Why food packaging looks different in Bangkok than it does in Berlin

16.09.2026

From India to Italy: Why packaging varies so much

There are huge regional differences in packaging. An analysis of food product and packaging launches over the past five years, carried out by MULTIVAC in collaboration with Innova Market Insights, shows that the market for new packaging in India is growing by 9.3 per cent annually. A growing middle class, modern supermarkets and the desire for packaged, hygienic products are driving demand. In Germany, by contrast, the market is shrinking by two per cent. The focus here is no longer on growth, but on optimisation and sustainability.

Italy and the UK, for their part, are seeing a growing culture of convenience. Takeaway products, snacks for on the go and premium packaging are booming. In the UK, the trend is towards minimalism: transparent packaging without colourful printed designs is becoming increasingly popular.

In Africa, the Middle East and Australasia, the packaging market is booming, with annual growth of 18 per cent. Urbanisation and the development of modern retail structures are creating a huge demand. In Western Europe and North America, by contrast, the markets are stagnating or even shrinking slightly.

Flexible packs on the rise

Pouches instead of boxes, film instead of tins. The flexible packaging sector is growing rapidly worldwide: stand-up pouches by 84 per cent, flat pouches by 50 per cent. The reason is simple: they require less material, are easier to transport and have a lower environmental impact. Yet at the same time, they meet all the requirements for durability and protection.

A clear trend is emerging in the materials sector: away from complex multi-layer packaging and towards recyclable solutions made from a single material. The new EU Packaging Regulation (PPWR) is further driving this trend. By 2030, all packaging must be verifiably recyclable.

High standards for packaging

Packaging has become more complex. It must protect, inform and be sustainable, whilst remaining affordable. The requirements in Mumbai are different from those in Munich. And packaging must demonstrate that brands are taking responsibility.

The good news is that the industry is on the move. Flexible, material-efficient solutions are becoming the norm. Recyclability is becoming the norm. Packaging is becoming a means of communication that shows where food comes from and how it was produced. The course is being set now. For a future in which packaging not only protects goods, but is also more practical to use and generates less household waste.

Complete packaging consulting service

Experienced packaging engineers, food technologists and packaging material experts in the MULTIVAC Innovation Center develop customised packaging solutions, which are tailored to the particular needs of customers. The services on offer range from packaging consultancy and sample production right up to the supply of packaging materials, which are perfectly tailored to MULTIVAC's packaging systems, and which therefore ensure that the optimum packaging results are achieved.

At this year’s interpack, MULTIVAC unveiled Pack Check, a new free service designed to make it easier for customers to access packaging consultancy. Anyone interested can sign up for a brief initial consultation on their packaging by providing just a few details. In doing so, they gain initial inspiration for new packaging concepts or for optimising existing solutions – whilst taking into account upcoming regulatory requirements such as the PPWR, as well as current and local market and packaging trends.

For further information, please visit: https://multivacs.sbs/int/en/nv/pack-check