Better by Design: A Framework for More Circular, Functional and Convenient Packaging  

Designing Packaging for a Circular Economy

According to the Ellen MacArthur Foundation, around 80% of a product’s environmental impact is determined during the design phase. For packaging, early design decisions can influence material use, recyclability, carbon footprint, product protection and consumer acceptance. 

Better by Design builds on Design for Environment principles, but takes a broader view. It evaluates whether a packaging innovation delivers measurable improvements across three connected dimensions: circularity, functionality and convenience. 

Together, these dimensions support Ģ��TV����’s Better by 2030 Driving Circularity goal, which requires every new product innovation to demonstrate at least one positive differentiator in each area compared with the incumbent packaging. 

What “Better by Design” Measures 

Why Better by Design Matters for Packaging Innovation 

Packaging innovation often involves trade-offs. A solution may weigh more than the incumbent pack but deliver a lower carbon footprint, better recyclability or stronger product protection. 

Better by Design helps teams compare these factors systematically, so decisions are based on evidence rather than isolated metrics. 

Better by Design in Practice: ProducePack Punnet Tray 

The framework can be seen in action through the ProducePack Punnet tray, a paperboard alternative to virgin PET trays for fresh produce in representative EU markets. 

The analysis showed that the paperboard punnet delivered positive results across the most important circularity, functionality and convenience metrics for this type of packaging. 

Designing Better Packaging, From the Start

Better by Design is being integrated into Ģ��TV����’s innovation process from the earliest concept stage through prototyping, piloting and production.

By applying the framework throughout development, teams can make informed design choices, validate performance and build stronger value propositions for customers.

As sustainability knowledge, regulations and tools continue to evolve, so too will Better by Design. Its purpose remains clear: to support packaging solutions that meet customer needs, improve consumer experience and contribute to a more circular packaging value chain.

The eCommerce Packaging Playbook: Protect, Right‑Size, Delight

eCommerce is reshaping packaging faster than almost any other part of the supply chain. Category mix changes quickly (from shelf-stable food to health, beauty, pet care, and bulky club packs), fulfillment models keep diversifying (direct-to-consumer, marketplace, ship-from-store, and rapid delivery), and the “last mile” remains unpredictable. As a result, packaging must be adaptable: engineered for distribution performance, optimized for cost and cube, and designed to deliver a brand experience at the doorstep — not on the retail shelf.¹ 

That shift is why packaging decisions that used to be “good enough” for retail now need to be reconsidered for eCommerce. The goal is no longer simply a box that arrives — it’s a system that protects product quality, minimizes damage and returns, uses materials efficiently, and reinforces the brand in a world where reviews and repeat purchases are won (or lost) after delivery.² 

What eCommerce Packaging Must Do (and Why It’s Different)

• 3–4% of all U.S. eCommerce shipments arrive damaged, contributing to billions in annual losses³ 
• 51% of consumers are unlikely to repurchase after receiving a damaged product, regardless of brand strength³ 
• Damage‑related returns account for ~20% of all eCommerce returns, most of which are preventable with better packaging design³ 

Because of this, eCommerce packaging is best treated as a risk-management tool: it reduces damage, protects margin, and helps preserve consumer trust. 

• Packaging is often the first physical brand touchpoint 
• Nearly 60% of consumers say the unboxing experience is important or very important⁴ 
• The “shelf” is now the front porch, camera lens, and social feed 
• Younger shoppers — especially Gen Z — value aesthetics and recyclability together, not decoration alone⁵ 

In other words, visual impact happens after the sale — but it still drives commercial outcomes. Easy opening, clear brand communication, and responsible material choices all influence whether customers come back. 

• 52% of U.S. adults bought groceries online in 2024⁶ 
• 61% of U.S. households purchased groceries online at least once in 2025⁷ 
• Nearly 20% shop online monthly, indicating habitual use⁸ 

In replenishment categories, packaging performance compounds over time. A pack that consistently arrives intact and easy to handle reduces complaints and replacements and quietly reinforces a “this brand is reliable” impression — making repeat ordering more likely. However, it’s just as important that the pack is functional, effective and convenient to use once in the consumer’s home.  

Why Paperboard Is a Great Solution for eCommerce 

Paperboard is often associated with retail cartons, but in eCommerce, it can be engineered into high-performance packs that combine protection, efficiency, and brand presentation. When designed for the distribution environment, paperboard solutions can reduce material use, eliminate unnecessary overboxing, deliver a great brand experience through print, and still meet the durability requirements needed to ship direct to consumers. 

In many use cases — especially “ship in own container/ship in product packaging” models — paperboard can substitute for corrugated by delivering the needed compression strength and protection in a more precisely engineered, often better-presented format. The opportunity is strongest when packaging is right-sized and when structural features (e.g., reinforced panels, locking styles, integrated handles, or internal retention) are designed into the paperboard pack rather than added as extra materials. 

