A product holder for holding a product during at least storage and transport comprises a wall of at least partially flexible form from which an at least substantially flat base, a standing primary wall part extending from the base and a secondary wall part are formed. The primary wall part bounds a cavity all around and the secondary wall part covers the cavity on a side opposite the base. The secondary wall part is able and adapted here to be moved from a position covering the cavity to a position lying at least largely in the cavity due to the product being placed thereon. The primary and secondary wall parts are connected to each other via a tertiary wall part. An outer end of the secondary wall part on the tertiary wall part is recessed in the direction of the cavity relative to an outer end of the primary wall part on the tertiary wall part.