2026 packaging trends – expert predictions for the coming year

Economic growth in the UK is expected to remain steady but unremarkable in 2026. GDP is forecast to sit between 1.0% and 1.3%, with stronger growth unlikely until 2027.

That may sound reassuring, but in reality, it means most businesses will continue to operate within tight margins.

Consumer spending is forecast to grow only modestly, and business investment remains cautious. For packaging teams, this means a clear, straightforward truth: every packaging decision must earn its place.

In practical terms, this is driving renewed focus on right-sizing, material reduction, and transit efficiency. Overspecified packaging is becoming harder to justify, both environmentally and financially.

Top tip: If you haven’t reviewed your packaging sizes, material weights, or pallet efficiency in the last 12 months, then 2026 will be the year to do it. Small changes can deliver recurring savings.

The labour market adds another layer of pressure, with unemployment forecast to rise to around 5.2% in 2026, while wage growth is expected to slow towards 3%.

On paper, that might suggest easing labour costs. However, in practice, skills shortages persist, especially in technical, compliance, and operational roles.

This is one of the reasons that packaging simplicity is gaining momentum. Complex packs take longer to assemble, are most likely to be assembled incorrectly, and require more training. All of that adds cost when teams are already stretched.

Clear pack formats, standardised materials, and intuitive designs help businesses do more with smaller or less specialised items.

Pro tip: Test how your packaging performs in real-world conditions. Is it easy to pack, seal, store, and identify? If not, complexity could be costing more than you think.

In 2026, AI will no longer feel new in packaging; it will feel normal and increasingly necessary.

Research suggests that AI can reduce manufacturing costs by 20-30% through automation and predictive maintenance. It’s also improving supply chain visibility, cutting lead times by up to 25%, and reducing excess stock and waste by 15-20% through better forecasting.

Those numbers matter significantly in a low-growth economy.

AI is also speeding up packaging design and development. Variations can be tested digitally, concepts refined more quickly, and personalisation made more accessible, particularly in the eCommerce sector.

Interestingly, the faster technology moves, though, the more brands need to lean into human touches. Hand-drawn graphics, tactile finishes, and nostalgia are being used to keep packaging warm and relatable.

Top tip: Use AI to remove friction and waste, not character. Speed is valuable, but brand personality still needs a human hand.

2026 will be the year sustainability regulations start to have a real financial impact on businesses.

The UK’s Extended Producer Responsibility (EPR) legislation will introduce modulated fees. These fees are based on the recyclability of your packaging under the Recycling Assessment Methodology (RAM).

Packaging materials rated “green” (widely recyclable) will attract lower fees, while materials rated “red” (not recyclable) will face higher costs. For plastic packaging, red-rated materials will incur a 20% fee increase in 2026/27, rising to 100% above the base fee by 2028.

For businesses, this makes recyclability a financial issue: packaging that hasn’t been assessed defaults to a red rating, meaning inaction could be costly.

Years of bold sustainability promises are now colliding with reality, and as pledge deadlines approach, many brands are struggling to deliver against earlier commitments.

Consumers are becoming increasingly sceptical, and regulators are responding. From September 2026, the EU’s EmpCo Directive will significantly tighten the rules on environmental claims.

Generic terms such as “eco”, “green”, or “climate neutral” can no longer be used without clear, verifiable evidence. This applies to marketing copy, packaging, labels, and even brand names.

The age of vague green storytelling is over, and brands that are honest about their limitations and clear about what their packaging can and can’t do will be better placed to maintain consumer trust.

Multiple logos, symbols, and regional differences have often left consumers unsure what to do with packaging once it has been used.

The OPRL (On-Pack Recycling Label) scheme provides simple guidance, using clear “Recycle” or “Do Not Recycle” labels based on whether at least 75% of UK local authorities collect that particular material.

Whilst mandatory labelling has been postponed for now, greater consistency is coming, but in the meantime, packaging that clearly explains how to dispose of it will stand out. Clear on-pack communication reduces contamination, improves recycling outcomes, and builds credibility with your consumers.

Quick commerce, as many industry analysts are calling it, is the rise of faster, often same-day fulfilment. Whilst increasingly adopted by Amazon, quick commerce is also growing in the grocery delivery and fashion sectors. Some predict that even one-hour deliveries will become increasingly prevalent.

An increasing number of local fulfilment centres and hubs are required to support this. As these develop and mature, their requirements for advanced order picking tactics will increase, as will their need for suitable picking bins.

With consumers demanding ever-faster delivery of their online orders, businesses with the best warehouse setup and processes could gain a distinct advantage.