• Strength where it’s needed (engineered performance) — with caliper selection, smart structural design, and targeted reinforcement, paperboard packs can achieve high compression performance suitable for demanding distribution paths. Examples include reinforced paperboard designs and laminated heavy-duty cartons engineered for strength packaging applications. 
  • Ģ��TV����’s Z-Flute is a solid fiber design that incorporates strategic reinforcement through lamination where compression strength is needed, delivering a heavyweight folding carton with the strength of a corrugated box. 
  • Our LithoFlute litho-laminated corrugated premium packaging provides the strength and durability of a corrugated box with the strong visual appeal of a folding carton. 
• Damage reduction through fit and stability — right-sized packs limit product movement, improve stackability, and can reduce the need for void fill, which helps prevent damage and avoidable returns. 
  • Formats such as IntegraFlute, a bag-in-box solution for liquids and dry materials, can pair product protection with efficient cube and handling. 
• High-quality graphics and brand clarity — paperboard offers an excellent print surface for branding, instructions, and sustainability messaging, improving recognition at unboxing and reducing consumer confusion. 
• Consumer-friendly enhancements – such as easy-open features, tear strips, and integrated handles can be incorporated into paperboard designs. 
• Recyclable, renewable fiber-based material — paperboard aligns with consumer preferences for paper-based packaging and can support circularity goals when designed for recovery in common paper recycling streams.¹¹ 

Critically, paperboard doesn’t force a tradeoff between protection, presentation, and sustainability. The best results come when the pack is engineered to the actual distribution hazards and right-sized to reduce material and shipped air — rather than over-specifying strength “just in case.” 

Where Paperboard Can Substitute (and When Other Shipping Materials Still Make Sense) 

Corrugated is a proven workhorse for shipping, especially for fragile products, heavy loads, long distribution cycles, or when significant void space must be managed with internal dunnage. But corrugated is not the only option. Paperboard can often replace corrugated when the goal is to ship in the product’s own packaging, reduce total material use, and improve the consumer experience — provided the pack is designed and validated for the specific supply chain. 

• Ship in Own Container / Ship in Product Packaging (SIOC/SIPP) applications: when the primary pack must survive parcel distribution and arrive consumer-ready without an additional shipper. 

• Club, mass, and eCommerce “strength packaging”: large-format packs where stacking and compression strength are critical, and where engineered paperboard (including laminated/reinforced structures) can deliver required performance with improved billboarding. 
• Right-sized secondary packaging elimination: replacing a retail carton + corrugated shipper combination with a single engineered paperboard solution to reduce materials and handling steps. 
• Bundles and multipacks: paperboard can create stable, protective groupings (with handles and easy-open features) that ship efficiently and display well upon arrival. 
• Returns-friendly designs: formats that integrate reclosure or reseal features to support reverse logistics and reduce damage in return transit. 

Design and validation matter. Substitution should be approached as an engineering exercise: define hazards (drop, vibration, compression, climate), set performance criteria (acceptable product/package damage), and validate with appropriate testing. For many eCommerce programs, that may include test sequences aligned to widely used protocols such as ISTA 6-Amazon.com for ship-in-own-container style distribution.⁶ 

Ready to Improve Your eCommerce Pack Performance? 

If you’re looking to reduce damage and returns, right-size to cut cost and shipped air, or design a paperboard solution that delivers a better unboxing experience, we’d love to help. Get in touch to discuss your products, distribution realities, and performance goals — and we’ll work with you to identify practical packaging improvements you can validate and scale. 

References:

1. McKinsey & Company: Packaging:  

2. TechCrunch (Sarah Perez):  

3. Opensend:  

4. Packaging World Insights: v. 

5. McKinsey & Company: s. 

6. CapitalOne Shopping:  

7. E-commerce North America:  

8. USDA:  

9. Amazon: Ships in Product Packaging (SIPP) Certification Guidelines (updated April 2024). 

10. ISTA: Amazon Testing FAQ’s Knowledge Base (ISTA 6-Amazon.com-SIOC). 

11. Two Sides North America:  

Beverage producers are being asked to do more with less: run more SKUs, increase speeds, protect quality, and keep operatives safe — all while navigating tight labor markets and aging assets. In multipacking, seconds of disruption can cascade into scrap, rework, and missed shipments. 

This article looks at three headwinds reshaping multipacking in beverage — and the practical automation patterns that can achieve steadier output: faster changeovers and recovery, fewer avoidable stops, simpler training, and more consistent pack quality. 

Three Operational Challenges Reshaping Multipacking

What Does “Next-Gen Automation” Mean in Multipacking?

