Packaging trends 2023: all the new packaging developments

Packaging

Staff Cart-One 18/06/2026 0

From aesthetics to environmental sustainability, packaging must meet increasingly specific needs from consumers and the environment.

Packaging Trends 2023: all the new packaging developments. Nowadays, packaging must focus on aspects that go beyond aesthetics, but also on issues regarding sustainability and the adoption of materials that respect the planet. And then there is the e-commerce factor, a sector that is growing dramatically day by day, and which requires increasingly cutting-edge packaging and digital printing technologies.   Read also: “How the energy crisis impacts the supply of paper and cardboard”  

Greater demand for corrugated cardboard

Since the beginning of the Covid-19 pandemic, consumer purchases have changed radically. Consequently, companies had to adapt to the new “normal” by creating an online store to continue selling their products. The data confirms it: 30% of companies moved online during the peak of the pandemic, with the resulting significant growth of the e-commerce sector. A trend that will continue to grow in the future. Indeed, thanks to the use of smartphones and the accessibility of more digital technologies, 95% of all purchases will be made online by 2040.   E-commerce retail sales will continue to rise, with estimates of around 20% annual growth for electronic commerce in Europe; global online sales are expected to exceed 5.5 trillion dollars in 2023, which will have a profound impact on packaging demand, especially in the corrugated cardboard industry, affecting 80% of the demand for products sold online. This results in an increasingly complex supply chain for direct-to-consumer delivery, considering that packages sold via e-commerce are handled up to 20 times or more during standard distribution. All this translates into a new demand for corrugated cardboard packaging. Packaging that is increasingly resistant, safe, robust, and versatile, therefore capable of containing, protecting, and transporting the various types of products within.  

More and more digital printing

Digital printing will be increasingly important for the packaging world in 2023. With the higher demand for corrugated cardboard, in fact, companies will choose increasingly high-performance materials that can be printed optimally. This results in higher brand customization, certainly thanks to a quality of the latest technologies that is significantly superior compared to the past. With these technological developments, brands will want higher customer loyalty and engagement, and packaging will do nothing but help create a memorable purchasing experience to share through social media, also attracting new users and generating more conversions.  

Custom fit-to-product packaging

Again thanks to the explosion of e-commerce and the needs of its sellers, the fit-to-product (FtP) or box-on-demand system will be increasingly important, a technology that allows the production of custom packaging based on the exact dimensions of the product to be packed, including irregular shapes. In this way, the end user will no longer need to hold large stocks of standard-sized boxes that often require abundant amounts of void-fill material. Gradually, with the increased request for FtP platforms, there will be more demand for cardboard sold as fanfold.  

Retail-ready formats

Shelf ready packaging, intended for retail sale, is establishing itself more and more as a tool to save costs for retailers, especially in Western Europe. A factor derived from greater sales pressure, also as a solution to save labor, since it is estimated that these packaging formats can reduce shelf-replenishment and handling costs by up to 50%, while also providing greater control over the presentation of goods within the retail space.  

Sustainable packaging

Corrugated cardboard is easy to recycle and can be converted into new packaging cardboard production. This also results in an increased demand for corrugated protective formats compared to polymer-based alternatives, such as expanded polystyrene (EPS) foams. Consumer goods companies are increasingly committed to modifying existing packaging and ensuring that new versions are more sustainable through the lightweighting strategy, which reduces the size and weight of the packaging, so that products are lighter and the carbon footprint during transport is lowered. The importance of lightweighting will continue to be felt in the coming years, as retailers need to save on costs and attract end users. To be considered, obviously, is that environmental labeling will come into force from January 1st, 2023, so it will be mandatory to communicate the final destination of the packaging, with an indication of all the materials it is made of. The purpose is to facilitate the collection, reuse, recovery, and recycling of packaging, as well as to increase consumer awareness on the subject of sustainability.  

