Pouches Market Size, Share, Growth Analysis, By Material(Plastic, Metal, Paper, Bioplastics), By Treatment Type(Standard, Aseptic, Retort, Hot-Fill), By Product(Flat Pouch, Stand-up Pouch), By End-use(Food & Beverages, Healthcare, Personal Care & Cosmetics, Homecare), By Closure Type(Tear Notch, Zipper, Spout), By Region - Industry Forecast 2025-2032


Report ID: SQMIG15A2197 | Region: Global | Published Date: February, 2024
Pages: 157 |Tables: 147 |Figures: 78

Pouches Market Insights

Pouches Market size was valued at USD 0 Billion in 2023 and is poised to grow from USD 0 Billion in 2024 to USD 0 Billion by 2032, growing at a CAGR of 5.9% during the forecast period (2025-2032).

The growth of the pouches market is primarily driven by rising demand for packed food and beverages, along with the affordability and convenience of using them. Pouches' compactness and light weight allow them to fit into smaller spaces in transportation vehicles, which also greatly lowers the cost of transportation. Additionally, the availability of different closure options in pouches, such as a spout, zipper, & tear notch, is drawing customers and boosting market growth. Due to evolving lifestyles and advancements in food processing processes, the packaged food market is steadily expanding globally. This market expansion is anticipated to continue over the forecast period.

The United States is a very lucrative market because of the presence of big companies operating in the food and beverage industry. Due to the substantial working-class professional population in the country and the widespread availability of ready-to-eat meals, the U.S. market for pouch-based packaging products has expanded dramatically. Additionally, flexible packaging products like pouches utilize a lot fewer resources during manufacture, which decreases the cost of the product's packaging overall and increases the profit margins of the end-use firms. As a result, end-user companies are utilizing flexible packaging types more often, thus fostering the expansion of the pouch industry.

End use companies are adopting sustainable packaging options more and more as a result of rising regulatory pressure and growing customer awareness of sustainability issues. This is expected to result in a rise in the demand for pouches in the next few years. Pouches offer a higher ecological rating since they require less energy, water, & material during manufacturing and occupy less space in landfill after usage. Standup pouches are employed as a marketing tactic because they offer a larger surface area that lets printed images entice consumers to the items, particularly in markets where shoppers make quicker purchasing judgements. This feature has also drawn end-use companies to the package type, promoting expansion.

US Pouches Market is poised to grow at a sustainable CAGR for the next forecast year.

Market snapshot - 2023-2030

Global Market Size

USD 37.86 Billion

Largest Segment

Flat Pouch

Fastest Growth

Flat Pouch

Growth Rate

5.9% CAGR

Global Pouches Market ($ Bn)
Country Share for Asia Pacific Region (%)

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Pouches Market Segmental Analysis

Global Pouches Market is segmented into Material, Treatment Type, Product, End-use, Closure Type and region. Based on Material the market is segmented into Plastic, Metal, Paper, Bioplastics. Based on Treatment Type, the market is segmented into Standard, Aseptic, Retort, Hot-Fill. Based on Product, the market is segmented into Flat Pouch, Stand-up Pouch. Based on End-use the market is segmented into Food & Beverages, Healthcare, Personal Care & Cosmetics, Homecare, Others. Based on Closure Type, the market is segmented into Tear Notch, Zipper, Spout. Based on region, the global market is segmented into North America, Europe, Asia-Pacific, South America, and MEA.

Pouches Market Analysis by Material

The plastic material segment led the market & accounted for about 64.0% of total revenue. Due to their excellent resistance to UV light, oxygen, dust, & moisture, plastic pouches maintain the freshness of packaged goods for a longer period of time; this benefit is largely due to the plastic material category having the biggest market share in 2022. The most often used plastic resins for the production of plastic pouches are polyethylene (PE), polypropylene (PP), & polyethylene terephthalate (PET). Plastic is an increasingly common material for the production of pouches due to its low cost and durability. For instance, ProAmpac introduced the QUADFLEX line of recyclable pouches in 2021. These pouches are made of recyclable laminate mono polyethylene. The new item broadened ProAmpac's selection of environmentally friendly packaging.

