Choosing the right packaging materials can feel overwhelming, but it’s also one of the most important business decisions you’ll make. The right material affects everything from cost and durability to sustainability, customer perception and brand identity.
With the rise of sustainable packaging options, there are so many new ways to package your products that weren’t previously available to businesses. So, as you map out your brand identity, take some time to explore common types of packaging materials alongside new, innovative materials. In this guide, we’ll explore the main types of packaging materials, their pros and cons, and how to choose the best fit for your product, budget and values.
- The main types of packaging materials include paper and cardboard, glass, plastics (rigid and soft), aluminum and newer bio-based options.
- Choosing the right material means weighing factors like cost, durability, sustainability and how your product will be stored, shipped and displayed.
- Innovative materials such as mushroom mycelium, seaweed films, plant fiber blends and smart coatings are reshaping how businesses think about packaging.
- Printability, recyclability and texture all influence how your packaging looks and feels and affect usability and brand perception.
Comparing types of packaging materials
Packaging plays a major role in how customers perceive your brand and can affect your company’s sustainability, costs and customer experience. With so many viable traditional types of packaging materials, on top of new and upcoming packaging trends, there’s a lot to consider.
Today, customers are more conscious than ever about waste and sustainability. A 2025 McKinsey report found that 77% of consumers consider packaging sustainability “extremely important” or “very important.” Using sustainable packaging can help strengthen your brand’s reputation and align with modern customer values, as well as prevent more materials from going into landfills. Later, we’ll cover new trends in packaging materials and their more common counterparts, so you can make the most informed choice for your brand.
Different products require different types of packaging, so depending on your product, certain kinds of packaging might not be an option for you. For example, you really can’t package jelly in a paper bag, and you wouldn’t want to pack up fresh bread in an airtight container. Doing this research upfront helps you make informed, strategic packaging choices that protect your product, appeal to customers and support your brand values.
Use the comparison chart below to help match your product type to the most suitable material, whether that’s glass for premium goods, kraft paper for lightweight items or bio-plastic for sustainable branding.
| Material | Best for | Durability | Cost | Sustainability | Printability | Example use |
| Glass | Premium, fragile or liquid products | ★★★★★ | $$$ | High: fully recyclable and reusable | Excellent surface for labels and embossing | Perfume bottles, sauces, candles |
| Kraft paper/cardboard | Lightweight, eco-conscious products | ★★☆☆☆ | $ | High: recyclable, biodegradable, widely available | Great for detailed printing and branding | Bakery boxes, mailer boxes, coffee bags |
| Rigid plastic (PET, HDPE, PVC) | Durable, moisture-resistant goods | ★★★★☆ | $$ | Moderate: recyclable in some areas, long lifespan | Clear and moldable for logos or labels | Bottles, jars, reusable containers |
| Aluminum/foil | Food, drink, or luxury packaging | ★★★★★ | $$$ | High: endlessly recyclable | Smooth metallic finish ideal for premium branding | Beverage cans, cosmetic tubes, foil pouches |
| Soft plastic (polyethylene, polypropylene) | Flexible, protective, lightweight items | ★★★☆☆ | $ | Low to moderate: limited recyclability, improving with new tech | Can be printed or labeled with clear branding | Pouches, shipping mailers, snack packaging |
Paper and cardboard
Paper and cardboard are still two of the most-used types of packaging material thanks to their versatility, affordability and sustainable qualities. Paper-based packaging can include everything from paper bags, tissue paper, paper wrapping, paper labels and envelopes. It’s convenient for carrying items, mailing stationery, wrapping food products and keeping fragile items safe. It’s not only functional, but arguably one of the most attractive forms of packaging as it’s simple, aesthetically pleasing and easily designable.
Find out more about how to create eye-catching packaging in our guide on packaging design tips.
And as it’s easy to recycle, brands like Coors are turning to cardboard as an alternative to less-sustainable plastics. Coors Light has stopped using plastic six-pack rings in favor of fully recyclable, sustainably sourced cardboard wrap carriers. The move was predicted to remove 400,000 pounds of plastic waste annually.
