Latest news with #ShareaCoke
Yahoo
23-07-2025
- Business
- Yahoo
Coca-Cola leaned on marketing to navigate choppy economic waters in Q2
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Dive Brief: Coca-Cola saw organic revenue grow 5% in Q2 despite global unit case volume declining by 1%, per an earnings report. The company still expects to deliver 5% to 6% organic revenue growth this year. Marketing campaigns were cited by executives as contributing to the growth of different brands, including original Coca-Cola, Coca‑Cola Zero Sugar and Diet Coke. The beverage maker is navigating a volatile global economy and recently announced plans to use U.S. cane sugar in its signature beverage, a change first announced by President Donald Trump. Dive Insight: Coca-Cola's Q2 earnings, which beat Wall Street's expectations, demonstrate how the CPG giant is driving growth despite facing different challenges around the globe. The company's organic growth rate is in line with its guidance for the full year even as volumes soften. '[While] the external environment continues to be dynamic, and there is no doubt that much uncertainty remains in the downhill, we remain growth-orientated,' said CEO James Quincey on a call discussing the results with investors. 'We're continuing to pivot our plans as needed, and we are harnessing our all-weather strategy to deliver on our growth ambitions.' Part of that 'all-weather strategy' rests on marketing, which executives cited as bolstering a number of brands during the quarter. The company used contextually relevant advertising to push messages of value and affordability in Q2, and saw volume growth for Coca-Cola Zero Sugar, Diet Coke, Fanta, Fairlife, Bodyarmor and Powerade. A relaunch of the 'Share a Coke' campaign was activated on more than 10 billion bottles and cans in more than 120 countries and included over 30,000 names tailored to local markets. The effort contributed to single-serve transaction growth in the category and helped Coca-Cola Zero Sugar see double-digit volume growth for the fourth consecutive quarter. Meanwhile, Diet Coke's 'This is My Taste' campaign, which was inspired by social media insights, contributed to the product's fourth consecutive quarter of volume growth in North America. Coca-Cola's marketing was also a source of productivity-related savings that improved the company's margins. The marketing transformation that the company has undertaken for the last few years is finding not just effectiveness via digital and segmented advertising, but also efficiencies in advertising production and media buying, Quincey explained. 'They're going to need to make investments in different areas of the company to drive future sales, but they also like to get productivity enhancements to offset some of those investments so… they can grow the top line and improve margins,' said Dave Novosel, senior bond analyst Gimme Credit. 'The fact that they've been able to do both is encouraging… The advertising productivity is a big part of that.' Coca-Cola's marketing transformation has also helped the company quickly test ideas, share learnings and scale campaigns across its portfolio. To that point, the company saw consumer perception improve significantly in Mexico as it launched initiatives like its 'Juntos Posen' campaign and an activation around the World Cup. The use of targeted, contextual advertising also helped Coca-Cola push back on claims about how its product is made that have dogged the company in several markets and demographics. The company also made official plans to expand its flagship product with an offering made with U.S. cane sugar as a way to offer consumers more choices. The plan was first announced last week by President Trump. 'As you may have seen last week, we appreciate the President's enthusiasm for our Coca-Cola brand,' Quincey said on the earnings call. Recommended Reading How Coca-Cola's marketing transformation led to new Smartwater campaign
Business Wire
22-07-2025
- Business
- Business Wire
Coca-Cola Reports Second Quarter 2025 Results and Updates Full Year Guidance
ATLANTA--(BUSINESS WIRE)--The Coca-Cola Company today reported second quarter 2025 results. 'Amid a shifting external landscape in the second quarter, the ability of our system to stay both focused and flexible enabled us to stay on course in the first half of the year,' said James Quincey, Chairman and CEO of The Coca-Cola Company. 'We continue to execute with a clear intent on our priorities and are confident in our trajectory to deliver on our updated 2025 guidance and longer-term objectives.' Highlights Expand Quarterly Performance Expand Revenues: Net revenues grew 1% to $12.5 billion, and organic revenues (non-GAAP) grew 5%. Revenue performance included 6% growth in price/mix and a 1% decline in concentrate sales. Concentrate sales were in line with unit case volume. Operating margin: Operating margin was 34.1%, and comparable operating margin (non-GAAP) was 34.7%. Operating margin performance included items impacting comparability as well as currency headwinds. Comparable operating margin (non-GAAP) expansion was driven by organic revenue (non-GAAP) growth, the timing of marketing investments and effective cost management, partially offset by currency headwinds. Earnings per share: EPS grew 58% to $0.88 and included the impact of an 11-point currency headwind. Comparable EPS (non-GAAP) grew 4% to $0.87 and included the impact of a 5-point currency headwind. Market share: The company gained value share in total nonalcoholic ready-to-drink ('NARTD') beverages. Cash flow: Operating cash flow was negative $1.4 billion, which reflects $6.1 billion of the contingent consideration payment made during the first quarter in conjunction with the acquisition of fairlife, LLC ('fairlife') in 2020 ('fairlife contingent consideration payment'). Free cash flow (non-GAAP) declined $5.5 billion versus the prior year, resulting in negative free cash flow (non-GAAP) of $2.1 billion. Free cash flow excluding the fairlife contingent consideration payment (non-GAAP) was $3.9 billion. Company Updates Expand Uplifting consumer connections through brand-led marketing: The company continued to drive consumer engagement, fueled by Trademark Coca-Cola and the global relaunch of the iconic 'Share a Coke' campaign. Reimagined for the next generation, 'Share a Coke' taps into nostalgia with personalized bottles and cans to share with friends and family and serves as a reminder that Coca-Cola is for everyone. Rolled out across the Trademark Coca-Cola portfolio and amplified by connected packaging, the campaign returned on a larger scale, activated with approximately 10 billion bottles and cans in more than 120 countries with over 30,000 names tailored to local markets. The campaign contributed to single-serve transaction growth for the category, while Coca-Cola Zero Sugar achieved double-digit volume growth for the fourth consecutive quarter. In North America, the company also launched the 'This is My Taste' campaign for Diet Coke, inspired by social media insights showing that consumers use a distinctive language, like 'crispy' taste, to express their connection to the brand. The campaign contributed to growth in the quarter, marking Diet Coke's fourth consecutive quarter of volume growth in North America, reinvigorating the brand and adding a new generation of consumers to its loyal following. As part of its ongoing innovation agenda, this fall in the United States, the company plans to launch an offering made with U.S. cane sugar to expand its Trademark Coca-Cola product range. This addition is designed to complement the company's strong core portfolio and offer more choices across occasions and preferences. Untapping opportunities through end-to-end revenue growth management ('RGM') capabilities: The Coca-Cola system's RGM strategy helps to ensure it has the right products, in the right packages, at the right price points, in the right