Emerging Trends in the U.S. Beverage Market

Sustainability with paper bottles for wine, beer, spirits, and beverages: new opportunities to grow your business in the U.S. market

How the New Generations Are Shaping Sustainability in the U.S. Beverage Market

Thanks to younger generations, sustainability has become a priority for selling in the U.S. Companies are now seeking innovative solutions to develop eco-friendly bottles.

The growing environmental awareness among consumers has pushed companies like PepsiCo, Diageo, Carlsberg, and Pernod Ricard to create paper bottles, offering a viable alternative to traditional plastic and glass containers. Though challenging to produce, these innovative packaging solutions are becoming a reality and present a tremendous business opportunity, aligning with emerging consumer behaviors in America.

The Role of Younger Generations for B2C Companies Selling in the U.S.

In the U.S., a segment of consumers has stopped buying products packaged in plastic. Millennials, Gen Z, and to a lesser extent, Gen Alpha (the children of Millennials and future teenagers) represent an audience highly concerned about overproduction of plastic packaging and eager to reduce emissions associated even with glass bottles.

This audience is willing to pay more for products that are plastic-free or promote recycling practices. For those aiming to sell non-alcoholic beverages, beer, or wine in the United States, adopting paper packaging is a clear strategy to attract environmentally conscious consumers. Unlike the niche audience for plastic-free products in Italy, the U.S. boasts a population of 340 million, more than half of whom are under 40.

Seizing Market Innovations in the Beverage Sector to Expand in the United States

What Are the Target Markets for Selling Eco-Friendly Bottled Beverages?

Packaging liquids in paper is complex. The eco-friendly bottles tested so far have required a plastic inner layer to prevent leaks and insulate against heat. Companies have also faced challenges such as preserving flavors and maintaining the carbonation of fizzy drinks. The goal now is to produce 100% paper bottles, including caps.

According to the Carlsberg beer brand, the biggest sales opportunities for paper bottles lie in luxury venues. Meanwhile, cosmetics giant L’Oréal believes paper packaging can help consumer products stand out on retail shelves. PepsiCo sees paper as a better communicator of the natural ingredients in smoothies and fruit juices. Other companies envision the potential of fully developed paper bottles for use at events where glass is prohibited.

We don’t yet know when fully paper bottles will hit the market. However, if this packaging innovation is launched in the U.S., it will be impossible to ignore for industry players.

The Strategic Benefits of Adopting Paper Packaging

Given the role of the U.S. in shaping global market needs, desires, and trends, adopting this innovation—even with a small percentage of plastic in the packaging—could help businesses:

• Address unmet consumer demand;
• Enter new market niches;
• Strengthen global market presence;
• Improve competitiveness in the world’s most demanding market.

One thing is sure: the American market never stands still, and neither should we if we want our businesses to stay ahead of the curve.