With the vocal performance of Michelle Branch in Santana’s 2002 song “The Game of Love,” the pop singer proclaims “It just takes a little bit of this, a little bit of that/It started with a kiss, now we’re to bat,” depicting highs and lows of the game of love.

The American consumer is experiencing their own game as they need their beverages and packages to have “a little bit of this, a little bit of that” to keep up with their busy lifestyles.

“The beverage market demands packaging that balances functionality, convenience, and sustainability as consumers seek health-focused, on-the-go, and premium drinking experiences,” says Becky Donner, senior vice president of marketing, design ,and engineering at St. Louis-based TricorBraun. “The rise of functional beverages, from protein shakes to gut-friendly kombuchas, requires advanced plastic packaging that preserves active ingredients while ensuring portability.

“Meanwhile, the mocktail and alcohol-alternative trend drives demand for lightweight, shatterproof bottles that offer a premium aesthetic,” she continues. “With the American on-the-go lifestyle, single-serve and right-sized packaging — like mini bottles and resealable PET formats — are essential for convenience and portion control.”

Donner additionally calls attention to the impact of eCommerce and direct-to-consumer sales prompting the need for durable, lightweight plastic to support shipping durability, as well as the use of customization and high-end finishes.

“For all these trends, the most important consideration is that the packaging must always protect and preserve the beverage inside,” Donner says. “In this evolving landscape, plastic packaging remains a critical enabler of innovation, adapting to how consumers drink today.”

Plastic in demand

Given all these variables within the beverage market, manufacturers continue to turn to plastic to support their packaging needs.

“The demand for plastic bottles in the beverage market remains strong due to their convenience, durability, and cost-effectiveness,” Donner says. “They are widely used across various beverage categories, including water, soft drinks and functional/wellness beverages.”

Although consumer preference for lightweight/portable packaging, on-the-go consumption, and popularity of functional and wellness beverages are among the factors in plastic packaging’s favor, Donner also highlights the efforts the industry has done to address sustainability.

“Sustainability goals have led to a shift towards more eco-friendly packaging solutions,” she says. “Companies are increasingly adopting recycled materials, such as rPET, and exploring alternative packaging options to reduce their environmental footprint.”

Explaining that recycled PET (rPET) helps reduce waste and carbon emissions, Donner notes that rPET significance continues to grow as it provides an alternative to virgin plastic.

Mark O’Bryan, chief operations officer at TricorBraun, also notes how critical rPET is to the future of packaging, while citing examples of brands who have embraced packaging changes to support sustainability efforts.

“A great example is Sprite switching its bottles from green to clear PET to improve recyclability and reuse across various applications, eliminating the need for separate recycling streams,” he says. “Recyclers are also continuing to refine and improve the cleaning and processing of rPET to support a circular approach to plastic packaging. Ultimately, it’s about keeping plastics in circulation and out of landfills. In Europe, sustainability regulations are already pushing for higher rPET content in packaging. The shift will continue to gain momentum, reducing reliance on virgin plastic.”

O’Bryan further highlights the efforts that TricorBraun is dedicating to support sustainable packaging solutions.

“One area of focus is fiber-based packaging, commonly used for clamshell containers,” he says. “Traditionally, fiber-based packaging has included plastic liners that act as barriers for leak protection, but it can be misleading to consumers seeking a completely sustainable solution. Manufacturers are exploring organic coating alternatives that eliminate the need for a plastic liner while preventing liquids from permeating.

“Others are experimenting with tree-based fibers and industrial hemp, with a vision of integrating growth, bottle production, and filling into a single facility — reducing Greenhouse Gas (GHG) emissions from shipping,” O’Bryan continues. “In Europe, policies are shaping packaging choices. In Germany, for example, consumers pay a fee for aluminum and glass packaging, encouraging recycling. Interestingly, aluminum often carries a higher fee than glass due to its greater energy demand for recycling, prompting more sustainable purchasing decisions by the consumer. While this model isn’t adopted in the U.S., it highlights how financial incentives could boost recycling rates.”

Beyond advancements in materials as alternatives as well as supporting enhanced recyclability, Donner adds that plastic packaging is embracing smart technology and enhanced functionalities.

“Smart packaging innovations, including QR codes, create interactive consumer experiences, which is important because ‘experience’ is becoming increasingly valuable to consumers today,” she says.

This all comes into play as packages feel additional pressure to stand out on the shelf.

“[I]t’s harder than ever for brands to stand out on shelf, so differentiating package design through custom solutions helps drive interest and engagement, ultimately helping brands win at the point of purchase,” Donner says.

As consumer demands place greater needs on beverage packaging, plastic bottle manufacturers recognize the importance to hit on sustainability and quality.

“The future of plastic beverage packaging includes a continued focus on sustainability, with advancements in biodegradable and compostable materials,” Donner concludes. “I believe there will be greater emphasis on customization and personalization to meet evolving consumer preferences.”