Big Brands Race to Fix Their Packaging

Coca-Cola, Unilever, and P&G shift to recyclable designs as US consumers reject excess packaging

29 May 2025

Some of the world’s largest consumer goods companies are accelerating changes to their packaging strategies, following growing resistance from US shoppers to wasteful materials.

A recent survey cited by the Wall Street Journal found that 37 per cent of North American consumers had avoided buying a product because of its packaging. The shift in sentiment is prompting companies such as Coca-Cola, Unilever, and Procter & Gamble to adopt more recyclable and minimal formats to retain market share.

Social media platforms, particularly TikTok and Instagram, have amplified consumer scrutiny. Younger shoppers, including Gen Z and millennials, have criticizsed brands that continue to use excessive plastic or non-recyclable materials. In response, retailers are giving preference to products with simpler and more sustainable packaging, particularly in high-turnover segments such as snacks and beverages.

Coca-Cola has said it aims to make all US packaging fully recyclable by 2025 and to increase the use of recycled plastic in its bottles. Unilever is reducing the size of its packaging and lowering plastic content, while P&G is testing new recyclable formats that do not compromise on performance.

“This is a make-or-break moment,” one industry analyst said. “Packaging is now a front-line brand statement, not a backroom operation.”

The move comes as several US states introduce regulations targeting packaging waste. While costs and fragmented supply chains continue to pose challenges, companies appear to be treating sustainability as a business priority rather than a compliance issue.

The push for simpler and more transparent packaging also reflects broader shifts in consumer behaviour. As values-led purchasing becomes more common, particularly among younger demographics, companies are under pressure to show environmental responsibility across all stages of product delivery.

Industry experts suggest that those who adapt early may gain an advantage in a market increasingly defined by environmental and ethical considerations.