Marketing, sales and consumer behaviour – September 2025
Global markets for Modified Atmosphere Packaging and for perfume packaging
According to a recent report by Fortune Business Insights, the global market value for Modified Atmosphere Packaging is expected to rise from $21.15 billion in 2025 to $34.63 billion by 2032. The top three players are Amcor, Sealed Air and Coveris. You can find more information in the report summary.
According to another report by Fortune Business Insights, the global market value for perfume packaging will reach $3.72 billion in 2025. The market is expected to grow with a CAGR of 6.93% to reach $5.95 billion in 2032. The top three players are Gerresheimer, Quadpack and Coverpla. You can find more information in the report summary.
Sustainably packaged
According to the Rabobank, many major US brands are scaling back their 2025 packaging sustainability goals, shifting from pledges to pragmatism. A recent report (170 kB) explores the factors behind this retreat and the impact on US packaging producers.
McKinsey has identified six barriers that may be impeding the widespread adoption of sustainable packaging materials: affordability, performance, lack of alignment on the meaning of sustainability, lack of clarity on regulatory standards, limited or unreliable supply, and—in some cases—incomplete knowledge of existing and developing solutions.
According to Pure Strategies, EPR is providing companies with insights on packaging that were previously very difficult to gather. This data will enable companies to not only identify where packaging can be optimised but will also provide information on what materials can be substituted with more sustainable options, turning compliance into a strategic advantage. You can download the report after filling in your details.
Reducing plastic bottle use through graphic warnings
For her thesis (1.63 MB) at Utrecht University, Anouk Romme examined whether warning labels on plastic packaging can influence consumer behaviour related to single-use plastics. Participants were assigned to one of three plastic bottle groups: a control group, a text-only group, or a graphic warning label depicting wildlife harm caused by plastic pollution. Results show that the graphic warning label significantly reduced purchase intention.
How transparent packaging influences consumer waste behaviours
MSU researchers examined how transparent packaging influences consumer waste behaviours. They found that on the one hand, transparency may foster a greater sense of perceived control by providing visual cues but on the other hand, transparency may lead to overconfidence, reducing consumers’ vigilance in checking food quality. The study (2.36 MB) is published in PLOS One.
Impact of packaging colour on caloric estimation
Researchers at Fudan University studied the impact of packaging colour (red vs. green) on caloric estimation and consumer behaviour. They found that red packaging increases calorie estimations and reduces product selection, while green enhances perceived healthiness and purchase intent. The study (1.77 MB) is published in Scientific Reports.
NL: Sustainable Food Monitor 2024
The Sustainable Food Monitor 2024 (in Dutch, 872 kB) by WUR shows that consumers spent 4% more on food with a sustainability label in 2024 than the year before. This is in line with the overall growth in food spending.
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