Challenge

---

Solution

---

Results

---

Award-Winning Recognition

PaperSeal Shape for Pilgrim’s Europe and Sainsbury’s has been recognized with multiple prestigious industry awards, underscoring its leadership in sustainable packaging innovation. Accolades from leading global and UK packaging bodies highlight its outstanding environmental credentials and design excellence.

---

Consumer perceptions toward recycled content in packaging continue to shape brand strategy, regulatory alignment, and material innovation. Recent studies indicate that while cost and product quality remain primary decision drivers, sustainability attributes — particularly recyclability and recycled content — have become increasingly influential in shaping consumer expectations and brand loyalty. 

 Recyclability and Recycled Content as Key Consumer Signals 

Research from McKinsey’s Sustainability in Packaging 2025 global survey highlights that recyclability remains the most powerful sustainability signal across markets, consistently ranking as the number one packaging attribute consumers value when evaluating environmental impact. Complementing these insights, McKinsey’s follow-up analysis reinforces that consumers closely associate recycled content with circularity and responsible material use, placing both features in the top four sustainability considerations across nearly all surveyed countries. 

What Consumers Value Most in Sustainable Packaging 

Shorr Packaging’s 2025 report on consumer attitudes to packaging reveals that the sustainability traits consumers value include recyclable, compostable, or reusable options, reduced plastic, and the use of recycled materials (54%, 53%, and 51% of consumers, respectively). 

Consumers may perceive the presence of recycled fiber in paperboard as the “gold standard” of circularity (Two Sides Trend Tracker 2025), often viewing it as a more circular material that aligns with their environmental values.  

Unlike plastic, where recycled content may be seen as a necessary fix for a problematic material, recycled paperboard provides a “moral halo” (de Temmerman et al) and an authenticity boost that can increase purchase intent by nearly 40% due to its more “natural” appearance. While there are minor trade-offs regarding perceived strength or hygiene in direct food contact, the dominant consumer sentiment is one of trust; consumers may view the aesthetic of recycled paperboard as a visual shorthand for a brand’s commitment to sustainability, potentially making them less price-sensitive when these materials are used for artisanal or organic products. 

From Values to Value

Despite global economic pressures, consumers still express a willingness to support sustainable packaging. Across Europe, more than half of consumers report considering environmental impact at the moment of purchase (ProCarton 2025), and many indicate a readiness to pay slightly more for sustainable packaging — especially in Italy and Germany. This trend is consistent with insights presented at the 2025 Food Packaging Summit, where experts emphasized that consumer sentiment toward sustainability increasingly influences brand value and purchasing decisions.  

Industry commitments further reinforce these expectations. Leading global brands — including Coca-Cola, Molson Coors, PepsiCo, and Walmart to name a few — have set ambitious recycled content targets for packaging, reflecting both market demand and regulatory momentum. 

Recycled Content as a Strategic Driver of Trust and Loyalty 

The evidence suggests that consumers increasingly reward brands that use recycled content, communicate material sustainability transparently, and demonstrate measurable progress toward circularity. Though perceptions vary across regions and demographics, recycled fiber and paperboard packaging consistently earn strong trust — particularly when companies pair circular materials with clear labeling and verifiable claims. For brands, the opportunity is clear: embracing recycled content is no longer simply a compliance exercise — it is a strategic driver of consumer confidence, preference, and long-term loyalty. 

References: 

1. Two Sides Europe. (2025). Trend Tracker 2025: Consumer Perceptions of Product Packaging. 
2. Bioleader. (2025). Kraft Paper vs. White Paper Food Packaging: Heat Resistance and Carbon Footprint Compared. 
3. De Temmerman, J., et al. (2021). “The Impact of Responsible Food Packaging Perceptions on Naturalness and Healthiness Inferences.” MDPI Foods, 10(10). 
4. Pro Carton. (2025). European Consumer Packaging Perceptions Study. 
5. Shorr Packaging. (2025). The 2025 Sustainable Packaging Consumer Report. 
6. Fastmarkets. (2025). Key Insights on US Bleached and Unbleached Kraft Paper Markets.  

Healthcare in Europe and the UK is in a time of change. Digital tools, new regulations, an ageing population, evolving care models, tighter investment, and sustainability goals are reshaping how care is delivered and how products reach patients.

For businesses buying packaging at scale, this is no longer just about compliance or cost. Packaging is becoming part of the healthcare system itself: carrying data, protecting patients, supporting sustainability goals, and keeping complex supply chains running smoothly.

Read the article to discover seven key 2026 healthcare trends and the opportunities they present for healthcare packaging:

1. Digital Transformation Becomes Core Infrastructure 

Artificial intelligence (AI) has developed into a core element of drug development, diagnosis, and patient triage. The European Health Data Space (EHDS) is making it easier to share health data across borders, while new “sandbox” programs let companies test AI safely under regulatory supervision. Fast Healthcare Interoperability Standards (FHIR) are becoming mandatory, not optional, allowing different health systems to communicate seamlessly. Trust sits at the heart of this transformation — and building it remains a critical challenge for healthcare systems globally.

For packaging, this accelerates the move from being a silent container to an active part of the digital journey. Unique codes, QR links, NFC tags, and digital patient leaflets are becoming standard. Smart packaging can confirm authenticity, monitor temperature, and support patients in taking medicines correctly. Security features that prevent tampering and counterfeiting are no longer “nice to have”; they’re essential in a world where physical products are tightly linked to digital records.

2. Regulatory Evolution: From Burden to Differentiator

Rules across Europe and the UK are tightening. Drug pricing faces pressure (influenced partly by the US Inflation Reduction Act), approvals are more closely watched, AI integration must meet new regulations, and companies must show clearer proof of safety, value, and environmental impact. After Brexit, the UK continues to follow its own path in some areas, while the EU has updated its pharmaceutical and medical device laws and strengthened sustainability reporting.

