The Biggest Packaging Trends Shaping 2026

In 2025, packaging was dominated by sustainability commitments, lightweighting initiatives, and bold design for maximum impact and shelf appeal. But what are the key trends that will drive packaging in the year ahead? Below we dive into the areas that experts believe will shape packaging in 2026. 

Sustainability & Circularity

The push for more responsible supply chains and circular production practices will continue to accelerate in 2026. High-recycled content (aluminium, glass), returnable systems, and paper-based alternatives are becoming standard as regulation and consumer expectations rise. 

• Nestlé’s paper‑based Smarties packaging, rolled out globally, shows how paper alternatives can replace plastic without compromising brand identity or product protection. 

Smart & Connected Packaging

QR codes and digital identities are transforming everyday bottles, cans, and boxes into interactive touchpoints. These technologies enable real‑time traceability, provide clear recycling guidance, and unlock richer brand storytelling directly from the pack. In 2026, forward‑thinking brands will increasingly use connected packaging to build more direct, meaningful relationships with consumers, turning each item of packaging into a gateway for engagement, education, and loyalty. 

• This shift is already visible. Absolut Vodka’s connected bottle campaigns allow consumers to scan the label and access cocktail recipes, brand stories, and limited‑edition content. 

Design with Purpose

 In 2026, packaging design is moving beyond a focus on aesthetics and into the realm of intentional communication. Consumers are increasingly drawn to brands that are clear about what they stand for, and packaging is often the first place that story is told. Clean, transparent labelling, free from clutter, jargon, and greenwashing, signals authenticity and reinforces a brand’s sustainability commitments. Brands that embrace this approach aren’t just improving shelf appeal; they’re building credibility, strengthening loyalty, and aligning their visual identity with the values of today’s consumer.

• Tony’s Chocolonely uses bright, simple wrappers paired with clear messaging about its mission to end exploitation in the cocoa industry, proving that design can be both striking and meaningful. 

As we move into 2026, packaging is becoming smarter, more sustainable, and more intentional than ever before. Brands are doubling down on circular materials, embracing connected technologies that turn every pack into a digital touchpoint, and designing with clarity and purpose to build trust with increasingly values‑driven consumers. Together, these trends signal a shift toward packaging that not only protects products, but also communicates, educates, and strengthens the relationship between brands and the people who buy from them. 

If you need advice on light-weighting, intelligent design or ways to improve your company's packing for 2026, get in touch with our experts who will guide you through  the process form start to finish!