Marketing, sales and consumer behaviour – February 2026

Global packaging predictions
According to Mintel, packaging is being reshaped by disruption. Rising environmental urgency, shifting regulations and growing consumer scepticism highlight the limitations of recycling and expose unfulfilled sustainability promises. Mintel’s 2026 Global Packaging Predictions address this reality with one essential trend: The End of Recycling Myth. You can download the report after filling in your details.

Potential of AI to support packaging circularity
CGF has published a study (4.28 MB) highlighting the challenges businesses face in achieving packaging circularity and how AI can act as a powerful enabler to accelerate circular packaging at scale. The study shows that 30% of businesses are already using AI to unlock value, from reducing material use at the design stage to improving sorting quality. The design of plastic products is where AI can have the biggest impact, according to 70% of companies.

Pharmaceutical packaging
According to a PMMI study, future pharmaceutical packaging will incorporate more ways for consumers to interact with products and brands, such as RFID tags, wireless packaging sensors, and additional augmented reality features. An infographic (1.63 MB) identifies the top six manufacturing and packaging challenges for the pharmaceutical industry. You can download the report after filling in your details.

The state of sustainability in the pet industry
PSC has published a report on the state of sustainability in the pet industry. More than four in ten pet owners actively avoid products with a lot of packaging, and see compostable, recycled, and reusable packaging as the most environmentally friendly. You can download the report after filling in your details.

Global bio‑based polymer market until 2030
According to a new report (3.96 MB) by nova, the total production volume of bio‑based polymers was 4.5 million tonnes in 2025, which is 1% of the total production volume of fossil‑based polymers. The CAGR of bio-based polymers is, with 11%, significantly higher than the overall growth of the polymer market (2–3%) – this is expected to continue until 2030.

Consumers and food packaging
New research from Bentley University reveals that packaging cues — including colour, texture and opening mechanism — influence our perceptions of the flavour of chocolate. The unboxing interaction proved the most powerful. More intricate opening mechanisms created a sense of anticipation that translated into higher perceived quality and greater willingness to pay.
An Innova study on global food packaging trends finds that consumers increasingly favour renewable, recyclable materials to reduce their environmental impact. 43% of consumers are choosing recyclable products to be more environmentally friendly.

Willingness to pay for environmentally friendly packaging
Kraków University of Economics scientists analysed existing knowledge on consumer behaviour toward sustainable packaging and their willingness to pay for this. Most studies showed that consumers are willing to pay a premium of 10–20% for sustainable packaging. The study (1.51 MB) is published in Sustainability.
 

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