Beauty and personal care packaging remained resilient globally, with Asia as the growth engine and toiletries dominating volume sales globally. As lifestyles continue to evolve, packaging innovation will be challenged to respond to consumers’ new wellness priorities and greater focus on simplicity and values. Moving forward, offering packaging sustainability features will be essential for packaging manufacturers and brand owners as well as adapting to the rising shift towards e-commerce.
This report comes in PPT.
Globally, toiletries remains the largest contributor to packaging volumes led by everyday hygiene products such as bar soap, shampoo and toothpaste thanks to developing regions where consumers continue to adopt new hygiene routines. Still baby and child-specific products are projected to post most dynamic growth to 2025 driven by growing consumer base and brands extending the category to older children.
Asia Pacific is expected to drive packaging volumes overall driven by rising disposable incomes combined with the strong penetration of smaller pack sizes in the form of single-use flexible plastics, popular for their immediate affordability. North America should see a decline due to falling volumes in bath and shower and colour cosmetics.
More consumers are expected to embrace healthy lifestyles and hygienic habits. This should primarily translate into rising packaging volumes of toiletries - within which skin care products are showing strongest growth - mainly benefiting plastic tubes, HDPE bottles and folding cartons. Packaging offering hygienic solutions as well as ingredient safety and transparency will also represent an important feature.
Consumers will increasingly opt for brands that can deliver positive change. They prioritise packaging sustainable features such as recyclability and the use of recycled content. Many also cut down on packaging by using refillable and reusable packaging and chose solid beauty to help reducing packaging waste and water consumption.
While the beauty industry still heavily relies on store-based sales, the shift towards e-commerce requires more packaging designed for shipping, fitting through the letter box packaging alongside the rising penetration of subscriptions and prompts for new solutions in terms of beauty sampling.
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