F&B packaging is becoming a gateway to immersive experiences. By adding digital elements to packaging, brands can tell their stories, showcase their values and foster community engagement. From QR codes to near-field communication and augmented reality, brands are increasing the use of technology to thrive in a competitive landscape.
According to Innova Market Insights data, food product packaging launches for Valentine’s Day recorded a 14% CAGR between October 2020 and September 2025. Confectionery accounted for more than two-thirds of these launches. Nearly half were packed in folded boxes, and 71% in plastic.
According to data from Innova Market Insights, consumers view glass as a sustainable material for F&B packaging, with 34% of global consumers considering it to be very sustainable. In addition, 65% of consumers separate glass packaging in their household for recycling purposes.
Innova Market Insights data indicates an increase in festive-themed F&B packaging launches globally. Brands give familiar foods and drinks a holiday makeover, turning everyday products into giftable treats with packaging that feels festive and special.
Innova Market Insights data indicates an increase in premium product launches for F&B, with an average annual growth rate of 7% between October 2020 to September 2025. The majority of these launches occurred in the Hot Drinks, Snacks, and Confectionery categories. Meat Substitutes with a premium claim recorded the strongest growth rate over the five-year period.
Innova Market Insights data showed an average annual growth of 10% in F&B launches with a Responsible Source claim from October 2020 to September 2025. Dairy and Soft Drinks had the largest share of these launches. The greatest five-year increase in the Responsible Source claim was seen in packaging within the Spreads category.
Innova Market Insights data shows an average annual growth of 19% in Halloween-themed F&B launches from October 2020 to September 2025. 49% of these launches were in Confectionery, and 17% of Halloween-themed launches were in Bakery. Brands are introducing new products with fun, spooky-themed packaging or adding a thematic twist, such as glow-in-the-dark packaging.
