Sustainability is emerging as a key trend in luxury packaging as high-end marketers look to promote their environmentally responsible credentials through their choice of packaging materials, according to a recent report from the UK-based market research company Pira International.

Paperboard, which is seen as an environmentally friendly material, is finding growing applications in luxury packaging, according to the firm. It was estimated to account for 62.9% of the value of the luxury packaging market in 2010 and 45% of the volume. Glass is the second most widely used material, according to Pira, followed by plastic. These three materials are forecast to register the highest growth rates for luxury packaging materials in value terms during the period 2010–15, with demand for glass and paperboard primarily driven by increased interest in sustainable luxury packaging, the report noted. Data gathered also revealed that board and carton producers are increasingly securing certification that supports responsible forest management. Luxury packaging for cosmetics and fragrances is predicted to have one of the fastest growth rates to 2015, with Pira highlighting fragrant packaging in cosmetics and fragrances as a developing technology.