Packaging is where these rules become visible. Clear labelling, reliable traceability, tamper evidence, and the ability to quickly update information across countries are critical. Materials must be well-documented and easy to audit. Working with suppliers who understand these rules and respond quickly creates a competitive advantage and avoids costly delays.

3. Evolving Care Models: From Hospitals to Homes

Remote care has evolved beyond video appointments. Virtual hospitals now combine online consultations, remote monitoring, home testing, and digital prescriptions. Subscription care and direct-to-consumer health services are also expanding, bringing retail-like experiences into healthcare. This January saw the launch of ChatGPT Health, which allows users to connect medical records to AI assistants, while Anthropic introduced Claude for Healthcare with HIPAA-ready tools for providers, payers, and consumers.

The private prescription market is growing alongside these changes, with online pharmacies offering prescription medicines in countries like Germany and the UK, and cross-border electronic prescription systems expanding across Europe. Direct-to-patient e-commerce channels are showing the highest growth as patients embrace home delivery and digital convenience.

As healthcare moves faster, packaging must work as well in a kitchen as in a clinic. It needs to be easy to open, simple to understand, safe to dose, and robust enough to survive delivery networks. It should be designed look and feel trustworthy and medical-grade, even when sold through consumer channels.

4. The Metabolic Health Revolution and GLP-1 Adjacencies

The adoption of GLP-1 therapies for weight loss and metabolic health is accelerating. These treatments are changing lives and reshaping entire markets. Food retailers, wellness brands, and subscription services are launching ranges designed to support people using these medicines: high-protein meals, portion-controlled packs, low-sugar snacks, and products aimed at gut health and fullness.

For pharmaceutical companies, this means packaging for injectables that feels discreet, reassuring, and high-quality, often with strict temperature control and smart monitoring. For nutrition brands, packaging must clearly explain benefits, portion size, and nutritional value while staying within regulations. Subscription-friendly formats, smaller pack sizes, and strong sustainability credentials win consumer trust in this fast-growing space.

5. Structural Drivers: Ageing, Chronic Disease, and Supply Chain Trust

The population of Europe and the UK is aging, with more people living with long-term conditions requiring ongoing treatment. New initiatives are accelerating the implementation of scientific innovations for diseases, and advanced therapies such as biologics and cell and gene treatments are becoming more common, bringing new handling and temperature-control challenges. Governments and health systems are also paying closer attention to where products come from and how secure supply chains really are.

Packaging must support long-term use, make life easier for older patients, and reduce medication errors. Features like easy-grip closures, larger text, and clear dosing instructions become essential. For complex treatments, packaging must provide excellent protection, clear traceability, and reliable cold-chain performance. Reusable shipping systems, anti-counterfeit features, and locally sourced materials help manage risk.

6. Market and Investment: Building for Sustainable Growth

After years of fast growth and big promises, healthcare investment is becoming more practical and disciplined. Money is flowing into areas that can scale safely and meet regulations with confidence, such as outpatient care, diagnostics, mental health, and specialist health technology. The UK government’s 10 Year Health Plan for England sets out an ambitious vision to transform the NHS through digital innovation, neighborhood-based care, and prevention — built to serve generations to come.

This puts pressure on packaging to deliver better value efficiently. Standardized formats that work across products and markets, packs that run smoothly on automated lines, and designs that reduce waste all matter. Buyers increasingly look at full cost over time, including recalls, delays, and disruptions, rather than the cheapest option on paper. Packaging that supports lean manufacturing and minimizes errors creates a real commercial advantage.

7. Sustainability as a License To Operate

Sustainability is no longer a branding exercise. The EU Packaging and Packaging Waste Regulation (PPWR), net zero commitments, retailer Scope 3 targets, and mandatory carbon reporting mean environmental performance is embedded in tender criteria and supplier qualification. Circularity, recyclability, material reduction, and transparency are commercial requirements.

This accelerates the shift towards simpler recyclable structures, lower-carbon materials, lighter packs, and reusable transport solutions. Digital tools showing where materials come from and how they can be recycled are gaining importance. A supplier’s sustainability capability now affects everything from regulatory approval to commercial partnerships.

Conclusion: Packaging As Healthcare Infrastructure

In 2026, healthcare in Europe and the UK will be shaped by digital connectivity, tighter rules, care moving closer to home, a focus on metabolic health, an ageing population, and strong sustainability goals. Across all of this, packaging plays a bigger role than ever.

It is no longer just a box or bottle. It’s a way to meet regulations, connect with digital systems, protect patients, support more circular choices, and keep supply chains running with confidence. For organizations buying packaging at scale, the opportunity is clear: treat packaging not as a cost to minimize, but as a vital part of building a safer, smarter, and more sustainable healthcare system.

References:

1. ‘European Health Data Space Regulation (EHDS)’, European Commission
2. Millie Sophie Stenmarck Korsgaard and Daniel Holth Larsen, (2025), ‘Why clinician and patient trust is critical for digital transformation in healthcare systems globally’, World Health Forum
3. ‘Summary of Inflation Reduction Act Provisions related to renewable energy’, United States Environmental Protection Agency
4. James Belcher, (2026), ‘Navigating the Future of Medical AI Regulation in the UK’, Med Tech Insights
5. ‘Introducing ChatGPT Health’, (2026), ChatGPT
6. ‘Transform healthcare from insight to action’, (2026), Claude
7. Zoe Wood (2026) ’UK supermarkets go all out for ‘Jab-uary’ with food for those on weight-loss drugs’, Guardian
8. ‘New European initiative seeks to accelerate timely Alzheimer’s disease diagnosis and treatment’ (2026), King’s College London
9. ‘Fit for the future: 10 Year Health Plan for England’, (2025), gov.UK

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full. 