channels, with the right messages to meet consumer needs. The company, in partnership with its bottling partners, is transforming its trove of data into segmented insights to identify new opportunities in the market and create more transactions at the point of sale. For example, within the juice drinks category, the company has added more than 130 million transactions year-to-date by focusing on lower-cost single-serve offerings in markets that include Latin America and India, where consumers are looking for commercial beverages at affordable prices. Additionally, in Spain, volume improved sequentially, partially by pairing sparkling soft drinks in an affordable 1.25-liter package with enhanced point-of-sale materials communicating the value and drinking occasion. The strategy of utilizing all RGM levers continues to allow the company to grow transactions ahead of volume and generate positive mix benefits, which has continued for the past several years. Revenues and Volume Operating Income and EPS Percent Change Reported Operating Income Items Impacting Comparability Currency Impact Comparable Currency Neutral Operating Income 2 Consolidated 63 54 (6) 15 Europe, Middle East & Africa 3 (3) (1) 7 Latin America 4 (11) (24) 38 North America 18 8 0 10 Asia Pacific 0 (4) (5) 8 Bottling Investments (39) 0 (4) (35) Percent Change Items Impacting Comparability Currency Impact Comparable Currency Neutral EPS 2 Note: Certain rows may not add due to rounding. 1 For Bottling Investments, this represents the percent change in net revenues attributable to the increase (decrease) in unit case volume computed based on total sales (rather than average daily sales) in each of the corresponding periods after considering the impact of structural changes, if any. 2 Organic revenues, comparable currency neutral operating income and comparable currency neutral EPS are non-GAAP financial measures. Refer to the Reconciliation of GAAP and Non-GAAP Financial Measures section. 3 Unit case volume is computed based on average daily sales. Expand In addition to the data in the preceding tables, operating results included the following: Consolidated Expand Unit case volume declined 1%, as growth in Central Asia, Argentina and China was more than offset by declines in Mexico, India and Thailand. Performance included the following: Sparkling soft drinks declined 1%. Trademark Coca-Cola declined 1%, as growth in Europe, Middle East and Africa was more than offset by a decline in Latin America. Coca-Cola Zero Sugar grew 14%, driven by growth across all geographic operating segments. Sparkling flavors declined 2%, as growth in Europe, Middle East and Africa was more than offset by a decline in Asia Pacific. Juice, value-added dairy and plant-based beverages declined 4%, as growth in Latin America was more than offset by a decline in Asia Pacific. Water, sports, coffee and tea was even. Water was even, as growth in Asia Pacific and Europe, Middle East and Africa was offset by a decline in Latin America. Sports drinks declined 3%, as growth in North America was more than offset by a decline in Latin America. Coffee grew 1%, primarily driven by growth in Asia Pacific. Tea was even, as growth in Europe, Middle East and Africa was offset primarily by a decline in North America. Price/mix grew 6%, primarily driven by pricing actions in the marketplace and favorable mix. The impact from markets experiencing intense inflation contributed less in the second quarter of 2025 versus the prior year. Concentrate sales were in line with unit case volume. Operating income grew 63%, which included items impacting comparability and currency headwinds. Comparable currency neutral operating income (non-GAAP) grew 15%, driven by organic revenue (non-GAAP) growth across all geographic operating segments, the timing of marketing investments and effective cost management. Europe, Middle East & Africa Expand Unit case volume grew 3%, primarily driven by growth in sparkling flavors, water, sports, coffee and tea, and Trademark Coca-Cola. Price/mix grew 3%, primarily driven by pricing actions in the marketplace, partially offset by unfavorable mix. Concentrate sales were 1 point behind unit case volume due to the timing of concentrate shipments. Operating income grew 3%, which included items impacting comparability and a 4-point currency headwind. Comparable currency neutral operating income (non-GAAP) grew 7%, primarily driven by organic revenue (non-GAAP) growth and the timing of operating expenses, partially offset by higher input costs and marketing investments. The company gained value share in total NARTD beverages, led by Türkiye, Nigeria and Egypt. Latin America Expand Unit case volume declined 2%, as growth in juice, value-added dairy and plant-based beverages was more than offset by declines in water, sports, coffee and tea and Trademark Coca-Cola. Price/mix grew 15%, driven by pricing actions in the marketplace, timing of investments and favorable mix. Concentrate sales were 1 point ahead of unit case volume due to the timing of concentrate shipments. Operating income grew 4%, which included items impacting comparability and a 29-point currency headwind. Comparable currency neutral operating income (non-GAAP) grew 38%, primarily driven by organic revenue (non-GAAP) growth, lower input costs and the timing of marketing investments. Value share in total NARTD beverages for the company was even, as gains in Argentina and Brazil were offset by declines in Mexico and Chile. North America Expand Unit case volume declined 1%, as growth in sparkling flavors was more than offset by a decline in Trademark Coca-Cola. Price/mix grew 3%, driven by pricing actions in the marketplace, partially offset by unfavorable mix. Concentrate sales were 1 point ahead of unit case volume due to the timing of concentrate shipments. Operating income grew 18%, which included items impacting comparability. Comparable currency neutral operating income (non-GAAP) grew 10%, primarily driven by organic revenue (non-GAAP) growth and effective cost management, partially offset by an increase in marketing investments. The company gained value share in total NARTD beverages, led by juice, value-added dairy and plant-based beverages. Asia Pacific Expand Unit case volume declined 3%, as growth in water, sports, coffee and tea was more than offset by declines in sparkling flavors and juice, value-added dairy and plant-based beverages. Price/mix grew 10%, driven by timing of investments, pricing actions in the marketplace and favorable mix. Concentrate sales were 2 points behind unit case volume due to the timing of concentrate shipments. Operating income was even, which included items impacting comparability and an 8-point currency headwind. Comparable currency neutral operating income (non-GAAP) grew 8%, primarily driven by organic revenue (non-GAAP) growth. The company gained value share in total NARTD beverages, led by South Korea and the Philippines. Bottling Investments Expand Unit case volume declined 5%, largely due to a decline in India and the impact of refranchising bottling operations. Price/mix was even, as pricing actions in the marketplace were offset by unfavorable mix. Operating income declined 39%, which included a 4-point currency headwind and the impact of refranchising bottling operations. Comparable currency neutral operating income (non-GAAP) declined 35%, primarily driven by a decline in organic revenue (non-GAAP), partially offset by lower input costs. Operating Review – Six Months Ended June 27, 2025 Expand Revenues and Volume Percent Change Concentrate Sales 1 Price/Mix Currency Impact Acquisitions, Divestitures and Structural Changes, Net Reported Net Revenues Organic Revenues 2 Unit Case Volume 3 Consolidated 0 5 (4) (1) 0 5 1 Europe, Middle East & Africa 2 4 (3) 0 3 6 3 Latin America (2) 15 (17) 0 (4) 13 (1) North America (2) 5 0 0 3 3 (2) Asia Pacific 1 5 (4) (2) 0 6 1 Bottling Investments (2) 2 (3) (11) (14) 0 (12) Expand Operating Income and EPS Percent Change Reported Operating Income Items Impacting Comparability Currency Impact Comparable Currency Neutral Operating Income 2 Consolidated 66 60 (6) 13 Europe, Middle East & Africa 1 (3) (3) 8 Latin America 0 (8) (20) 28 North America 58 51 0 7 Asia Pacific (2) (6) (4) 8 Bottling Investments (30) 1 (4) (27) Percent Change Items Impacting Comparability Currency Impact Comparable Currency Neutral EPS 2 Note: Certain rows may not add due to rounding. 