer benefits beyond taste — are gaining traction, moving from soft drinks into the alcohol sector. Ingredient innovation is helping brands respond to evolving consumer lifestyles and preferences.

Packaging as an Experience

Packaging is evolving from a simple container to an interactive experience. Innovations included QR codes on cans that unlock music tailored to the drink’s flavor, and creative printing techniques that enhance visual appeal and consumer engagement. Interactive spaces at the event facilitated networking and expert exchange, highlighting the importance of collaboration in driving industry progress.

Celebrating Innovation

The event concluded with the World Beverage Innovation Awards ceremony, recognizing outstanding achievements across more than 20 categories, from sparkling drinks to technology innovation. The celebration underscored the industry’s commitment to pushing boundaries and rewarding creativity.

Where packaging designed for sustainability once offered a competitive advantage for brands, today it’s simply expected. With legislation such as the EU’s Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR) influencing brand and retailer priorities, packaging decisions are a key driver of compliance, reputation, and market success. 

For businesses, conversations around packaging sustainability are moving beyond material choice alone to encompass the full product life cycle, carbon footprint, material circularity, renewable content, and future readiness. As complexity grows, “paperisation” is taking centre stage as a strategy that provides many positive answers. 

What do we mean by “sustainable packaging”? 

Sustainable packaging isn’t about one attribute or one material; it’s a multi-dimensional concept. It refers to packaging solutions that minimise environmental impact across their entire lifecycle, from sourcing and production to use and end-of-life. It includes using responsibly sourced renewable or recycled content, reducing material use, and designing for reuse or recyclability.  

The International Organization for Standardization (ISO) defines sustainable packaging as “Meeting consumers’ needs for product protection, safety, handling, and information, while also efficiently using resources and limiting environmental impact”. That means sustainability must be measured holistically, not just by a single metric in isolation. Issues such as plastic pollution, carbon footprint, resource scarcity, and circularity all play a part. In other words, packaging sustainability requires connected thinking, balancing competing priorities and optimising performance across multiple impact areas. 

The changing language of sustainability: From claims to credibility 

One of the most interesting aspects of sustainability is the rise in consumer awareness. The latest Pro Carton study on European consumer attitudes shows that 57% of respondents believe a sustainable lifestyle has become more important over the last 12 months, while 48% have become more concerned about plastics in the oceans. Across Europe, paperboard is preferred by 86% of consumers versus plastic packaging, and on average, 40% of consumers across Europe have switched brands or products because of concerns about packaging.  

Alongside this growing awareness, however, greenwashing, where sustainability claims are distorted, exaggerated, or misrepresented, is a growing challenge. In response, the UK’s Green Claims Code and the EU’s Green Claims Directive bring in a new era of environmental communication, one that demands clarity, accuracy, and accountability. These initiatives aren’t advisory notes or guidance; they’re rulebooks. In the UK, enforcement of the Green Claims Code can mean fines of up to 10% of a company’s annual turnover. In the EU, it can be over 4% of global company revenue per breach. These are high stakes for every claim that goes on packaging, into press releases, or across marketing channels. This isn’t about silencing sustainability stories; it’s about telling them better, more transparently, and more honestly.  

If a pack is recyclable, where is the evidence, and can it be demonstrated in practice and at scale? If a material has a lower carbon footprint than another material compared to which baseline, and based on which assumptions? If it has to be free of a substance or meet a specific standard by law, this should not be claimed as a benefit. Empty, incorrect, and vague claims erode trust, but well-evidenced ones can elevate reputation and credibility. 

In a market where claims need to be compliant, packaging partners should be a strategic partner, not just a supplier. In this way, both parties are invested in providing accurate, relevant, and meaningful claims. 

What’s driving the move to more sustainable packaging solutions? 

Brands and retailers are under pressure to meet their sustainability goals, such as 100% recyclable packaging, reduced use of virgin plastic by a set %, or reduced emissions by 2030.  

Paperboard packaging is naturally aligned with these ambitions. It’s typically recyclable in household waste streams, made primarily from renewable and/or recycled materials, and can be optimised through smart structural design to minimise material use and weight. 

For brands and retailers though, it’s also about giving their consumers what they want, and as we saw from Pro Carton’s recent study, what they want is paperboard over plastic. 

In terms of legislation, the EU’s Packaging and Packaging Waste Regulation (PPWR) is a significant shift in packaging law, introducing mandatory design for recycling (DfR) criteria, caps on empty space in packaging, and targets for reuse and recycled content, among others. Although certain exemptions apply, the PPWR will cover most forms of consumer packaging produced and sold in the EU or imported to the EU. 