Source: Packaging designed by Avenir via 99designs by Vista
Then there’s paperboard—paper’s stronger and more impressive sister material. Made from paper pulp, paperboard has a similar structure to cardboard, but it’s thinner and more versatile for retail packaging. There are several key types of paperboard to know when choosing the right material for your product.
1. Solid bleached sulfate
This kind of paperboard has a clay-coated surface for high-quality printing and a top ply of bleached fibers that gives it a bright white, ultra-smooth appearance. The result is a material that looks clean and professional and can reproduce color and fine details with exceptional clarity, making it ideal for brands that rely on strong visual presentation.
Because it balances strength, printability and food safety, this paperboard is widely used across industries. It’s the kind of packaging that you’d see in the frozen food aisle, the cosmetic section, and it’s often used for beverages, tobacco products, perishable baked goods and dairy products. It performs well in cold or humid environments, helping protect the contents while maintaining a polished shelf appearance. Overall, this makes it one of the most versatile and reliable types of paperboard packaging materials for businesses that need both durability and standout branding.
Source: Packaging designed by Duwi.sleman via 99designs by Vista.
2. Coated unbleached kraft
This is the sturdy, natural brown paperboard packaging you’d often see packaging beers, wines and soft drinks. It can also be used to box different kinds of cleaning products, like concentrated laundry detergents or heavy hardware products. It’s strong, durable and tear-resistant.
Because it’s made from unbleached kraft fibers, this material requires minimal processing, making it both eco-friendly and cost-effective. The result is a packaging option that’s strong, durable and aligned with sustainable branding, ideal for businesses that want natural aesthetics without compromising on performance.
Source: Packaging designed by mj.vass via 99designs by Vista.
3. Coated recycled paperboard (CRB)
This paperboard comes from recycled paper materials and is an affordable and environmentally conscious alternative to virgin fiber options. It has the same smooth clay coating used on solid bleached sulfate (SBS) options, which allows for crisp, colorful printing and high-quality branding. This makes CRB an excellent choice for laundry soaps and detergents, dry goods such as pasta, cereal, cake mixes or snack boxes, and paper products like tissues.
While it’s not as strong as solid bleached sulfate, it’s a sustainable choice for dry or shelf-stable goods where structural integrity and visual appeal are equally important.
Source: Packaging designed by dreammaster via 99designs by Vista.
4. Non-bending chipboard
Non-bending chipboard is a dense, rigid paperboard that is cut to a specific shape so the box will maintain its shape without breaking or bending in the shipping process. As it’s designed to resist bending, warping or collapsing, it’s ideal for packaging that needs to protect delicate or high-value products.
The surface can be laminated, foil-stamped or printed for a polished, branded finish, giving businesses plenty of room for creativity and to establish their brand identity. Because of its durability and premium appearance, non-bending chipboard boxes are used for cosmetics, electronics and jewelry, where structure and aesthetics are equally important. While it’s less suited for large-scale or heavy packaging, it’s a great choice for compact, visually driven retail products that rely on strong presentation to make an impact.
Source: Packaging design by Luana Stefan via 99designs by Vista.
Not only are paper and cardboard packaging materials cost-effective and versatile, but they’re also some of the most naturally environmentally friendly options available. Materials like kraft paper naturally decompose, so they’re great packaging options, but also won’t add to landfills.
Cardboard is often used for outer packaging or shipping packaging and can come in two forms: pre-assembled boxes and boxes that need to be self-assembled. These are ideal for shipping products, especially products that are heavier or more fragile.
For an even greener option, many suppliers now offer recycled paper and cardboard packaging, including boxes and envelopes or tags and tissue paper. Choosing recycled or recyclable materials helps your brand stand out to eco-conscious customers while keeping your packaging costs manageable.
Glass
Glass packaging is most commonly used for jars and bottles. It’s a durable, reusable and premium-feeling option that can instantly elevate how a product is perceived. Where paper packaging comes down to choosing the right kind of paper material, glass packaging comes down to choosing the right shape.
