Packaging in 2025: the big picture
In 2025, Sweden's packaging landscape across food, soft drinks, alcoholic drinks, beauty and personal care, home care and pet food continued to be shaped by the twin forces of sustainability and convenience, sharpened by the arrival of EU-wide packaging law. The defining regulatory event was the EU Packaging and Packaging Waste Regulation (PPWR), which entered into force on 11 February 2025 and reset the long-term agenda towards packaging that is recyclable by design, made with more recycled content and lighter on materials. Running alongside it, the most tangible change for everyday shoppers was the increase in deposit levels under Sweden's national deposit-return system (pant), rolled out across the second half of the year on aluminium cans and PET bottles. Across most industries, unit volumes rose only modestly or held broadly flat, reflecting a mature, high-income market where category penetration is already high and where cost-of-living pressure, shrinkflation and selective downsizing tempered growth. The clearest trends were the continued advance of the metal beverage can in drinks, the resilience of fibre-based cartons in dairy, plant drinks and increasingly pet food, the migration of plastic formats towards recyclable mono-material structures, and the steady rise of recycled content in PET and HDPE. Glass advanced on premiumisation in condiments, spreads, mixers and skin care, while refill pouches gained ground in home and personal care. The cumulative effect was a market pivoting firmly towards circularity and clean, single-stream recovery, with packaging design increasingly shaped by the evolution of European regulation.
2025 key trends
Two key trends stood out in Sweden’s packaging industry over 2025. The first was the conversion of hard-to-recycle plastic formats into recyclable mono-material designs rather than their outright elimination. Across food, this showed up in squeezy condiment bottles moving to mono-material polypropylene, lightweighted mono-material cheese films, and high-barrier mono-polyethylene pouches for proteins. In pet food it appeared in mono-PE bags for dry food and recyclable polypropylene pouch structures. Siegwerk introduced a fully recyclable mono-PE bag for dry pet food, Bozita (produced by Doggy) updated its wet lines using fully recyclable, FSC-certified Tetra Recart cartons, and PrimaDog launched a mono-material polypropylene bag for dry food, replacing multi-layer laminates.
Sustainability and practicality underpins food packaging trends in Sweden
In 2025, Swedish food packaging remained centred on recyclability, recycled content and convenience across every major category. Dairy, the country's largest food packaging category, grew 1% to 2,189 million units and is unusual in being defined by liquid cartons, which account for 53% of volumes, ahead of rigid plastic at 26%. The cooperative Arla Foods, which dominates Swedish dairy, reports that just over 90% of its own-brand packaging is now designed for recycling, against a goal of fully recyclable own-brand packaging and the elimination of virgin fossil-based plastic by 2030. To strip plastic out of the carton it has been trialling a fibre-based screw cap developed with Värmland-based Blue Ocean Closures, which it estimates could cut its plastic use by over 500 tonnes a year. Mono-material conversion extended across the dairy aisle in 2025. Cheese films were simplified to single-material structures of the kind producer Skånemejerier has adopted, while squeezy bottles for ketchup and mustard from names such as Felix and Slotts migrated towards mono-material polypropylene and recycled content. Glass was a recurring outperformer in premium niches, rising 7% in dairy, 7% in processed fruit and vegetables and 2% in sauces, dips and condiments, while remaining the most-used format in the glass-dependent sweet spreads category, where traditional producers such as Önos in jams and BiKuben in honey retained the jar but raised recycled-glass content and lightened weights.
Sustainability and recycling transform drinks packaging in Sweden
In 2025, Swedish soft drinks packaging continued its shift towards recyclable, recycled content formats, with total retail volumes rising 4% to 2,698 million units as demand for ready-to-drink, energy and functional beverages held firm. Metal beverage cans were the dominant and fastest-growing format, up 7% to 1,465 million units — around 54% of the total — prized for indefinite recyclability, light weight, rapid chilling and beverage protection. Rigid plastic, overwhelmingly PET bottles, held second place at 878 million units but was broadly flat as lightweighting and rising recycled content kept volumes steady, while liquid cartons declined further in juice. Glass was among the strongest performers, up 6% to 95 million units on premiumisation in mixers, adult soft drinks and craft lines; although it sits outside the deposit system, it benefits from a high recovery rate through dedicated glass recycling, and producers such as Spendrups operate returnable glass bottles.
Refillable packaging formats gain ground in home care and beauty and personal care categories where rigid plastic dominates
In 2025, beauty and personal care packaging in Sweden held broadly steady, rising less than 1% to 505 million units in a mature market with high category penetration and steady demand for skin care, hair care and hygiene products. Rigid plastic remained overwhelmingly dominant at 323 million units, or 64% of the total, reflecting the ubiquity of HDPE bottles in hair care and bath and shower, squeezable tubes in skin care, and PET bottles, while paper-based folding cartons formed the second-largest group at 77 million units but declined. In 2025, Swedish home care packaging is a mature, high-recycling market where rigid plastic is also dominant at 66 million units (61% of the total), led by PET bottles in surface sprays and dishwashing and HDPE bottles in laundry liquids and bleach.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the major pack types and how are they performing in Sweden?
- 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 Sweden?
- Where is future growth expected to be most significant?
Packaging Industry in Sweden
Packaging in 2025: the big picture
2025 key trends
Sustainability and practicality underpins food packaging trends in Sweden
Sustainability and recycling transform drinks packaging in Sweden
Refillable packaging formats gain ground in home care and beauty and personal care categories where rigid plastic dominates
EU laws driving packaging changes in Sweden
Regulations support move towards sustainability goals but also raise industry costs
Consumers and brands unite on recycling and eco-friendly packaging
E-commerce growth sparks packaging redesign for online sales
Deposit return system strengthens recycling in Sweden
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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