In practice, “next-gen automation” in multipacking is less about a single breakthrough and more about designing out everyday friction. The best upgrades help operators run the line safely and confidently, keep performance stable across formats and speeds, and protect pack presentation from infeed to discharge. 

• Make performance more repeatable: guided set-up, recipe-driven settings, and built-in checks that prevent “almost right” adjustments. 

• Make lines more resilient: gentler product handling at speed, fewer wear points, and compact modular designs that fit real-world footprints. 

Done well, these changes don’t just lift overall OEE; they reduce the day-to-day variability that makes lines feel fragile. 

Beyond operational metrics, these capabilities also support shelf-ready execution: more consistent appearance, better alignment of branding elements, and fewer defects that create retailer or consumer issues.

Start at the infeed: Automate the “easy stops”

Alongside the mechanics, modern operator screens can guide set-up and changeovers step by step — reducing trial-and-error, damage, and the “it depends who’s on shift” effect. 

Ģ��TV����’s segment wheel feeder is a tried-and-true market choice, and a staple feeder style in our machinery portfolio.

Another innovation we added is automatic (or “pushbutton”) changeover, where servo-driven adjustments execute recipes for common format changes — dimensions, pitch/spacing, lane widths, and other settings that previously relied on experience and manual measurement. Some systems also automate cleaning and prevent start-up until critical positions are validated.

In most factories, the fastest wins come from being honest about where changeover time really goes. Teams map the journey from the last good pack to the first good pack, then focus on the handful of adjustments and checks most likely to create start-up scrap, repeat stops, or a slow crawl back to rate. 

Smarter product control: orientation, motion, and inspection 

Orientation and grouping control are increasingly used to stabilize pack build and improve shelf execution. Camera-based detection paired with controlled motion can align primary-pack graphics and standardize group geometry. Operationally, that means fewer downstream issues (misfeeds, skewed packs, inconsistent closures) and less time spent adjusting for “soft” variation. 

Linear track transport (independently controlled movers rather than a single chain) can reduce product disturbance during pitch changes and gentle grouping. For engineers, the value is not only throughput: independent motion can simplify format handling, reduce mechanical wear points associated with long chains, and enable tighter control strategies that help maintain rate across a wider operating window. Linear track transport (independently controlled movers rather than a single chain) can reduce product disturbance during pitch changes and gentle grouping. For engineers, the value is not only throughput: independent motion can simplify format handling, reduce mechanical wear points associated with long chains, and enable tighter control strategies that help maintain rate across a wider operating window. 

Vision-based inspection is moving beyond rigid, high-contrast “go/no-go” checks. Newer sensors and machine-learning approaches can work with richer graphics and tougher lighting conditions, helping detect unclosed packs, damaged cartons, or missing components without designing large contrast targets into the package. The payoff is fewer defects escaping downstream — and fewer nuisance rejects that slow the line. 

Lock detection is an optional feature on our wrap and basket machinery to detect errors before they reach the end of the line and palletization. 

Training and maintenance: digitize knowledge and move from reactive to planned 

Ģ��TV����’s Preventive Maintenance Program supports brands by replacing wear parts before failure, and consistent calibration/inspection help shift maintenance from emergency response to planned, budgeted operations. 

When teams compare “run to failure” versus planned service, our PMP program difference shows up as avoided downtime and fewer cascading disruptions. In some real-world comparisons, planned maintenance has been associated with uptime gains of a few percentage points (for example, ~5%). The exact number varies, but the principle holds: preventing a stop is usually cheaper than recovering from one.

• Variety packing and mixed-SKU collation. 
• Product laning and grouping to support downstream multipackers or promotional inserts. 

• Palletizing, depalletizing, and repalletizing — often the fastest route to labor relief at end-of-line. 

AI in packaging operations: fewer false alarms, better defect detection 

AI tends to earn its keep in the unglamorous places: inspection decisions and the judgement calls that either keep a line flowing or fill it with nuisance rejects. Rather than “teaching” a camera every defect scenario across changing SKUs and lighting, machine-learning models can classify good versus bad packs more robustly — catching real problems earlier while reducing false alarms. It can also help with edge cases, such as telling a harmless crease from a true closure fault, improving both quality and throughput. 

What to prioritize when modernizing a multipacking line 

• Design for repeatability: Does the line reduce manual set points, embed verification, and make “first good pack” faster and more predictable? 

• Make training measurable: Are work instructions digital, role-based, and easy to follow under time pressure — and do they capture completion and time-to-perform? 

• Protect overall equipment effectiveness (OEE) by preventing avoidable stops: Where are the top recurring stoppages today (infeed, changeover, quality rejects), and which ones can be engineered out? 

• Plan for constraints: Can the solution fit existing footprints and integrate with upstream/downstream equipment without forcing a full layout redesign? 