The bioplastic materials segment is anticipated to have the highest CAGR between 2023 and 2030. The chemical is completely biodegradable and shares properties with plastic. In the future, it is anticipated that legislation governing the use of plastic packaging will become more stringent and that consumer awareness about environmental issues would increase. In terms of biodegradable plastics, PHAs (polyhydroxyalkanoates) & PLA (polylactic acid) are the most significant growth-promoting biopolymers. Based on their chemical composition, they offer a broad spectrum of physical and mechanical properties required for many applications, including healthcare, homecare, & food packaging.

Pouches Market Analysis by Product

The flat product segment dominated the market. Due to their low cost and ease of storage, flat pouches are frequently used to package a variety of CPG products, including medical supplies, fabric care, detergents, dried fruits, confectionery, and snacks. The pouch market is anticipated to experience the greatest CAGR in the stand-up bag type segment over the next several years. Baby food, yoghurt, soup, dressing, or salad items that come in stand-up pouches can all be eaten away from home. This portability, together with the simple-to-open closures built into the product format, is largely responsible for the segment's rapid rise.

In contrast with rigid packaging solutions like metal cans, stand-up pouches also make it easy for customers to empty the box, reducing food waste through the pouches. Additionally, stand-up pouches' high product to package ratio is luring end-use businesses to the package design. Due to the industry's early adoption of stand-up pouches, pet food has emerged as one of the most popular uses for them. However, stand-up pouches are anticipated to experience rapid development in sectors like dairy, which have only begun becoming from flat pouches to stand-up ones in order to take advantage of the superior marketing opportunities.

Global Pouches Market By Product

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Pouches Market Regional Insights

Asia Pacific had the highest revenue share of almost 38.0%. Market expansion is primarily being fueled by elements like expanding demand for the packaging form due to its low cost and great visual appeal on retail shelves, as well as rising organized retail penetration in the region. Furthermore, the demand for packaged food goods is rising, which is anticipated to fuel market expansion. This is notably true in developing nations like China, India, and Vietnam. Additionally, it is anticipated that the region's demand for pouches will be fueled by the rising consumption of packaged beverages & the strong preference for small-sized packs because of their affordability and ease of use.

North America is expected to experience constant market growth during the forecast period. Due to the advantages of advertising to the product's demand, it is projected that CPG companies will employ pouches more frequently. Furthermore, it is anticipated that pouches are going to be used more frequently across a larger range of industries as consumer preference for them increases as a result of their portability & convenience. By prohibiting single-use plastic packaging while promoting the use of packaging that is recyclable, the European Union hopes to significantly reduce plastic waste by 2030. Therefore, in order to coincide with this objective, it is projected that pouch producers and end-use companies will focus more on making pouches made of mono-materials.

Global Pouches Market By Geography
  • Largest
  • Fastest

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Pouches Market Dynamics

Pouches Market Drivers

Growing Preference for Lightweight and Flexible Packaging

  • Pouches are lightweight and flexible, which makes them an attractive alternative to rigid packaging formats like glass or metal. The shift towards lightweight packaging aims to reduce transportation costs, improve sustainability, and enhance shelf space utilization. Pouches provide these benefits, contributing to their growing adoption.

Pouches Market Restraints

Higher Initial Investment

  • Compared to traditional packaging formats, the initial investment required for pouch packaging machinery and equipment can be higher. Small and medium-sized enterprises may face cost barriers when transitioning to pouch packaging, hindering their adoption of pouches.

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Pouches Market Competitive Landscape

The presence of both domestic and international firms has greatly fragmented the market. In order to maintain its dominant position in the market, Amcor plc, one of the top firms in the sector, primarily focuses on acquisitions and new product releases. The company serves all end-use industries in the marketplace. For instance, ProAmpac introduced retort pouches with 30% post-consumer recycled material in 2022. This effort aims to decrease the amount of virgin plastic in the products while maintaining packaging effectiveness and filling line productivity.

