The 2026 Packaging Report from Bain’s finds that while sustainability marketing has toned down across the sector, investment in sustainability continues to accelerate.
However, non-profit company Canopy states there is an overlooked risk with the potential for deforestation as demand for paper packaging rises.
Nick Stewart, strategic lead, packaging producers, Canopy, said: “Bain’s 2026 Packaging Report underscores a clear market signal: sustainability is no longer a nice to have, it’s a business advantage.