In February, the Duo team headed to Packaging Innovations & Empack 2026 at the NEC Birmingham one of the UK’s most influential packaging events and a gathering point for brands, materials scientists, sustainability leaders and supply‑chain innovators.
This year’s event demonstrated just how quickly the industry is evolving. According to Packaging News, the show welcomed over 8,000 unique visitors, an 8% increase on last year, along with more than 500 exhibitors and attendees representing over 3,000 brands across FMCG, beauty, e‑commerce, food & drink and manufacturing.
Across the exhibition floor, the themes dominated every conversation: materials, regulatory changes and consumer expectations.
Below are the shifts we believe will matter most:
Materials: innovation and circularity are accelerating
Material choice remains one of the biggest levers for packaging sustainability, and choices are being shaped by customer demand, environmental goals, cost volatility, and legislation.
Materials science is entering a new phase with three priorities standing out; renewable and bio-based polymers, recyclability, lightweight and durability. The direction of travel is clear: better performance, lower impact, smarter material design.
Consumers: Trust, transparency and proof-points
Across the show, speakers reinforced what we are seeing with our own customers: consumers expectations are reshaping packaging decisions.
Consumers are demanding greater transparency and want to see solid proof that backs-up the environmental merits of products and services. They want packaging to reinforce trust through transparent communication. Packaging is a brand’s most immediate touchpoint – the moment where promises are tested against reality.
As a result, more brands are rethinking packaging design and development to ensure their packaging is a proof point for sustainability and communicates engaging circularity stories.
Legislation: Policy is driving faster change
Speakers this year placed strong emphasis on the policy landscape driving packaging transformation; Extended Producer Responsibility (EPR), new recycling frameworks and the shift towards circularity-first policy.
These shifts signal a move toward a more holistic, system-wide accountability and they are pushing brands to revisit specifications, materials, formats and claims from the ground up.
To help teams navigate these changes, we’ve created a detailed resource exploring the five major forces shaping packaging strategies in 2026, with actionable recommendations for your business.
Download ImPACKED: The Five Big Influences Shaping the Future of Packaging Strategies
It covers:
- Emerging materials and their performance implications
- Shifting consumer behaviours and trust signals
- Policy pressures driving specification changes
- Supply‑chain considerations shaping packaging decisions
- Strategic recommendations for brands preparing for the future