F&B packaging launches in Europe grew from 2020 to 2024, driven by consumer concerns about preserving food quality. The UK leads in F&B packaging launches, while Ireland has seen the highest increase. Recyclable packaging remains a top priority, with 26% of European consumers willing to pay more for it.
Innova Market Insights data indicates that as consumers increasingly incorporate supplements and sports nutrition into their daily routines, product launches continue to grow, driving innovation in nutraceutical and sports nutrition packaging. Bottles remain the leading packaging format, while flat pouch launches recorded a +35% CAGR from July 2021 to June 2026.
Household product launches continue to rise as brands expand across cleaning, storage, and home care categories, with a 17% increase recorded between April 2021 and March 2026, according to data from Innova Market Insights. Air fresheners led category growth, while bottles remained the top format for household cleaning products. Consumer interest is also shifting toward more sustainable solutions, with recyclable, refillable, and reusable products gaining momentum.
Innova Market Insights data shows that consumers are willing to justify a higher price for a product if it comes with sustainable (including compostable) packaging. 42% of these launches were in Europe. The folded box had the most launches with a compostable claim, while tea bags/coffee pods had the fastest rise in innovation.
Innova Market Insights data shows that consumers view sustainability challenges as urgent issues that require immediate action. For the industry, this translates into accelerated investment in recyclable, reusable, and bio-based solutions. As a result, there is growing attention on the use of films in F&B packaging, particularly with a focus on biodegradable alternatives.
Innova Market Insights data shows that 89% of consumers globally perceive paper as a sustainable material. This shift in perception is driving increased use of paper-based packaging, with a rise in launches across various categories such as soft drinks, dairy, and fresh produce. Notably, the use of paper bands has surged, with a 214% year-on-year increase in new food and beverage launches using paper or paper-plastic sleeve formats between 2024 and 2025.
Innova Market Insights data indicates stable growth in F&B launches featuring “renewable packaging” claims between 2021 and 2025. Carton was the most commonly used packaging material, and launches with compostable claims grew rapidly during the same period.
