Sweet and savoury in the packaging focus: consumers and experts show clear preferences
Flexible packaging for chocolate and snacks impresses with its functionality, familiarity and suitability for everyday use
Chocolate is part of everyday life for many people – despite significantly increased cocoa prices. A representative survey confirms that 44% of consumers have not changed their purchasing behaviour, while 46% say they buy chocolate less often. Only 8% have given up all together. While packaging doesn't directly influence this decision, it can promote a positive attitude towards buying thanks to aspects such as portion size, resealability, quality promise, and attention-grabbing appeal at the point of sale.
A look at the preferred packaging types reveals a familiar picture: 41% of end consumers prefer aluminium foil combined with paper, 27% paper and cardboard packaging, and 17% plastic solutions. Interestingly, the approval rate among industry specialists is even higher: At the European FlexPack Summit – the leading industry meeting held in Barcelona in February 2025 – over 50% voted for aluminium/paper, 21% for paper/cardboard, and 29% for plastic packaging such as bags or films. This shows that experts also continue to consider classic, functional, and recyclable packaging solutions for chocolate to be relevant. A clear sign that continuity in packaging and product positioning enjoys trust among the target audience.
The picture is similarly clear for savoury snacks such as potato crisps, peanuts and the like: flexible packaging such as plastic or paper bags are at the top of the consumer favourites list with 49%, followed by cardboard containers (27%) and metal cans (11%). Flexible formats offer clear advantages in terms of handling and transport.
The occasions on which savoury snacks are consumed also provide interesting insights. "Classic moments" dominate among end consumers: 63% eat snacks while watching TV, 50% with friends, and 29% in bars or cafés. This suggests that packaging solutions in the future should be even more closely aligned with typical consumption occasions and environments, as well as target groups: from family evenings on the sofa to bulk packs for events.
"Packaging significantly influences purchasing behaviour, especially for impulsive products like snacks or chocolate, through portion control, easy opening and resealing options, and easy storage in the home," explains Guido Aufdemkamp, Executive Director of FPE. "This also shows that emotional familiarity with certain types of packaging is a factor in purchasing decisions, but convenience remains the key to success."
The results show that flexible packaging is convincing in the snack segment thanks to its versatility and proximity to everyday life. This opens up concrete opportunities for the industry: for example, in functional packaging solutions for smaller quantities, multi-portion packaging, or in the targeted addressing of specific consumption occasions. The combination of proven packaging expertise and a willingness to innovate remains the key success factor.
The underlying study is based on a representative survey of approximately 6,000 end consumers in Germany, France, Italy, Spain, Poland, and the United Kingdom. It was conducted by Censuswide on behalf of Flexible Packaging Europe (FPE) and covers approximately 360 million people, or over 60% of the European population. The results were supplemented by a qualitative survey of industry experts at the first European FlexPack Summit in February 2025. The comparison of consumer and expert opinions provides valuable insights into the scope for action and opportunities for flexible packaging manufacturers.