• Future-proof formats: Are new pack styles and sizes field-retrofittable with minimal downtime, and is the platform modular enough to evolve? 

• Use data intelligently: Will vision/AI reduce false rejects and catch defects earlier, and can maintenance shift from reactive to planned using usage and condition signals? 

Ultimately, Ģ��TV����’s multipacking lines are designed for operational excellence — more SKUs, faster cycles, tighter labor markets, and rising quality expectations. Flexible automation and next-generation controls won’t remove complexity, but they can make it manageable: fewer failure points, faster interventions, and more stable output shift after shift. 

Ready to take the friction out of your multipacking line? 

If you’re looking to reduce unplanned stops, speed up changeovers, or expand pack and SKU flexibility without compromising quality, we can help. Get in touch to talk through your current line constraints and objectives — together we’ll map practical upgrade options and the fastest path to more stable, repeatable output. 

In a market that faces changing conditions, packaging continuity depends on more than just compliant materials — it depends on having options. Below, we outline why relying on a single paperboard choice can introduce avoidable risk for healthcare brands and how to strengthen the resilience of the packaging supply chain. 

When a Qualified Specification Becomes a Single Point of Dependency

For healthcare packaging, material choices are locked down through standardised qualification and change-control processes — and for good reason. But when a company limits its approval to only one specification of paperboard from a specific mill or supplier, it can unintentionally create a single point of failure in the packaging supply chain. In a critical time, when specific paperboard becomes constrained or unavailable, even short interruptions can cascade into production delays, expedited logistics, and potential service-level impacts across critical product lines. 

Why the European Paperboard Market Is Changing

This risk is amplified in today’s European paperboard market in combination with the industrial process of paperboard production. The overall capacity of paperboard in Europe is currently around 14 million tonnes. While virgin paperboard capacity has expanded as mills anticipated a faster shift from plastic to fibre-based packaging, overall packaging demand has softened amid inflationary pressure and weaker consumer confidence — particularly in food and beverage, the largest paperboard-consuming sector. In the medium term, additional capacity is also coming onstream globally: five new mills are expected in the next five years, with the majority located outside Europe (four of the five in the Far East and the Americas). At the same time, European mills face intensifying environmental pressure, including the energy footprint of production and the operational impact of processing mixed waste that exceeds the 1.5% Non-Paper Material (NPM) maximum per bale. Over the longer term, these pressures are already translating into consolidation: four (smaller) European mills have closed in the last two years, and more closures are predicted in the coming years. The combined effect is an oversupplied, highly competitive market, where capacity exceeds the actual demand. Considering that paperboard-making is a continuous process industry, the situation is expected to force manufacturers to protect margins through rationalisation. 

What Market Consolidation Could Mean for Availability and Lead Times

As capacity is taken out of the system, some mills may close individual machines, discontinue grades, or, in more severe cases, exit the market altogether. For healthcare brands that have qualified only one paperboard, that kind of disruption can become immediate: supply allocations tighten, substitution is not permitted without formal approval, and qualifying an alternative board takes extensive time and effort. The most resilient approach is to anticipate this scenario — building qualified options before a disruption occurs — so continuity is maintained even if the market changes quickly. 

The good news is that this risk can be managed proactively. By building approval pathways for more than one paperboard option, healthcare organisations can reduce dependency on any single mill or grade while maintaining the required pack performance and compliance standards. Below are three practical ways we support customers through the contingency planning, qualification and implementation steps needed to enable secure continuity of supply. 

What’s Next?

If you would like to explore dual-approval homologation options for your portfolio, our healthcare sales team is ready to help. Contact us to review your current specifications, discuss potential alternative paperboards and agree the most efficient route to testing and approval — so you can strengthen resilience before market uncertainty becomes a disruption. 

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full. 

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Award-Winning Recognition

PaperSeal Shape for Pilgrim’s Europe and Sainsbury’s has been recognized with multiple prestigious industry awards, underscoring its leadership in sustainable packaging innovation. Accolades from leading global and UK packaging bodies highlight its outstanding environmental credentials and design excellence.

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Consumer perceptions toward recycled content in packaging continue to shape brand strategy, regulatory alignment, and material innovation. Recent studies indicate that while cost and product quality remain primary decision drivers, sustainability attributes — particularly recyclability and recycled content — have become increasingly influential in shaping consumer expectations and brand loyalty. 

 Recyclability and Recycled Content as Key Consumer Signals 

Research from McKinsey’s  global survey highlights that recyclability remains the most powerful sustainability signal across markets, consistently ranking as the number one packaging attribute consumers value when evaluating environmental impact. Complementing these insights, McKinsey’s follow-up analysis reinforces that consumers closely associate recycled content with circularity and responsible material use, placing both features in the top four sustainability considerations across nearly all surveyed countries. 

