Commentary: PET bottles make up 50% rigid plastic packaging sold globally, driven by health-focused beverages, circularity regulations and emerging markets; soft drinks--led by bottled water--set to boost global PET bottle sales by 3% CAGR over 2024-2028

PET (polyethylene terephthalate) bottles dominate global rigid plastic packaging demand, driven by health-focused beverages, circularity regulations and strong growth in emerging markets. PET bottles account for one in every two rigid plastic packs sold globally, much of this in soft drinks, and are forecast to represent 60% of rigid plastic packaging growth from 2024 to 2028.

Healthier refreshment and affordability

The PET bottle’s growth is largely a soft drinks story. Bottled water, low-calorie beverages and an expanding array of added-value functional drinks targeting wellness, energy and digestive health are adding to PET bottle sales growth. Soft drinks – led by bottled water – are forecast to increase global PET bottle sales by a 3% CAGR over 2024-2028.

Affordability, however, remains critical widely as consumers prioritise low prices; Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2025 results demonstrate how, for 47% of consumers, price is the top purchasing criterion in food and drink purchases, with the resultant effect a general slowing in beverage packaging unit volume sales.

One way that brands are addressing affordability concerns is by downsizing packaging across categories, including smaller PET bottles. For example, in carbonates, Coca-Cola European Partners introduced a new 850ml 100% rPET bottle in Germany in 2025, targeting smaller households, and a lower-priced alternative to the 1-litre size.

Circularity, design efficiency and rPET

PET’s recyclability is a core strength. Despite some recent slowing in speed of recycled PET (rPET) uptake by brands due to cost pressures – rPET commonly carries a premium price tag over virgin PET – regulatory mandates around recyclability and recycled content are set to advance the move to and need for rPET; for example, the Packaging and Packaging Waste Regulation (PPWR) in the EU, bottle bills and new EPR (extended producer responsibility) schemes introduced across an increasing number of US states.

Brands are embedding circularity through design improvements: via simplified labels (some even going label-free), transparency, lighter packaging, recycled content and tethered and mono-material closures to enhance full PET bottle circularity.

Climate concerns contribute, in part, to a slowing of PET bottle sales in Western Europe in 2024 – recording less than 1% growth in soft drinks

Alternative non-plastic formats such as metal beverage cans and glass are recording stronger growth rates. Coca-Cola’s investment in refillable glass lines in Europe reflects this shift and anticipates forthcoming refillable packaging mandates.

Brands need to advance rPET use and tell its sustainability story. Energy efficiencies in manufacturing and filling operations will further contribute to reducing PET’s environmental footprint and improve companies’ emissions reporting in decarbonisation missions.

Consumers’ attitudes certainly support the need for PET to drive forwards on the sustainability path: four in 10 feel good after buying eco-conscious products. Brands, retailers and packaging suppliers have a shared responsibility to advance sustainable packaging, educate consumers clearly on post-use handling, and so reinforce their ESG credentials, increasingly vital for reputation and investor confidence.

Emerging markets lead PET growth opportunities

Emerging markets drive PET bottle volume growth through demographic expansion, urbanisation and rising incomes. The Middle East and Africa and Asia Pacific regions hold the most promise, with India, China and Indonesia top country prospects.

PET’s hygienic, lightweight and safe nature is especially valuable in countries where water safety or trust is limited. Beyond soft drinks, PET is notably expanding in edible oils, dairy and home care lines.

Adapt and advance to be future-ready

In the consumer packaging landscape, the PET bottle remains a standout, offering material efficiency, high recyclability and versatility to secure its place as the second most sold consumer packaging format globally.

While developed markets are seeing slower packaging growth in these continuing times of uncertainty, effecting reduced consumer confidence and softening consumption, emerging economies continue to bolster growth, particularly in soft drinks and via the safety of bottled water.

Wellness in beverages globally, coupled with growing regulatory pressure around circularity, is pushing brands towards smarter eco-PET designs and designs fit for sensitive, better for you beverages such as vitamin-enhanced, prebiotic and probiotic drinks. Packaging innovations that align with consumer values around healthier products and a healthier planet – possible through rPET – stand to do well. Delivering optimised production performance and progressing rPET replacement of virgin plastic are core to improving PET circularity and future-readiness.