Consumers are clamouring for glass-packaged goods, citing its sustainability, flavour preservation, and aesthetic appeal. / Credit: Natalia44 via Shutterstock

Consumer interest in glass packaging is surging, driven by perceptions of health, sustainability, and product quality.

A recent survey conducted by O-I found that 66% of shoppers cite limited availability as the primary obstacle to purchasing glass-packaged goods, despite expressing a strong preference for glass.

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This gap between demand and supply is unusual in the fast-paced grocery market, where businesses typically align with consumer trends to maintain competitiveness.

Glass is celebrated for its transparency, offering a clear view of products, and its inert composition, which preserves flavour without introducing microplastics or chemicals.

This aligns with findings from a McKinsey study, where consumers ranked glass among the most sustainable materials, particularly for beverage and dairy products​.

Sustainability as a key driver

Sustainability is central to glass’s appeal. Its infinite recyclability allows used containers to re-enter the supply chain in as little as a few weeks, significantly reducing environmental impact. This aligns with growing consumer concerns over marine litter and resource depletion.

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Research indicates that 60% of US and UK consumers are willing to pay more for sustainable packaging, and 36% would increase their purchases if sustainable options were more widely available​.

increasingly value reusability. O-I’s data highlights that nearly 58% of shoppers are influenced by the ability to repurpose glass containers, further enhancing the material’s eco-friendly reputation.

Challenges and opportunities for brands

Brands face both challenges and opportunities in meeting this demand. Supply chain limitations and production costs have slowed the adoption of glass packaging.

However, brands that invest in glass stand to gain a competitive edge, as it enhances product presentation and aligns with eco-conscious values.

Companies like O-I are working to streamline glass production, enabling faster market launches and customised designs that meet brand and consumer needs.

Addressing the supply gap will require investment in infrastructure and a rethinking of logistics. As demand grows, the glass industry must scale up to ensure availability while maintaining its sustainable credentials.

For businesses, the time to act is now—those that pivot to glass packaging may capture a loyal consumer base and strengthen their market position.

By bridging the divide between supply and consumer demand, the grocery sector can respond to shifting preferences and capitalise on the environmental and aesthetic benefits of glass.