1 For Bottling Investments, this represents the percent change in net revenues attributable to the increase (decrease) in unit case volume computed based on total sales (rather than average daily sales) in each of the corresponding periods after considering the impact of structural changes, if any. 2 Organic revenues, comparable currency neutral operating income and comparable currency neutral EPS are non-GAAP financial measures. Refer to the Reconciliation of GAAP and Non-GAAP Financial Measures section. 3 Unit case volume is computed based on average daily sales. Expand Outlook Expand The 2025 outlook information provided below includes forward-looking non-GAAP financial measures, which management uses in measuring performance. The company is not able to reconcile full year 2025 projected organic revenues (non-GAAP) to full year 2025 projected reported net revenues, full year 2025 projected comparable net revenues (non-GAAP) to full year 2025 projected reported net revenues, full year 2025 projected underlying effective tax rate (non-GAAP) to full year 2025 projected reported effective tax rate, full year 2025 projected comparable currency neutral EPS (non-GAAP) to full year 2025 projected reported EPS, or full year 2025 projected comparable EPS (non-GAAP) to full year 2025 projected reported EPS without unreasonable efforts because it is not possible to predict with a reasonable degree of certainty the exact timing and exact impact of acquisitions, divestitures and structural changes throughout 2025; the exact timing and exact amount of items impacting comparability throughout 2025; and the exact impact of fluctuations in foreign currency exchange rates throughout 2025. The unavailable information could have a significant impact on the company's full year 2025 reported financial results. Full Year 2025 Based on the current macroenvironment, the company is providing the following full year guidance. The company expects to deliver organic revenue (non-GAAP) growth of 5% to 6%. — No Update For comparable net revenues (non-GAAP), the company expects a 1% to 2% currency headwind based on the current rates and including the impact of hedged positions, in addition to an approximate 1% headwind from acquisitions, divestitures and structural changes. — Updated The company's operations are primarily local, however, they are subject to global trade dynamics that may impact certain components of the company's cost structure across its markets. At this time, the company expects the impact to be manageable. — No Update The company's underlying effective tax rate (non-GAAP) is estimated to be 20.8% versus 18.6% in 2024. This includes the impact of several countries enacting the global minimum tax regulations and does not include the impact of ongoing tax litigation with the U.S. Internal Revenue Service, if the company were not to prevail. — No Update The company expects to deliver comparable currency neutral EPS (non-GAAP) growth of approximately 8%. — Updated The company expects comparable EPS (non-GAAP) growth of approximately 3% versus $2.88 in 2024. — Updated Comparable EPS (non-GAAP) percentage growth is expected to include an approximate 5% currency headwind based on the current rates and including the impact of hedged positions, in addition to an approximate 1% headwind from acquisitions, divestitures and structural changes. — Updated The company expects to generate free cash flow excluding the fairlife contingent consideration payment (non-GAAP) of approximately $9.5 billion. This consists of cash flow from operations excluding the fairlife contingent consideration payment (non-GAAP) of approximately $11.7 billion, less capital expenditures of approximately $2.2 billion. — No Update Third Quarter 2025 Considerations — New Comparable net revenues (non-GAAP) are expected to include an approximate 1% currency headwind based on the current rates and including the impact of hedged positions. Comparable EPS (non-GAAP) percentage growth is expected to include a 5% to 6% currency headwind based on the current rates and including the impact of hedged positions. Notes Expand All references to growth rate percentages and share compare the results of the period to those of the prior year comparable period, unless otherwise noted. All references to volume and volume percentage changes indicate unit case volume, unless otherwise noted. All volume percentage changes are computed based on average daily sales unless otherwise noted. 'Unit case' means a unit of measurement equal to 192 U.S. fluid ounces of finished beverage (24 eight-ounce servings), with the exception of unit case equivalents for Costa non-ready-to-drink beverage products, which are primarily measured in number of transactions. 'Unit case volume' means the number of unit cases (or unit case equivalents) of company beverages directly or indirectly sold by the company and its bottling partners to customers or consumers. 'Concentrate sales' represents the amount of concentrates, syrups, beverage bases, source waters and powders/minerals (in all instances expressed in unit case equivalents) sold by, or used in finished beverages sold by, the company to its bottling partners or other customers. For Costa non-ready-to-drink beverage products, 'concentrate sales' represents the amount of beverages, primarily measured in number of transactions (in all instances expressed in unit case equivalents), sold by the company to customers or consumers. In the reconciliation of reported net revenues, 'concentrate sales' represents the percent change in net revenues attributable to the increase (decrease) in concentrate sales volume for the geographic operating segments after considering the impact of structural changes, if any. For the Bottling Investments operating segment, this represents the percent change in net revenues attributable to the increase (decrease) in unit case volume computed based on total sales (rather than average daily sales) in each of the corresponding periods after considering the impact of structural changes, if any. The Bottling Investments operating segment reflects unit case volume growth for consolidated bottlers only. 'Price/mix' represents the change in net operating revenues caused by factors such as price changes, the mix of products and packages sold, and the mix of channels and geographic territories where the sales occurred. First quarter 2025 financial results were impacted by two fewer days as compared to first quarter 2024, and fourth quarter 2025 financial results will be impacted by one additional day as compared to fourth quarter 2024. Unit case volume results for the quarters are not impacted by the variances in days due to the average daily sales computation referenced above. Conference Call Expand The company is hosting a conference call with investors and analysts to discuss second quarter 2025 operating results today, July 22, 2025, at 8:30 a.m. ET. The company invites participants to listen to a live webcast of the conference call on the company's website, in the 'Investors' section. An audio replay in downloadable digital format and a transcript of the call will be available on the website within 24 hours following the call. Further, the 'Investors' section of the website includes certain supplemental information and a reconciliation of non-GAAP financial measures to the company's results as reported under GAAP, which may be used during the call when discussing financial results.
