The power of packaging
According to the study, 81% of Gen Z have tried a product because of standout packaging, while 63% have made repeat purchases for the same reason.
Gen Z shows a 35% higher likelihood than older generations to choose products with metal packaging, highlighting the material’s established role in both sustainability and perceived quality.
Packaging: a space for expression, emotion and connection
As Groupe Caramel CEO Virginie Lorenzato explains: "Gen Z doesn’t just buy a product. They choose an experience, a story, a stance. Packaging becomes a cultural medium — a space for expression, emotion and connection."
So what exactly drives this behaviour? Caramel’s analysis identified six key trends that explain why packaging has become such a powerful influence.
6 Packaging trends shaped by Gen Z
Packaging trend 1: Affordable indulgence
Gen Z sees premium packaging as a symbol of quality, pleasure and self-care. Pantry staples are reimagined as indulgences when wrapped in visually appealing designs. Online, these products become part of self-care rituals and social content, helping once-ordinary categories grow in popularity.
81% of Gen Z have tried a product because of standout packaging, and 63% have bought again for the same reason. — Ad Age
Packaging trend 2: Personal aesthetics trend
Gen Z views packaging as an extension of their personal style, with 60% saying that finishes influence their purchasing decisions. Whether matte, holographic or retro-inspired, packaging reflects their identity and often becomes part of their social media storytelling.
Vintage-style metal packaging receives 23% higher engagement on social media than minimalist formats. — Pmarketresearch
Packaging trend 3: Social centrepiece
Gen Z combines intentionality and home comfort. With 63% preferring home gatherings over public spaces, packaging now plays a role in domestic rituals such as fridge organisation, restock videos and table settings. What was once stored out of sight is now part of everyday display and identity.
The single-serve & mini packaging market is projected to grow from $10.65bn in 2024 to $15bn by 2030.
Packaging trend 4: Flexibility
Gen Z values portable and planet-friendly choices that flex with their lifestyle. Hybrid routines mean packaging must travel easily, adapt to different environments, and support evolving diets such as flexitarianism.
On-the-go containers represented 27.5% of the global food storage market in 2024. 55% of Gen Z prefer aluminum cans over plastic, citing recyclability and convenience.
Packaging trend 5: Premium & purpose
Gen Z resonates with clear and credible sustainability. They expect packaging to demonstrate responsibility through material choice, visible cues and transparent communication.
- 70% of European consumers are willing to pay a 15–20% premium for recyclable metal tins (McKinsey).
- 82% say they are more likely to buy a product if it comes in metal packaging.
- 64% of UK consumers find it difficult to judge sustainability claims, making clarity essential.
- Gen Z is 73% more likely to prioritise reusability, and 78% seek packaging that can be recycled locally.
Packaging trend 6: Identity & values
Gen Z increasingly looks for products that reflect identity, cultural and shared values. They appreciate authenticity, but also enjoy irony, surreal design and playful visuals that bring lightness to everyday choices. Limited editions and bold graphics transform packaging into keepsakes and conversation starters.
65% prefer packaging that conveys authenticity and tradition, while 45% are attracted to collectible formats. — Mintel
Gen Z is reshaping how packaging is perceived and experienced.
Their expectations highlight the importance of sustainability, convenience, design and cultural connection. These six packaging trends illustrate how packaging can create value that extends well beyond the product itself.
Through our collaboration with Groupe Caramel, Sonoco translates cultural insights into practical solutions. With infinitely recyclable metal, versatile closures, easy opening peeling methods and high-quality finishes, we help brands align with consumer expectations while supporting a circular economy.
"We’re thankful to Caramel for this insightful research — an annual work Sonoco commission to help our customers stay ahead of emerging consumer expectations. Beyond identifying early signals and cultural shifts, we translate these insights into tangible packaging concepts through our in-house design studio and R&D centre, helping our customers recruit new consumers. At Sonoco, we combine technical performance with design thinking to help brands create packaging that connects — emotionally, culturally, and sustainably. From strategic guidance rooted in real consumer insights to industrial designs, we develop desirable yet viable packaging concepts without compromising on sustainability."
Laetitea Durafour, Marketing Director