What Consumers Value Most in Sustainable Packaging 

Shorr Packaging’s 2025  on consumer attitudes to packaging reveals that the sustainability traits consumers value include recyclable, compostable, or reusable options, reduced plastic, and the use of recycled materials (54%, 53%, and 51% of consumers, respectively). 

Consumers may perceive the presence of recycled fiber in paperboard as the “gold standard” of circularity (Two Sides Trend Tracker 2025), often viewing it as a more circular material that aligns with their environmental values.  

Unlike plastic, where recycled content may be seen as a necessary fix for a problematic material, recycled paperboard provides a “moral halo” (de Temmerman et al) and an authenticity boost that can increase purchase intent by nearly  due to its more “natural” appearance. While there are minor trade-offs regarding perceived strength or hygiene in direct food contact, the dominant consumer sentiment is one of trust; consumers may view the aesthetic of recycled paperboard as a visual shorthand for a brand’s commitment to sustainability, potentially making them less price-sensitive when these materials are used for artisanal or organic products. 

From Values to Value

Despite global economic pressures, consumers still express a willingness to support sustainable packaging. Across Europe, more than half of consumers report considering environmental impact at the moment of purchase (ProCarton 2025), and many indicate a readiness to pay slightly more for sustainable packaging — especially in Italy and Germany. This trend is consistent with insights presented at the 2025 Food Packaging Summit, where experts emphasized that consumer sentiment toward sustainability increasingly influences brand value and purchasing decisions.  

Industry commitments further reinforce these expectations. Leading global brands — including Coca-Cola, Molson Coors, PepsiCo, and Walmart to name a few — have set ambitious recycled content targets for packaging, reflecting both market demand and regulatory momentum. 

Recycled Content as a Strategic Driver of Trust and Loyalty 

The evidence suggests that consumers increasingly reward brands that use recycled content, communicate material sustainability transparently, and demonstrate measurable progress toward circularity. Though perceptions vary across regions and demographics, recycled fiber and paperboard packaging consistently earn strong trust — particularly when companies pair circular materials with clear labeling and verifiable claims. For brands, the opportunity is clear: embracing recycled content is no longer simply a compliance exercise — it is a strategic driver of consumer confidence, preference, and long-term loyalty. 

References: 

1. Two Sides Europe. (2025). Trend Tracker 2025: Consumer Perceptions of Product Packaging. 
2. Bioleader. (2025).  
3. De Temmerman, J., et al. (2021). “The Impact of Responsible Food Packaging Perceptions on Naturalness and Healthiness Inferences.” MDPI Foods, 10(10). 
4. Pro Carton. (2025). European Consumer Packaging Perceptions Study. 
5. Shorr Packaging. (2025). . 
6. Fastmarkets. (2025). Key Insights on US Bleached and Unbleached Kraft Paper Markets.  

Healthcare in Europe and the UK is in a time of change. Digital tools, new regulations, an ageing population, evolving care models, tighter investment, and sustainability goals are reshaping how care is delivered and how products reach patients.

For businesses buying packaging at scale, this is no longer just about compliance or cost. Packaging is becoming part of the healthcare system itself: carrying data, protecting patients, supporting sustainability goals, and keeping complex supply chains running smoothly.

Read the article to discover seven key 2026 healthcare trends and the opportunities they present for healthcare packaging:

1. Digital Transformation Becomes Core Infrastructure 

Artificial intelligence (AI) has developed into a core element of drug development, diagnosis, and patient triage. The is making it easier to share health data across borders, while new “sandbox” programs let companies test AI safely under regulatory supervision. Fast Healthcare Interoperability Standards (FHIR) are becoming mandatory, not optional, allowing different health systems to communicate seamlessly. — and building it remains a critical challenge for healthcare systems globally.

For packaging, this accelerates the move from being a silent container to an active part of the digital journey. Unique codes, QR links, NFC tags, and digital patient leaflets are becoming standard. Smart packaging can confirm authenticity, monitor temperature, and support patients in taking medicines correctly. Security features that prevent tampering and counterfeiting are no longer “nice to have”; they’re essential in a world where physical products are tightly linked to digital records.

2. Regulatory Evolution: From Burden to Differentiator

Rules across Europe and the UK are tightening. Drug pricing faces pressure (influenced partly by the ), approvals are more closely watched, , and companies must show clearer proof of safety, value, and environmental impact. After Brexit, the UK continues to follow its own path in some areas, while the EU has updated its pharmaceutical and medical device laws and strengthened sustainability reporting.

Packaging is where these rules become visible. Clear labelling, reliable traceability, tamper evidence, and the ability to quickly update information across countries are critical. Materials must be well-documented and easy to audit. Working with suppliers who understand these rules and respond quickly creates a competitive advantage and avoids costly delays.