Hype Malaysia
18-07-2025
- Entertainment
- Hype Malaysia
Coca-Cola Brings Back 'Share A Coke' Campaign, Allowing You To Personalise Its Cans & Bottles
Remember the thrill of finding your name on a Coca-Cola bottle? The iconic 'Share a Coke' campaign is back and pushing the boundaries of innovative brand experiences with even more reimagined ways to connect and celebrate friendship. Coca-Cola is deepening those connections, moving beyond fleeting digital interactions to create lasting, real-world moments for the new generation. In 2011, Coca-Cola launched this first-of-its-kind campaign in which you could find your name in place of the logo – an industry-first in personalisation. 'Share a Coke' revolutionised how people saw their favourite drink. Now, this pioneering campaign evolves, offering richer, more engaging experiences. Understanding the desire for genuine connection, especially among Gen Z (where 72% crave authenticity*), 'Share a Coke' offers a simple yet powerful way to express care.* With the intuitive Share a Coke online platform and interactive Personalisation Hubs, creating a unique, personalised Coca-Cola has never been easier. Get ready to share the magic! Find personalised Coca-Cola cans at MAJOR SUPERMARKETS AND CONVENIENCE STORES now! Join the excitement at the different Share a Coke Personalisation Hubs popping up in different locations nationwide for live, interactive experiences, where you can create your own personalised cans and bottles. Heon Theng Hsiang, Senior Manager, Frontline Marketing – Singapore Malaysia (SIMA) at Coca-Cola, says, 'In our digital age, celebrating genuine connections is more important than ever. 'Share a Coke' is a reminder that the best memories are made when we come together. Those spontaneous moments of laughter and connection, shared over a Coke, are what life is all about.' This is part of Coca-Cola's big 'Share a Coke' activation, bringing LIVE name customisation straight to the iconic Bukit Bintang! From the iconic personalised Coke cans to now taking over Bukit Bintang's screens — it's all happening LIVE with on-the-spot customisation. Follow Coca-Cola on Facebook and Instagram and visit the Share a Coke Online Platform to stay updated. Share your moments using the hashtag #ShareACoke @Cocacolamy
Yahoo
14-07-2025
- Business
- Yahoo
U.S. Personalised Packaging Market to Surge in 2025 Due to D2C Brands & Smart Packaging
According to Towards Packaging consultants, rising eco-consciousness and demand for luxury, custom packaging is driving robust growth in the U.S. personalised packaging market, positioning it for a promising outlook from 2025 to 2034. Ottawa, July 14, 2025 (GLOBE NEWSWIRE) -- Th U.S. personalised packaging market is fuelled by increasing e-commerce penetration, demand for premium packaging, and growing awareness of sustainable solutions, according to a report from Towards Packaging, a sister firm of Precedence Research. The U.S. personalized packaging market is driven by growing consumer demand for customized, visually appealing, and brand-specific packaging solutions. Brands across sectors like food & beverages, cosmetics, and e-commerce are increasingly using personalized packaging to enhance customer engagement and loyalty. Advances in digital printing technologies have made it more cost-effective and scalable, supporting short-run, on-demand customization. The growing focus on social media and influencer culture also fuels the demand, as consumers seek unique unboxing experiences. Sustainability trends further encourage the use of eco-friendly personalized materials. Overall, personalization has become a strategic marketing tool, boosting brand differentiation in a competitive retail environment. Get All the Details in Our Solutions – Access Report Sample: What is Meant by Personalised Packaging? Personalized packaging refers to the customization of packaging materials, design, and messaging to cater to individual consumer preferences, specific demographics, or targeted marketing strategies. Unlike traditional mass-produced packaging, personalized packaging focuses on creating a unique and engaging experience for the end user. This can include printing a customer's name, custom colors, tailored messages, or even packaging that aligns with a specific event, season, or cultural moment. This type of packaging is widely used by brands to strengthen emotional connections with consumers, enhance brand recognition, and differentiate their products in a saturated market. It plays a crucial role in industries like food & beverages, cosmetics, luxury goods, and e-commerce. For instance, Coca-Cola's 'Share a Coke' campaign, which featured individual names on bottles, is a well-known example of successful personalized packaging. Advancements in digital printing technologies have made personalized packaging more accessible and cost-effective, allowing brands to implement short-run and on-demand printing without compromising quality. Moreover, the rise of e-commerce and social media has intensified the demand for unique and Instagram-worthy packaging, turning the unboxing experience into a powerful marketing tool. Personalized packaging not only enhances customer satisfaction but also fosters loyalty, repeat purchases, and increased word-of-mouth promotion. Explore Strategic Figures & Forecasts – Access the Databook Now: What are the Latest Trends Shaping the U.S. Personalized Packaging Market? Eco‑Friendly Materials Brands are adopting sustainable and biodegradable materials—like compostables, plant-based plastics, water-based inks, and recycled paperboard—to meet consumer demands and comply with environmental regulations. Hyper‑Personalization Variable data printing and AI-driven design allow for individualized labels, names, messages, or artwork on a per-package basis, enhancing emotional connection and encouraging social media sharing. Smart & Interactive Packaging QR codes, NFC tags, AR experiences, RFID, and traceability tech are increasingly common. These enable interactivity, product authentication, supply‑chain transparency, gamification, and loyalty programs. Premium Unboxing Experiences Brands invest in tactile finishes (matte, embossing, textures), custom inserts, magnetic closures, and multisensory elements to elevate the unboxing journey and invite user-generated content. Functional, Refillable & Flexible Designs Innovations include resealable pouches, refillable systems, dual-use boxes, and compact packaging that reduces waste and improves convenience. Bold Visual Identity & Nostalgia Minimalist aesthetics are balanced with vibrant colors, geometric patterns, hand-drawn illustrations, and vintage-inspired styles to stand out and evoke emotional connections. Advanced Tech & Sustainability Integration Cutting-edge developments include battery-free smart sensors monitoring freshness, edible microlaser barcodes, blockchain traceability, and AI/3D‑print‑driven