For glass jars, there are economy round jars, used for mayonnaise and sauces; paragon jars, often used to package olives and pickled foods; hex and Victorian jars for honey and jams; and straight-sided jars for lotions and cosmetics. Bottle shapes vary just as widely. There are round bottles, used for everything from kombucha and liquid soaps to sleek wine and liquor bottles designed for shelf appeal. The right glass shape you order will depend on the kind of product you’re producing.
Source: Packaging designed by Esteban Tolosa via 99designs by Vista.
Glass is also one of the most sustainable packaging materials available. They’re made through a process of melting and molding, and can be recycled endlessly without losing their clarity or quality. You can purchase glass jars that have already been recycled, or you can have your own jars designed from recycled materials. Because glass keeps its durability and premium feel no matter how many times it’s reused, it’s an excellent option for brands that are focused on eco-friendly packaging that looks and performs beautifully.
Source: Packaging design by green in blue via 99designs by Vista.
Rigid plastic
Rigid plastic materials are often used for storing products like yogurt, butter, dips and pharmaceutical supplies. Typically made from #2 HDPE (high-density polyethylene) and #5 PP (polypropylene), these types of plastics are great for storing products that many of us use every day.
Rigid plastics are the kinds of plastic that we tend to see in containers. But they’re also the types of plastics that make up lawn chairs, crates, garbage cans and so much more. They’re extremely lightweight, which makes them cheaper to ship. Additionally, they’re readily available and cost-friendly.
With the rise in environmental awareness, many companies are opting for recycled or bio-based versions of rigid plastics or steering away from plastics and using glass, paper materials or newer, eco-friendly materials like bio-plastics.
Bio-plastics can be turned into bottles resembling those of traditional plastic materials. These newer materials offer similar performance but with a lower environmental impact. Bio-plastics, made from renewable sources like corn, sugarcane or even mushrooms, can replicate the look and feel of traditional plastic containers while being biodegradable or compostable.
Source: Packaging designed by Wooden Horse via 99designs by Vista.
Soft plastic
Soft plastics usually consist of one of three types of plastics:
- Low-density Polyethylene (LDPE)
- High-density Polyethylene (HDPE)
- Polypropylene (PP)
This film is “soft” in structure and is usually used for different kinds of plastic films, plastic bags, shrink wrap and bubble wrap. Soft plastics have been used for a long time because they are a cheap and readily available material that keeps products safe in all stages of packaging.
However, their environmental impact has encouraged many businesses to explore eco-friendly alternatives. Corrugated paper is a great material to use instead because it’s eco-friendly, in most cases even safer than bubble wrap and it’s affordable. It’s similar to kraft paper, but designed with a specific texture that grips items and simultaneously cushions them—perfect for glass products and other fragile items.
Greenwrap is another alternative, very similar to corrugated paper; it’s a biodegradable honeycomb-style paper that is often as competitively priced as bubble wrap while taking up less space when shipping.
For food and cosmetic products, innovative options like edible or compostable films and biodegradable mailers are becoming increasingly accessible and affordable. Companies like Hero Packaging now offer 100% compostable mailers, while other suppliers provide bamboo and glass alternatives for jars, tubes and bottles.
If your business still relies on soft plastics for protection, you can also choose to explore paper and plant-based materials that might be an eco-friendly alternative to the packaging material you’re after, or you can also choose to partner with places that specialize in recycling soft plastics so that you can still use the dependable packaging you need without any worry of harming the environment.
Whether you opt for traditional plastics, recycled versions or new biodegradable options, each material offers different trade-offs in cost, protection and sustainability. The best choice depends on your product, brand values and logistics.
Aluminum and foil
Aluminum is one of the most versatile and abundant packaging materials. It’s naturally 100% recyclable and can mold to any shape, making it especially useful for products that need to be protected against light, air and moisture. Aluminum packaging can be used for everything from soda cans to toothpaste tubes to labels and jars, and so much more.
Aluminum foil is perfect for food items like candy bars or for food items requiring bag packaging, like certain kinds of snacks. It also works in combination with other materials like glass or paper as an excellent label material.
Source: Packaging design by lemotive via 99designs by Vista.
