Packaging in 2025: the big picture
In 2025, Italy's packaging landscape across food, beverages, alcoholic drinks, beauty and personal care, home care and pet food was shaped by the entry into force of the EU Packaging and Packaging Waste Regulation, the re-modulation of CONAI's recyclability-based fees and a steady migration towards recyclable, recycled-content and lighter formats. Unit volumes were broadly stable in the mature market, with modest gains in beverages, beauty, plant-based dairy and pet food offset by softer confectionery, home care and baby food. Glass advanced strongly on premiumisation in soft drinks, sweet spreads and beauty, while recycled PET gained ground in dairy and soft drinks, lightweighted glass reshaped wine packaging, and recyclable mono-material films and refill pouches expanded across home care, beauty and pet food.
2025 key trends
Two trends stood out in 2025. The first was the move to increase recycled content within incumbent formats rather than replace them. In dairy, Parmalat's UHT milk moved to bottles made with 50% recycled white R-PET, while Coca-Cola HBC Italia produced its portfolio in 100% recycled PET, excluding caps and labels. In glass, Ferrero's Nutella Plant-Based debuted in a jar made with 60% recycled glass, while lightweighting continued to reduce material use in alcoholic drinks packaging.
Recycled content and lighter formats reshape Italian food packaging
In 2025, sustainability remained a central force shaping Italian food packaging, with recycled content, lightweighting and more recyclable formats advancing across major categories. Dairy, Italy's largest food packaging category by units, grew by less than 1% to 11,844 million units and remained overwhelmingly a rigid-plastic market, with bottles, pots and tubs accounting for around 50% of volumes. Parmalat, part of Groupe Lactalis, anchored the shift with UHT bottles made from 50% recycled white R-PET. Plant-based dairy was among the fastest-growing categories, up 7% to 373 million units, led by renewable liquid cartons, which accounted for 73% of volumes as oat overtook soya.
Recycled PET and premium glass lead non-alcoholic drinks packaging
In 2025, Italian soft drinks packaging edged up 1% to 14,931 million units as consumption stabilised after a cost-driven soft patch. Rigid plastic remained dominant at 12,224 million units, around 82% of the total, with PET bottles alone accounting for 11,944 million units across bottled water, carbonates and juice. Glass was the best-performing major pack type, rising 6% to 808 million units on premiumisation in the hospitality channel and premium water, while metal advanced 4% to 1,174 million units as beverage cans gained ground in energy drinks and ready-to-drink categories, supported by their light weight, rapid chilling and strong recyclability. Recycled PET remained the central sustainability lever. Coca-Cola HBC Italia produced its beverage portfolio in 100% recycled PET, excluding caps and labels, supported by its dedicated recycled-PET preform plant at Gaglianico, while Sanpellegrino reported an average recycled-PET share of around 43% across its water bottles. Tethered closures also became standard across PET portfolios in response to the EU Single-Use Plastics Directive. The resulting packaging direction favoured higher recycled content and established recyclable formats rather than wholesale material substitution, with PET remaining dominant and aluminium cans continuing to gain ground. Total soft drinks packaging volumes are forecast to remain broadly flat, easing to 14,836 million units by 2029, while glass is expected to continue outperforming the major pack types.
Lightweight glass redefines the Italian wine bottle
In 2025, alcoholic drinks packaging in Italy edged up by less than 1% to 4,764 million units, supported by resilient demand for wine, sparkling wine and spirits. Glass bottles overwhelmingly dominated at 3,698 million units, or 78% of the total, reflecting the country's strong wine, prosecco and spirits heritage. Metal followed at 664 million units, almost entirely beverage cans, which accounted for 662 million units across beer and ready-to-drink products. Rigid plastic was the fastest-growing, though still a very small, pack type group, rising 4% to 33 million PET units, while shaped liquid cartons grew 11% and bag-in-box rose 6% as alternative formats gained ground in everyday wine.