optimization for sustainability and performance. Biophilic Geometry The term "biophilia," which describes people's natural affinity for nature, is the source of biophilic design. By embracing organic designs and patterns derived from natural elements such as branches, vines, and flowing water, this style of packaging promotes peace and harmony. Biophilic geometry is a subliminal reminder of the great outdoors as more customers manage hectic urban lifestyles. Beyond appearance, it also conveys a company's dedication to environmental responsibility and sustainability, which increases the appeal of items to consumers who care about the environment. Vibrant Maximalism Despite the recent dominance of minimalism in packaging design, certain firms are standing out by embracing the bold, expressive realm of maximalism. It is evident that when it comes to packaging design, more is more since this trend relies on vivid hues, elaborate patterns, and bold contrasts. Maximalist packaging works especially well in sectors where minimalist designs are common, like coffee and chocolate. Brands should avoid visual clutter and quickly grab consumers' attention by using the opposite approach. Playful Cartoon Mascots Cartoon mascots are returning to packaging design, adding personality, fun, and nostalgia. These mascots, whether they are funny, cute, or just plain silly, help brands stand out in a congested retail environment by creating distinctive and playful identities. Younger consumers are naturally drawn to cartoon-style branding, but it also appeals to millennial nostalgia by making them think of the animated series they watched as kids after school. Beyond appearances, mascots contribute to a brand's humanization by creating a story around the figure that deepens the brand's emotional bond with customers. Chaos Packaging The chaos packaging design movement is upending conventional branding by drawing attention with unusual, out-of-the-ordinary, and even surreal designs. Tampons packaged in ice cream tubs or perfume in glass cleaner bottles are examples of disruptive packaging choices intended to startle, entertain, and start social media discussions. If there is anything you'd like to ask, feel free to get in touch with us @ sales@ What Are the Key Opportunities Driving the Growth of the U.S. Personalized Packaging Market? Expansion of E-Commerce and D2C Brands Online shopping fuels the need for visually distinctive and personalized packaging to create impactful unboxing experiences and drive social media sharing. Consumers increasingly value personalized interactions. Customized packaging enhances emotional engagement, making products more memorable and increasing brand loyalty. Technological Advancements Innovations in digital printing, AI-driven design, and variable data printing have made short-run, cost-effective personalization scalable for small and large businesses alike. Growing Influence of Social Media Instagram, TikTok, and YouTube have made unboxing experiences a key marketing tool. Personalized packaging increases the chances of viral user-generated content. According to the data published by the National E-commerce Association, Facebook is predicted to have 69.4 million American shoppers in 2025, making it the most widely used social media platform for social commerce. Twenty percent of the nation's population shops on social media! TikTok is not far behind with 37.8 million anticipated users, while Instagram is also preferred by 47.5 million users. Customization in Gifting and Events Brands offering gift-ready or event-based customized packaging (e.g., for weddings, holidays, or birthdays) are capitalizing on a niche yet growing demand. Increased Brand Differentiation Needs In competitive markets, especially in cosmetics, food & beverage, and luxury sectors, personalized packaging serves as a strategic branding asset. Limitations & Challenges in the U.S. Personalized Packaging Market: Limited Scalability & Regulatory Compliance Challenges The players operating in the market are facing issues due to regulatory compliance challenges and limited scalability, which is estimated to restrict the growth of the market over the forecast period. Personalized packaging often involves short print runs, premium materials, and advanced printing technologies, which significantly increase production costs compared to mass packaging. Customization can be time-consuming and inefficient for large-scale production, making it challenging for companies to implement at high volumes without compromising lead times. Managing inventory, design variations, and distribution logistics for personalized packaging adds complexity, especially for businesses with broad product lines. Smaller firms may lack access to advanced digital printing or automation technologies required for high-quality personalization, limiting market entry. Customized packaging, especially in sectors like food and pharmaceuticals, must still meet strict labeling and compliance standards, which can limit creative flexibility. While sustainable options exist, not all personalized packaging uses eco-friendly materials. More Insights of Towards Packaging: BOPP Films Market - The global BOPP films market is set to grow from USD 31.51 billion in 2025 to USD 50.16 billion by 2034, with an expected CAGR of 5.34% over the forecast period from 2025 to 2034. Omnichannel Packaging Market - The omnichannel packaging market is booming, poised for a revenue surge into the hundreds of millions from 2025 to 2034, driving a revolution in sustainable transportation. Polyethylene Packaging Market - The polyethylene packaging market is expected to increase from USD 120.63 billion in 2025 to USD 168.81 billion by 2034, growing at a CAGR of 3.77%. Polyethylene Mailers Market - The global polyethylene mailers market is expected to increase from USD 3.5 billion in 2025 to USD 5.69 billion by 2034, growing at a CAGR of 5.54%. Disc Top Caps Market - The global disc top caps market is accelerating, with forecasts predicting hundreds of millions in revenue growth between 2025 and 2034. U.S. Sustainable Packaging Market - The U.S. sustainable packaging market is predicted to expand from USD 51.23 billion in 2025 to USD 73.81 billion by 2034, growing at a CAGR of 4.15%. Non-cushioned Mailers Market - The global non-cushioned mailers market is predicted to expand from USD 1.55 billion in 2025 to USD 2.53 billion by 2034, growing at a CAGR of 5.64%. Sustainable Minimalistic Tableware Packaging Market - The global sustainable minimalistic tableware packaging market is booming, poised for a revenue surge into the hundreds of millions from 2025 to 2034. Biodegradable Cutlery Market - The biodegradable cutlery market is set to grow from USD 48.41 billion in 2025 to USD 89.09 billion by 2034, with an expected CAGR of 7.3% over the forecast period from 2025 to 2034. Glass Container Market - The glass container market is