Packaging, Key in the Purchasing Decisions of Generation Z

A study by the trend agency Caramel, commissioned by Sonoco, reveals that packaging has gone from being a merely functional element to becoming a decisive factor in the way Generation Z perceives brands. Especially within the food and beverage sector, packaging influences the purchase, repetition, and emotional relationship with products.

The research combines sociocultural analysis and behavioral data, and detects six trends that are transforming the relationship between packaging and young consumers:

1. Affordable indulgence
   Everyday foods such as canned fish or olive oil are reinvented as aspirational products thanks to eye-catching packaging that is shareable on social networks. This visual appeal generates a “viral effect” that drives trial and loyalty.
2. Aesthetics as added value
   Carefully crafted finishes—matte, metallic, or retro—turn packaging into part of personal style. Designs with a vintage feel, iconic typography, or collectible editions generate greater digital interaction and a greater predisposition to purchase.
3. Packaging as a social piece
   With more young people prioritizing gatherings at home, packaging also becomes part of the home environment and online content (#fridgescaping, restocking videos). The rise of individual or mini formats highlights the mix of practicality and aesthetics.
4. Flexible and sustainable design
   Hybrid life drives portable and environmentally friendly packaging. Aluminum cans and reusable formats respond both to mobility and the preference for recyclable options. In addition, the flexitarian diet favors long-lasting and plant-based canned products.
5. Where premium meets responsible
   Sustainability matters, but it must be clear, credible, and visible. Gen Z values recyclable and reusable packaging, with tangible signs of environmental responsibility. Cans that are reused as decorative objects or aluminum refill systems reinforce that connection.
6. Identity, culture, and storytelling
   Consumers look for packaging that reflects authenticity, tradition, and belonging to communities or fandoms. Limited editions and designs with narrative turn packaging into a collector’s item or symbol of identity. There is also space for irony and visual humor, which bring freshness to a saturated digital environment.

For Sonoco, design is no longer just a plus: it is a means to transmit values, generate emotional connections, and connect in a digital world. From Caramel, they emphasize that Generation Z does not only buy products, but experiences and stories; packaging is today a cultural medium that anticipates and shapes that relationship.

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