The introduction of modulated fees under the Extended Producer Responsibility (EPR) scheme will prompt brands to accelerate their transition to reusable packaging.

As returnable packs would only incur fees when the first products are returned, if retailers could establish return transport or processes, reusable packs could quickly become more cost-effective than traditional single-trip packaging (such as corrugated packaging and poly mailers).

With forecasts estimating that parcel carriers will collectively distribute 1.4 billion shipments across the UK during the 2025 peak season, the opportunity is clearly enormous.

However, this isn’t without its challenges, including the need to change consumer culture (the majority of whom see packaging as disposable). Returnable packs could also hamper personalisation efforts, which are becoming increasingly important in the current competitive climate.

Material pricing across the UK and Europe remains fragmented heading into 2026.

Graphic paper grades continue to face downward pressure, while containerboard prices are expected to firm as eCommerce demand grows. The UK corrugated packaging market itself is forecast to grow at around 3% CAGR through to 2029.

At the same time, the Extended Producer Responsibility scheme, trade tariffs, and new regulations like the EU Deforestation Regulation are adding costs and complexity to supply chains.

This isn’t a market that rewards rigid thinking.

Top tip: Packaging designed to work across more than one material grade or supplier gives you options when prices move, and they will.

PFAS (polyfluoroalkyl substances) have historically been used in packaging to provide grease and moisture resistance, particularly in paper-based formats. However, increasing regulatory scrutiny around their environmental persistence is pushing brands to reassess these materials.

As restrictions tighten across the UK and EU, businesses may face changes in material availability, lead times, and costs as PFAS-free alternatives are adopted for applications such as food, takeaway, and eCommerce packaging. Early engagement with suppliers is recommended.

Print and appearance continue to play a bigger role in packaging decisions for 2026, even as sustainability and cost pressures increase.

Digital printing has matured to the point where bold colours, sharp details, and textured finishes are now more achievable on recycled and recyclable materials, without compromising on performance.

In eCommerce packaging, appearance matters more than ever. Packaging is often the first physical interaction a customer has with your brand, making the unboxing moment part of the overall experience.

Clean designs, thoughtful print, and considered finishes can elevate your pack without adding extra layers or materials.

What’s changing is how impact is achieved. Instead of heavier materials or complex constructions, brands are using more innovative layouts, stronger typography, and a selective use of colour to stand out from the crowd.

Top tip: Good design doesn’t require more materials; it usually just needs more creative use of the ones you already have.

Smart and digital packaging is becoming more practical, with QR codes, NFC tags, and printed electronics increasingly being used to share product information, verify authenticity, and support brand storytelling.

For food and beverage brands, smart indicators can help to monitor freshness or tampering, reducing waste and improving safety.

In 2026, packaging will increasingly act as a digital bridge between brands and consumers.

Protective packaging will continue to be under increasing scrutiny, particularly where plastic is involved, but your packaging’s performance must not be compromised.

As pressure mounts on single-use plastics, recycled foam solutions are gaining market share. They offer reliable protection for high-value goods while supporting recyclability targets, and in some cases, exemption from the Plastic Packaging Tax.

This is where recycled foam is gaining ground; it offers strong protection for fragile or high-value goods while improving recyclability and supporting mono-material strategies.

And as Extended Producer Responsibility (EPR) fees continue to rise, these materials are becoming increasingly commercially and environmentally attractive.

Top tip: If damage risk has kept you tied to traditional foams, it may be time to reassess what recycled alternatives can now deliver.

Consumers are becoming increasingly aware that a lot of packaging that is labelled “recyclable” never actually gets recycled. That awareness is changing behaviours and expectations.

In 2026, trust will be built through simplicity, honesty, and realistic solutions. Mono-materials, paper-based alternatives, reusable systems, and clear labelling will matter more than perfect claims.

The brands that simplify their packaging, explain their trade-offs, and design for real-world disposal will stand out and earn consumer trust.

Packaging in 2026 must work harder than ever; it needs to protect products, support brand identity, comply with regulations, manage costs, and stand up to scrutiny, all at once.

The common threat across our predictions is practicality, smart technology with a purpose, sustainability that is backed by proof, design that balances with personality, and materials that are chosen not just for image, but for long-term performance and compliance.

If you want to future-proof your packaging for 2026, now is the time to review your materials, designs, and supply chain.

If you are excited about the opportunities or concerned about the challenges posed by the predicted packaging trends in 2026, please get in touch with our team of packaging experts. They are on hand to guide your business and ensure your packaging delivers real value.