Marketing, sales and consumer behaviour – March 2026
Packaging trends
The fifth annual survey by Appetite Creative shows that 92.3% of industry professionals now believe connected packaging will be increasingly important to the packaging industry. Three forces have converged to push connected packaging into the mainstream. First, regulatory pressure like the GS1 2027 QR codes deadline and the Digital Product Passport (DPP) requirements. Second, proven ROI. Third, infrastructure maturity: the technology has simplified. You can download the survey report after filling in your details.
McKinsey is publishing a series on gen AI’s emerging role and impact in enabling the next stage of growth in packaging. The series focuses on the three functions in which gen AI use is the most advanced: commercial excellence, procurement, and supply chain and logistics. The first article focuses on commercial excellence.
Market for bioplastics and market for paper and board
According to a report (920 kB) by JRC, bio-based and biodegradable plastics accounted globally for roughly 0.5 % of the total plastics production in 2025. Global annual production capacity is around 2.3 Mt, and based on announced capacity expansions, it is projected to grow to about 4.7 Mt by 2030.
Preliminary statistics (1.89 MB) published by Cepi, show that the production of paper and board in Europe decreased by 1.5% in 2025 compared to 2024. The production of packaging paper and board is estimated to be virtually the same (+0.2%).
Packaging printing and labels market
According to a recent report by Fortune Business Insights, the global market value for packaging printing is expected to rise from $339.83 billion in 2025 to $680.07 billion in 2034. Amcor, Sealed Air, Stora Enso, Mondi, CCL label, Constantia Flexibles and Smurfit Westrock are among the top ten players. You can find more information in the report summary.
The FINAT Yearbook 2025 shows that the EU self-adhesive label market stabilised in 2025, with a modest growth of 2% compared to 2024.
Packaging and consumer behaviour
The 2025 consumer study (in French, 696 kB) published by ALLFORPACK EMBALLAGE PARIS, highlights a clear shift in French consumers' expectations regarding packaging. Sustainability, clear information and price are now key factors in purchasing decisions.
The Hague University of Applied Sciences studied how food producers can best communicate via the packaging about hybrid food: a combination of meat and plant-based ingredients. The results show that transparent communication increases trust and appreciation, but it also leads to lower willingness to purchase.
A recent study by Fujian Agriculture and Forestry University demonstrates that consumers often associate eco-friendly food packaging with healthiness. The study (1.68 MB) is published in Foods.
Research by Amcor shows that EU consumers support the use of post-consumer recycled (PCR) plastic in packaging. Almost two-thirds (63%) say that the use of recycled content increases their trust in a brand. However, consumers are wary of unfounded claims and seek verification about what is being said. You can download the report after filling in your details.
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