The Extended Producer Responsibility (EPR) initiative has added cost and complexity to packaging decisions. Under EPR, producers are financially responsible for the end-of-life management of the packaging they place on the market. Materials that are more challenging to collect, sort, and recycle will have higher compliance fees. The plastic tax in place in the UK and Spain is another instrument that attempts to compensate for the linear economy of plastic.

Together, these drivers create a powerful incentive to act. Businesses need packaging that performs on-shelf and in supply chains, while also ticking boxes for legislation, sustainability, and consumer appeal. 

Enhancing sustainability with paperboard packaging 

With intelligent structural design and material selection, paperboard can enhance sustainability for a wide range of packaging applications.  

Recyclability 

Paperboard packaging is one of the most highly recycled materials in the world, with a recovery rate of 83% in Europe. In contrast, the recovery rate for plastic packaging is 41%, and it’s just 25% for PET trays and 21% for plastic films.  

Carbon footprint 

Even though the carbon footprint of packaging is only one of its environmental impacts, it’s generally one of the most important aspects for packaging buyers, especially those who have committed to science-based decarbonisation or net-zero targets. For paperboard packaging, the biggest contributor to its carbon footprint lies in the raw materials consumed at the paperboard manufacturing plant stage of production. Selecting materials that support lightweighting and minimised design, and/or the lowest carbon-intensive materials (e.g., replacing fossil-derived materials), is key to minimising carbon footprint.  

Material circularity 

When it comes to packaging, alongside evaluating carbon footprint, it’s important to consider material circularity. The Material Circularity Indicator (MCI), developed by the Ellen MacArthur Foundation, offers a valuable methodology. It takes into account the recycling rate and efficiency, and considers how effectively materials can be recycled and reused in multiple loops. ​The MCI for paperboard packaging is generally much more favourable than plastic. An MCI of one is a fully circular pack. An MCI of zero is a fully linear pack. To illustrate, the MCI of EnviroClip Bottles, a minimal-material, clip-style multipack carton for PET bottles, has an MCI of 0.888, while the shrink wrap it replaces has an MCI of just 0.154.

Minimising food waste 

Externally published studies confirm that the global warming potential and resources embedded in the packaging are lower (in the range of 3-5% in general) than those related to the packed products themselves. Paperboard packaging with an effective barrier maintains – and in some cases enhances – the shelf-life of food. Take a look at the example of our own ProducePack Punnet tray below. 

The versatility of paperboard: Real-world examples

 

Why act now?

Delaying action is not a neutral choice. With full EPR implementation, and PPWR enforcement timelines approaching, businesses that wait may find themselves out of step with regulations, potentially seeing unexpectedly higher fees. More importantly, they risk falling behind in a fast-evolving market where sustainability is no longer a differentiator, but a baseline expectation.

With rising consumer demand, sustainability isn’t a future challenge, it’s a present imperative. The businesses that understand this, and build it into their packaging strategy, are primed to win tomorrow’s shelf space.

Let’s build better packaging, together

We partner with global, national and regional brands, private label manufacturers, and retailers to develop paperboard packaging solutions that perform for them, their consumers, and our planet.

Whether you’re rethinking one SKU or your entire packaging portfolio, we’re ready to help you transition to better packaging.

From midday snackers to Instagram foodies, today’s bakery consumers are rewriting the packaging design brief. Their habits — how they shop, share, and snack — are driving packaging design like never before, and forward-thinking brands are paying close attention. 

For retailers and private label brands, understanding how these habits and behaviors are driving packaging innovation is key to staying competitive, so what can we learn from these trends? 

Convenience on the rise 

The baked goods category is shifting from traditional indulgence to everyday impulse, with studies reporting that 63%¹ of consumers eat bakery items every week, and 72% buy indulgent baked goods at the same store where they purchase their groceries.  

On store shelves and in bustling food markets, consumers are snapping up bakery items alongside their morning coffee or lunchtime bite. What once was an occasional or seasonal treat, cookies, cupcakes, and savory pastries are now a regular add-on, driven by growing food-to-go culture and the expansion of bakery formats beyond the storefront.  

For retailers and co-manufacturers, this shift calls for packaging that meets consumer demands while maintaining operational efficiency. Consumers want bakery items that look appealing on the shelf, are easy to carry, easy to eat on the move, and taste fresh. That means packaging has to do more than just protect — it has to travel well, stack efficiently, and deliver strong shelf appeal, delivering both functionality and aesthetics.  

Bakery packaging solutions can be designed with this dual focus in mind. Formats that ship flat and pop open support quick and efficient filling, while clean lines, strong branding, and product visibility help bakery items to stand out on the shelf.  

Shelf impact, shaped by consumers

Looks are everything, and consumers expect more than what meets the eye. In a sea of bakery options, it’s often the packaging that helps them make decisions.  

