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.