forecast to grow from USD 65.23 billion in 2025 to USD 88.11 billion by 2034, driven by a CAGR of 3.4% from 2025 to 2034. Regional Analysis: The United States stands out as the leading country in the personalized packaging market due to a combination of advanced infrastructure, strong consumer demand, and a dynamic business environment. The country boasts a highly developed digital printing ecosystem, including technologies like variable data printing and inkjet systems that enable precise and scalable customization. U.S. consumers are particularly drawn to personalized and unique brand experiences, prompting companies to invest heavily in tailored packaging. The rapid expansion of e-commerce and direct-to-consumer (D2C) models has further amplified the demand for distinctive packaging that enhances brand identity and elevates unboxing experiences. The U.S. has a robust marketing culture, where brands view personalized packaging as a strategic tool to build loyalty and differentiate themselves in competitive markets. The integration of smart technologies such as QR codes, RFID, and AR into packaging adds an interactive layer that appeals to tech-savvy consumers. With a supportive startup ecosystem and widespread availability of custom packaging services, even small businesses can access high-quality, affordable personalization. High disposable income, combined with a growing demand for premium, sustainable packaging, further accelerates market growth. Segment Outlook Packaging Type Insights The bottles packaging type segment is the dominant segment in the U.S. personalized packaging market due to its widespread use across industries such as beverages, personal care, cosmetics, and pharmaceuticals. Bottles offer a versatile surface for digital printing, labeling, and embossing, making them ideal for customization. Their durability, reusability, and compatibility with smart packaging technologies like QR codes and NFC also enhance consumer engagement. The growing trend of limited-edition and seasonal packaging, particularly in the beverage and beauty sectors, boosts demand for personalized bottles. Additionally, the rise in eco-friendly, refillable bottle designs aligns with sustainability goals, further strengthening their market leadership. Bags and pouches are the fastest-growing packaging type segment in the U.S. personalized packaging market due to their exceptional flexibility, lightweight nature, and cost-efficiency. These formats offer extensive surface area for high-quality, full-color digital printing, enabling brands to create eye-catching, personalized designs that enhance consumer appeal. Their popularity is soaring in industries like food, pet care, cosmetics, and wellness due to their convenience, resealability, and portability. Brands increasingly use them for limited-edition packaging, seasonal promotions, and targeted marketing campaigns. Additionally, the rise of e-commerce has made compact and protective packaging like pouches more desirable. The growing availability of recyclable and compostable pouch materials further supports demand, aligning customization with sustainability trends and consumer preferences for eco-conscious yet engaging packaging solutions. Join now to access the latest packaging in industry segmentation insights with our Annual Membership: End-Use Insights The beverages end-use segment is the dominant segment in the U.S. personalized packaging market due to its high volume demand, strong brand competition, and consumer-driven marketing strategies. Beverage brands frequently adopt personalized packaging to boost brand loyalty, increase shelf appeal, and create memorable experiences, especially through campaigns like name-label bottles or event-themed packaging. With a wide range of products—including bottled water, soft drinks, juices, energy drinks, and alcoholic beverages this segment offers ample scope for customization. The rise of health-conscious and premium beverage options also fuels the demand for attractive, informative, and personalized labels. Additionally, the popularity of limited-edition and seasonal packaging, especially in craft beverages, enhances market dominance. The format flexibility in bottles, cans, and pouches further supports creative personalization. The food end-use industry segment is the fastest-growing end-use segment in the U.S. personalized packaging market due to increasing consumer demand for visually appealing, convenient, and informative packaging. With rising interest in organic, functional, and specialty food products, brands are leveraging personalized packaging to highlight unique attributes and build strong customer connections. Personalized labels, nutritional facts, allergen warnings, and branding elements help differentiate products in a crowded market. Moreover, seasonal, promotional, and limited-edition packaging strategies attract repeat purchases. The growth of e-commerce and direct-to-consumer food delivery services also fuels demand for customized packaging that enhances the unboxing experience and reinforces brand loyalty. Elevate your packaging strategy with Towards Packaging. Enhance efficiency and achieve superior results - schedule a call today: Recent Breakthroughs in the U.S. Personalized Packaging Market: In April 2025, Performa Nova, a next-generation folding boxboard (FBB) that combines great performance and high yield, is the latest addition to Stora Enso's core packaging material line. For industries including dry, frozen, and chilled food, chocolate, and confections, the new board is made to satisfy the increasing need for packaging solutions that are efficient, recyclable, and renewable. With the opening of Stora Enso's cutting-edge consumerboard production line in Oulu, Finland, Performa Nova is now available for purchase by clients. In May 2025, M Pt Partners made distinct strategic investments in Sun America and Central Coated Products, resulting in the creation of a unique custom packaging product. After the deal, both businesses will continue to operate at their current production locations, and daily operations should not alter even if they are being consolidated. In May 2025, Marvell Technology, Inc., a leader in semiconductor solutions for data infrastructure, extended the packaging ecosystem for AI infrastructure with a novel multi-die solution that reduces the total cost of ownership (TCO) for custom AI accelerator silicon. The advanced packaging platform is a part of Marvell's comprehensive intellectual property portfolio for custom AI compute platforms, and it allows for multi-chip accelerator designs that are 2.8 times larger than traditional single-die implementations. U.S. Personalised Packaging Market Key Players Graphic Packaging International Veritiv Amcor Packaging Corporation of America Avery Dennison Ball Corporation Elite Custom Boxes Berry Global WestRock International Paper U.S. Personalised Packaging Market