Industry insights from Ben Turnbull, Business Development Manager
Packaging continues to evolve rapidly as brands balance changing consumer expectations, sustainability commitments, new regulations, cost pressures and the need to stand out in increasingly competitive markets.
For packaging buyers, packaging needs to protect the product, perform efficiently through production and distribution, communicate the brand, deliver shelf impact, and use materials responsibly, with recyclability and end-of-life considerations built in.
As Business Development Manager at Harrison Packaging, I work closely with brands and packaging buyers to understand these challenges and explore how carton design, materials and manufacturing can help address them.
Here are some key trends shaping carton packaging in 2026 and beyond, and how we are responding to them at Harrison Packaging.
Fibre-Based Packaging Continues to Gain Ground
One of the most significant developments is the continued move to fibre-based packaging as brands look to reduce unnecessary plastic.
Industry forecasts suggest folding cartons are particularly well positioned to gain market share from plastic formats in applications including multipacks, fresh produce and foodservice packaging.
Growth is also expected across sectors including confectionery, chilled food, beverages and healthcare.
Consumer preferences are also supporting this shift. According to the 2026 European Consumer Packaging Perceptions Survey from Pro Carton, the European Association of Carton and Cartonboard Manufacturers, 84% of consumers would prefer cartonboard over plastic packaging when given the choice.
At Harrison Packaging, we increasingly work with customers who want to explore where fibre-based cartons could replace or reduce plastic, developing carton structures that deliver the necessary performance while supporting wider sustainability objectives.
For some brands, that means developing an entirely new fibre-based packaging concept. For others, relatively small changes to an existing pack can help reduce material use, simplify the structure or improve recyclability.
Designing Carton Packaging for Recyclability
In today’s sustainability-conscious market, packaging buyers are looking beyond broad sustainability claims. Increasingly, the focus is on how packaging performs across its entire lifecycle.
This means designing packaging with end-of-life in mind, considering the materials used and how effectively the finished pack can be collected, sorted and recycled through existing infrastructure.
Recyclability therefore needs to be considered as part of the complete packaging design rather than simply as a statement about the source material.
This is influencing decisions throughout the design process, from cartonboard selection and structure, to inks, coatings, adhesives and finishes.
Recyclability is also becoming increasingly important to consumers. Pro Carton’s 2026 research found that ease of recycling is the most important packaging consideration for 64% of European consumers.
We work with packaging buyers to identify opportunities to simplify structures, reduce unnecessary components and make informed choices about materials, print and finishing.
Our FSC® certification also enables us to support customers looking for responsibly sourced fibre-based packaging, while our manufacturing processes and continued investment help us consider sustainability beyond the carton itself.
Lightweighting Without Compromising Performance
Reducing the amount of material used in packaging is another important consideration, particularly as brands look to improve resource efficiency.
Reducing board weight only delivers a benefit if the finished carton still provides the required strength, protection, print quality and manufacturing performance.
This is where structural design and manufacturing experience are important.
Our in-house design team can review existing carton structures, explore alternative board grades and develop physical samples to assess how potential changes work in practice.
Because design and manufacturing expertise sit within the same business, we can consider how a carton looks on screen and how it will be printed, converted, glued, packed, transported and ultimately used.
That can help customers identify opportunities to optimise materials without introducing problems elsewhere in the packaging or production process.
Sustainable Packaging Still Needs to Stand Out
Across sectors including beauty, personal care, confectionery and premium food and drink, packaging continues to play an important role in communicating quality, supporting brand positioning and creating differentiation.
Creative carton structures, high-quality print, embossing, foiling, coatings and other finishing techniques can all contribute to strong visual and tactile customer experiences.
Sustainable packaging choices can also positively influence how consumers perceive a brand. 66% of consumers surveyed by Pro Carton said sustainable packaging increases their trust in a product.
The challenge is bringing these priorities together to create packaging that considers recyclability and material efficiency while still delivering the creativity, quality and impact brands need.
This is an area where our continued investment in print and finishing technology gives our customers significant scope to explore different possibilities.
Harrison Packaging’s eight-colour Koenig & Bauer Rapida 106 X press
Our eight-colour Koenig & Bauer Rapida 106 X press with twin-coating capability, together with advanced die-cutting and finishing equipment, enables us to combine high-quality print, coatings and finishing with innovative carton structures.
For packaging buyers, this means sustainability, manufacturing performance and shelf impact don’t need to be considered as separate objectives. They can be developed together as part of the same packaging brief.
Packaging Design Is Becoming More Collaborative
The best packaging solutions increasingly bring together brand requirements, structural design, materials, print, finishing, production, logistics and sustainability considerations from the beginning of a project.
This is very much how we approach packaging development.
Our customers can work directly with our experienced in-house design team to develop concepts, explore different structures and produce physical samples before progressing to manufacture.
Bringing our design, technical and manufacturing knowledge into the conversation early means we can consider the complete carton journey.
By understanding what a customer is trying to achieve from the outset, we can develop a solution that works for the product, the brand and the production process.
For me, that’s where some of the most interesting packaging development happens. Bringing together the customer’s knowledge of their product and market with our knowledge of carton design and manufacture to find the right solution.
Developing Your Next Carton Packaging Project?
Whether you’re reviewing existing packaging, looking to optimise material use or recyclability, exploring opportunities to move from plastic to fibre-based alternatives, or developing packaging for a new product launch, we’d be delighted to support your next project.
Get in touch today:
01642 754600 | sales@harrisonpack.com
Frequently Asked Questions
What are the main carton packaging trends for 2026 and beyond?
Key trends include greater use of recyclable fibre-based materials, designing packaging for recyclability, lightweighting and material optimisation, sustainable premium finishes and increased collaboration between brands, designers and packaging manufacturers.
Can carton packaging provide an alternative to plastic packaging?
In many applications, folding cartons offer an alternative to plastic. It depends on factors including product protection, barrier requirements, supply chain conditions and manufacturing processes, so each application should be assessed individually.
How can brands make carton packaging more sustainable?
Sustainable carton packaging starts with design. Brands can consider responsibly sourced materials, material reduction, recyclability, efficient carton structures and appropriate inks, coatings and finishes, while ensuring the packaging still provides the required protection and performance.
Which sectors use folding carton packaging?
Folding cartons are used across a wide range of markets including food and beverage, confectionery, healthcare, pharmaceutical, beauty and personal care, household products, pet care, luxury drinks and industrial applications.
Can Harrison Packaging help develop new carton packaging concepts?
Yes. Harrison Packaging provides in-house structural packaging design and development, helping customers explore new concepts, create samples and refine carton structures before manufacture. Our team can support both completely new packaging projects and the development or optimisation of existing packs.