New research from EcoFocus released by the Glass Packaging Institute (GPI) shows that consumers want more foods and beverages available in glass. The data points to an emerging trend in how consumers define healthier products – with expectations extending beyond ingredients to the packaging itself.
The nationally representative survey of 4,046 U.S. adults, conducted from May through June 2026, found that 64 percent wish more foods and beverages were available in glass jars or bottles. This number jumps to 73 percent when posed to organic food buyers.
The survey also found that 72 percent believe foods and beverages with healthier ingredient lists should use packaging materials they consider healthier, too. Additionally, 60 percent expect natural and organic brands that promote healthy ingredients to use glass packaging.
“These findings affirm what we have long known. Consumers trust glass and want more products packaged in it,” said Scott DeFife, president of GPI. “The demand is there and brands have an opportunity to respond. Consumers are looking at more than the ingredient list. They expect the packaging to reflect the health and quality a brand stands for. Glass helps brands deliver on that expectation.”
Beyond health expectations, the research highlights how glass packaging shapes consumer trust, purchasing decisions and brand loyalty. Among the other key findings:
- Glass remains the most trusted packaging for health and sustainability: 59 percent report that glass is the only material they trust to not have to worry about chemicals.
- Packaging influences purchases: 54 percent say they have changed what they buy to avoid packaging that might introduce unwanted chemicals into their foods or beverages.
- Glass is the most sought packaging material when the packaging is influencing product or brand choice at 42 percent.
- Younger shoppers have higher expectations – 69 percent of Millennials and 63 percent of Gen Z expect natural and organic brands that promote healthy ingredients to use glass packaging.
- Functional beverage buyers care about packaging the most – 69 percent report that packaging influenced their purchase and 71 percent want to see more glass options.
- Jarred food buyers look for glass first – With more shoppers stocking up on pantry staples, 62 percent are looking for glass first and buying those products in glass whenever available.
Together, the findings show that packaging is part of how consumers evaluate products and brands, giving brands and retailers practical insights into what shoppers expect and how they respond to packaging decisions.
EcoFocus Research conducted the online survey from May 28 through June 14, 2026, among 4,046 U.S. adults ages 18 and older. The nationally representative study was balanced to the U.S. Census. Findings reflect consumer attitudes, expectations and self-reported behaviors.
Published October 2026
