New regulations, circularity requirements and rising expectations from customers and consumers are reshaping the packaging industry. Companies increasingly face the challenge of turning sustainability ambitions into practical solutions. This is one of the key findings in Billerud's new trend report, Packaging Tomorrow 2026.
Based on interviews with industry experts, Billerud specialists and extensive research, the report identifies six trends shaping the future of packaging and underscores sustainability as a key business priority.
"Packaging has become a strategic business and sustainability issue. Decisions about materials, design and recyclability affect costs, compliance and brand value. The focus is now shifting from ambition to execution. Solutions must work in practice," says Anna Jonhed, Vice President Global Innovation, Billerud.
Fiber-based solutions continue to gain momentum
One of the key trends highlighted in the report is the shift toward fiber-based packaging. Driven by sustainability goals, regulations and consumer expectations, companies are increasingly seeking alternatives to fossil-based materials while reducing packaging weight and material use without compromising performance.
"Lightweighting is an important part of sustainable packaging, but it must be done without compromising performance. If packaging fails to protect the product, waste can increase and have a greater environmental impact. The packaging of the future must be both resource-efficient and fit for purpose," says Timothy Nordin, Brand and Product Management Director, Billerud.
Circularity is moving from ambition to business requirement
New regulations and recyclability requirements are driving companies to consider the entire packaging lifecycle from the design stage.
"Circularity is gaining importance as companies adapt to changing expectations and regulations. Packaging plays a key role in enabling more efficient resource use and supporting future recycling systems. Companies that start early can be better prepared for future opportunities and challenges."
"The future of packaging is not about optimizing a single factor. Companies need solutions that balance sustainability, performance and business value. Those that can turn ambition into action will be best positioned to succeed," says Anna Jonhed, Vice President Global Innovation, Billerud.
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Join the Webinar
Webinar Packaging Tomorrow - Six Trends Shaping the Future of Better Packaging
Thursday, September 24, 3:00 PM - 3:50 PM
The report will be available for download on September 25 at www.billerud.com
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Short facts
53% of European consumers have switched brands because of non-recyclable packaging
Recyclability has become a factor that directly influences consumer purchasing decisions.
Only 9% of UK consumers feel very confident about what can actually be recycled
Despite recycling being consumers' top sustainability priority, uncertainty around sorting and recycling remains widespread.
The global paper packaging market is expected to grow faster than plastic
The trend reflects growing demand for fiber-based alternatives to fossil-based materials.
79% of US consumers are more likely to buy products with QR codes
Consumers increasingly expect information about product content, origin, and sustainability directly through the packaging.