3. Evolving Care Models: From Hospitals to Homes

Remote care has evolved beyond video appointments. Virtual hospitals now combine online consultations, remote monitoring, home testing, and digital prescriptions. Subscription care and direct-to-consumer health services are also expanding, bringing retail-like experiences into healthcare. This January saw the launch of , which allows users to connect medical records to AI assistants, while Anthropic introduced with HIPAA-ready tools for providers, payers, and consumers.

The private prescription market is growing alongside these changes, with online pharmacies offering prescription medicines in countries like Germany and the UK, and cross-border electronic prescription systems expanding across Europe. Direct-to-patient e-commerce channels are showing the highest growth as patients embrace home delivery and digital convenience.

As healthcare moves faster, packaging must work as well in a kitchen as in a clinic. It needs to be easy to open, simple to understand, safe to dose, and robust enough to survive delivery networks. It should be designed look and feel trustworthy and medical-grade, even when sold through consumer channels.

4. The Metabolic Health Revolution and GLP-1 Adjacencies

The adoption of GLP-1 therapies for weight loss and metabolic health is accelerating. These treatments are changing lives and reshaping entire markets. Food retailers, wellness brands, and subscription services are designed to support people using these medicines: high-protein meals, portion-controlled packs, low-sugar snacks, and products aimed at gut health and fullness.

For pharmaceutical companies, this means packaging for injectables that feels discreet, reassuring, and high-quality, often with strict temperature control and smart monitoring. For nutrition brands, packaging must clearly explain benefits, portion size, and nutritional value while staying within regulations. Subscription-friendly formats, smaller pack sizes, and strong sustainability credentials win consumer trust in this fast-growing space.

5. Structural Drivers: Ageing, Chronic Disease, and Supply Chain Trust

The population of Europe and the UK is aging, with more people living with long-term conditions requiring ongoing treatment. are accelerating the implementation of scientific innovations for diseases, and advanced therapies such as biologics and cell and gene treatments are becoming more common, bringing new handling and temperature-control challenges. Governments and health systems are also paying closer attention to where products come from and how secure supply chains really are.

Packaging must support long-term use, make life easier for older patients, and reduce medication errors. Features like easy-grip closures, larger text, and clear dosing instructions become essential. For complex treatments, packaging must provide excellent protection, clear traceability, and reliable cold-chain performance. Reusable shipping systems, anti-counterfeit features, and locally sourced materials help manage risk.

6. Market and Investment: Building for Sustainable Growth

After years of fast growth and big promises, healthcare investment is becoming more practical and disciplined. Money is flowing into areas that can scale safely and meet regulations with confidence, such as outpatient care, diagnostics, mental health, and specialist health technology. The UK government’s sets out an ambitious vision to transform the NHS through digital innovation, neighborhood-based care, and prevention — built to serve generations to come.

This puts pressure on packaging to deliver better value efficiently. Standardized formats that work across products and markets, packs that run smoothly on automated lines, and designs that reduce waste all matter. Buyers increasingly look at full cost over time, including recalls, delays, and disruptions, rather than the cheapest option on paper. Packaging that supports lean manufacturing and minimizes errors creates a real commercial advantage.

7. Sustainability as a License To Operate

Sustainability is no longer a branding exercise. The EU Packaging and Packaging Waste Regulation (PPWR), net zero commitments, retailer Scope 3 targets, and mandatory carbon reporting mean environmental performance is embedded in tender criteria and supplier qualification. Circularity, recyclability, material reduction, and transparency are commercial requirements.

This accelerates the shift towards simpler recyclable structures, lower-carbon materials, lighter packs, and reusable transport solutions. Digital tools showing where materials come from and how they can be recycled are gaining importance. A supplier’s sustainability capability now affects everything from regulatory approval to commercial partnerships.

Conclusion: Packaging As Healthcare Infrastructure

In 2026, healthcare in Europe and the UK will be shaped by digital connectivity, tighter rules, care moving closer to home, a focus on metabolic health, an ageing population, and strong sustainability goals. Across all of this, packaging plays a bigger role than ever.

It is no longer just a box or bottle. It’s a way to meet regulations, connect with digital systems, protect patients, support more circular choices, and keep supply chains running with confidence. For organizations buying packaging at scale, the opportunity is clear: treat packaging not as a cost to minimize, but as a vital part of building a safer, smarter, and more sustainable healthcare system.

