Consumer interest in sustainable packaging continues to surge, reshaping the food and beverage industry.
According to recent market research conducted by Mordor Intelligence, the sustainable packaging market is projected to grow from approximately $293 billion in 2024 to nearly $424 billion by 2029, with much of the growth driven by heightened consumer awareness coupled with regulatory pressures.
A new report by Shorr revealed that 90% of the consumers surveyed said they’d be more likely to purchase from brands that utilize sustainable packaging.
Meanwhile, 54% of those surveyed reported consciously choosing products that fit this criteria in recent months.
This increased demand is evident in packaging innovations like Frugalpac’s Frugal Bottle, which is now displayed on the shelves of approximately 1,200 Target locations across the U.S. thanks to its recent rollout of the fiber-based wine bottles via a collaboration between Latitude Wines and Monterey Wine Co.
Made from 94% recycled paperboard, the Frugal Bottle has a carbon footprint that’s 84% lower than that of traditional glass bottles – all while weighing about five times less than conventional glass at 83 grams.
In addition, the eco-friendly bottles are equipped with easily separable, food-grade polyethylene (PE) pouches that both enhance their recyclability and extend the products’ freshness for at least one year.
Through the Target launch alone, the brand expects that it will offset approximately 100 tons of CO₂ emissions when compared to equivalent glass bottles.
Frugalpac CEO Malcolm Waugh highlighted the importance of achieving national retail scale and emphasized the significance of the Target partnership given the retailer’s extensive reach, as the brand views the U.S. as a critical market for growth and expansion in the coming years.
In fact, Frugalpac expects to further expand into more than 500 7-Eleven stores primarily along the West Coast soon, following the brand’s successful small-scale pilots with the likes of Carlsberg, Absolut, and Johnnie Walker in the past.
Kinder to the Environment
Frugalpac is by no means the only brand that’s been investing in eco-friendly packaging as of late.
On the snack aisle, KIND Snacks recently launched a curbside-recyclable paper wrapper pilot at select Whole Foods Market locations.
Designed in partnership with the packaging firm Printpack, the new wrapper features pulpable paper and aligns with How2Recycle’s curbside recycling standards.
This packaging innovation supports KIND’s goal of achieving 100% recyclable packaging by 2030.
“At KIND, we’re constantly listening to our consumers, and what we hear is clear – they want products that not only deliver exceptional quality but also align with their values,” said Osher Hoberman, CMO of KIND North America.
“This new paper wrapper pilot is a direct result of that feedback. We’re proud to continue to lead the industry with bold, forward-thinking and innovative solutions, not just for our packaging, but across our entire product portfolio.”
The Food Institute Podcast
It’s tariff time, and companies the world over are working to better understand how their operations will be impacted. Jodi Ader from RSM US LLP joined The Food Institute Podcast to discuss which products and inputs are currently subject to tariffs, and how to best mitigate supply chain risks.