As we enter 2026, the global beverage landscape is undergoing a profound transformation. The “viral” era of fleeting ads is being replaced by a more grounded, intentional approach to what we consume.  

From the “Body OS” movement to the rise of nostalgia, here are the key trends defining how the world will drink this year. 

 The “Body OS” and Personalized Functionality 

While protein was the undisputed king of 2024 and 2025, 2026 is officially the year of fiber. Driven by the mainstream rise of GLP-1 medications and a deepening understanding of gut health, consumers are treating their bodies like operating systems that require specific “upgrades.” 

We are seeing a surge in “protein-ification” and “fiber-maxxing” across unexpected categories — think high-fiber cocktail mixers and probiotic-enriched pastas. The focus has shifted from “what to avoid” (sugar, gluten) to “what to add” (bioactive compounds, prebiotics, and adaptogens) to optimize daily performance and long-term longevity. 

Consumers may also move on from specific goals of “maxxing,” or the viral advice to consume high amounts of protein or fiber each day, to adopt inclusive diets that celebrate the functional benefits of consuming a diverse variety of ingredients.

Protein Gains Traction in the Beverage Sector 

The beverage sector will see the rising trend of “proteinization” with protein added to a wide range of drinks. Once limited to nutritional shakes, meal replacements, and fitness drinks, high/added protein claims are gaining traction across more drinks. 

Ready-to-drink (RTD) coffee and flavored water will lead, with RTD tea and carbonated soft drinks following. This shift reflects consumers’ rising demand for convenient, enjoyable sources of protein (regardless of any “processing” that is necessary to fortify otherwise natural beverages). Improving protein taste is key to driving broader adoption. Just as RTD coffee successfully masks protein’s flavor, other beverages will leverage distinct taste profiles and textures like carbonation to make protein-rich options more appealing. 

Eventually, to meet consumers’ evolving wellness priorities, high/added protein claims will become more mainstream in drinks, alongside gut health and immunity benefits. 

Variety wins: Consumers are moving past “one‑nutrient” drinks. By 2030, they’ll look for flavor and ingredient diversity—think hibiscus, tamarind, barley tea, kefir, botanicals, and global fruit blends — making variety the new signal of a healthier beverage choice. 

Gut health goes mainstream for families: Parents will seek kid‑friendly microbiome support in drinks: low‑sugar prebiotic juices, cultured dairy/kefir smoothies, and gentle, bacteria‑boosting options. Brands that teach “feeding good bacteria” and keep labels simple will win trust. 

Fiber becomes everyday protection: Expect fiber‑forward formats — soluble‑fiber waters, fiber‑enriched smoothies and mixers — to be framed as daily defence for modern lifestyles, tapping emerging evidence on fiber’s role in offsetting environmental stressors. 

Heritage Ingredients and a Desire for Nostalgia 

Drinks rooted in nostalgia and trusted traditions help consumers feel more grounded in an increasingly volatile, tech‑driven world. As AI accelerates formulation, brands are rediscovering the power of tradition — brewing cascara like our grandparents did, layering botanical bitters from apothecary lore, and fermenting whey into lively sodas. The result is modern convenience built on heritage ingredients that consumers already trust. 

For Gen Z, beverages are about more than taste — they’re about connection, place, and the stories behind each sip. UK Gen Z drinkers are especially drawn to culturally authentic spirits like Soltol. Meanwhile, artisanal, heritage‑inspired hot drinks are rising in popularity as consumers look for more than a quick caffeine fix; they want a meaningful, intentional start to their day. 

The Rise of Zero-Alcohol Beverages 

Once considered niche, zero-alcohol beverages have become a mainstream choice for consumers seeking wellness, moderation, and sophistication. Consumers are increasingly prioritizing physical and mental health. In fact, 40% of those choosing no-alcohol spirits cite a healthy lifestyle as their main motivation. Gen Z and Millennials are leading the charge, with alcohol consumption among Gen Z declining by 25% over the past four years.  

The “sober curious” movement has evolved into a commercial powerhouse, redefining social occasions with concepts like “soft clubbing” and coffee-based happy hours.  

Mocktails Gain Popularity, But Traditional Soft Drinks Are Still Winning 

There is a growing market for sophisticated non-alcoholic drinks that mimic the experience and flavors of alcoholic beverages. Brands are innovating with alcohol-inspired flavors, premium packaging, and collaborations with bartenders to deliver elevated taste experiences. However, while mocktails and non-alcoholic versions of alcoholic drinks are gaining popularity, traditional soft drinks, sparkling water, and tea remain the most common alcohol substitutes, largely due to their accessibility and perceived value.  

The premium price of alcohol-free alternatives to alcoholic drinks likely compels people to drink water and soda instead. Over half (52%) of US alcohol drinkers claim that non-alcoholic versions of alcoholic drinks are not worth the price. In the UK and Germany, usage declines among the less well-off.

Market Momentum: 

• The global non-alcoholic beverage market is projected to surpass $157 billion by the end of 2026. 

• No-alcohol alternatives (beer, wine, spirits, RTDs) are forecast to grow by 50% in volume between 2025 and 2030. 

Revenue in the non-alcoholic drinks market worldwide from 2018 to 2029, by segment (in billion U.S. dollars)

Today’s zero-alcohol drinks go beyond “what’s missing” to deliver functional benefits and indulgent flavors. From adaptogen-infused sparkling teas to nostalgic dessert-inspired mocktails, brands are merging wellness with emotional connection. Functional beverages offering gut health, mood enhancement, and hydration optimization are booming, with the prebiotic soda market alone projected to reach $766 million by 2030. 

• 92% of non-alcohol buyers also purchase alcoholic products, signaling that this trend is about choice and flexibility, not abstinence. 

