New research from consumer trends agency Caramel, commissioned by Sonoco, identifies packaging as a critical influence on Gen Z’s purchasing behaviour, particularly within the food and beverage category. 

No longer seen as merely functional, packaging now plays a central role in how younger consumers interpret a brand’s identity, values, and assess its cultural relevance.

By combining sociocultural analysis with behavioural data, the study outlines six key packaging trends reshaping how Gen Z engages with products – offering a fresh lens on how brands can respond to remain competitive in a rapidly changing FMCG landscape.

Affordable indulgence

From tinned fish to olive oil, everyday pantry staples are being reimagined as symbols of quality, pleasure and self-care – driven in part by the rise of aesthetic packaging. Tinned fish, for instance, is projected to reach a global market value of $50.47 billion by 2030, fuelled in part by visually striking formats that have gained popularity on social media.

Packaging that sparks emotional or aesthetic appeal often gains early traction online, which in turn boosts visibility and drives discovery. This feedback loop means aesthetic designs can quickly go viral, shaping not just what people like, but what they see and ultimately choose to buy. According to Ad Age (2024), 81% of Gen Z have tried a product because of standout packaging, and 63% have made repeat purchases for the same reason.

Executing aesthetics

Visual presentation plays a direct role in shaping consumer behaviour – particularly among younger audiences who treat packaging as an extension of personal style. From matte finishes and retro typography to collectible tins, design-led formats consistently outperform plainer alternatives in both online engagement and appeal. Instagram posts featuring vintage-style metal packaging receive 23% more interaction than minimalist equivalents (Pmarketresearch, 2025). Among younger consumers, 60% say that polished or matte metal finishes influence their purchase decisions (Mintel, 2024).

Playing as a social centre piece

With 63% of European Gen Zs now preferring to gather at home over public spaces (YPulse, 2025), everyday rituals such as “restocking” and solo dining are becoming more intentional. As a result, packaging is under greater scrutiny. 

Not only for its function, but also for its role in shaping the home environment and online presence. Trends like #fridgescaping and restock videos highlight how visual appeal and perceived order offer comfort, creativity, and social shareability.

As part of this shift, demand is growing for single-serve formats that balance practicality with aesthetic value. The global market for single-serve and even mini packaging is projected to grow from $10.65 billion in 2024 to $15 billion by 2030 (Markets and Markets, 2024).

Design for flexibility

As flexible routines continue to blur the boundaries between work and leisure, Gen Z consumers are placing greater value on packaging that’s both portable and planet-friendly. On-the-go containers accounted for 27.5% of the total food storage market in 2024, with stainless steel capturing 55% of insulated container revenue (GlobalData & Research and Markets, 2024). Meanwhile, 55% of Gen Z prefer aluminium cans over plastic, citing recyclability and convenience as key drivers of their purchasing decisions (Can Manufacturers Institute, 2023).

This emphasis on mobility and sustainability is also reflected in shifting food preferences. Flexitarianism is gaining ground among Gen Z (Mintel, 2024), with more consumers reducing meat consumption in favour of plant-based alternatives. Canned foods such as legumes, vegetables, and fruits, are becoming everyday staples in this transition, offering a low effort, low waste way to support plant-forward diets.

Their long shelf life, various sizes, versatility and ease of use make them especially appealing to time-pressed consumers seeking both practicality and purpose.

Where premium meets purpose

Sustainability remains an important driver for Gen Z – but it resonates most when paired with clarity, creativity, and meaningful design. While 60% of Gen Z prefer recyclable packaging and often perceive metal as the most environmentally responsible choice (McKinsey, 2024), they also value packaging that is visibly and credibly sustainable. 

At the same time, 64% of UK consumers report struggling to assess how sustainable packaging really is (Mintel, 2025), pointing to the need for clearer communication and recognisable material cues.

Beyond recyclability, consumers are embracing refillable formats, recycled content, and even creative reuse. Gen Z is 73% more likely to prioritise reusability, and 78% look for packaging that can be recycled locally (Duo, 2023). Refill systems using aluminium – such as canned refills for household products or skincare – are also gaining traction, while TikTok trends showcase tins repurposed into storage, décor, or gifts.

Culture, identity, and storytelling

Gen Z increasingly seeks out products that reflect personal identity, cultural heritage and shared values. According to Mintel (2024), 65% prefer packaging that conveys authenticity and tradition, while 45% are drawn to collectible formats that connect with fandoms, rituals, or niche communities (Mondelez, 2025). Storytelling-led designs, often using metal tins and limited editions, help turn packaging into a lasting part of the experience: a keepsake, a conversation starter, or a symbol of belonging.

But Gen Z identity is also shaped by the times they live in – uncertain, fast-paced, and digitally saturated. In response, many are embracing silliness, irony, and playful exaggeration in packaging design as a form of light-hearted resistance. Surreal graphics, absurd humour and unexpected formats offer moments of levity. Whether rooted in authenticity or joyful escapism, packaging that reflects these emotional needs helps brands create more human, more relatable connections.

Commenting on the research, Laetitia Durafour, Marketing Director – Sonoco Metal Packaging EMEA, said: “Design has always mattered in packaging – but today, it carries more weight than ever. It’s no longer just about shelf standout or brand equity; it’s about reflecting values, building emotional connection, and making an instant impression in a digital-first world.

“At Sonoco, we combine technical performance with design thinking to help brands create packaging that connects – emotionally, culturally, and sustainably. From strategic guidance rooted in real consumer insights to industrial designs, we develop desirable yet viable packaging concepts without compromising on sustainability.

“This research offers a timely window into the expectations of a generation that values authenticity, playfulness, purpose, and personal relevance. It’s a reminder that packaging is never just a finishing touch, but a vital part of the brand experience – and often, the first invitation to engage.”

Virginie Lorenzato, CEO at Groupe Caramel adds: “Gen Z consumers no longer just buy a product – they choose an experience, a story, a stance. Through this study, we wanted to highlight the subtle signals that are reshaping the role of packaging – at the intersection of aesthetics, meaning, and impact. For us, this means imagining packaging as a true cultural medium: a space for expression, emotion, and connection. That’s where everything begins – well before the purchase itself. Packaging is no longer just a container; it’s a driver of desire, identity, and community. This is where much of tomorrow’s brand appeal will be played out.”