Global Packaging Outlook: Eastern Europe

According to “Global Packaging Trends,” a new report compiled by Euromonitor International for PMMI Business Intelligence, Poland is expected to have the largest packaging growth in the region, with a 5.6 billion unit absolute volume growth by 2023.

Bottled water, juice, and energy drinks are forecasted to grow, and like other areas of the world, Eastern European millennials are demanding premium beverages. Poland remains a strong performer in the beer, wine, and spirits market, and the regional Eastern European beer market is expected to see absolute volume growth of 1.1 billion units by 2023. Packaging will remain mainly in glass bottles, with a small share of varied packaging types.

Flexible plastic is also growing in Eastern Europe, with an expected 3.0 billion unit absolute volume growth by 2023. Poland will see the biggest growth, but flexible plastic is also the main packaging choice in the Ukraine, especially in confectionery. The Romanian market is expected to see growth in PET bottles for bottled water, carbonates, and juice.

Consumers across Eastern Europe expect packaging to be sustainable, with resource-efficient, versatile plastic driving packaging trends. Glass packaging serves consumers’ desire to avoid contributing to global plastic pollution in Eastern Europe, and bag-in-box packaging, which mixes the benefits of plastic with more appealing external packaging, is expected to grow as it appeals to eco-conscious consumers.

Many consumers are also focused on a healthier lifestyle, with smaller pack sizes being used to limit intake and impose portion control, while also creating more packaging opportunities in higher quantity, with packaging unit volume sales growth outperforming food volume growth in confectionery, dairy, savory snacks, and baked goods.