Flavor Trends to Watch 

Non-alcoholic drink flavors are evolving into expressions of personal identity, cultural heritage , and holistic health. Flavor trends are also being shaped by mindful drinking, wellness-driven choices, bold taste profiles and the rise of viral flavors.  

• 30% of US restaurant-goers want spicy flavors in non-alcoholic drinks.

According to Mintel’s “Flavourscape AI”, emerging flavors include cream, cherry, punch, tropical, caramel, and passionfruit/maracuja. Declining flavors include cola, kombucha, cranberry, blueberry, coconut, and mint.

From “Sustainable” to “Circular” 

 The industry is shifting toward circular processing, where “waste” from one product becomes the hero ingredient of another. Consumers will gain respect for resourcefulness, which will once again make upcycling genuinely innovative thanks to products that offer new experiences. 

Examples include: 

• Coffee cherry husk (cascara) → teas & sparkling sodas: The fruit around the coffee bean brews into aromatic teas or lightly sparkling sodas with dried‑fruit notes. 
• Fruit peel & zest → botanical tonics & bitters: Citrus peels and herb stems head into zero‑waste tonics, syrups, and bitters, elevating low/no‑alcohol choices.
• Cheesemaking whey → fermented sodas & protein waters: The liquid whey left from cheese or yogurt can be fermented into lively, lightly tangy sodas or clarified and blended to make clear protein waters, cutting sugar while adding functionality.  

Sensory-First Experiences 

Multisensory beverages are evolving from playful novelties to practical, memorable experiences tailored to diverse sensory needs. Brands are now strategically using color, texture, and aroma to enhance drinking and brand identity, driving competition and differentiation. Unexpected scents and textures are being used to energize and build anticipation. 

Examples include: 

• pH‑reactive “color‑shift” botanicals in RTD teas/lemonades: Butterfly‑pea‑flower or similar botanicals shift from blue to pink/purple with citrus. The visible transformation builds theater at first sip and signals freshness/fruit content (no extra sugar required). 

• Dual‑phase or layered drinks: Clear‑over‑cloudy layers (e.g., clarified juice over a pulpy base) that consumers mix at the table; the visual “merge” moment doubles as a micro‑ritual and reinforces “made‑for‑me” positioning. 
• Nitro cascade for coffee/tea and functional sodas: The waterfall micro‑bubble effect is a built‑in, repeatable spectacle that also softens perceived bitterness — useful for botanicals. 

Advances in materials science and digital printing are also making packaging more interactive, with features like peelable snack layers, scent-enabled bottle reuse, audio prompts, and tactile designs inspired by beauty brands becoming more common. 

References: 

1. Mintel. 2026 Global Food & Drink Predictions.  

2. Ingredients Network. (2025). Multi‑sensory food and drink products to gain traction in 2026.  

3. Nexira. (2026). 2026 Food & Beverage Trends Shaping Innovation    

4. CaterSource. (2026). A Taste of Tomorrow: The Trends That Will Rule 2026 

5. ReFED. (2025). Closing the Loop: Evaluating Food Waste‑to‑Feed Pathways for a Circular Food System 

6. Springer Nature. (2025). Food Waste Upcycling and Applications: Circular Economy in Modern Food Industries

7. Datassential. (2025). 2026 Food & Beverage Trends Report — Fiber to the Max

8. Tastewise. (2026). AI-powered analysis of consumer behaviour in food & drink

9. DPO International. (2026). Top 10 Food & Beverage Trends for 2026

10. Mintel. (2025). Zero alcohol drinks  and consumer-behavior 

11. Forbes. (2026)The rise of sober-curious Gen-Z
12. Grand View Research. (2025) Industry Analysis Prebiotic Soda-Market Report

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full. 

As we enter 2026, the global food landscape is undergoing a profound transformation. The “viral” era of fleeting ads is being replaced by a more grounded, intentional approach to what we consume.  

From the “Body OS” movement to the surprising return of freezer-aisle fine dining, here are the key trends defining how the world will eat this year. 

 The “Body OS” and Personalized Functionality 

While protein was the undisputed king of 2024 and 2025, 2026 is officially the year of fiber. Driven by the mainstream rise of GLP-1 medications and a deepening understanding of gut health, consumers are treating their bodies like operating systems that require specific “upgrades.” 

We are seeing a surge in “protein-ification” and “fiber-maxxing” across unexpected categories — think high-fiber cocktail mixers and probiotic-enriched pastas. The focus has shifted from “what to avoid” (sugar, gluten) to “what to add” (bioactive compounds, prebiotics, and adaptogens) to optimize daily performance and long-term longevity. 

Consumers may also move beyond specific goals of “maxxing,” or the viral advice to consume high amounts of protein or fiber each day, to adopt inclusive diets that celebrate the functional benefits of a diverse range of ingredients. 

Consumers are looking for tasty snacks that improve the gut microbiome, reduce bloating, and provide a mental boost. Being tasty is key. Consumers want “good for you” fiber, probiotic, and adaptogenic snacks that look and taste like “bad for you” snacks. 

 

Heritage Ingredients and a Desire for Nostalgia 

Technology is paradoxically driving us back to our roots. As AI begins to dominate food R&D, it is driving a move toward heritage ingredients and ancient traditions. 

Foods that evoke nostalgia and draw on trusted, time‑honored culinary traditions help consumers feel anchored amid an unpredictable, tech‑driven world. As people seek comfort and control, they’re increasingly turning to dishes and ingredients that reflect a simpler, idealized past. 

By 2030, more brands will meet this need by reviving historic ingredients, classic preparation methods, and age‑old food wisdom. Convenient, modern formats will reinterpret traditional cooking to help consumers feel grounded in their daily lives. 

