Global demand for metal packaging continues to grow across the beverage, food and personal care sectors. Industry reports project the market will exceed $177 billion by 2029, but this growth brings new challenges. Regulatory shifts, sustainability expectations and changing consumer expectations transform how the industry approaches coating technologies.

Coatings play a critical role in protecting contents, extending shelf life and supporting the recyclability of metal packaging. As formats evolve and scrutiny intensifies, coatings must do more than meet today’s standards. They must anticipate what comes next.

Moving Ahead of the Cure

Coating suppliers spent the last decade replacing legacy materials, especially bisphenol A (BPA), to meet food contact regulations. New European Union rules will prohibit BPA and several related substances in most food and beverage applications. Certain manufacturers will need to transition packaging formats by mid-2026.

In many markets, coatings formulated without BPA, also known as BPA-NI (not intentionally added), have become the baseline. The next focus centers on broader materials of concern (MOCs), including per- and polyfluoroalkyl substances (PFAS), as more regions apply restrictions.

Coating platforms developed without BPA and PFAS offer one solution for high-speed production lines. These systems support a wide range of products and perform under demanding conditions while enabling thinner films and lower material use.

Sustainability: Measurable Action

Sustainability goals continue to shift from reporting toward results. Brand owners want packaging that supports circularity, reduces emissions and aligns with consumer expectations. Metal packaging, especially aluminum, offers strong potential. It’s durable, endlessly recyclable and increasingly favored for refill or reuse formats.

Recent innovations in coating technology help enable this shift. Low-film-weight coatings reduce overall material demand, and optimized formulations support thinner substrates and increased recycled content. Brand owners also see value in full-bottle printing and visual finishes that differentiate shelf presence.

At the same time, packaging coating suppliers support brand owners and canmakers’ sustainability goals through product lifecycle assessments (LCAs) and carbon footprint analyses —an area where PPG leads as the first U.S.-based coatings company to receive third-party certification for its environmental impact assessment tools and processes. Some suppliers now validate their Scope 1, 2 and 3 emissions reduction targets through the Science Based Targets initiative (SBTi) and work across the value chain to reduce emissions by sourcing low-carbon raw materials and improving line efficiency.

Formats are Changing. Coatings Keep Up.

The rise of metal packaging in new product categories such as wine, coffee, spirits and sports drinks brings added complexity. Each use case brings different chemical exposures, shelf life expectations and design requirements. Coatings will need to continue to perform on a variety of can formats (think slim cans) during variable line speeds and pressures.

Recent examples show how new coating systems meet these needs. A lightweight aluminum wine bottle used sulfite-resistant coatings that preserved flavor without compromising recyclability. These types of solutions reflect a broader trend that coatings enable innovation.

Partnerships Drives Progress

No one can meet these challenges alone. Coating suppliers, canmakers and brand owners will need to work together to address line variability, regulatory pressure and sustainability targets. Coatings technical service teams play a growing role in helping customers adapt to change, especially as new formats put more pressure on operations.

The industry isn’t just responding to change—it’s preparing for what’s next. Consumers increasingly expect packaging that is both safe and sustainable, yet many still underestimate the recyclability of metal compared with plastic. Addressing these perceptions will be as important as advancing technology. Alternative curing technologies, such as ultraviolet and electron beam, have the potential to remove ovens from the process entirely, thereby cutting emissions and energy use. Tariff shifts and aluminum supply challenges may also influence packaging choices and regional sourcing strategies.

The right coatings partnerships allow companies to anticipate and adapt to these shifting dynamics to ensure the long-term success of canmakers and brand owners.

Meghan Barrera is a PPG Global Strategic Marketing Director for the Packaging Coatings business, where she leads global marketing strategy and drives growth and innovation. Learn more at packagingcoatings.com