References:

1. ‘European Health Data Space Regulation (EHDS)’, European Commission
2. Millie Sophie Stenmarck Korsgaard and Daniel Holth Larsen, (2025), ‘Why clinician and patient trust is critical for digital transformation in healthcare systems globally’, World Health Forum
3. ‘Summary of Inflation Reduction Act Provisions related to renewable energy’, United States Environmental Protection Agency
4. James Belcher, (2026), ‘Navigating the Future of Medical AI Regulation in the UK’, Med Tech Insights
5. ‘Introducing ChatGPT Health’, (2026), ChatGPT
6. ‘Transform healthcare from insight to action’, (2026), Claude
7. Zoe Wood (2026) ’UK supermarkets go all out for ‘Jab-uary’ with food for those on weight-loss drugs’, Guardian
8. ‘New European initiative seeks to accelerate timely Alzheimer’s disease diagnosis and treatment’ (2026), King’s College London
9. ‘Fit for the future: 10 Year Health Plan for England’, (2025), gov.UK

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full. 

As we enter 2026, the global beverage landscape is undergoing a profound transformation. The “viral” era of fleeting ads is being replaced by a more grounded, intentional approach to what we consume.  

From the “Body OS” movement to the rise of nostalgia, here are the key trends defining how the world will drink this year. 

 The “Body OS” and Personalized Functionality 

While protein was the undisputed king of 2024 and 2025, 2026 is officially the year of fiber. Driven by the mainstream rise of GLP-1 medications and a deepening understanding of gut health, consumers are treating their bodies like operating systems that require specific “upgrades.” 

We are seeing a surge in “protein-ification” and “fiber-maxxing” across unexpected categories — think high-fiber cocktail mixers and probiotic-enriched pastas. The focus has shifted from “what to avoid” (sugar, gluten) to “what to add” (bioactive compounds, prebiotics, and adaptogens) to optimize daily performance and long-term longevity. 

Consumers may also move on from specific goals of “maxxing,” or the viral advice to consume high amounts of protein or fiber each day, to adopt inclusive diets that celebrate the functional benefits of consuming a diverse variety of ingredients.

Protein Gains Traction in the Beverage Sector 

The beverage sector will see the rising trend of “proteinization” with protein added to a wide range of drinks. Once limited to nutritional shakes, meal replacements, and fitness drinks, high/added protein claims are gaining traction across more drinks. 

Ready-to-drink (RTD) coffee and flavored water will lead, with RTD tea and carbonated soft drinks following. This shift reflects consumers’ rising demand for convenient, enjoyable sources of protein (regardless of any “processing” that is necessary to fortify otherwise natural beverages). Improving protein taste is key to driving broader adoption. Just as RTD coffee successfully masks protein’s flavor, other beverages will leverage distinct taste profiles and textures like carbonation to make protein-rich options more appealing. 

Eventually, to meet consumers’ evolving wellness priorities, high/added protein claims will become more mainstream in drinks, alongside gut health and immunity benefits. 

Variety wins: Consumers are moving past “one‑nutrient” drinks. By 2030, they’ll look for flavor and ingredient diversity—think hibiscus, tamarind, barley tea, kefir, botanicals, and global fruit blends — making variety the new signal of a healthier beverage choice. 

Gut health goes mainstream for families: Parents will seek kid‑friendly microbiome support in drinks: low‑sugar prebiotic juices, cultured dairy/kefir smoothies, and gentle, bacteria‑boosting options. Brands that teach “feeding good bacteria” and keep labels simple will win trust. 

Fiber becomes everyday protection: Expect fiber‑forward formats — soluble‑fiber waters, fiber‑enriched smoothies and mixers — to be framed as daily defence for modern lifestyles, tapping emerging evidence on fiber’s role in offsetting environmental stressors. 

Heritage Ingredients and a Desire for Nostalgia 

Drinks rooted in nostalgia and trusted traditions help consumers feel more grounded in an increasingly volatile, tech‑driven world. As AI accelerates formulation, brands are rediscovering the power of tradition — brewing cascara like our grandparents did, layering botanical bitters from apothecary lore, and fermenting whey into lively sodas. The result is modern convenience built on heritage ingredients that consumers already trust. 

For Gen Z, beverages are about more than taste — they’re about connection, place, and the stories behind each sip. UK Gen Z drinkers are especially drawn to culturally authentic spirits like Soltol. Meanwhile, artisanal, heritage‑inspired hot drinks are rising in popularity as consumers look for more than a quick caffeine fix; they want a meaningful, intentional start to their day. 

The Rise of Zero-Alcohol Beverages 

Once considered niche, zero-alcohol beverages have become a mainstream choice for consumers seeking wellness, moderation, and sophistication. Consumers are increasingly prioritizing physical and mental health. In fact, 40% of those choosing no-alcohol spirits cite a healthy lifestyle as their main motivation. Gen Z and Millennials are leading the charge, with alcohol consumption among Gen Z declining by 25% over the past four years.  

The “sober curious” movement has evolved into a commercial powerhouse, redefining social occasions with concepts like “soft clubbing” and coffee-based happy hours.  