For Gen Z, eating is more than sustenance — it’s about cultural connection, a sense of place, and the stories behind each meal. They are especially drawn to foods with authentic roots and meaningful heritage. At the same time, artisanal and craft‑inspired foods that celebrate “the old way of doing things” are gaining popularity, as consumers increasingly want meals that feel intentional rather than rushed. 

From “Sustainable” to “Circular” 

The industry is shifting toward circular processing, where “waste” from one product becomes the hero ingredient of another. Consumers will gain respect for resourcefulness, which will once again refresh upycling as genuinely innovative thanks to products that offer new experiences. 

 Examples include: 

“Quiet Luxury” and Freezer Fine Dining

The economic “vibe shift” has birthed a new era of elevated comfort. Consumers are increasingly trading expensive nights out for high-quality experiences at home. This has revolutionized the frozen food aisle, once the domain of “TV dinners,” into a hub for freezer fine dining. 

Expect to see Michelin-star collaborations in the frozen section, featuring gourmet flash-frozen techniques that preserve the integrity of premium ingredients like chanterelle mushrooms or slow-braised short ribs. This “quiet luxury” allows foodies to enjoy chef-quality meals at a fraction of the restaurant price. 

Sensory-First Experiences 

Food brands are moving beyond novelty to create purposeful sensory experiences that make eating more engaging and memorable. Color, texture, and aroma are being used more strategically than ever to elevate flavor perception, strengthen brand identity , and spark anticipation. 

• The humanization of pet care is expanding the demand for multisensory treats designed for special moments, bringing the same attention to flavor, texture, and indulgence that we see in human food. 

• For consumers using GLP‑1 medications, thoughtfully designed portions and visually appealing formats are helping restore the joy of eating by making each bite feel more intentional.
• Meanwhile, advances in materials science and digital printing are enabling next‑generation packaging — from peelable layers and scent-enabled reuse to tactile finishes and audio cues — transforming both food and pet products into richer, more interactive experiences. 

References: 

1. Mintel 2026 Global Food Drink Predictions 
2. U.S. News & World Report – 2026 Health & Nutrition Trends 
3. SupplySide Food & Beverage Journal – 2025 Food Trends: Fiber’s Comeback 
4. Food & Wine: GLP-1 Medications Are Driving the Biggest Packaged-Food Shift in Years 
5. Innova Market Insights — Top Global Flavor Trends for 2026 

Packaging is a tangible and highly visible product, and it’s understandable that people want to know where it comes from. But facts matter — and the facts show that the paperboard industry is not the driver of forest loss. 

If anything, with responsible practices and expertise at the forefront, it’s part of the solution, keeping forests in active use, encouraging land stewardship, and maintaining critical carbon sinks. 

To learn more about our “Better, Every Day” approach to sustainability, visit our sustainability area to explore our commitments in full. 

.

Evolving legislation to control packaging waste and plastic, along with ambitious brand and retailer sustainability goals, has created a need for innovative paperboard packaging solutions across Europe. In addition, consumers are demanding packaging with less plastic — but at the same time, they expect that packaging to deliver the same convenience, performance, and functionality that they’re used to.  
 
For UK retailer Sainsbury’s and its fresh poultry supplier, Pilgrim’s Europe, these challenges created the need to move Sainsbury’s breaded chicken range out of plastic trays and into a paperboard alternative that maintained product protection, shelf-life, operational efficiency, and consumer appeal.   

A Circular Solution

As the PaperSeal Shape tray reduces plastic by 72-82% per tray, the project has resulted in the elimination of approximately 300 metric tonnes of plastic a year from Sainsbury’s supply chain. It’s comprised of nearly 90% renewable raw materials, and is recyclable in household waste streams according to the UK’s OPRL recycling guidelines.

text

test

A Functional Solution

A common barrier to the adoption of paperboard packaging as a replacement for plastic is the capital cost and potential impacts on operational efficiency. To overcome this, PaperSeal Shape was designed to run on plastic tray filling and sealing equipment at the same speeds as plastic trays. It’s also quick to switch between plastic and PaperSeal Shape, further enhancing flexibility for Pilgrim’s Europe.

PaperSeal Shape was also designed to perform through the supply chain. The double flange construction delivers a rigid tray with excellent hermetic seal integrity, ensuring the trays and their fresh contents reach Sainsbury’s in great condition.

A Convenient Solution

From the consumer’s perspective, the PaperSeal Shape tray delivers equivalent performance to Sainsbury’s previous plastic tray. Research shows that consumers overwhelmingly prefer paperboard packaging to plastic, with “easy to recycle” cited as the most important feature (ProCarton,2025). Because the tray contains less than 10% plastic, it can be recycled with the barrier liner in place, enhancing convenience for the consumer and promoting recycling compliance.

Award-Winning Recognition

test

The Grocer New Product and Packaging Awards 2024

The Grocer is the UK’s leading source of grocery retail news, analysis, and insight, covering supermarkets, food and drink brands, and the wider FMCG sector and their packaging awards recognize product and packaging innovations within this sector. Paperseal Shape for Sainsbury’s won Bronze in the Eco Pack of the Year category.

Paperboard Packaging Competition 2025

Hosted by the Paperboard Packaging Council, this competition has recognized innovation in paperboard packaging for more than eight decades. The PaperSeal Shape tray for Sainsbury’s won a Gold Award in Sustainability.

Environmental Packaging Awards 2025

The Environmental Packaging Awards bring together the most innovative minds and impactful projects in sustainable packaging in the UK and Europe. The PaperSeal Shape tray was awarded Gold in the Chilled/Frozen category. 

AmeriStar Awards 2025

The AmeriStar awards, hosted by the Institute of Packaging Professionals (IOPP), celebrate the very best in design innovation from around the globe, inviting packaging teams to put their creativity in the spotlight.  