Companies in the sector primarily provide customers with customized packaging solutions, and they are using tactics like acquisitions and mergers and the introduction of new products to acquire a competitive edge.

Pouches Market Top Player’s Company Profiles

  • Berry Global Inc.
  • Sonoco Products Company
  • Huhtamaki Oyj
  • Coveris Holdings SA
  • ProAmpac Holdings Inc.
  • Constantia Flexibles Group GmbH
  • Printpack Inc.
  • Bemis Company Inc. (Now part of Amcor Limited)
  • Winpak Ltd.
  • Glenroy, Inc.
  • Scholle IPN
  • Uflex Ltd.
  • Wipak Group
  • Smurfit Kappa Group
  • Bischof + Klein SE & Co. KG
  • Glenroy, Inc.
  • Ampac Holdings LLC (Now part of ProAmpac Holdings Inc.)

Pouches Market Recent Developments

  • In July 2022, Mondi disclosed an initiative to increase environmentally friendly pet food packaging options. In order to boost production and meet consumer demand for environmentally friendly pet food packaging solutions, Mondi announced intentions to invest up to EUR 65 million in three household flexible packaging facilities across Europe.
  • In May 2022, A family-owned maker of specialty paper, film, & foil packaging materials for the fast-food & food service industries, Specialty Packaging Inc., was purchased by ProAmpac. With this merger, the business is extending its footprint into the southern United States and improving its reach among food-service clients.

Pouches Key Market Trends

  • Increasing Demand for Flexible Packaging: The global pouches market is experiencing significant growth due to the increasing demand for flexible packaging solutions. Pouches offer advantages such as lightweight, convenience, easy storage, and reduced material usage compared to traditional rigid packaging formats. The shift towards flexible packaging, including pouches, is driven by consumer preferences, sustainability considerations, and cost-efficiency.
  • Growing Popularity of Stand-up Pouches: Stand-up pouches are gaining popularity in various industries, including food and beverages, pet food, personal care, and household products. Stand-up pouches provide better shelf visibility, enhanced branding opportunities, and improved product differentiation. The convenience of stand-up pouches, with features like resealable zippers and spouts, is driving their adoption.
  • Increased Focus on Sustainable Packaging: Sustainability is a significant trend influencing the pouches market. Pouches made from recyclable, compostable, or bio-based materials are gaining traction. Additionally, companies are investing in recyclable and mono-material pouch designs to improve the recyclability and reduce the overall environmental footprint of pouch packaging.
  • Growing Application in the Food and Beverage Industry: The food and beverage industry is a major consumer of pouch packaging. Pouches provide advantages such as extended shelf life, product freshness, and ease of transportation. Pouches are widely used for packaging items like snacks, baby food, pet food, sauces, beverages, and more. The demand for pouches in the food and beverage industry is driven by convenience, branding opportunities, and consumer preferences for on-the-go and portion-controlled packaging.
  • Increasing Adoption in the Pharmaceutical and Healthcare Sector: Pouch packaging is gaining traction in the pharmaceutical and healthcare sectors. Pouches are used for packaging various products such as medications, medical devices, nutraceuticals, and personal care items. Pouches provide protection against moisture, light, and oxygen, ensuring product integrity. The need for child-resistant and tamper-evident packaging is driving the adoption of pouches in the pharmaceutical sector.

Pouches Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates and Analyses the Data collected by means of Primary Exploratory Research backed by the robust Secondary Desk research.

According to our Global Pouches Market analysis, the growth of the market is primarily driven by rising demand for packed food and beverages, along with the affordability and convenience of using them. Pouches' compactness and light weight allow them to fit into smaller spaces in transportation vehicles, which also greatly lowers the cost of transportation. Additionally, the availability of different closure options in pouches, such as a spout, zipper, & tear notch, is drawing customers and boosting market growth. Due to evolving lifestyles and advancements in food processing processes, the packaged food market is steadily expanding globally. This market expansion is anticipated to continue over the forecast period.

