Nicole Karamallakis
January 13, 2026
As consumer expectations evolve, packaging must work harder than ever to deliver clarity, convenience, sustainability, and strong shelf presence across every channel. Read on for a packaging-first look at the major trends shaping 2026 and what they mean for brands preparing for a packaging refresh or innovative shift.
Consumers are embracing a holistic view of wellbeing, prioritizing both physical and mental health. 64% of consumers actively seek snacks that are good for them. GLP-1 usage continues to rise: 23% of households reported use as of September 2025, further reinforcing the desire for mindful eating and portion control. ¹
Brands emphasize functional ingredients like protein and fiber, and consumers reward clear, front-of-pack BFY callouts. This trend expands into pet products as well, with the fresh and human-grade pet food segment growing. ²
The Make America Healthy Again (MAHA) Agenda includes potential front-of-package nutrition requirements and a push to eliminate artificial dyes and additives, reinforced by the FDA’s ban of Red No. 3 taking effect in January 2027. ³ Many brands have already announced shifts to natural colors, prompting packaging reevaluation for barrier properties, graphics, and better-for-you messaging.
Consumers continue to demand packaging that supports on-the-go lifestyles. 57% of consumers seek snacks they can eat on-the-go. ¹ Ease-of-use features are no longer perceived as added value, but rather baseline expectations.
50% of consumers consider resealable packaging important. ⁴ Resealability also aligns with the desire to reduce food waste and extend shelf life, a sustainability and value win. ⁵
57% of consumers say easy-to-open packaging matters, especially for older adults (65+) seeking improved usability and accessibility. ⁴ Laser scoring, Reseal-It, and easy-peel designs directly address this need.
The digital shelf is now just as important as the physical one. Consumers increasingly discover, and purchase items online for ease and competitive pricing. In this environment, packaging must communicate purpose, value, and more within seconds.
Social platforms, especially TikTok, influence visibility. Brands are launching limited time offers (LTOs) and test products through TikTok Shop before national retailer expansion. ChatGPT shopping integrations mean discovery, education, and purchasing can all happen on one platform.
50% of consumers are likely to scan a QR code to learn more about a product. With the implementation of GS1 Sunrise 2027, retailers will begin accepting 2D barcodes at checkout by the end of 2027, an initiative that could eventually replace traditional UPCs. Brands should consider this transition in future packaging design decisions, including whether and when to shift exclusively to 2D codes, as this technology enables advanced inventory management and richer consumer experiences.
Aesthetics are no longer secondary; they are central to a product’s story. Packaging visuals strongly influence purchase decisions among 18-44 year olds who discover new products on social media and respond to premium-feeling designs. ⁴ In particular, Millennials, who make up a significant portion of this demographic, gravitate toward premium designs that feature more vibrant, eye-catching elements.
Nostalgia remains a powerful cue during uncertain times. Retro-inspired colors, typography, and limited-edition throwbacks create emotional resonance and encourage consumers to try a new product.
Finishes such as matte, matte/gloss contrast, and metallic elements communicate quality and drive premium perception. Clear windows and reveals showcase product authenticity and align with BFY & transparency expectations.
Sustainability continues to influence brand choice, especially for younger consumers who increasingly prioritize environmental impact. However, concern remains: 66% of consumers are unsure whether brands’ sustainability efforts are genuine. ⁵
Extended Producer Responsibility (EPR) is rapidly shifting from planning to execution, making regulatory readiness a near-term priority for brands. Multiple state programs are rolling out on complex, overlapping timelines.
California’s SB 343 introduces stricter requirements around recyclability claims, with a compliance deadline of October 4, 2026. Claims must be supported by verified recycling rates and infrastructure. How2Recycle® PRO labels are available, and brands planning packaging or graphics updates in the coming months should integrate SB 343 compliance with those changes now rather than addressing it later.
As EPR and labeling requirements expand, packaging material choices, structure design, and on-pack claims will increasingly affect both cost and credibility. Proactive planning will allow brands to treat compliance not as a disruption, but as a catalyst for smarter, more future-ready packaging as we go through 2026.
Across markets, packaging functions as a strategic tool, informing, protecting, delighting, and differentiating products. Brands that want to win in 2026 should be prepared to:
Printpack partners with brands to turn these priorities into packaging that performs, combining material science, structural engineering, digital‑ready design, and regulatory expertise. Through collaborative innovation and early‑stage planning, we help brands navigate change with confidence and deliver packaging solutions built for shelf, screen, and long‑term growth.
Reach out to Printpack to begin shaping packaging solutions built to perform now and into the future.
[Sources]
Nicole Karamallakis is a Consumer & Packaging Insight Specialist at Printpack, an industry leader in flexible and specialty rigid packaging. In this role, she monitors consumer trends and package preferences to drive innovation and product development activities. Previously at Printpack, Nicole was a Sales Representative where she worked with various customers and brands. She earned her bachelor's degree in marketing from the University of Georgia.
January 27, 2026
ATLANTA, GA — Printpack announced today that its near-term and net-zero emissions targets have been validated by the Science Based Targets initiative (SBTi). Printpack strives to continually ...
Learn More
June 4, 2024
Alberto Padilla started his Printpack career journey over 34 years ago, working as a Roll-Changer in Los Angeles, CA. A few months later he became a machine operator, and due to his skills, was invited to move to North Carolina. He was later promoted...
Learn More
April 7, 2025
Fueled by Millennials and Gen Z, the pet care market is booming with those who treat their pets like family. […]
Learn MoreStay
Connected
Join our subscription list and you will be the first to hear about sustainable product options, packaging trends, and other
Printpack news.
Let's Talk
Packaging
We pride ourselves on designing the right package for your brand’s needs. Collaborate with us. Take your brand to the next level and win at the shelf.
Contact Us