PaperSeal Shape won the Sustainable Packaging category award.

test

Looking to the Future

The PaperSeal Shape tray demonstrates how circularity, operational excellence, and consumer appeal can go hand in hand. Its design not only meets the rigorous demands of Sainsbury’s supply chain but also significantly advances circularity by eliminating 300 metric tonnes of plastic and ensuring recyclability.

The journey from initial challenge to award-winning pack is a testament to the power of collaborative innovation.

Advancing Innovation and Circularity in Beverage Packaging: The Award-Winning Leffe Beer Multipack

A convergence of regulatory and market pressures and evolving consumer expectations is driving packaging innovation in the beverage industry. Consumers are increasingly demanding packaging that relies less on plastic and is easy to recycle, with recent research from Pro Carton revealing that “easy to recycle” is the most important feature for many consumers. At the same time, brands are under growing pressure to meet ambitious sustainability goals and to align with new legislative requirements, such as the EU’s Packaging and Packaging Waste Regulation.

Many beverage brands are in the process of, or have transitioned, from plastic shrink film to paperboard for their multipacks. Heavy multipacks of glass bottles that have already moved to paperboard have traditionally still relied on plastic reinforcement in the handle for strength, limiting recyclability and increasing environmental impact.

AB InBev wanted to solve this challenge for their multipack of Leffe beer glass bottles and worked with Graphic Packaging to develop a pack that securely holds 20 x 330ml glass bottles, is operationally efficient, strong through the supply chain, convenient, and recyclable, while supporting both brand sustainability goals and regulatory compliance.

A More Circular Solution

The previous plastic tape-reinforced handle was replaced with a solution made entirely from paperboard derived from renewable wood fiber. However, while traditional one-piece paperboard cartons rely on higher caliper paperboard for the entire structure to give adequate strength to the handle, increasing material content, this two-piece solution separates the structural demands into two components. A lightweight main carton is paired with a reinforced two-ply handle insert using dual-grain paperboard directions to maximize strength where it matters most. By enabling material reduction compared to traditional one-piece cartons, the design therefore minimizes waste and supports circular material flows.

The pack is recyclable in household streams and can include up to 30% recycled fiber content in the handle insert.

text

test

A More Functional Solution

Operationally, the Leffe multipack delivers seamless integration into existing production lines. The pack runs efficiently on AB InBev’s current machinery without requiring retooling or capital investment. This ensures high-speed production with minimal disruption, allowing the brand to adopt the new packaging quickly and cost-effectively. By combining design innovation with manufacturing efficiency, the solution maximizes impact while maintaining cost control — a crucial advantage in today’s fast-moving beverage market.

A More Convenient Solution

From the consumer’s perspective, the new multipack offers notable improvements in convenience and usability. Research shows that consumers overwhelmingly prefer paperboard packaging to plastic, with “easy to recycle” cited as the most important feature (ProCarton,2025). The integrated handle is not only plastic-free but is also strong and sturdy, making it easy and safe to carry. Feedback from AB InBev’s consumer research confirms a preference for multipacks with handles, and the new design has received positive reviews for its strength and feel.

Award-Winning Recognition

test

European Carton Excellence Awards 2025: Innovation Award

The European Carton Excellence Awards, hosted by Pro Carton and the European Carton Makers Association, highlight the most innovative paperboard packaging designs in Europe, spanning categories from food and beverage to pharmaceuticals and cosmetics. 

The Leffe beer multipack won the prestigious Innovation Award.

“It is extraordinary that a paperboard construction can securely hold twenty full glass bottles of beer. The moment you lift it, you feel its strength, and it inspires complete confidence. A sturdy, impactful design that demonstrates the true potential of paperboard. An excellent example of structural engineering, offering an alternative to plastic without compromising durability or performance.” 

test

Paperboard Packaging Competition

Hosted by the Paperboard Packaging Council, this competition has recognized innovation in paperboard packaging for more than eight decades.

The Leffe beer multipack won an Excellence Award.

The pack was also shortlisted for two World Beverage Innovation Awards.

test

Looking to the Future

The Leffe beer multipack created for AB InBev demonstrates how sustainability and operational excellence can go hand in hand. Its design not only meets the rigorous demands of their supply chain but also promotes circularity by eliminating plastic and ensuring full recyclability.

The journey from initial challenge to award-winning pack is a testament to the power of collaborative innovation.

Mathys AG Medical Hip and Knee Implant Packaging: Setting a New Standard in Sustainable Medical Device Packaging

In the world of orthopaedic medical devices, packaging innovation is often overlooked. Yet, for Mathys AG (now part of Enovis), the challenge of creating a more circular, more functional, and more convenient packaging solution for hip and knee implants became a catalyst for industry-leading change.

Rethinking Medical Packaging

Mathys AG’s previous packaging relied on non-recyclable polyurethane foam inserts and required multiple SKUs to accommodate different implant sizes. This approach did not support Mathy AG’s sustainability goals and was also operationally complex, prompting the need for a complete redesign.

Paperboard Innovation

Working closely with healthcare professionals and packaging experts, Mathys AG and Graphic Packaging developed a new three-piece packaging system made entirely from paperboard. The design includes:

• A stabilizing insert for the sterile bag
• An outer carton with easy-open perforation
• An inner folding box with a hinged lid
• A honeycomb inlay that adapts to the implant’s shape

This innovative honeycomb inlay cushions implants of varying shapes and sizes, eliminating the need for unique versions for each implant and reducing SKUs from five to two. The result is a fully recyclable package that maintains medical-grade protection and usability.

text

test

A More Circular Solution

The new packaging is a great example of circular design. By replacing petroleum-based foam with paperboard made from renewable wood fiber, we achieved a 23% reduction in weight, lowering transport emissions and material usage. The single-material construction allows the entire package to be recycled through standard paper streams, with no material separation required.  