Segment Overview By Packaging Type Bottles Containers & Jars Bags & Pouches Cartons Envelopes Boxes By End-Use Food Beverage Pharmaceutical Personal Care Logistics Others Invest in Premium Global Insights @ If you have any questions, please feel free to contact us at sales@ About Us Towards Packaging is a leading global consulting firm specializing in providing comprehensive and strategic research solutions. With a highly skilled and experienced consultant team, we offer a wide range of services designed to empower businesses with valuable insights and actionable recommendations. We stay abreast of the latest industry trends and emerging markets to provide our clients with an unrivalled understanding of their respective sectors. We adhere to rigorous research methodologies, combining primary and secondary research to ensure accuracy and reliability. Our data-driven approach and advanced analytics enable us to unearth actionable insights and make informed recommendations. We are committed to delivering excellence in all our endeavours. Our dedication to quality and continuous improvement has earned us the trust and loyalty of clients worldwide. Our Trusted Data Partners: Precedence Research | Statifacts |Towards Automotive | Towards Healthcare | Towards Food and Beverages | Towards Chemical and Materials | Towards Consumer Goods | Towards Dental | Towards EV Solutions | Nova One Advisor | Healthcare Web Wire | Packaging Web Wire | Automotive Web Wire For Latest Update Follow Us:
Newsweek
28-06-2025
- Business
- Newsweek
Gen Zers Convinced They Can Predict a Recession—It's Not Going Well
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. We have been long advised not to believe everything that we see online, but when creators start citing Gwyneth Paltrow's carb cravings or the rise of Pilates chic as signs of a looming financial crash, the question becomes unavoidable: do any of these so-called "recession indicators" hold real validity? Across TikTok, Instagram and YouTube, Gen Zers and younger millennials have been spotlighting the curious return of several late 2000s' and early 2010s' cultural motifs—some subtle, others screamingly obvious. Platinum blonde hair with visible dark roots; the reemergence of "recession pop" music; the rising popularity of "skinny chic," not long ago dubbed problematic: the list goes on, including, unmanicured nails, mustache-embossed crockery and even the rerelease of Coca-Cola's "Share a Coke" campaign. The implication? A return to recession-era culture suggests a return to recession itself. Some of these social media-driven indicators are grounded in economic behaviors we have seen before—people cutting spending and dressing to appeal to those in positions of power. But others are, at best, psychological signposts and, at worst, internet inside-jokes. "Pop culture 'recession indicators' are entertaining—but they are not economic science," Louis Carter, founder and CEO of Best Practice Institute, told Newsweek. "These trends are reflections of mood, and lack of human logic—not causes of market movement." In conversations with Newsweek, content creators, analysts, and economists unpacked the cultural, financial, and political narratives behind several trending indicators—and whether anything can actually be predicted from them. 'Recession Blonde' Leah Holm, a marketing manager and influencer known as @ladyleahmarie, recently gained viral attention for her breakdown of "recession blonde"—a style featuring platinum blonde hair with grown-out roots, seen in the late 2000s and very early 2010s and making a comeback today. "This trend was the direct result of the economical state of the world at the time," Holm said in a TikTok video. "Prices went up, people had less money … The girls who would previously get their roots touched up every 4 to 6 weeks didn't have money to do so, so they let them grow out, and this became a trend." Holm told Newsweek that fashion reflects cultural and economic conditions—and, right now, we are in what she calls a "recession-core" moment. "Fashion has always mirrored the times we are living in—economically, politically, and emotionally," Holm said. "We are seeing a shift toward timeless, minimalist styles in response to inflation, job insecurity, and global uncertainty. "Think muted colors, clean silhouettes, and an emphasis on quality over quantity." Holm has spotted a marked rise in aesthetics labeled "old money" or "quiet luxury," alongside emerging consumer trends such as "capsule wardrobes," and creators engaging in "low-buy years" or "underconsumption"—all of which are geared toward people spending less. 'Recession Pop' For Texas-based content creator Xavier Wilson (@ 27, the rise of "recession" talk online is less about market indicators and more about cultural anxiety playing out on loop. His videos focus on class divides and the social-mobility traps that Gen Z face. "I think the idea of a recession online has become an anxious long-running joke and trend," Wilson told Newsweek. "TikTok rose to popularity during the pandemic, when recession fears were high and they never really went away. "That created an ongoing wave of trends that anyone could participate in, everyone can relate to, and that sparks enough conversation to stay active in the algorithm." Wilson, who was featured in a Gen Z report presented at the 2023 World Economic Forum, said that, for younger generations, the recession is more cultural than fiscal. It is gamified, meme-ified and shared endlessly—but also rooted in real anxiety. "While our parents have experienced recessions, it is not 'real' for Gen Z in the same way," Wilson said. "It is a bit of a game—'Is this indicator a real one?' Will this finally bring the recession we've been talking about for years?" Online, "recession pop" has become a nostalgic shorthand for the glossy, synth-heavy hits of the late 2000s and early 2010s—think Kesha, early Katy Perry, and The Black Eyed Peas—resurfacing across playlists and TikTok montages. The sound evokes a time when escapism ruled the charts, and its return feels eerily timely to some. Ozempic, Pilates, and Conservative Lifestyles On Instagram, MaryBeth Monaco-Vavrik (@ ignited discussion with her viral video exploring the connections between fitness aesthetics, cultural shifts and what that can suggest about the economy. "There is a strong pattern of fitness ideals shifting based on political and cultural values," Monaco-Vavrik, a certified barre instructor based in Washington, D.C., told Newsweek. "Pilates aligns with the 'clean girl' aesthetic and broader conservative shift we are seeing." From left: A screenshot of Nicole Richie sporting "recession blonde" hair from a TikTok video by @ladyleahmarie; and a stock image of a road sign reading "recession ahead." From left: A screenshot of Nicole Richie sporting "recession blonde" hair from a TikTok video by @ladyleahmarie; and a stock image of a road