Packaging Industry in the Netherlands

Packaging in 2024: The big picture

In 2024, the Netherlands saw strong packaging shifts across industries, driven primarily by sustainability targets and stricter EU regulations as well as rising consumer sensitivity to waste and microplastic concerns. Paper-based and recyclable mono-material packaging expanded rapidly in food, beauty and pet care as brands moved away from plastic-heavy designs. Well-established players such as Alpro, Innocent or Albert Heijn continued scaling shaped cartons and Pure-Pak packaging, while Unilever and Nestlé introduced high-paper-content recyclable packs across sauces and hot drinks. In parallel, rPET bottles gained share as producers responded to deposit-return expansion and mandated recycled-content requirements, although consumer preferences showed a gradual shift towards paper- and bio-based options, perceived as safer and cleaner.

2024 key trends

In 2024, sustainability became a dominant force shaping packaging trends in two major categories: beauty and personal care and home care. Beauty brands moved away from traditional plastic jars towards board tubs made from recyclable paperboard and embraced refillable systems to cut material waste. Innovative low-waste solutions like dissolvable sachets for cleansers and shampoos also gained traction, especially in the e-commerce channel. Leading players such as L’Oréal and Stoelzle spearheaded these changes with refillable glass jar systems, reinforcing the industry’s commitment to circularity and compliance with EU sustainability mandates.

Sustainability and portion control shape 2024 food packaging trends

In 2024, sustainability-driven material shifts was one of the growing trends in food packaging. Across categories, from dairy to sauces and meals, brands were rapidly moving towards paper-based and more recyclable mono-material solutions to comply with stricter EU regulations mandating recyclability by 2030 as well as consumer expectations. Major brands are taking action in this transition, such as Unilever advancing its sustainability agenda by rolling out 85% paper-based recyclable packs for Colman’s, signalling a strong move away from traditional plastic-heavy packs. Likewise, Albert Heijn, the Netherlands' largest retailer, widened the adoption of Pure-Pak Sense cartons across its private label plant-based dairy lines, reinforcing the mainstream acceptance of paper-based packaging.

Regulatory push and sustainability drive growth of paper cartons and rPET bottles in non-alcoholic drinks packaging

Aluminium and carton packaging continued to gain noteworthy penetration in Dutch non-alcoholic drinks in 2024, reflecting both sustainability goals and evolving consumer preferences for lower-impact materials. One of the strongest shifts was the rapid rise of shaped liquid cartons, driven by established brands such as Alpro and Innocent, which increasingly adopted renewable paper carton packs for juices, RTD teas and plant-based beverages. These packs reduce plastic use, while strengthening brand visibility on shelf. In hot drinks, sustainable and paper-based innovation also accelerated, most notably with Nestlé, in collaboration with Sonoco, launching a 95% paper-based, fully recyclable coffee can that replaces traditional metal variants and significantly reduces the pack’s environmental footprint.

Metal cans gain share from glass bottles in alcoholic drinks packaging

In 2024, alcoholic drinks packaging was largely shaped by a growing consumer preference for lightweight, convenient and cost-efficient packs, with metal cans and PET bottles gaining share. Metal cans recorded the highest growth, steadily replacing glass bottles in beer and RTDs due to their portability, affordability and easier logistics. Major brands such as Heineken, Amstel and Grolsch expanded their canned portfolios, introducing more single-serve and multipack options to meet the needs of on-the-go and value-conscious consumers. While glass bottles remained relevant for premium beers and wine, rising raw material costs, supply chain volatility and sustainability pressures saw them lose share to cans. In addition, PET bottles also emerged as a fast-growing alternative for RTDs, supported by regulatory changes, such as mandatory attached caps and higher recycled content requirements.

Sustainable and low-waste packaging leads beauty and personal care innovation

In 2024, sustainability continued to shape beauty and personal care packaging, with brands accelerating the shift towards bio-based, recyclable and low-waste materials. One of the most notable developments was the rapid rise of board tubs, which emerged as a key alternative to traditional plastic jars. Made from recyclable and biodegradable paperboard, these tubs gained traction in categories such as creams, scrubs and body balms due to their eco-friendly profile, premium aesthetics and high customisability. Their lightweight build also supports lower transport emissions and aligns well with evolving European sustainability standards and consumer expectations.

Refill packs and recyclable materials drive the home care packaging market

Refill pouches, mono-material packs and lightweight dispensing systems gained strong momentum in 2024 as brands sought to maintain functionality while reducing plastic use. Companies such as Henkel, with its toilet cleaner bottles made from 50% recycled polyethylene, and Diversey, with its fully recyclable SafePack XS pouch, exemplify this shift towards circular packaging. HDPE bottles continued to play a key role in fabric softeners due to their durability and recyclability, although overall reliance on traditional rigid bottles declined as refill ecosystems grew. Air care packaging also evolved, with Glade and Air Wick adopting smaller, eco-friendly packaging and low-waste refills to align with consumer expectations and regulatory pressure.

Folding cartons and larger value packs gain share in pet care packaging

In 2024, sustainability and convenience were the strongest forces shaping dog and cat food packaging. Folding cartons were gaining share in wet cat food, supported by their renewable material base, recyclability and compliance with EU PPWR guidelines. Brands like Felix and Smilla expanded their ranges in FSC-certified paper-based cartons, offering easy opening and reseal features that appeal to eco-conscious pet owners. Larger bulky packs, particularly the 1,200g pack size, also saw rising adoption as consumers looked for value-driven options that reduce packaging waste. Royal Canin led this shift with multiple Veterinary Line SKUs offered in these larger, more sustainable packaging. At the same time, flexible and recyclable pouch packs continued to gain traction, driven by their convenience, freshness preservation and portion-control benefits. Flexible aluminium/plastic pouches, such as those introduced by Nulo, remained popular in wet cat food due to their lightweight, resealable and easy-to-store design.