4 trends impacting the Personal Care packaging market

From environmental considerations to intelligent features, here are 4 trends defining the future of packaging in this dynamic sector.

Sustainability: regulation & consumer preference

Environmental consciousness is a recurring trend across market segments, and it's no different in the personal care industry. According to McKinsey (2023), 75% of consumers consider sustainable packaging important, and 60% are willing to pay more for eco-friendly options.

This push is amplified by regulation. The EU’s Packaging and Packaging Waste Regulation (PPWR) for example, requires all packaging to be designed for recycling by 2030. In response, brand owners are accelerating their use of mono-materials, post-consumer recycled (PCR) content. 

Across Europe and North America, refillable and reusable packaging formats are gaining traction. In APAC, lightweight and recyclable options are leading the charge.

E-commerce 

Online sales of personal care products have surged - up over 50% globally since 2020 (Statista, 2024). This changes packaging priorities.

Designers seek impact-resistant, leak-proof, and lightweight solutions. Product authenticity and security during shipping and delivery are crucial: tamper-evidence, protective closures and unique identifiers like QR codes help prevent theft, counterfeiting and fraudulent claims. Rigid PP and HDPE containers with robust sealing systems are a go-to in this context. Converters can seize opportunities by offering e-commerce-optimized formats with reduced secondary packaging needs.

Visual appeal

Over half of Gen Z consumers say that packaging significantly influences how they perceive a product’s quality. Visual appeal, sustainability, and brand authenticity are playing key roles in their purchasing decisions. (Mintel, 2023)

While sustainability matters, consumers still want packaging that looks and feels premium. From matte textures to metallic effects, packaging is a tactile and visual expression of the brand. Smaller batch runs and digital decoration are also gaining popularity, enabling more regional or seasonal customization.

Smart packaging

With the rise of refillable and reusable personal care packaging, smart features will become more and more important. QR codes and NFC chips are being used for refill tracking, authenticity verification, and brand storytelling.

In China and South Korea, leading brands are already embedding QR codes to encourage repurchase or reward programs. In Europe, refill stations paired with scannable packaging are emerging in drugstores and specialty retailers.