Gen Z expects more from products—sustainability, visual appeal and a reflection of their values. Born between the late 90s and early 2010s, the generation referred to as ‘Gen Z’ has grown up fully in the digital age. They’re tech-savvy, socially conscious and highly connected to global, ‘big picture’ issues. To help brands looking to attract this consumer base , Sonoco Metal Packaging EMEA partnered with trends agency, Groupe Caramel, to study how packaging influences Gen Z purchasing behavior.
Groupe Caramel CEO, Virginie Lorenzato, shares, “Gen Z no longer just buys a product. They choose an experience, a story, a stance. As a result, packaging becomes a cultural medium—a space for expression, emotion and connection.”
Packaging Insight #1: Affordable Indulgence
Gen Z sees premium packaging as a symbol of quality, pleasure and self-care. By adopting pleasing packaging, tinned fish and other pantry staples continue to grow in popularity. According to Ad Age, 81% of Gen Z tried a product because of standout packaging, and 63% have made repeat purchases for the same reason. By designing metal-packaged products to appeal, brands can tap into Gen Z’s desire for indulgence at accessible price points.
Packaging Insight #2: Personal Aesthetics
Gen Z views packaging as an extension of their personal style. With 60% of younger consumers claiming finishes influence their purchasing decisions, incorporating design-led formats like polished or matte finishes, vintage-styling, retro typography or collectible packaging can outperform plainer alternatives and appeal to Gen Z’s personal taste.
Packaging Insight #3: Social Centerpiece
Gen Z combines intentionality and home comfort. According to a 2025 European study, 63% of Gen Z prefer to gather at home over public spaces. By adopting visually appealing, creative designs in both single-serve and shareable formats, metal packaging supports everyday restocking, low-pressure social gatherings or solo-dining rituals—balancing practicality, aesthetic value and recycling.
Packaging Insight #4: Flexibility
Gen Z values portable and planet-friendly choices that flex with their lifestyle. In 2024, on-the-go containers accounted for 27.5% of the total food storage market. With easy-open features like Sonoco’s Orbit™ metal lid, brands can ensure a successful customer experience while incorporating strong visuals that reinforce sustainability messaging. Additionally, as plant-forward diets like flexitarianism grow in popularity among Gen Z, canned tomatoes, beans and other vegetables offer long shelf life and convenience.
Packaging Insight #5: Premium and Purpose
Gen Z resonates with clear and credible sustainability. According to a McKinsey study, 60% of Gen Z prefer recyclable packaging and often perceive metal as the most environmentally responsible choice. Across generations, 82% of European consumers are more likely to buy a product if it comes in metal packaging and 70% are willing to pay a 15–20% premium for recyclable metal tins. To reinforce their sustainability commitments, brands can incorporate packaging designs to reinforce their environmental commitments or increasingly popular refillable packaging formats.
Packaging Insight #6: Identity and Values
Gen Z increasingly looks for products that reflect identity, cultural and shared values. 65% prefer packaging that conveys authenticity and tradition, while 45% are drawn to collectible formats that connect with fandoms, rituals or niche communities. Limited edition metal packaging formats become a method of storytelling—transforming a product into a keepsake, conversation starter or symbol of belonging. As Gen Z embraces the ironic, playful, exaggerated and often ridiculous, surreal graphics, absurd humor and unexpected formats act as an expression of everything from authenticity to joyful escapism.
Apply Findings into Desirable, Sustainable Packaging Concepts with Sonoco
Stay current with Gen Z’s evolving expectations alongside the leading provider of metal packaging solutions worldwide! With a deep portfolio and global footprint that now includes EMEA, Sonoco’s in-house design studio and R&D center combine technical performance and design thinking to create packaging that connects emotionally and culturally while delivering sustainability, delighting current consumers and recruiting new ones.
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