More conscious design for the beauty sector

The global packaging market is booming, and it is destined to grow by nearly 3% year-on-year between now and 2028, to a value of 1.2 trillion dollars. For the beauty industry, packaging is no longer just a means for transporting products; it is the mirror of the brand and its values, of its commitment to people and the planet. For this reason, for the 2023/24 season, cosmetic packaging design will be more ecologically conscious through regenerative design systems, where the packaging will improve the ecosystem and protect biodiversity. There will be more and more compostable materials, packaging based on carbon capture, and materials derived from waste and by-products. Furthermore, thanks to new post-pandemic values, such as self-care and inclusion, more space will be given to experiences, cultures, and individual realities with the development of micro-dose packaging and universal packaging. The choice of materials will also be made to stimulate interaction, thanks to tactile and sensory textures like suede or the matte-velvety effect, and packaging that will strengthen the person-product connection. In addition, packaging will have increasingly evolving shapes: from single-dose sachets that seal the key moments of the beauty routine to magnetic single-dose miniatures, packed in soluble sachets and pods, completely recyclable and compostable, while large-sized refills will stay at home and be used to refill travel containers when necessary. Everything, clearly, from the perspective of sustainability.   There is talk of four materials that will be the protagonists of the new packaging in the coming years: mycelium, seaweed, cork, and hemp. Mycelium packaging has already made giant strides: durable, resistant, and lightweight, it has the capacity to decompose in the ground within 90 days, also reducing costs along the entire supply chain. Seaweed will be increasingly available from 2024; it does not require fresh water, land, or fertilizer, and grows 20-30 times more than land-based agriculture, so as to replace single-use plastic. Cork and hemp paper are already available and both come from regenerative agricultural practices. If these materials continue to be used, it will certainly facilitate the transition to regenerative crops with a new longevity for packaging.  

The future of food and drink packaging 2023

Packaging related to the food and drink sector is a fundamental communication vehicle, which must constantly adapt to consumer expectations. In recent years, to respond more and more to environmental, social, and economic sustainability needs, packaging has also taken on an ethical role, keeping track of our purchasing choices regarding the environment. 2023 packaging, therefore, will put sustainability, value, technology, and appealing aesthetics at the center, choosing more sustainable materials, but also more optimistic designs and colors, especially after the long global post-pandemic period. The colors will be simple and reassuring, as well as versatile: soft and classic base colors that will produce a sense of security in consumers. Furthermore, 2023 packaging will find inspiration in nature: consumers will find serenity and pleasure in nature, appreciating it for its healing benefits and nurturing a deep desire to preserve it. Food and beverage ingredients for wellness and self-care will be fundamental, as will natural processes for packaging. Packaging must be created from natural regenerative and biodiverse fibers and products must be made from processes that increase biodiversity and leave no trace. The trend colors will be optimistic and emotional, with a delicate balance between natural earth tones and bright colors, for a perfect harmony with a consumer who seeks their own well-being and that of the earth.   Find out more: “Environmental labeling in packaging: what Italian regulations say”

