As packaging brands prepare for 2026, flexibility, speed and sustainability are emerging as defining priorities. Advances in printing technology, combined with shifting consumer expectations and tightening regulations, are reshaping how packaging is produced and delivered. In particular, direct-to-shape printing is gaining momentum as brands look for more agile, waste-reducing solutions that support short runs, personalisation and rapid design changes.
Jessica Makrinos, Marketing Manager at Inkcups, shares her predictions on how these trends will continue to influence packaging strategies in the year ahead.
“Direct-to-shape printing technologies have already grown in popularity for small batch packaging for products such as craft beers, spirits and even cosmetics, but we expect to see that really accelerate in 2026. The shift towards on-demand and localized production among craft and independent brands reflects a broader change in both consumer and brand behaviour, one that places individuality, customer experience, waste reduction, and faster reaction times ahead of sheer volume. We expect to see continued growth in short-run and limited-edition projects, as brands tailor campaigns and even products to niche audiences, pop-up activations, and seasonal releases.
With EPR regulations for packaging evolving all over the world, sustainability is going to be a key consideration for many brands in 2026. With the resulting need to make rapid changes to designs and labels, the appeal of short run, on demand models for labels will undoubtedly grow. What will be even more significant is the impact of manufacturers looking for ways to reduce their packaging waste and simplify recycling and disposal for consumers. As a result, we expect to see a big acceleration in adoption of direct-to-shape printing technologies given their suitability for on-demand production and variable run lengths, as well as because they eliminate the need for many adhesive labels and shrink sleeves.”
— Jessica Makrinos, Marketing Manager, Inkcups