• Made from renewable raw materials
• Recyclable in household waste streams
• 23% weight reduction
• Reduced emissions from transport

A More Functional Solution

The new packaging delivers operational benefits, including:

• Direct-to-site delivery eliminates unnecessary logistics and handling
• Pre-glued cartons streamline assembly
• Fewer SKUs simplify inventory and reduce storage needs

A More Convenient Solution

The new packaging delivers enhanced convenience to healthcare professionals:

• Offers a large area for clear labelling and important information
• Easy-open features for quick access in high-pressure environments
• Secure containment and cushioning for delicate implants

Award-Winning Recognition

Mathys AG’s updated packaging has garnered international acclaim, winning several of the packaging industry’s most prestigious awards:

WorldStar Award 2025

Hosted by the World Packaging Organisation, these awards honor top achievers in the packaging industry, as entrants must first win a recognized national award to qualify for entry. Applauded for its functional, future-proof, and reduced-plastic solution, the award highlights the packaging’s ergonomic design, recyclability, and operational efficiency.

“A bespoke solution developed closely with the customer to fit their needs and processes, this unique paperboard container provides a functional, future-proof, and reduced-plastic packaging solution for knee and hip implants.”

Paperboard Packaging Competition – Richard DePaul Award for Creative Design & Converting

Hosted by the Paperboard Packaging Council, this competition has recognized innovation in paperboard packaging for more than eight decades. This year’s judging criteria emphasized shelf appeal, user experience, functionality, and technical precision, evaluating paperboard packaging as both an art and a science. 

“The Mathys AG hip and knee implant packaging showcases the kind of inventive craftsmanship this award was created to honor. It’s a practical triumph of creative converting.”

AmeriStar Awards 2025

Hosted by the Institute of Packaging Professionals  (IOPP), the AmeriStar Awards celebrate the very best in design innovation from around the globe, inviting packaging teams to put their creativity in the spotlight.  The packaging won in the Drug and Pharmaceutical Packaging category.

European Carton Excellence Awards 2025

The European Carton Excellence Awards, a scheme hosted by Pro Carton and the European Carton Makers Association (ECMA), highlights the most innovative paperboard packaging designs in Europe, spanning categories from food and beverage to pharmaceuticals and cosmetics. The Mathys AG pack received aGold Award in the Pharma & Healthcare category.

“Each year, the winning entries demonstrate how remarkable our sector’s innovation really is. They show packaging that protects products brilliantly, engages consumers emotionally, and reflects brands responsibly. Above all, they affirm paperboard’s unique advantage as a truly circular, renewable material that is the leading way in sustainable packaging.” 

Swiss Packaging Award 2024

The Swiss Packaging Awards are presented by an expert, neutral, and broad-based jury composed of various representatives from the packaging industry, as well as neutral and independent experts.

Looking to the Future

The Mathys AG pack’s success demonstrates how sustainability and operational excellence can go hand in hand. Its design not only meets the rigorous demands of surgical teams but also promotes circularity in medical packaging. As regulatory pressures and environmental expectations rise, solutions like this will become the gold standard for the healthcare sector.

Mathys AG’s journey from challenge to award-winning innovation is a testament to the power of collaboration, creativity, and a relentless focus on sustainability. The new hip and knee implant packaging is more than just a carton — it’s a blueprint for the future of medical device packaging.

Seasonal editions, exclusive collaborations, and limited-edition packaging have become powerful tools for brands seeking on-shelf differentiation. These trends tap into consumer desire for uniqueness and collectability. However, producing short-run packaging solutions can present challenges, including higher costs, tighter deadlines, and the need for agility across the entire value chain.  

The Limitations of Traditional Finishing

Conventional embellishment techniques such as hot foil stamping and embossing have long been synonymous with premium packaging, but they introduce significant challenges in today’s fast-moving market. These processes depend on custom dies and engraved stamps for each design variation, which adds complexity and slows production, making it difficult for brands to react quickly to seasonal trends or time-sensitive campaigns. Once tooling is in place, any design change becomes a lengthy process, limiting creative flexibility and making personalisation or rapid iteration almost impossible.

Digital Finishing: The Competitive Edge Beauty Brands Need

Digital finishing replaces the limitations of traditional methods with a streamlined, digital process that empowers brands to create stunning, tactile designs without compromise. State-of-the-art equipment solutions, such as the Scodix Ultra 6000, offer brands premium packaging enhancements like digital foiling, spot varnish, and textured effects.  

With easier customization, faster production cycles, and the ability to produce paperboard packaging in smaller batch sizes, this technology enables beauty brands of all sizes to leverage advanced packaging finishes from a single platform, offering many exciting creative design possibilities.

Agility Across the Value Chain

Unlike conventional processes that rely on costly tooling and lengthy setups, digital embellishment requires no dies or plates, enabling brands to move from concept to production in a fraction of the time. This transforms the entire production workflow by enabling rapid prototyping and on-demand manufacturing. Designers can quickly test and refine concepts without the delays of traditional tooling, accelerating approval cycles and reducing time-to-market. Once a design is finalized, digital technology supports flexible, short-run production, allowing brands to print exactly what they need, when they need it. This eliminates excess inventory, minimizes waste, and ensures packaging can be adapted quickly for seasonal campaigns, limited editions, or personalized experiences — all without compromising quality or creativity.

Unmatched Design Flexibility/Freedom

Digital finishing technology redefines what’s possible in packaging design, giving brands and designers the freedom to push creative boundaries without the limitations of traditional processes. With digital embellishment, effects such as brilliant metallic foils, high-gloss accents, intricate 3D textures, and even dynamic holographic effects can be applied with precision and ease. With no tooling and no lengthy setup, this flexibility allows for rapid experimentation and iteration, enabling designers and marketers to prototype multiple concepts and refine details in real time. The result is packaging that not only captures attention but also delivers a tactile, premium experience that resonates with today’s consumers.

