Marketing, sales and consumer behaviour – April 2025
2025 U.S. Brand Owner Packaging Study
During the fourth quarter of 2024 and the first quarter of 2025, L.E.K. Consulting conducted the seventh annual U.S. Brand Owner Packaging Study. The results are discussed in a four-article series:
Part 1: Brand Owners Point to the Crucial Role Packaging Plays in Brand Success;
Part 2: Brand Owners Expect - and Are Planning for - a Rise in Packaging Costs in 2025;
Part 3: Brand Owners to Embrace Packaging Changes to Meet Sustainability Goals;
Part 4: Brand Owners Shift Innovation Approach to Fewer, Bigger Bets to Drive Growth.
Market for post-consumer recycled (PCR) plastic
A recent study (summary, 188 kB) by BKV uses a two-scenario model to determine the market for PCR plastics up to the year 2030: a ‘business-as-usual scenario’ and an ‘advanced scenario’ assuming a significant increase in mechanical recycling capacities and including chemical recycling. The results indicate supply gaps in the EU-27+3 in both scenario’s.
According to Smithers, the world demand for food-grade PCR plastics will reach 1.6 million tonnes in 2029. You can download an infographic after filling in your details.
Global markets for cold chain packaging and for food packaging
According to a recent report by Fortune Business Insights, the global market value for cold chain packaging is expected to rise from $30.88 billion in 2024 to $64.49 billion by 2032. You can find more information in the report summary. According to another report by Fortune Business Insights, the global market value for food packaging will reach $533.22 billion in 2025. The market is expected to grow with a CAGR of 6.26% to reach $815.51 billion in 2032. You can find more information in the report summary.
Pharmaceutical packaging market
The annual CPHI Online 2025 Pharma Trends Outlook explores the biggest trends affecting the pharmaceutical packaging sector. You can download the report after filling in your details.
According to a recent report by Fortune Business Insights, the global market value for pharmaceutical packaging is expected to rise from $110.55 billion in 2024 to $177.12 billion by 2032. You can find more information in the report summary.
Packaging design
On 30 April 2025, Wendie van der Meer held a presentation entitled ‘Creating insights into the requirements of consumer packaging of Europastry Oldenzaal for future improvements‘ as part of her master assignment (12.75 MB) at the University of Twente. Chairman of the assessment committee was prof. Roland ten Klooster who holds the NVC Chair Packaging Design and Management.
A recent study can help designers and engineers to introduce usability testing in their design process and to create easy-to-use packaging solutions considering older adults’ capabilities and limitations. The Pontificia Universidad Católica de Chile study (1.51 MB) is published in ArDIn. Arte, Diseño e Ingeniería.
A Hunan University study (551 kB) published in the International Journal of Advanced Smart Convergence, presents a framework for translating traditional packaging design principles into AI-readable prompts.
NVC members receive this information with all the relevant links in the monthly NVC Members-only Update. If you have any questions, please contact us: info@nvc.nl, +31-(0)182-512411