Marketing, sales and consumer behaviour – September 2026

Packaging materials – market information
According to Smithers, the global market value for metal packaging is forecast to grow at a CAGR of 2.8% from $162 billion in 2026 to $186 billion in 2031. More information can be found in an infographic that you can download after filling in your details.
Smithers also predicts the global market value for corrugated packaging to grow from $240 billion in 2026 to $265 billion in 2031. E-commerce is the highest-growth end-use globally, and that outperformance is expected to continue through 2031 as digital adoption deepens in emerging markets. More information can be found here and you can download an infographic after filling in your details.
Bio-based plastics have been commercially available for more than a decade, yet they only account for around 1% of global plastic production. A new Eunomia report examines why usage remains low and what demand-side policy instruments can increase uptake. Packaging is one of the four focus sectors. You can download the study, that was commissioned by an industry consortium, after filling in your details.
According to a recent report by Fortune Business Insights, the global market value for PFAS-free food packaging is expected to rise from $36.23 billion in 2025 to $63.64 billion in 2034. The rising trend of regulations around the world related to restricted use of PFAS is emerging as a major catalyst. Huhtamaki, Smurfit Westrock, Stora Enso, Mondi and DS Smith are among the top ten players. You can find more information in the report summary.

European Brand Owner Packaging Survey 2026
In December 2025 and January 2026, L.E.K. Consulting conducted the European Brand Owner Packaging Survey 2026. The results are discussed in three recently published articles:
Part 1: Demand Outlook – Growth Returns, but Remains Uneven;
Part 2: Sustainability - Balancing Circularity, Cost and Commercial Realities;
Part 3: US Tariffs — Building Resilience Into Packaging Strategy.

Food packaging and consumer behaviour
A University of Ljubljana study focuses on the design of chocolate packaging that combines functionality with aesthetic appeal. Three distinct designs on three different materials were developed, each representing a unique approach – minimalist, eco-friendly, and playful. The results show consumers value eco-friendly materials and standout designs. The study (1.31 MB) is published in Scientific, Technical and Art Releases.
UiTM researchers studied how consumer satisfaction moderates the relationship between visual tea packaging elements and purchase intention. They systematically manipulated five visual elements: colour, graphics, logo, typography and layout. The moderating effects of all elements were significant, except for typography that exhibited limited effects. The study (1.39 MB) is published in Humanities & Social Sciences Communications.

Environment - Stimulating behaviour change in the US
Informed by nearly a decade of testing consumer-facing interventions across the US, a new report by Closed Loop Partners outlines the strategies and tactics that have led to higher participation in reuse, recycling and waste reduction programs. The findings in the report reinforce the readiness of US consumers to embrace more circular behaviours when the right options are available. You can download the report after filling in your details.
 

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