Convenience Closure and Fitment Innovations on Pouches Drive Growth in Converted Flexible Packaging

Demand for pouches is expected to grow 3.7% per year to $10.6 billion by 2023. Pouch design continues to evolve and now is expanding to include convenience-focused closure and fitment innovations that were once only available on rigid packaging. Examples include:

  • flip-top caps to dispense condiments in pouches, for instance
  • fitments to attach a spray trigger on cleaning chemicals in pouches


Features offering convenience, such as resealability, spouts, and stick packs, will see the fastest growth in their integration. Features primarily for functionality or aesthetics will see a more moderate rate of uptake.

More information about the study is here:


In general, pouches – particularly stand-up types – will continue to provide:

  • cost savings compared to rigid containers
  • amenability to high-quality graphics
  • the perception of a more contemporary packaging format

The snack market is the largest outlet for pouches, as they have capitalized on both the healthy eating and snacking trend. Pouches provide effective means to package single-portion quantities of product, whether the small amount is desired for nutritional or convenience reasons.

Demand for all types of converted flexible packaging is forecast to increase 2.9% annually to $22.8 billion in 2023. The ongoing conversion from rigid to flexible formats and consumer interest in products packaged for single servings or uses will continue to drive gains.

Converted Flexible Packaging (published 04/2019, 266 pages) is available for $5600 from The Freedonia Group. Please link citations to