As the global packaging sector undergoes significant changes resulting from consumer expectations and operational demands, carton packaging has emerged as a key area of focus. In the Philippines, the question is whether industry is evolving quickly enough to address both market needs and production challenges.
In this context, John Jose, Marketing Director, Tetra Pak Malaysia, Singapore, Philippines and Indonesia, offers his views into the sector’s current strengths and hurdles, while also examining the pace of innovation in carton packaging. He further provides an overview of Tetra Pak’s presence and operations in the Philippines, specifically in supporting industry growth and advancing packaging solutions.
John Jose, Marketing Director, Tetra Pak Malaysia, Singapore, Philippines and Indonesia
Please share your perspective of the Philippines’ F&B packaging sector (key strengths and challenges).
The Philippine packaging sector is a vital part of the national economy, supporting food, retail, and e-commerce industries. According to GlobalData, the market reached 72.3 billion units in 2023 and is projected to grow to 89.4 billion units by 2028 at over 4% CAGR, led by food packaging.
The country’s packaging and processing food industry continues to thrive — locally driven by urbanization and busy lifestyles, and globally supported by strong exports of tuna, sardines, crabmeat, and tropical fruits. The Philippines’ rich agricultural base, particularly in coconut and fruit production, also strengthens its export potential, with the global coconut milk and cream market expected to reach USD 7 billion by 2028.
However, the sector faces rising input costs and uneven recycling infrastructure, which challenge profitability and sustainability. Evolving regulations — including Extended Producer Responsibility (EPR) and climate-related policies — are also raising expectations for low-impact, recyclable packaging.
To stay competitive, Philippine producers must move beyond cost and compete on value, compliance, and innovation. Global markets now prioritize health, sustainability, and e-commerce readiness, making packaging innovation essential to maintaining momentum. Sustained growth will depend on how quickly the industry can adopt sustainable materials, streamline supply chains, and scale value-added packaging solutions.
Is the local carton packaging sector evolving fast enough to meet consumer needs as well as manufacturing challenges?
The local carton packaging sector in the Philippines is evolving steadily, but whether it's fast enough depends on the lens through which we evaluate—consumer needs, manufacturing capabilities, and sustainability pressures.
Growth in consumer demand is driven by continuous expansion in retail and e-commerce, rising demand for lightweight, recyclable and biodegradable packaging as well as increasing preference for sustainable packaging.
The manufacturing sector faces challenges on raw material sourcing, environmental regulations, technology gaps due to investments needed and the prevalence of flexible and lightweight packaging.
Many sectors are promoting eco-friendly packaging alternatives and packaging manufacturers are deep into search for the next-big-thing on packaging innovation like introducing more renewable materials or production lines using lesser utilities like water, power and air.
Could you provide an overview of Tetra Pak’s presence and operations in the Philippines, along with any key milestones you would like to highlight?
Tetra Pak has been operating in the Philippines since 1981, advancing the country’s food packaging and processing landscape through safe, high-quality, and sustainable solutions. Today, we support over 50 household brands across 24 brand owners, helping ensure that nutritious food and beverages reach Filipino families safely and sustainably.
We’ve also been a strong partner in unlocking new growth opportunities for the local food industry. A key milestone is our contribution to developing the Philippines as one of the global hubs for coconut-based products — and one of the country’s strongest export sectors. To strengthen this ecosystem, we established the Coconut Knowledge Centre (CKC) in 2012 which is now located in Thailand.
Leveraging more than 20 years of experience in coconut beverage processing and packaging, the CKC provides end-to-end expertise — from product and process development to innovative packaging design and consumer insights. It also serves as a regional hub for industry collaboration, tracking emerging market trends, analyzing new product launches, and identifying growth opportunities. Through these efforts, we continue to help customers expand their portfolios, strengthen competitiveness, and build profitable, sustainable businesses.
Our technical collaboration and the knowledge shared through the CKC have helped Filipino co-packers scale production capabilities, improve operational efficiency, and reach international markets — helping position the Philippines among the world’s leading producers of UHT coconut water.
As the organization continues to drive engagement with brand owners in driving growth innovation and operational efficiency, it is also securing initiatives to promote sustainability leadership through various programs like Cartons for Communities which raise awareness and drive carton recycling initiatives across the country, working with schools, communities and local governments.
How important is the Philippines market to the company in relation to its growth plans in Southeast Asia?
The Philippines is a strategic growth market for Tetra Pak within Southeast Asia. With its young population, strong agricultural sector, and expanding food-processing base, it plays a pivotal role in the region’s food security and sustainability journey.
The country is also a global leader in coconut-based products, consistently ranking among the top two coconut producers worldwide. This makes it an important centre for innovation and value-added food exports, where Tetra Pak continues to provide the packaging technology and expertise to help producers expand regionally and globally.
Urbanization is accelerating, and demand for convenience and on-the-go consumption is rising — fuelling growth in packaged food, beverages, and single-serve products. This, in turn, is driving strong demand for packaging solutions that ensure safety and ease of use. At the same time, there is growing momentum toward recyclable and eco-friendly materials, reflecting consumers’ increasing preference for sustainable packaging.
Tetra Pak remains committed to working hand in hand with local partners to strengthen food security, advance the circular economy, and help Filipino brands scale sustainably across regional and global markets.
Mr. John Jose's entire interview with FoodPacific Manufacturing Journal can be accessed at Tetra Pak in the Philippines: Smart innovation with local impact_ringier industry sourcing
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