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.
“Nearly 60% of packaging buyers say they would switch suppliers if sustainability expectations aren’t met, and many expect to pay a premium for more sustainable solutions—proof that the business case is real and accelerating.
“But as the sector moves away from plastic, we have to avoid shifting impacts to forests. More than 3.4 billion trees are logged each year to produce paper packaging and fabrics like rayon/viscose, often from climate-critical and biodiversity-rich forests that we need to keep standing.”