Sustainability

Evolving legislation and consumer expectations around sustainability are reshaping how packaging is designed and finished, encouraging brands to seek solutions that minimize environmental impact without compromising creativity.

A recent Life Cycle Assessment (LCA) by Scodix highlights the environmental advantages of digital embellishment. The study found that their technology significantly reduces resource consumption, cutting water use by up to 80% and lowering emissions and energy usage by around 85% compared to traditional finishing methods. Beyond these efficiency gains, Scodix-enhanced prints are certified as recyclable, reinforcing the role of digital finishing in supporting sustainable packaging strategies.

Innovation That Delivers Impact

Digital finishing isn’t just a technical upgrade; it represents a creative revolution in packaging design. By eliminating the constraints of traditional processes, it empowers beauty brands to move faster, experiment freely, and deliver premium, tactile experiences that captivate consumers. Combined with sustainability benefits and the ability to personalize at scale, digital embellishment positions brands to stand out in an increasingly competitive market.

Around the globe, the sustainability of packaging materials has never been more scrutinized than it is today. Retailers, brands, policymakers, and consumers alike are seeking transparency and accountability across the value chain, from how materials are sourced to how they are disposed of after use.  

As a material that starts in forests, paperboard naturally enters conversations around deforestation. It’s easy to assume that using trees for packaging has the potential to lead to forest loss and harm ecosystems, but as we’ll explore below, this simply isn’t the case.  

Myth: “The paperboard industry is causing deforestation.” 

Fact: Forest loss in the U.S. is being driven by land development, not by the paperboard industry.

After decades of loss, net forest area grew in the U.S. by approximately 18 million acres between 1990 and 2020.¹  However, in recent years, some regions in the U.S. have seen declines.²  The primary cause of this loss is the conversion of forests to developed land, such as for housing, roads, and infrastructure, not because of the paperboard industry.³ 

This trend is set to continue, as according to the U.S. National Forest Service’s 2020 Resources Planning Act (RPA) Assessment, developed land is projected to increase by up to 58% by 2070, at the expense of forests and rangelands.⁴  

Working forests that supply the paperboard industry can contribute to the conservation of forestlands. They are “working” in that these forests are growing the wood fiber we all rely on, while providing important ecosystem services, like water filtration and habitats for a range of species. They also provide an important economic incentive in the form of revenue to landowners to keep their land in forest and managed well. Working forests use sustainable forestry practices to promote health and productivity. They’re harvested and replanted under stewardship practices designed for their long-term health.   

Fact: European forests are growing, but recent studies indicate that ecosystems are facing environmental stresses. 

European forests are expanding. Forest area increased by 9% over the past 30 years and, with 227 million hectares, now covers more than one-third of Europe’s land surface. In 2022, the EU boasted an estimated 160 million hectares of forests, marking an increase of approximately 8.3 million hectares or 5.5% since 2000.⁵   

However, the actual state of European forests is a mixed picture of improvement and deterioration. By some measures, like the volume of biomass in forests, the diversity of age classes and their productivity, forest conditions are improving. But other data show that trees are dying, driven by a range of stressors, including the interaction of climate, pollution, insects, disease, droughts, natural disasters, and other factors.⁶  

The canopies of European forests are losing their leaves.  In fact, the canopy mortality rate has doubled since the late 20th century. It’s equivalent to 1% of the forest area in the European Union dying yearly. Forest health monitoring at the European level estimates that one out of four trees show moderately to severely damaging levels of defoliation or leaf loss.  

Efforts are being made to address these challenges, including ambitious targets for forest restoration as part of broader efforts by the EU government to address climate change and biodiversity loss. 

Fact: Forests grow significantly more wood than is harvested each year.

A common misconception is that harvesting trees for paperboard depletes forests, but U.S. national forestry data shows otherwise. The ratio of net forest growth to volume harvested is in the ratio of approximately 2:1, and in northern regions, the ratio is even higher at 2.4:1.⁷ This means that for every square meter of wood harvested in a year in the US, at least twice that amount is grown.⁸

In the EU, the growth-to-harvest ratio is closer, at 1.3:1. So, about 25% more tree volume is grown than is harvested annually in Europe.⁹

Fact: Responsible sourcing practices can help to keep forests standing.

A key element that’s often missed from dialogue is that market demand for forest products like paperboard can be one factor to help support the retention of forests, in the face of development pressures. 

About 58%¹⁰ of U.S. forests are privately owned, and most of these forests are owned by families and individuals, not companies. Markets for responsibly sourced wood provide a recurring economic opportunity to these landowners to maintain their land as a working forest, rather than sell it for development. 

Put simply, a healthy market for responsibly and ethically sourced forest products is a vital tool to keep forestland forested.

Fact: Our forest certification and fiber sourcing programs assure that paperboard packaging does not contribute to deforestation or biodiversity loss​.

We source wood locally from sustainably managed forests

We certify wood and fiber sourcing practices via third-party forest certification frameworks

We purchase forest products using sustainable sourcing and fiber chain of custody practices

We purchase forest products using sustainable sourcing and fiber chain of custody practices

100% of the wood fiber used in our paperboard manufacturing process is certified as sustainably sourced, and 96% of our facilities are certified to one or more fiber certification standards.

Recovered wood and fiber content also plays a major role in lowering pressure on forest resources. 100% of recycled paperboard products are eligible for fiber certification. Our state-of-the-art Waco recycled paperboard manufacturing facility, due to open in late 2025, will include advanced paper pulping technologies that can process bleached poly-coated paperboard packaging, including the clippings and other waste generated at our foodservice packaging plants. By turning recovered fiber back into new packaging where viable, we’re reducing waste and supporting a more circular fiber system.