Global secondary packaging market set to hit $300 billion by 2030 as sustainability and e-commerce reshape industry, new report finds

Consumer expectations are clear: recyclability dominates. A 2025 McKinsey survey shows that 77% of UK consumers rate recyclability as extremely or very important, compared with just 41% for biobased materials. Consumers also value recycled content (62–66%) and compostability, but above all they want products that arrive undamaged and well-cushioned, even if that means slightly larger packaging. This highlights a growing tension: minimal packaging is not always the most sustainable solution. Returns and reshipping often create more emissions than slightly larger boxes or additional cushioning.

Regulatory pressures are reshaping the industry. A 2027 update to the EU’s Packaging and Packaging Waste Regulation (PPWR) will ban certain single-use plastics for multi-packs and set a 50% maximum empty-space limit for grouped and e-commerce packaging. While overall demand continues to grow, PPWR is expected to moderate growth in shrink wrap and traditional multi-pack plastics, accelerating adoption of cartonboard and paper fill. Empty air inside boxes is now a direct regulatory and financial risk, particularly for UK exporters and retailers selling into the EU.

Returnable packaging is emerging as an opportunity but comes with challenges. Cost, low return rates, durability, functionality, and logistics for cleaning and multiple deliveries remain significant barriers. Businesses exploring reusable packaging solutions must balance consumer convenience, product protection, and environmental impact to succeed.

“The global packaging industry is placing increasing emphasis on improving the environmental sustainability of its products as consumer expectations and regulatory requirements continue to intensify,” says Josh Brooks, Divisional Director – Packaging at Easyfairs. “Companies are working to reduce material use, adopt recyclable or renewable resources, and lessen overall environmental impact. However, these efforts must be balanced with the essential need for packaging to protect products throughout the supply chain.”