More rigid aluminum products can perform similarly to plastics, as they’re lightweight but still sturdy and able to store liquids and semi-liquids like lotions, soaps or cleaning products. The silvery and glittery finish makes it appealing and eye-catching amongst competitors- and despite its ostentatious appearance, it’s one of the most cost-effective packaging materials on the market.
Innovative packaging materials
New packaging design materials are hitting the market frequently. From containers made from eggshells to paper made from seaweed, there are even more options to explore amongst traditional materials and their eco-friendly alternatives.
And with corporations like Procter & Gamble stating that, as of the 2024 fiscal year, 80% of its consumer packaging is designed to be recyclable or reusable (up from 55% in 2020), it’s clear that brands are ready to start moving towards more sustainable packaging options.
1. Eggshell packaging
Researchers and scientists at the American Chemistry Society developed a way to turn discarded eggshells, nature’s perfect container, into a type of bioplastic. When combined with traditional biopolymer blends, the calcium carbonate in eggshells enhances the strength and flexibility of the resulting material, creating a durable yet biodegradable alternative to petroleum-based plastics. This material is still in early-stage production but has great potential for rigid food packaging and product containers that need a strong, sustainable structure.
Source: Eggshells are now being used for packaging materials. Design by Agi Amri via 99designs by Vista.
2. Seaweed packaging
Seaweed packaging is innovative and environmentally friendly, but it’s also edible. Seaweed packaging is similar to paper and plastic films, and can even be turned into “plastic” bottles and food cartons. Recently, seaweed extracts have been used to provide edible capsules of water to runners. It’s cheap, currently accessible and it’s becoming more versatile every day. Seaweed packaging could soon replace conventional plastic films for items like snack pouches, food cartons and drink sachets.
Source: Edible film made from seaweed. Image via Material District.
3. Mushroom packaging
Mushrooms are the new up-and-coming packaging material because not only do they make excellent bioplastics, but they can also resemble cardboard and sturdy paper containers. Eco manufacturers, Mushroom Packaging, custom order mushroom packaging to precisely fit the size and shape of your product. It’s highly adaptable and an excellent option to consider if you’ve got the budget.
Made from mycelium, the root structure of mushrooms, this material grows into custom shapes around a product mold, creating a fully compostable and highly protective alternative to Styrofoam or cardboard. Brands can order bespoke packaging inserts or outer shells that biodegrade naturally within weeks. It’s particularly useful for electronics, fragile goods and luxury products where sustainability and presentation go hand in hand.
Source: Mushrooms can be used to create sustainable packaging. Image via Mushroom Packaging.
4. Biodegradable packing peanuts
Biodegradable packing peanuts are an eco-friendly alternative to traditional polystyrene packing peanuts and they’re typically made from plants. FunPak sells them in all kinds of fun shapes and colors, so even down to the inside of the package, you can really establish your brand and design.
They protect products just as well as traditional options while helping reduce landfill waste, which is a small but meaningful way to make your inner packaging as sustainable as the outer box. Whether you choose bubble wrap or one of its environmentally friendly alternatives, thinking about your inner packaging is just as important as figuring out what to put your products inside of.
Source: biodegradable packing peanuts are a sustainable alternative to polystyrene. Image via FunPak.
5. Plant fiber blends (cornstarch, hemp, sugarcane)
Plant fiber packaging blends replace conventional plastics with renewable, biodegradable materials that are derived from natural materials like cornstarch, hemp or sugarcane. These materials can be molded into bottles, trays or film wraps, offering similar performance to standard plastics but with a smaller carbon footprint. They’re ideal for brands aiming to balance sustainability and functionality, though they can be more heat-sensitive or expensive to produce.
Source: Packaging made from hemp via Refine Packaging.
6. Smart materials and coatings
Smart packaging uses innovative films and coatings that change color, react to temperature or monitor product freshness. Examples include biodegradable barrier films that extend product shelf life and temperature-sensitive inks used in healthcare or food packaging to signal spoilage or contamination. These materials improve safety, traceability and customer trust, giving small businesses a way to combine functionality with innovation in an affordable way.