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Staff Cart-One 19/06/2026

Memorable unboxing experience – from nice to have to must have
In our previous article, we described the key drivers of ecommerce packaging and the three main stakeholders in the value chains. Today, we will focus on e-consumers and how to create a memorable unboxing experience. We will first redefine where the term comes from. Then, we will identify how ecommerce packaging plays a crucial role during all ‘Moments Of Truth’. Finally we can make assumption about the key future trends. Please enjoy reading the piece, along with some wonderful examples of how our European teams have already started to create compelling packaging designs. Memorable unboxing experience – Why and when? “If companies want to increase their profile, specifically on social media, they must invest in the box as much as the product.” Paul Marsh, Managing Director – The Packaging Experts A memorable unboxing experience occurs when a consumer is so inspired by the packaging and the visual impact of a product they have bought online, they want to share it on social media. The ways consumers interact with ecommerce packaging – how they receive it, open it and engage with it - provide a big opportunity for brands, and can even help them go viral. But when did this new trend appear in the digital world? What is its evolution and how can we explain it? According to Google trends, people have been talking about their “unboxing experiences” for many years, but the term became widespread in 2008, as the “Unboxing Ceremony of Nokia E61” was the first to be recorded and published on youtube. Since then, the trend has grown to reach a peak in 2014, before stabilizing until 2019, and decreasing slightly in the last two years (probably due to Covid’s impact). However, most years there are substantial peaks in the month leading up to Christmas. Our role is then to co-create with our customers memorable unboxing experiences. How? By identifying the best opportunities to increase brand loyalty across the different Moments Of Truth. As we looked at in our previous article, these are shown below: Source: Google Memorable unboxing experience – A vehicle of brand image and message “If you were a customer who ordered something online, which is going to make you feel more valued: your purchase arriving in a generic cardboard box, or in attractive, bespoke packaging?” Beth Owens – Marketing Strategist Online purchasing is a completely different experience to shopping in physical premises. All of the touchpoints within the customer’s journey are changed, with ecommerce packaging replacing the role of traditional primary packaging. Let’s start with the arrival at the doorstep, which marks the start of the Second Moment Of Truth. At this stage, the ecommerce packaging is the first thing a customer sees, and is therefore responsible for carrying a brand’s key messages, including its sustainability policy. In the below example, developed by the Blue Box Partners’ Alliance, the packaging design generates a great first impression. It provides fantastic incentive to open, and promises to deliver a memorable unboxing experience. According to Dotcom Distribution, 40% of online shoppers would share an image of their purchase on social media if it came in branded packaging . Memorable unboxing experience – The Ultimate Moment of Truth or the way to go viral! A great unboxing experience is like the cherry on the cake: the final thing that makes something perfect! Ecommerce packaging can prolong the consumer’s exposure to a brand’s vison and allow a wider scope for positioning and storytelling. As they open the box, consumers will continue their journey, offering the brand further opportunity to display coherent and homogeneous messages. At the same time, brands can propose additional services, and further information on how to reuse their packaging. In the first example, parents can build a baby mobile for their children: This is similar to Amazon’s initiative in July 2020, “Less packaging, more smiles” which encouraged consumers to upcycle the boxes into pet houses and robot costumes. Or this example below, where online shoppers are invited to reuse the box to sell items of clothing on Vinted! In both these examples, you can clearly see that packaging design enhances the brand narratives. It is not just “a box”, but a chance to take customers on a journey,which is vital for inspiring repeat business. And, according to Forbes, acquiring new customers can cost up to five times more than retaining your existing base. Ecommmerce packaging – Reusability and returnability features to ease sustainable behaviours The next example raises curiosity and awareness of after-use recycling possibilities. Research shows 62% of online shoppers are more likely to purchase from brands using sustainable packaging. Moreover, “Returnability” features are key: they simplified life for the consumer by using glue tapes to reclose and resend the original product. These examples, all made out of corrugated cardboard, a mono-material solution that enhances recycling rates. Using sustainable products and communicating about it allows brands to cultivate an image of strong ethics and social responsibility. It has become a global concern, clearly shown by an increase in searching results of 140% within the last 12 months. Finally, as we discussed at the beginning of the article, the concept of the “unboxing experience” started with electronic products. Let’s close the loop with another example from that industry. First of all, consumers today are equipped with more electronic devices than ever before. The average UK household owns 9.16 devices. Secondly, society is increasingly concerned by the impact of so many electronic devices on the environment. Therefore, we are seeing a huge demand for reconditioned products that are delivered online. To avoid shipping the original box inside a new box, we can offer a packaging design solution with a retention system that overcomes logistic strains while minimising resources and void. To conclude, Packaging design has become a powerful tool that can have an impact throughout the customer journey. Not only does it help to engage and inform consumers, it can help to retain them too. As a result, packaging plays an important role throughout the act of purchasing, where consumers are influenced not only by a product, but by the entire memorable unboxing experience – resulting in the Ultimate Moment of Truth. Seduced by unexpected extra offers or benefits within the ecommerce packaging, the consumer will be keen to share the moment with others, creating viral content that will increase eWOM (e-Word Of Mouth), and become the Zero Moment Of Truth (ZMOT) for another consumer looking online for the same or a similar product. What can we expect for the future ecommerce packaging? As technology continues to evolve, and advancements such as AR (Augmented Reality) or IoT (Internet of Things) become commonplace, the concept of a memorable unboxing experience becomes even more important. Companies will need their brand perception to evolve alongside their products, and packaging design has a crucial part to play in promoting both consumer engagement and sustainability. If you need support in designing packaging for e-commerce, our team is at your complete disposal: contact CART-ONE for a personalized consultation.
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seo 19/06/2026

