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.
Innova Market Insights data shows that consumers are concerned about sustainability and expect brands to take these issues seriously. Packaging is becoming a key area for innovation, with brands exploring solutions that help reduce food waste by extending shelf life, improving protection, and supporting portion control.
Innova Market Insights data shows that global soft drink launches are on the rise, with 10% growth between April 2021 and March 2026. Bottles are taking the largest share of launches with 52%, followed by cans at 21%, highlighting the continued importance of these formats in meeting consumer needs and product positioning.
According to a survey by Appetite Creative and Koenig & Bauer, the packaging industry’s confidence in connected packaging has reached 92.3%, with adoption rising to 81.2% and skepticism falling. Labels are no longer just about compliance or shelf appeal; they are helping brands build transparency, supporting smarter purchasing decisions, and extending the consumer journey beyond the pack.
Innova Market Insights data highlights rising momentum in Easter-related F&B packaging launches, with an average annual growth of 11% between 2021 and 2025. Brands are increasingly leveraging seasonal packaging to capture consumer attention, introducing playful shapes, innovative formats, and limited-edition designs. Colorful eggs, bunnies, and spring motifs continue to define F&B packaging design during the festive period.
On this year's Zero Waste Day, consumer interest in minimizing their environmental footprint comes into focus. According to Innova Market Insights, nearly one-third of consumers worldwide associate waste reduction directly with protecting nature. This shift is reshaping the F&B aisle, with more launches touting reduced or minimal packaging as brands race to meet demand for smarter, more sustainable formats.
Freshness is a key factor consumers use to assess F&B packaging quality, according to Innova Market Insights. Barrier coatings on packaging help preserve freshness and flavor by protecting products from bacteria and external contaminants. New product launches indicate that brands are increasingly emphasizing this packaging benefit in their communications.