sign reading "recession ahead." @ladyleahmarie / Getty Images The Ozempic craze and resurgence of ultra-thinness are part of that same ideological fabric. "The sanitized, exclusionary aesthetic of Pilates reflects certain values: control, conformity, proximity to whiteness and wealth," the 24-year-old added. The Hemline Index Coca-Cola's revival of its "Share a Coke" campaign and the popularity of late 2000s and early 2010s fashion staples—large handbags, indie sleaze styling, heels and peplum detailing—have all been flagged online as evidence of a looming economic downturn. One creator, @ shared in a TikTok video that they had used data to dissect which trends are actually indicative of a looming recession. They concluded that mini skirts were the "most confident predictor of consumer confidence in the economy," later elaborating that the garments becoming trendier suggests that consumer confidence in the economy has dropped. The idea that skirt length can be representative of economic change is called the hemline index. The creator added that indie sleaze styling, big bags, maxi skirts and blazers becoming trendier is also indicative of a looming recession, among other talked-about nods to the economy like lipstick theory. @ These are just the recession indicators that I have been hearing about a lot — but please let me know if you have any other indicators that you would like to test. A bit more on the analysis: I didn't want to just report on some growth metrics (I saw a financial advice account report that maxi skirts were trending in the google data this past month which means we are going into a recession. Like, it's spring, so ofc they are?), or run a bunch of regressions between consumer confidence in the economy (CCI) and a single search term for each recession indicator. So! I used structural equation modelling, which allows me to combine multiple items and search terms into a single variable. For example, I have included the volume of people looking for hobo bags, oversized bags, tote bags, balenciaga city bags, louis vuitton neverful, etc., within my 'big bag theory' variable. And for indie sleaze, I have a bunch of trends associated with it within its latent variable, such as: cheetah, leopard, fur, skinny jeans, disco pants, etc. When you are building this model, you have to ensure that al of these variables are trending together and not just making a big mess. Here, you have to take time to evaluate the the model fit and factor loadings for each item before it could be included in the latent variable and therefore in the regression. Hope that makes sense! Might do a post or another video explaining all of this in-depth! Might include the R code if someone is interested… ? In the end, mini skirts and blazers had a strong negative relationship with CCI — suggesting that interest in these items can be signals that the economy is doing poorly. Big bags, lipstick, maxi skirts, and indie sleaze had a moderate negative relationship, and then peplums and high heels had no relationship. I know someone in the comments will say that my R2 values are way too low — and I totally thought the same thing. However, after looking at expected R2 values for cultural data and real world signals versus experimental data — these values are pretty good. (Feel free to argue with me tho, I'm not an expert.) (Oh and this is just US data btw.) ♬ original sound - Style Analytics Destiny Chatman, a consumer expert at is not certain things are quite so simple. "Things that were popular in the 2010s coming back in 2025 do signal that we are headed toward a recession because 2007 to 2009 was the last Great Recession in America," she said. "However, everything old does become new again, and people should take these 'recession indicators' with a grain of salt." Kristen Smirnov, a professor at Whittier College, emphasized the cyclical nature of aesthetics. "Pop culture and fashion trends are naturally cyclical," Smirnov told Newsweek. "Part of how we signal social capital is by showing we are in tune with what is current, and 'what is current' often swings away from whatever came just before." Possibly the most-mocked "indicator" of all has been actress and wellness mogul Gwyneth Paltrow announcing she will start eating carbs again—an abrupt dietary change for someone long associated with extreme wellness trends. Online, it was quickly labeled a "recession-coded" move, but Hila Harary, a trend forecaster at Tectonic Shift, sees it differently. "Gwyneth Paltrow's diet is not being revived—it is being rejected," Harary told Newsweek. "People are choosing joy over control … To enjoy the pasta, not obsess over celery juice." Harary noted that this cultural nostalgia for a rose-tinted past is often mistaken for economic nostalgia. "Nostalgia shows up elsewhere—in the resurgence of the early 2010s trends, for example," she added. "But that is about emotional security. "When the present feels unstable, people gravitate toward eras that felt simpler, it is comfort, not forecasting." Harary pointed to broader movements such as "Back to the Roots," encompassing gardening, sustainability, and natural beauty. "Yes, economic pressure can amplify these shifts, but the root cause is values, not just cost," she said. "The 'trad wife' trend fits here, too—a return to traditional, more conservative ways of living. "It is not caused by a recession, but it can have recession-like effects on household economics." Financial experts agreed that the meme economy and actual economy have little overlap. "Cultural clues are fun to watch, but real financial strategy relies on indicators like the inverted yield curve, jobless claims and earnings data," Steven Rogé, chief investment officer of R.W. Rogé & Company, Inc., told Newsweek. "These meme-worthy signals reflect consumer concerns, not economic truth, and even amplify anxiety, potentially influencing real spending." Certified financial planner Prudence Zhu agreed that trends like diet shifts and aesthetic preferences offer us an insight into consumer psychology—but not economics. "They are more of a lighthearted way for people to engage with economic discussions rather than reliable recession indicators," Zhu told Newsweek. "It is important to focus on economic data such as GDP growth, unemployment, and inflation." While the indicators may be satirical, the anxiety behind them appears to be real. The latest Bank of Montreal (BMO) Real Financial Progress Index revealed that 67 percent of Americans say their concerns about a recession have increased, with Gen Z concern jumping 18 points in one month; 65 percent of millennials also reported an increased economic concern. But experts say that what we are seeing online is less an indication of recession and more a cultural mood board drawn from collective uncertainty. "These trends aren't forecasting a recession," Harary said. "They reflect how we are processing instability."
