Packaging in 2025: The big picture
In 2025, the landscape of packaging in the Netherlands across food, soft drinks, alcoholic drinks, beauty and personal care, home care and pet food was shaped above all by the country's mature deposit-return system, the entry into force of the EU Packaging and Packaging Waste Regulation (PPWR), and a steady migration towards recyclable, recycled-content and mono-material formats. Headline volumes were broadly stable across most industries, reflecting a high-income, highly penetrated market in which premiumisation, convenience and e-commerce, rather than population growth, drive packaging demand. Within this picture, the internal mix kept rebalancing. Metal beverage cans provided the standout growth engine in soft drinks, while glass, recycled-content PET and renewable fibre advanced across food and personal care. The defining material story was recycled content, as a minimum post-consumer recycled-content obligation for PET beverage bottles took effect and brands lifted recyclate across bottles, caps and films.
2025 key trends
Two key trends stood out in 2025. The first was the acceleration of the plastics-to-fibre shift in food packaging, as Dutch brands and retailers re-engineered hard-to-convert formats around renewable paperboard. The Dutch supermarket chain PLUS replaced the plastic underlay in its premium Vleeswaren range with a carton liner, cutting plastic per pack by around 60% and removing an estimated 225,000 kilogrammes of plastic a year across more than sixty products. Meanwhile, vegetable specialist HAK launched its forest-based HAK-in-PAK cartons, in which around 90% of the material is forest-based. Furthermore, chocolate maker Tony's Chocolonely extended certified-paper wrappers and used a moulded-fibre (instead of plastic) advent calendar inlay.
Sustainability and recycled content shape 2025 food packaging trends
In 2025, sustainability remained the central force shaping food packaging across many categories, such as dairy, sauces, confectionery, processed produce, meals and baby food, despite limited growth opportunities in volume terms. Dairy, the Netherlands' largest food packaging category in retail unit volume terms, grew by 2% in 2025 to reach 4,991 million units. The category leveraged on a steadier domestic milk supply, remaining overwhelmingly a rigid plastic story built on HDPE and PET milk bottles and thin wall plastic yoghurt pots. In 2025, rigid plastic accounted for a 56% share of dairy packaging in retail unit volume terms, ahead of liquid cartons (28% share), which enjoy a long tradition of usage in dairy in the Netherlands. Glass was the standout performer in dairy packaging in retail volume growth terms, rising by 5% in 2025 to reach 80 million units, supported by premium and organic milk.
Metal cans surge and recycled-content PET reshape non-alcoholic drinks packaging
In 2025, Dutch total soft drinks packaging returned to growth, with retail volumes rising by 2% to reach 3,906 million units, as easing cost-of-living pressures supported a modest rebound in consumption. Rigid plastic, overwhelmingly PET bottles, remained the largest format at 1,808 million units, for a 46% share of the total, with lightweighting and rising recycled content helping to contain cost and improve recyclability. The sharpest momentum, however, sat with metal, which was the fastest-growing group, with a 6% rise to reach 1,338 million units. Metal beverage cans leveraged on buoyant energy drinks and ready-to-drink categories, being valued for their light weight, rapid chilling, protection from light and strong recyclability.
Metal and rigid plastic grow fastest while glass dominates alcoholic drinks packaging
In 2025, total alcoholic drinks packaging in the Netherlands declined by 2% in retail volume terms to reach 3,061 million units, reflecting moderating beer and wine consumption. Glass bottles remained dominant at 2,374 million units, or a 78% share of the total, underpinned by strong beer, wine and spirits demand. Metal followed at 641 million units, dominated by aluminium beverage cans in beer, together with a growing metal bottles segment. Rigid plastic was the fastest-growing group, up by 9% in retail volume terms in 2025 to reach 20 million units, led by PET bottles; however, rigid plastic remained a niche. Metal was the second-fastest in retail volume growth terms, up by 3%, leveraging on canned beer and RTDs demand. However, liquid cartons’ retail volumes fell by 9% in 2025 to reach 13 million units as everyday wine demand softened. Meanwhile, bag in box (paper-based containers) held broadly flat at 11 million units, due to its use in wine.
Refillable systems and recyclable formats lead beauty and personal care packaging
In 2025, total beauty and personal care packaging in the Netherlands rose by 1% in retail volume terms to 888 million units. This modest gain reflects a mature, highly penetrated market in which premiumisation and steady skin care, hair care and hygiene routines offset lightweighting and slow population growth. Rigid plastic remained dominant at 537 million units, or a 60% share of the total, reflecting the popularity of HDPE bottles in hair care and bath and shower and squeezable plastic tubes across skin care. Meanwhile, paper-based containers (due to folding cartons) formed the second-largest group at 131 million units. However, metal was the best-performing pack type group in 2025, up by 3% to 111 million units, led by metal aerosol cans (102 million units), highly popular in deodorants and hair care, and by fast-growing collapsible metal tubes, up overall by 26% to seven million units. Glass retail volumes also rose in 2025, by 2% to reach 37 million units, leveraging on premium skin care and fragrances.
Recycled content and refill pouches drive home care packaging
In 2025, total home care packaging in the Netherlands rose by 1% in retail volume terms to reach 391 million units. Modest gains in areas like home insecticides and surface care have been tempered by the long-term shift to concentrated liquids and tablet formats in laundry care and automatic dishwashing, although laundry care packaging rebounded towards the end of the review period. Rigid plastic remained dominant at 261 million units, reflecting the use of PET bottles for trigger spray formats and dishwashing. PET bottles saw a 3% rise in retail volume terms in 2025 to reach 114 million units. while HDPE bottles, used across laundry care and surface care, led with 127 million units, despite a small dip in 2025. Meanwhile, flexible packaging rose to 62 million units in 2025, led by blister and strip packs (24 million units) for tablet products and stand-up refill pouches, which surged by 12% to reach 21 million units. However, glass was the fastest-growing pack group, up by 3% in 2025 to reach five million units, leveraging on glass jars and bottles in air care and premium surface care.
Aluminium trays, pouches and PET jars shape pet food packaging
In 2025, total dog and cat food packaging in the Netherlands grew by 2% in retail volume terms to reach 800 million units. Growth was boosted by rising pet ownership, the pet humanisation trend and a strong demand for premium, wet and functional products. The most dynamic pack type was rigid plastic with an 11% increase in retail unit volume terms, leveraging PET jars’ 24% rise, albeit from a small base. PET jars are popular for premium treats, functional snacks and specialised diets, appealing through clear product visibility, lightweight durability, resealability and recyclability, particularly when made from rPET. Importantly, players/brands including Edgard & Cooper, Prins Petfoods and Biofood have expanded their PET jar ranges, typically in the 400g pack size.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the major pack types and how are they performing in Netherlands?
- 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 Netherlands?
- Where is future growth expected to be most significant?
Packaging Industry in the Netherlands
Packaging in 2025: The big picture
2025 key trends
Sustainability and recycled content shape 2025 food packaging trends
Metal cans surge and recycled-content PET reshape non-alcoholic drinks packaging
Metal and rigid plastic grow fastest while glass dominates alcoholic drinks packaging
Refillable systems and recyclable formats lead beauty and personal care packaging
Recycled content and refill pouches drive home care packaging
Aluminium trays, pouches and PET jars shape pet food packaging
Mandatory attached caps on single-use plastic bottles
Ban on disposable plastic cups and food packaging
The Statiegeld deposit-return scheme and the EU Packaging and Packaging Waste Regulation
Verpact and extended producer responsibility
Carton recycling capacity scales up
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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