7. Edible packaging
A growing number of brands are experimenting with edible wrappers and coatings made from starches, proteins or seaweed. These are most commonly used for single-serve condiments, snacks or novelty food products, reducing waste while creating a memorable customer experience. While it’s not suitable for every product, edible packaging is a creative marketing tool that can showcase a brand’s commitment to innovation and sustainability.
Balancing cost, sustainability and brand impact
Choosing the right packaging materials often comes down to balancing performance, price and brand perception. Every material has its advantages and trade-offs, and understanding these can help you make decisions that are both smart for business and aligned with your brand values. Finding the right balance means thinking beyond aesthetics and focusing on how your packaging performs, aligns with customer expectations and reflects your brand’s environmental priorities if relevant.
Cost vs. durability
Premium packaging material options like glass or aluminum offer strength and a high-end look but come with higher production and shipping costs. More economical choices, such as paperboard or recycled cardboard, can still look polished while keeping budgets under control.
Printability vs. recyclability
Coated materials produce sharp, vibrant designs that elevate your branding, but they can be harder to recycle. If sustainability is a core part of your message, uncoated or water-based alternatives may be a better fit, even if colors can appear more muted. For example, beauty brand Ethique only uses compostable packaging and has completely eliminated plastic bottles in its product lines. Their products are sold in compostable wrappers that align with their zero-waste business model.
Perceived value vs. logistics
Heavy materials like glass and aluminum add a sense of quality and permanence, and are easy to recycle. But they also increase shipping costs and carbon footprint in the manufacturing process. Lightweight plastics or paper-based solutions can reduce costs and emissions, even if they feel less “premium.”
Eco claims vs. actual recyclability
As sustainability becomes a selling point, it’s important to make sure that your claims are all credible. Terms like “biodegradable” or “compostable” can be misleading if the materials you’re using only break down under specific conditions. Always verify that your packaging meets recognized certifications and recycling standards to maintain trust and transparency with your customers.
Sustainability certifications and standards
When you’re evaluating eco-friendly packaging materials, it’s important to look for trusted certifications that verify a product’s environmental performance. These standards guarantee that the materials you choose are genuinely sustainable, not just marketed as such, and demonstrate your brand’s commitment to responsible sourcing. Displaying these certifications on your packaging or product pages helps to build consumer trust and boost your brand’s sustainability credentials. It also gives eco-conscious customers confidence that your materials meet verified, measurable environmental standards.
FSC (Forest Stewardship Council)
This council certifies that paper and cardboard materials come from responsibly managed forests that support biodiversity, worker rights and ethical sourcing. Certifies that paper and cardboard materials come from responsibly managed forests, verified under FSC U.S. standards.
PEFC (Programme for the Endorsement of Forest Certification)
Similar to FSC, PEFC verifies that forest-based materials are sustainably harvested and traceable throughout the supply chain. In the U.S., the Sustainable Forestry Initiative (SFI) works in alignment with PEFC to certify that paper and forest-based materials are sustainably sourced and traceable throughout the supply chain.
ASTM D6400
This certification specifies the requirements for plastics and packaging materials that are to be labeled as compostable, ensuring they break down safely under industrial composting conditions.
BPI (Biodegradable Products Institute)
Recognized across North America, this label confirms that packaging meets strict compostability standards and leaves no harmful residues. The BPI certifies compostable packaging that meets U.S. standards like ASTM D6400, which guarantees that it breaks down safely in commercial composting environments.
How2Recycle
This is a U.S.-based labeling system that provides clear guidance to consumers on how to recycle each component of a package. It’s not a certification of material origin, but it’s a practical tool that helps brands meet transparency and compliance goals, and consumers recycle packaging more effectively.
Perfect your packaging
Putting your product in great packaging can be the difference between moderate success and becoming the next big thing. We’re in an exciting era where new innovations in packaging materials are hitting the market all the time, and sustainable, customizable options are more accessible than ever.
Whatever you want for your brand, the packaging solutions are already out there, waiting for you. Connect with one of our packaging designers today and wow your customers with innovative packaging that makes your product truly unforgettable.
