The market is learning that recyclability is now a prerequisite for entry, not a distinguishing feature. Packaging that cannot be shown to re-enter the recycling loop will disappear from shop shelves and product ranges.
What trends are changing packaging?
Trends 2026+
Paper-based packaging embodies sustainability, trust and brand identity. Underpinning this are megatrends which, like slow-motion avalanches, are transforming what people expect from brands.
Discover the megatrends shaping the future of packaging, and the three packaging trends emerging from them.
Source: zukunftsInstitut
Four megatrends
Experience packaging
Paper lends credibility
Paper-based packaging combines a natural look with technical performance. It is crucial that the material and barrier are suited to the specific application.
- Tactile feel is communication. Fibre-based materials convey a sense of naturalness and responsibility. No plastic can convey this so authentically.
- Emotion meets performance. Barrier properties, sealability, machine runnability: paper-based packaging delivers technical performance and emotional impact in one.
- Sustainability becomes tangible. Paper makes responsibility a physical experience: on the shelf, in the hand, when opening the pack.
- Regulatory requirements as an opportunity. The PPWR establishes a clear framework and thus planning certainty for all those who are now opting for fibre-based solutions.
Packaging in a state of change
Industry trends that shape decision-making
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Circularity is not just a nice-to-have
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Fibre replaces the functions of plastic
What was long considered technically impossible is now becoming a reality: modern barrier coatings offer protection against moisture, grease, oxygen and flavours, depending on the application. Their use is constantly evolving, and their potential is far from being fully realised.
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Speed beats perfection
In a regulatory-driven market, it is not those who wait for the perfect solution who succeed, but those who prototype, test and learn quickly. Agility is becoming a core competence in materials development.
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Transformation can only succeed if we work together
The shift from plastics to fibre-based materials is a team effort. The industry is embracing co-creation across the entire value chain, from material development to production facilities.
Contact
Your packaging of tomorrow?
Ultimately, it’s not about paper, coatings or barriers. It’s about packaging that protects products, showcases brands and conserves resources. Let’s work together to make it better.
Daniel Zimmermann
Head of Sales & New Business Development