In this global era, we notice that the modern material begins to replace traditional packaging of snacks and beverages with natural material. This study wants to examine the condition of traditional packaging of snacks and beverages and how modernity influencing decision to use the existing packaging. This study focus on traditional packaging of snacks and beverages that exist in the northern coast of East Java, especially Gresik, Lamongan and Tuban. This is a qualitative descriptive research using survey, observation and deep interviews as its method. We classify the various functions of natural materials for snacks and beverages packaging namely as primary, alternative and additional packaging. Producers use packaging made from natural material as a function that cannot be replaced by modern packaging, such as material affect typical aroma of the product, provide a flavor according to the materials used, give specific traditional characteristic which being attached to products and make the product more durable. Along with the development of more modern era, natural materials getting more difficult to obtain because there is no more land to plant these materials, it makes the material price more expensive. Besides, modern practical packaging offers packaging with a more convenience and neat appearance. But it turns out that there are a variety of factors besides economic, such as social, cultural, and political that make producers keep using natural materials and maintain traditional appearances in their products