Mocktails Gain Popularity, But Traditional Soft Drinks Are Still Winning 

There is a growing market for sophisticated non-alcoholic drinks that mimic the experience and flavors of alcoholic beverages. Brands are innovating with alcohol-inspired flavors, premium packaging, and collaborations with bartenders to deliver elevated taste experiences. However, while mocktails and non-alcoholic versions of alcoholic drinks are gaining popularity, traditional soft drinks, sparkling water, and tea remain the most common alcohol substitutes, largely due to their accessibility and perceived value.  

The premium price of alcohol-free alternatives to alcoholic drinks likely compels people to drink water and soda instead. Over half (52%) of US alcohol drinkers claim that non-alcoholic versions of alcoholic drinks are not worth the price. In the UK and Germany, usage declines among the less well-off.

Market Momentum: 

• The global non-alcoholic beverage market is projected to surpass $157 billion by the end of 2026. 

• No-alcohol alternatives (beer, wine, spirits, RTDs) are forecast to grow by 50% in volume between 2025 and 2030. 

Revenue in the non-alcoholic drinks market worldwide from 2018 to 2029, by segment (in billion U.S. dollars)

Today’s zero-alcohol drinks go beyond “what’s missing” to deliver functional benefits and indulgent flavors. From adaptogen-infused sparkling teas to nostalgic dessert-inspired mocktails, brands are merging wellness with emotional connection. Functional beverages offering gut health, mood enhancement, and hydration optimization are booming, with the prebiotic soda market alone projected to reach $766 million by 2030. 

• 92% of non-alcohol buyers also purchase alcoholic products, signaling that this trend is about choice and flexibility, not abstinence. 

Flavor Trends to Watch 

Non-alcoholic drink flavors are evolving into expressions of personal identity, cultural heritage , and holistic health. Flavor trends are also being shaped by mindful drinking, wellness-driven choices, bold taste profiles and the rise of viral flavors.  

• 30% of US restaurant-goers want spicy flavors in non-alcoholic drinks.

According to Mintel’s “Flavourscape AI”, emerging flavors include cream, cherry, punch, tropical, caramel, and passionfruit/maracuja. Declining flavors include cola, kombucha, cranberry, blueberry, coconut, and mint.

From “Sustainable” to “Circular” 

 The industry is shifting toward circular processing, where “waste” from one product becomes the hero ingredient of another. Consumers will gain respect for resourcefulness, which will once again make upcycling genuinely innovative thanks to products that offer new experiences. 

Examples include: 

• Coffee cherry husk (cascara) →&�Բ�����;teas & sparkling sodas: The fruit around the coffee bean brews into aromatic teas or lightly sparkling sodas with dried‑fruit notes. 
• Fruit peel & zest →&�Բ�����;botanical tonics & bitters: Citrus peels and herb stems head into zero‑waste tonics, syrups, and bitters, elevating low/no‑alcohol choices.
• Cheesemaking whey → fermented sodas & protein waters: The liquid whey left from cheese or yogurt can be fermented into lively, lightly tangy sodas or clarified and blended to make clear protein waters, cutting sugar while adding functionality.  

Sensory-First Experiences 

Multisensory beverages are evolving from playful novelties to practical, memorable experiences tailored to diverse sensory needs. Brands are now strategically using color, texture, and aroma to enhance drinking and brand identity, driving competition and differentiation. Unexpected scents and textures are being used to energize and build anticipation. 

Examples include: 

• pH‑reactive “color‑shift” botanicals in RTD teas/lemonades: Butterfly‑pea‑flower or similar botanicals shift from blue to pink/purple with citrus. The visible transformation builds theater at first sip and signals freshness/fruit content (no extra sugar required). 

• Dual‑phase or layered drinks: Clear‑over‑cloudy layers (e.g., clarified juice over a pulpy base) that consumers mix at the table; the visual “merge” moment doubles as a micro‑ritual and reinforces “made‑for‑me” positioning. 
• Nitro cascade for coffee/tea and functional sodas: The waterfall micro‑bubble effect is a built‑in, repeatable spectacle that also softens perceived bitterness — useful for botanicals. 

Advances in materials science and digital printing are also making packaging more interactive, with features like peelable snack layers, scent-enabled bottle reuse, audio prompts, and tactile designs inspired by beauty brands becoming more common. 

References: 

1. Mintel. 2026 Global Food & Drink Predictions.  

2.   

3.     

4. CaterSource. (2026). A Taste of Tomorrow: The Trends That Will Rule 2026 

5.  

10. Mintel. (2025). Zero alcohol drinks  and consumer-behavior 

11. Forbes. (2026)The rise of sober-curious Gen-Z
12. Grand View Research. (2025) Industry Analysis Prebiotic Soda-Market Report

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full.