Luxury packaging: the forecasts of the future market
Packaging for the luxury segment is built and designed to convey brand values ​​by focusing on elegance and innovation. Nowadays, a new sensitivity regarding pollution and waste production, as well as the changed purchasing habits of consumers and the greater use of online stores, have given the sector new stimuli, offering the possibility for designers to experiment new solutions. So Packaging Première has promoted research aimed at understanding the evolution of qualitative trends that are emerging in the packaging user sectors. With the advent of the pandemic, there was a renewed interest in Made in Italy, both in terms of domestic consumption and in terms of the foreign market. In this sense, the packaging had the task of transferring those values ​​that are iconically linked to the excellent products of our country, such as elegance and tradition, but also innovation and originality. What are the characteristics of luxury packaging? The packaging used by brands operating in the luxury sector has always been strongly identifying the brand. The customer, therefore, recognizes himself in that specific product starting right from the packaging. Thinking of packaging variations different from the usual one can be harmful in terms of recognizing the distinctive features of the product. This strategy, therefore, can only be used for celebratory purposes, for example on the occasion of an anniversary or a limited edition. However, not all products are suitable for this type of operation. In addition to the desire to obtain a personalized and recognizable packaging, at the same time companies require the realization of projects that aim to protect the environment, combining the use of recycled materials with savings in the input phase and with the consumption of themselves. Furthermore, with regard to the use of the product by the final consumer, we can see that in Europe the sensory interaction between packaging and the consumer is privileged. This aspect is also evident in the difference in approach to colour, preferring a range of shades that bears the concept of naturalness in its essence, as happens, for example, for products in the food chain. What are the prospects that influence the production of luxury packaging? With the advent of the pandemic, the number of users who have turned to online commerce to satisfy their needs has increased. This trend could stabilize over the next few years. If in the past the tactile sensations regarding the composition material of the packaging could be an additional attraction, now it is necessary to conceive the packaging with an aesthetic capable of involving the potential buyer through the screen. The search for a new aesthetic will go hand in hand with the need to preserve functional characteristics. In this sense, also given the greater sensitivity of consumers towards issues concerning the environment, it will be the designers' responsibility to propose solutions that come to life from recycled materials, easily disposed of once they are placed in the circuit of use. The packaging of the future will be user-friendly, suitable for containing costs, thanks to the lightening of the raw material and the consequent lowering of transport costs. The new trends in luxury packaging As we have mentioned, the packaging is also designed on the consumer's habits. If at one time glossy finishes were synonymous with prestige, now they are mainly intended for foreign markets such as Russia and the Emirates. We tend to preserve processes that have important details that can give back pleasant tactile sensations. At the same time, attempts are made to limit or eliminate the use of multi-material packaging, to avoid integrating paper and plastic. As for printing, there is talk of a reduction in costs through the use of nanotechnologies, which have not yet found use in Italy. Finally, technological advances make it possible to obtain paper and cardboard packaging made from renewable sources or from processing waste, which undergo processes capable of making the packaging robust. For the creation of customized corrugated cardboard packaging obtained through sustainable processes, discover the proposals of CART-ONE.
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Staff Cart-One 18/06/2026

Packaging cardboards: what materials are they made of?
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