according to pike research, by 2014, sustainable packaging will cover nearly a third of the packaging market. this equates to approximately a 170billion industry. if compared this figure with 2009, this growth is major. in 2009, sustainable packaging had just a 21 market share. the fastest expanding area with regard to the material will be plastics, the material that supplement producers rely on to house their products. plastic, along with paper, which is also carefully embraced in the natural products business, will have the biggest market share in the packaging field.