Report Metric Details
Market size value in 2021 USD 37.86 Billion
Market size value in 2030 USD 63.1 Billion
Growth Rate 5.9%
Base year 2023
Forecast period 2023-2030
Forecast Unit (Value) USD Billion
Segments covered
  • Material
    • Plastic, Metal, Paper, Bioplastics
  • Treatment Type
    • Standard, Aseptic, Retort, Hot-Fill
  • Product
    • Flat Pouch, Stand-up Pouch
  • End-use
    • Food & Beverages, Healthcare, Personal Care & Cosmetics, Homecare, Others
  • Closure Type
    • Tear Notch, Zipper, Spout
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • Berry Global Inc.
  • Sonoco Products Company
  • Huhtamaki Oyj
  • Coveris Holdings SA
  • ProAmpac Holdings Inc.
  • Constantia Flexibles Group GmbH
  • Printpack Inc.
  • Bemis Company Inc. (Now part of Amcor Limited)
  • Winpak Ltd.
  • Glenroy, Inc.
  • Scholle IPN
  • Uflex Ltd.
  • Wipak Group
  • Smurfit Kappa Group
  • Bischof + Klein SE & Co. KG
  • Glenroy, Inc.
  • Ampac Holdings LLC (Now part of ProAmpac Holdings Inc.)
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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Pouches Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Pouches Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Pouches Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Pouches Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Pouches Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Pouches Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Pouches Market size was valued at USD 37.86 Billion in 2021 and is poised to grow from USD 40.09 Billion in 2022 to USD 63.1 Billion by 2030, at a CAGR of 5.9% during the forecast period (2023-2030).

The presence of both domestic and international firms has greatly fragmented the market. In order to maintain its dominant position in the market, Amcor plc, one of the top firms in the sector, primarily focuses on acquisitions and new product releases. The company serves all end-use industries in the marketplace. For instance, ProAmpac introduced retort pouches with 30% post-consumer recycled material in 2022. This effort aims to decrease the amount of virgin plastic in the products while maintaining packaging effectiveness and filling line productivity. 'Amcor Limited', 'Sealed Air Corporation', 'Mondi Group', 'Berry Global Inc.', 'Sonoco Products Company', 'Huhtamaki Oyj', 'Coveris Holdings SA', 'ProAmpac Holdings Inc.', 'Constantia Flexibles Group GmbH', 'Printpack Inc.', 'Bemis Company Inc. (Now part of Amcor Limited)', 'Winpak Ltd.', 'Glenroy, Inc.', 'Scholle IPN', 'Uflex Ltd.', 'Wipak Group', 'Smurfit Kappa Group', 'Bischof + Klein SE & Co. KG', 'Glenroy, Inc.', 'Ampac Holdings LLC (Now part of ProAmpac Holdings Inc.)'

Pouches are lightweight and flexible, which makes them an attractive alternative to rigid packaging formats like glass or metal. The shift towards lightweight packaging aims to reduce transportation costs, improve sustainability, and enhance shelf space utilization. Pouches provide these benefits, contributing to their growing adoption.

Increasing Demand for Flexible Packaging: The global pouches market is experiencing significant growth due to the increasing demand for flexible packaging solutions. Pouches offer advantages such as lightweight, convenience, easy storage, and reduced material usage compared to traditional rigid packaging formats. The shift towards flexible packaging, including pouches, is driven by consumer preferences, sustainability considerations, and cost-efficiency.

Asia Pacific had the highest revenue share of almost 38.0%. Market expansion is primarily being fueled by elements like expanding demand for the packaging form due to its low cost and great visual appeal on retail shelves, as well as rising organized retail penetration in the region. Furthermore, the demand for packaged food goods is rising, which is anticipated to fuel market expansion. This is notably true in developing nations like China, India, and Vietnam. Additionally, it is anticipated that the region's demand for pouches will be fueled by the rising consumption of packaged beverages & the strong preference for small-sized packs because of their affordability and ease of use.

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