The economy is shifting. Consumer preferences are evolving. Brands must adapt quickly to stay competitive. Packaging will be at the forefront of these changes, serving as a critical tool to attract customers and build brand loyalty.

This article, developed in collaboration with Packaging Designer Vicki Strull, explores six key trends shaping the future of packaging in 2025. Vicki’s expertise spans decades of award-winning design, helping brands elevate their packaging to resonate deeply with their target audience. She has worked with renowned brands like HP, Hershey’s, Cheerios, and more.

Here are the six packaging trends to watch in 2025:

Trend 1. Luxury on a Budget

As inflation and rising costs impact consumer spending, people are buying fewer gifts but opting for items that feel special and unique. Packaging plays a crucial role in creating this sense of exclusivity.

Tactile embellishments and premium finishes, like spot-gloss, add a sense of luxury without significantly increasing production costs. These thoughtful details not only make the product more memorable but also elevate the consumer’s overall experience.

“Thoughtful packaging can make someone feel that you put effort into their present. With consumers remaining sensitive to costs, the trend of buying fewer items in exquisite packaging will likely peak in 2025.”
— Vicki Strull.

Trend 2. The Ongoing Sustainability Push

Sustainability isn’t just a buzzword—it’s a driving force in consumer decision-making. Expect a continued shift toward eco-friendly packaging in 2025 and beyond.

There are many ways to make your packaging more sustainable. For example, brands can adopt recyclable and compostable materials to protect their products, such as Hexpand and Cruz Foam. They can also employ eco-friendly production methods like digital print and finishing to further reduce waste.

Efficient packaging design, like right-sized boxes, is another tried and true way for brands to make their packaging more eco-friendly by cutting down on excess materials and shipping emissions. These strategies can help brands align with consumer values and take meaningful steps toward sustainability.

“One of the easiest and greenest way to make packaging sustainable is to replace plastics with a material like paper,” shares Vicki. “Packaging like Mentos’ 90% paperboard solution shows how sturdy, renewable, and recyclable paper can fulfill its mission while reducing environmental impact.”

Trend 3. Unboxing Experience is King

In both online and retail environments, a well-designed package has the power to captivate and delight. Beyond functionality, an engaging unboxing experience can spark excitement and inspire customers to share their purchases on social media, extending your brand’s reach organically.

As the preference for e-commerce and online shopping continues to boom, packaging has become a key touchpoint for building brand loyalty. A memorable unboxing experience can set your brand apart from competitors.

“Global e-commerce sales should surpass $8 trillion in 2027. What does that say to me? The unboxing experience will be more important than ever!”
— Vicki Strull  

Trend 4. Transparency is Key: Health-Conscious Packaging

Consumers are increasingly focused on what they’re eating and drinking, and packaging transparency like informative labeling and clear ingredient lists can build trust.

Examples like clean-label snack bars or beverages with health benefits prominently displayed highlight how transparency can influence buying decisions. By focusing on clean ingredients and clear communication, brands can connect with health-conscious shoppers and increase their likelihood to purchase.

Trend 5. Nostalgic Vibes

Nostalgic designs evoke a sense of warmth and familiarity, resonating with consumers seeking connection in a tech-driven world. In 2025, expect more brands to leverage vintage-inspired aesthetics to stand out.

Take Olipop, for instance. Its retro-inspired packaging has helped the brand outperform major soda competitors in 2024 by sparking joy and evoking memories of simpler times. Nostalgic packaging taps into emotion and creates stronger bonds with customers.

Trend 6. Switching from Rigid to Flexible Packaging

Flexible packaging, such as stand-up pouches and resealable bags, offers brands a sustainable and efficient alternative to rigid packaging. It’s lightweight, easier to transport, and uses fewer materials.

Costco’s new rotisserie chicken packaging is a great example for this trend. It reduces material usage while enhancing convenience for consumers. This shift aligns with sustainability goals and offers practical benefits for both brands and consumers.

Beyond custom printed boxes, displays, and labels, The BoxMaker also produces printed flexible pouches for brands looking to sell more products in retail stores.

The Winning Approach: Value First, Price Second

Packaging is an extension of your brand. Compromising on packaging quality to save costs can risk reducing customer trust and the perceived value of your products. By investing in high-quality packaging, you foster stronger customer loyalty, enhance engagement, and encourage word-of-mouth recommendations. Packaging isn’t just an expense; it’s a strategic opportunity to captivate and connect. Make it count.

“Brands suffer when price is the only consideration, and the customer experience is ignored…Packaging looks and feels special because of its finishing, and so people think the product inside is special too…When customers feel good about their purchase, they make repeat purchases and spread the word, creating long-term value for brands.” — Vicki Strull

Are You Ready for 2025?

From sustainability to nostalgia, these six trends shaping 2025 present exciting opportunities for brands to elevate their packaging strategies. Contact our Packaging Advisors today to create solutions that will distinguish your brand in 2025. Let’s turn your packaging into a powerful tool for growth!