Sustainability, structural design, fibre-based packaging, monomaterial solutions, technical innovation and operational efficiency are set to define the future of the packaging sector, according to the latest report from Alzamora Group, specialists in bespoke cartonboard packaging solutions.
As retail environments become increasingly competitive and purchasing decisions are made within seconds, packaging is no longer viewed solely as a means of product protection. Instead, it has become a strategic brand asset and a key point of differentiation at shelf level. In fact, up to 70% of purchasing decisions are influenced by packaging, underlining its growing importance within the customer journey.
In its new report, Packaging Trends 2026, Alzamora Group examines the four key drivers currently reshaping packaging development.
1. Sustainability and the fibre-first approach become the new starting point
One of the report’s key findings is that sustainability is no longer treated as an added-value feature, but as a technical requirement from the earliest stages of packaging development.
The European regulatory framework, which aims for all packaging to be recyclable by 2030, is accelerating the redesign of existing solutions. At the same time, consumer expectations continue to rise, with sustainable packaging becoming an increasingly influential factor in brand choice. According to the report, 67% of consumers consider sustainable packaging an important criterion when selecting a brand, while 77% are willing to pay more for environmentally responsible packaging solutions.
Against this backdrop, ecodesign has become an operational necessity. Companies are simplifying structures, reducing complex material combinations and prioritising solutions aligned with circular economy principles.
At the same time, the fibre-first approach is consolidating its position as one of the sector’s main transformation drivers. The focus is no longer simply on replacing plastic with cartonboard, but on designing packaging solutions with fibre at their core.
With a recycling rate of 82% across Europe, paper and cartonboard are increasingly recognised as the foundation for scalable, sustainable packaging solutions compatible with existing recycling systems. As a result, cartonboard applications are expanding into new categories, including frozen foods, chocolate and confectionery, and beverages.
2. Structural simplification and technical innovation drive recyclability
Reducing plastic usage is being addressed largely through structural packaging development.
More than 70% of companies are redesigning their packaging to eliminate non-recyclable elements and move towards monomaterial solutions. This includes removing plastic windows, replacing shrink wrap and substituting thermoformed plastic inserts with cartonboard alternatives.
Beyond improving recyclability, this approach also reduces production complexity, optimises logistics and enhances efficiency across the supply chain.
In parallel, advances in water-based varnishes, vegetable-based inks and functional coatings are improving resistance to grease, moisture and steam while maintaining recyclability. These developments are particularly significant within food applications, where product protection remains essential.
3. Structural design becomes a key differentiator at the point of sale
In an increasingly saturated retail environment, packaging structure is emerging as a major differentiating factor. The way packaging opens, organises products and enhances usability is becoming just as important as graphic design itself.
Within bespoke cartonboard packaging solutions such as those developed by Alzamora Group, structural design creates added value beyond product protection, particularly in sectors where customer experience forms part of the overall brand proposition.
One example highlighted in the report is the promotional redesign developed for Jameson, where the packaging structure was reorganised to integrate the glass above the bottle within a more compact vertical format. The result optimised shelf space while making in-store replenishment easier.
In premium sectors, the unboxing experience is also gaining relevance through packaging solutions designed to enhance product presentation and reinforce perceptions of quality.
In cosmetics, for example, Alzamora Group has developed promotional packs featuring fold-out opening systems and cartonboard interiors designed to enhance the unboxing experience while replacing thermoformed plastic inserts.
Additional priorities shaping packaging development include structural simplification, logistics optimisation, improved retail efficiency and the creation of packaging designed for secondary use.
Simple but highly functional structures are also gaining traction, including packaging that can be transformed into display units or reused by consumers after purchase.
As the report concludes, structural innovation is no longer about adding complexity, but about developing more efficient, functional and brand-aligned packaging solutions.
4. Materials and finishes balance sustainability and performance
In terms of materials, the sector is increasingly moving towards solutions that combine sustainability credentials with high technical performance.
Kraft and recycled cartonboard continue to gain prominence thanks to their ability to communicate circularity naturally and authentically, while folding carton technology is evolving through advanced barrier solutions that extend its use into more demanding sectors.
At the same time, finishing techniques are becoming more refined and understated, with value increasingly delivered through surface treatments such as embossing, textured effects and matt/gloss contrasts that create differentiation without compromising recyclability.
Packaging at the intersection of regulation, efficiency and brand strategy
The report concludes that packaging can no longer be viewed as an isolated component of the product. Its development now directly impacts purchasing decisions, operational performance and compliance with evolving regulatory requirements.
“Brands can no longer approach packaging purely from an aesthetic perspective. Structural development, material selection and performance throughout the entire lifecycle have become decisive factors,” says Josep M. Berga, Co-CEO of Alzamora Group.
In response to these evolving market demands, Alzamora Group continues to strengthen its commitment to the development of bespoke cartonboard packaging solutions that integrate structural design, functionality and sustainability from the earliest stages of development.