Clear windows that show texture and fillings. Clean, bold graphics that reflect flavor or seasonality. Shapes and finishes that feel premium in the hand. These are features consumers now anticipate, and bakery box packaging that delivers on those expectations helps to gain sales, and switch from one-time try to repeat purchase. 

Whether it’s a kraft donut carton with an artisan feel or a sleek white custom bakery box, packaging for bakery products has become a tool for consumers to instantly interpret what a retailer stands for, and whether it fits their lifestyle, values, or cravings. 

Sustainability as a purchase driver 

Study after study shows that consumers are looking for packaging that relies less on plastic and promotes recyclability and the use of renewable or recycled raw materials. 

Paperboard bakery packaging can be made from recycled fibers or certified fiber, such as Sustainable Forestry Initiative® (SFI®)-certified wood fiber, a renewable raw material from sustainably managed forests. At Graphic Packaging, our kraft paperboard options meet the requirements of the Recycled Paperboard Alliance 100% (RPA100). For brands looking to reduce plastic without compromising quality, these solutions offer a consumer-friendly path forward. 

Packaging that tells a story 

Bakery packaging doesn’t just hold a product, it introduces it. As consumer habits evolve, the box is increasingly part of the experience: it must look as good as the treat inside, feel premium in hand, and perform seamlessly from shelf to checkout to social media. 

That means every detail matters. Color palettes and textures, finishes and folds, cutouts and closures — all play a role in creating packaging that communicates freshness, quality, and craft. The most effective bakery packaging combines strong visual appeal with great functionality; it has to protect delicate contents, preserve shelf life, and still visually pop in a crowded retail environment. 

Today’s consumers want their purchases to look as good as they taste. In this context, high-impact branding isn’t only helpful but also essential. Bakery packaging must stop consumers mid-aisle and tell a clear, compelling story about what sets a product apart. 

Bakery packaging formats that offer a range of visual and structural features, from clean lines and tactile materials to vibrant print finishes, can help brands and retailers express who they are in a heartbeat. 

At Graphic Packaging International, we proudly partner with leading retailers and bakery brand owners to deliver packaging that’s always more than meets the eye, and aligns with the needs of today’s consumers. Our portfolio, built on more than a century of packaging excellence, includes recyclable paperboard packaging designed to capture attention and inspire, from the store shelf to the home. 

Designed around the consumer

Whether it’s take-home treats or on-the-go snacking, packaging is no longer just about protection — it’s about presentation, convenience, and connection. Bakery brands and retailers require packaging that reflects modern consumer habits, perfectly aligned with the way they choose and consume baked goods. 

At Graphic Packaging, we design with those end moments in mind: the impulse buy, the in-store pick, the unboxing, the photo, the repeat purchase.  

 
Learn more about our bakery packaging portfolio. 

From the moment we wake up in the morning to the time we drift off to sleep at night, packaging plays a vital role in our daily lives. It’s the carton that holds your favorite breakfast cereal, the container that holds your vitamins, and the to-go cup of coffee you grab on your way to work. Packaging is always there, seamlessly integrated into our routines, providing convenience and reliability when we need it most. 

Paper cups have been there for us for over a hundred years. They’ve held warm drinks on cold winter nights and refreshing drinks on hot summer days. Paper cups are the unsung heroes in the day-to-day lives of millions of busy consumers.  

And for on-the-go operators in quick-service restaurants (QSRs) and convenience stores, the benefits of paper cups are growing ever more relevant to their business and their consumers. 

Not all cups are created equal 

Paper cups aren’t the only options available for beverages on the go. There are plastic, foam, and reusable cups, too. Each cup has its own sustainability narrative, but not all are telling the full story, and consumers are becoming aware of this.  

For example, plastic is accepted in many residential recycling streams. However, the reality is that only nine percent of plastic waste is actually recovered, while the rest is incinerated or sent to a landfill. In 2024, around 220 million tons of plastic waste was created in the U.S., highlighting the importance of having strong end markets to reprocess materials into new products. 

Leaving out this part of the story is becoming an issue for legislators. In the State of California vs ExxonMobil lawsuit, California’s Attorney General accused the petrochemical giant of “misleading the public on plastic’s recyclability”. This lawsuit explicitly references statistics that show that, even with the advent of chemical recycling, 92% of plastic waste is not successfully recycled into usable plastic material.  

The recycling access rate for paper cups is relatively low, but the recovery rate is high, with strong end markets for recovered cups that can turn them into new paperboard packaging and other paper products. We’re seeing states try to address access to recycling shortfalls through Extended Producer Responsibility (EPR) initiatives and industry advocates at the local level, but the process is slow. Paper cups are designed to be recycled, it’s a matter of getting local municipalities to accept the material into their recycling stream, then educating the consumer to put it in the right bin. 

