Few industries carry as much metaphorical weight as packaging. It protects, communicates, sustains, and defines how brands are judged. As 2026 rolls on, the packaging sector finds itself in a tightening regulatory environment while, at the same time, exploring some of the most exciting technological possibilities in its history. At Think B2B Marketing, we work with businesses across the full print and packaging supply chain, from software developers and machinery manufacturers to material specialists and event organisers. That range of perspective gives us a clear view of what's driving the market, where the real opportunities lie, and what companies need to do to stay ahead. A Market Defined by Tension and Opportunity The packaging market in 2026 is defined by palpable tension between constraint and creativity. On one side we have mounting regulatory obligations, from the UK's producer Extended Producer Responsibility (pEPR) scheme and DEFRA's Simpler Recycling initiative, to the EU's Packaging and Packaging Waste Regulation (PPWR) – all influencing how companies design, source, and report on their packaging. On the other side, advances in digital printing, smart packaging, automation, and material science are opening up entirely new commercial and creative possibilities. The UK packaging industry remains one of the most dynamic on the global stage. Despite mounting pressures, the sector continues to push material and design technology further than ever before. Where some businesses see compliance as a burden or box-ticking exercise, the most forward-thinking players are recognising it as a commercial catalyst. Joanna Stephenson, our managing director here at Think B2B Marketing and a longstanding advocate for the packaging sector, captures the mood well: "The packaging industry in 2026 is one of the most commercially interesting places to be. Yes, the regulatory environment is complex, but complexity creates opportunity for those who are prepared. “What we're seeing with our clients is that the businesses pulling ahead aren't the ones waiting for the dust to settle. They're the ones who've decided that sustainability, compliance, and innovation aren't competing – they are in fact the same priority. The global packaging industry has always been more resilient and more creative than it gets credit for. That hasn't changed – if anything, the pressure is making it sharper." The demand driving today's packaging innovations is unmistakably clear: brands want packaging that performs. That means In this guest article, James Coldman from Think B2B looks across the entire packaging ecosystem to understand where the challenges, opportunities, and developments lie for the sector THE ART OF GETTING IT RIGHT PACKAGING OPPORTUNITIES | JAMES COLDMAN 61 www.printmonthly.co.uk Issue 360 - May | June 2026
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