Packaging Design Trends for 2026

Food and drink brands are moving away from overdecorated packs and focusing on ingredient transparency, clarity and designs that actually sell. Here’s what is shaping packaging this year.

1. Clarity Over Clutter

Overdesigned food and drink packaging is starting to feel dated. In 2026, clarity wins.

We are seeing cleaner layouts, fewer competing messages and stronger hierarchy on front of pack. Not minimal for the sake of it, but focused. Brands are choosing one strong idea and letting it lead.

In supermarkets, especially in crowded categories like snacks, sauces and chilled drinks, products that communicate quickly tend to perform better.

For artisan food brands and independent businesses, this is particularly important. You do not need to shout. You need to be understood.

If you are reviewing your current packaging design, it is worth asking whether your front of pack clearly communicates what makes your product different. For example: Handmade in Ireland, Made with only 5 ingredients, and so on.

2. Ingredient Led Design

Consumers are reading labels more carefully than ever, partly thanks to the work of Sophie Morris and other influencers. In 2026, ingredient transparency is not just about compliance. It is becoming part of the design language for food and drink brands.

We are seeing:

• Larger ingredient callouts

• Clear origin statements

• Honest food photography

• Simpler claims

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Supermarket brands like M&S have leaned into this by launching their Only Ingredients range, placing ingredients front and centre.

For artisan food businesses, this is an opportunity. If you use high quality or locally sourced ingredients, make them visible. Design should support that story, not distract from it.

Ingredient transparency works best when it aligns with your overall food and drink branding strategy, not when it is added as an afterthought.

M&S Only Ingredients Range

3. Strategic Use of Colour

Colour still matters, but in 2026 it is less about trends and more about how it works within a food and drink packaging system.

Strong brands are analysing their category and choosing colours that create space on shelf. In some cases that means muted natural tones. In others, bold contrast.

For growing independent food brands, colour decisions should support brand recognition, flavour differentiation and future range expansion.

When we develop packaging systems, we always consider how a brand will scale across multiple SKUs and formats, not just how one product looks at launch.

4. Packaging Systems That Plan for Growth

More founders are thinking beyond the first product. They are planning for future flavours, seasonal editions and retail expansion from the start.

In 2026, strong food and drink packaging design is built as a system. That means:

• Clear range architecture

• Flexible layouts

• Consistent brand assets

• Room to grow

  
  

Designing a system early prevents expensive redesigns later and ensures your brand feels cohesive as it expands.

5. Tactile and Considered Finishes

As more sales happen online, physical packaging still needs to justify itself when it lands in someone’s hands.

We are seeing thoughtful use of:

• Uncoated stocks

• Embossing

• Subtle foil detailing

• Soft touch finishes

  
  

Not flashy effects, just considered detail. In premium food and drink brands, tactility still influences perceived value, but it needs to align with your audience and price point.

6. Honest Sustainability

Sustainability is no longer a marketing headline. It is expected.

In 2026, sustainable packaging is communicated quietly. Clear recycling instructions, reduced packaging layers and simpler material choices are becoming standard. Consumers are increasingly aware of greenwashing, so honesty is essential.

For food and drink businesses, sustainability should be embedded from the start, alongside brand strategy and packaging design.

Branding First, Trends Second

The biggest shift I am seeing is this: strong brands are not chasing trends.

They are filtering trends through brand strategy and packaging design.

A well positioned food or drink brand with a clear point of view will always outperform a beautifully designed pack with no direction.

Before adopting trends, ask:

• Does this support our positioning?

• Does it speak to our target customer?

• Does it help us grow commercially?

  
  

Final Thoughts

Food and drink packaging design in 2026 feels more grounded, intentional and commercially aware. The question is not what is trending. It is whether your packaging clearly communicates who you are and why your product deserves space on shelf.

If you are planning a launch or considering a refresh, we can help. Take a look at what we do on our Services page to see how we support food and drink brands with branding, packaging design and strategic guidance.