Once a paper cup makes it into the recycling bin, it has a high chance of being recovered. Why? With the advancement of technology at paperboard manufacturing facilities and the desire to collect the cup and turn it into something else, the end markets are very strong and willing to process this material. Over 40 facilities across North America now accept paper cups for recycling, but the industry needs more of this material to enter the stream if consumers continue to demand and appreciate products made from recycled materials. 

What do consumers REALLY think about cups? 

A recent study conducted for Graphic Packaging by the Shelton Group found that 78% of consumers are either extremely or somewhat concerned about the environmental impact of plastic cups compared to paper. And three quarters view paper packaging as “more eco-friendly”.  A separate study found that overall, consumers view the paper industry as “more trustworthy” than its plastic counterpart. 

In addition to concerns around environmental impact, consumers expect their beverage packaging to perform. Market research from intelligence firm Technomic reveals that 84% of consumers rate insulation performance of a cup as extremely or moderately important for cold beverages, compared to 43% who value the ability to see the beverage through the cup. Paper cups deliver here, too – take our Cold&Go innovation as an example. We’ve leveraged 15 years of experience refining insulated cup technology to create it, prioritizing performance by preserving the quality of the beverage and reducing condensation. 

Paper cups show you care  

Being thoughtful about the packaging you choose is key. It needs to be functional for the consumer, convey the right brand message and work easily in foodservice operations. When you achieve all three, you get a package that seamlessly complements our everyday lives. It gives consumers a satisfying sensory experience when they sip and enjoy their favorite beverage. 

Choosing paper cups distinguishes QSRs that care about our planet and everything that lives on it. Stronger demand for paper encourages landowners to invest in nurturing our precious forests, preserving vital ecosystems, and supporting rural economies. Take a look at this video to hear just one landowner story. 

The message to QSRs is loud and clear – choose paper cups and show you care about your consumers, your business, and the planet. 

Discover more benefits of paper cups. 

2025 will be a year defined by the continuing consumer preference for more functional, convenient, and circular products. And this will have a big impact on packaging. Here, we’ll unpack what these key trends mean for your business. 

The Conscious Consumer 2.0 – Focused on ‘EcoLogical’ Mindsets, Wellness, and Wallets 

We’ve broken down what the conscious consumer trend means for beverage brands in detail before. But the impact of this dynamic trend is not limited to beverage brands – it affects nearly every industry. 

Economic uncertainty means consumers are becoming more discerning about where they spend their money – and they’re increasingly choosing to support brands that make truthful environmental claims. 

Just as the consumers of 2025 care about the health of the planet, they also care about their personal health. Many manufacturers are incorporating clear labeling to position products as more nutritious as a point of difference. 

However, with consumers facing inflation, high average debt, and a cooling labor market, they expect brands to meet these demands affordably. And they’re more willing than ever to switch to private label alternatives that they perceive as being of equal quality for a lower price. 

Convenience is King 

Packaging offers a clear and concise method of communicating directly with consumers. Brands that leverage this will see their messaging resonate and incorporating elements such as QR codes to provide quick and easy access to nutrition information for example, can significantly enhance the consumer experience at a time when the average shopper is faced with an overwhelming number of options on-shelf. 

The growth of e-commerce also presents new options for consumers. LEK Consulting found that e-commerce grocery sales in the U.S. more than doubled during the pandemic, and it’s predicted that 20.5 percent, or $263 billion, of retail grocery sales, will be through online channels by 2026, with convenient innovations like click-and-collect being key to this growth.  

Brands can take advantage of this trend with packaging that complements this demand for greater convenience, such as beverage multipacks that are easy to carry, store, and dispense. 

Experiential Technology 

In addition to simplifying the consumer experience, brands can also choose to enhance it. Technologies like QR codes and virtual reality can be leveraged to deliver personalized, interactive smart packaging experiences that immerse, engage, and inspire consumers. This not only captures attention but can also convey the brand’s values and product benefits more effectively – and brands that leverage this are seeing boosted sales, ROI, and consumer loyalty. 

Technology is also transforming the packaging design process, being used to create next-generation packaging designs informed by in-depth consumer data. This data can also be used to provide personalized product recommendations to bolster customer engagement. 

Brands and retailers face a retail landscape transformed by evolving consumer demands. By taking advantage of packaging innovations designed to deliver the sustainability, convenience, and functionality that consumers expect, they can cater to these diverse preferences, ultimately driving brand loyalty and satisfaction. 

At Graphic Packaging, we have a long and distinguished history of adapting to market and consumer trends. Our innovative paperboard packaging solutions are designed to strike a perfect balance between delivering for today and innovating for tomorrow.