Refill and recyclability reshape beauty and personal care packaging
In 2025, beauty and personal care packaging in Italy edged up by 1% to 3,388 million units, as a mature market balanced steady skin care and premium fragrance demand against lighter, refill-led formats. Rigid plastic remained dominant at 1,946 million units, or 57% of the total, reflecting the ubiquity of HDPE bottles (747 million units) in hair care and bath and shower and squeezable plastic tubes (551 million units) across skin care and oral care. Glass was the best-performing pack type group, up 4% to 135 million units as premium skin care and fragrances expanded, while metal rose 2% to 194 million units on aerosol cans in deodorants and hair care. Refill and recycled content drove brand activity: L'Oréal launched its first global multi-brand refill campaign, #JoinTheRefillMovement, timed to World Refill Day in June 2025 and uniting brands including Lancôme, Armani Beauty and Kiehl's, while Parma-based B Corp Davines extended refillable formats such as its [comfort zone] Sublime Skin serum, whose glass bottle, pump and cap can be reused, and reported that more than half its plastic packaging is now recycled or bio-based. With volumes forecast to grow only marginally to 3.5 billion units by 2030, recycled content, refillable systems and mono-material design define the priority opportunities.
Flexible refill formats and recyclable mono-material lead home care packaging
In 2025, home care packaging in Italy edged down by less than 1% to 2,517 million units, as gains in surface care, dishwashing and flexible refill formats were offset by declining laundry and bleach volumes and the long-term shift to concentrated liquids and tablets. Rigid plastic remained dominant at 1,310 million units, reflecting the ubiquity of HDPE bottles (678 million units) across laundry, bleach and surface care and PET bottles (501 million units) in trigger sprays and dishwashing, while paper-based containers formed the second-largest group at 791 million units. Flexible packaging was the best-performing pack type group, rising 2% to 314 million units, led by stand-up pouches (up 8% to 63 million units) and plastic pouches (up 9% to 57 million units) as refill formats expanded. The standout material development came from Henkel, which together with Borealis and Korozo introduced flexible laundry-detergent packaging made from recyclable mono-material polyethylene containing 30% post-consumer recycled plastic, covering laundry brands whose family includes the leading Italian fabric-care name Dixan. With volumes forecast to remain flat to declining through 2030, recycled-content bottles, mono-material recyclable trigger sprays and refill systems are the priority opportunities.
Pouches and squeezable tubes drive pet food packaging
In 2025, dog and cat food packaging in Italy grew by 3% to 3.7 billion units, boosted by rising pet ownership and changing consumption habits. Aluminium/plastic pouches, already the leading pack type, continued to gain unit volume share as consumers favoured smaller, resealable formats that preserve freshness for each individual serving, while metal food cans lost further ground on lightweighting and the economics of e-commerce. Squeezable plastic tubes grew by 18%, aligning with demand for wet food and functional diets by offering precise portion control, strong barrier properties and convenient dispensing, while cat treats and mixers grew 9% in packaging terms. Sustainability was a key driver: a collaboration between Itelyum and Plasta Rei introduced a chemical recycling process that transforms food packaging waste into high-quality recycled PET with recycling efficiency of more than 95%, offering a route for materials previously considered non-recyclable. With pet ownership, premiumisation and pet humanisation set to continue, volumes are forecast to grow at a CAGR of 4% to 4.4 billion units, with compact single-serve pouches gaining further share.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of packaging types.
If you're in the Packaging industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Packaging in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Packaging in Italy?
- Which are the major pack types and how are they performing in Italy?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Italy?
- Where is future growth expected to be most significant?
Packaging Industry in Italy
Packaging in 2025: the big picture
2025 key trends
Recycled content and lighter formats reshape Italian food packaging
Recycled PET and premium glass lead non-alcoholic drinks packaging
Lightweight glass redefines the Italian wine bottle
Refill and recyclability reshape beauty and personal care packaging
Flexible refill formats and recyclable mono-material lead home care packaging
Pouches and squeezable tubes drive pet food packaging
EU packaging rules drive recyclable and recycled-content packaging
CONAI eco-modulation rewards recyclable packaging
E-commerce packaging rules target reduced empty space
Italy's consortium system underpins high packaging recovery
Recycled content and lightweighting advance the circular shift
Country Reports Disclaimer
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and Seafood Substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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