By its nature, all packaging tells a story. Today, the challenge is making your voice heard above the noise of sustainability claims, smart tech breakthroughs and shifting consumer priorities. But how do you harness the latest packaging communications trends?
Drawing on research from over 400 global media titles and 700 key contacts across five continents, packaging industry PR specialist TALA’s whitepaper, ‘Packaging the message: Media trends that matter in 2026’ highlights the key factors set to define packaging communications for 2026.
Whether you’re crafting news releases, pitching thought leadership or building cross-platform visibility, knowing what journalists and influencers value and how they want to engage, is now essential.
TALA’s packaging industry analysis reveals not just the top-performing outlets and themes, but also where packaging, food and drink manufacturing brands can lead with their communications in 2026.
Packaging media landscape
The packaging media landscape is extensive and segmented by country, material and industry. The UK, Germany and the USA lead in outlets and the top five global trade titles, including Packaging Technology Today, Packaging World, Food Bev Media, Packaging Digest and Packaging Strategies, reach a combined circulation of over 180,000.
Innovation and solution-led ahttps://www.packagingstrategies.com/rticles made up 40% of client coverage we achieved in early 2025, with case studies at 20%. News releases sent at 8am achieved a 26% open rate and urgency-driven headlines appeared in 19% of our top-performing releases.
Sustainability – the non-negotiable narrative
Sustainability dominates the 2026 editorial calendar, appearing in nearly every calendar analysed globally. Innovation and solution-led articles, many focused on sustainability, accounted for 40% of coverage in early 2025.
Sustainability now shapes every aspect of packaging communications. Editors seek stories that go beyond greenwashing, focusing on real innovation in recyclability, circularity and low-impact materials.
Headlines signalling action and specificity – like launches or statistics – outperformed vague formats, with urgency-driven language in one fifth of top headlines.
Technology takes centre stage
Automation, AI and smart packaging are now central to the packaging conversation. Our research found that terms alluding to this technology trio were referenced in over 20% of editorial calendars, especially in Europe, Central Asia and the Americas.
These topics are increasingly framed around “smart packaging” and “AI in production,” reflecting demand for stories on efficiency, traceability and digital transformation. Editorial teams want to see how AI and automation drive productivity and sustainability. Podcasts on these themes, such as Sustainable Packaging and Packaging Unboxd, reach thousands per episode.
Brands leading in these areas will find a receptive audience.
Material innovation under the microscope
Material choices face greater scrutiny. There’s growing demand for stories on breakthroughs in biodegradable, lightweight and upcycled packaging, especially those reducing environmental impact without sacrificing performance. Editors want content showing how new materials and formats meet evolving consumer and regulatory needs.
The rise of podcasts and digital channels
Podcasts are gaining influence, offering a trusted, long-form format for thought leadership. Sustainable Packaging has over 345 episodes, each averaging 1,000 downloads. Packaging Unboxd and unPACKed also have strong followings. Brands should use these platforms to pitch experts, sponsor episodes and launch niche podcasts.
Digital channels – newsletters, video and social media – are growing fast. Multi-channel amplification is now key, with outlets like FoodBev Media and Food Infotech offering web and social coverage. Prioritising top-performing, regionally relevant media with strong digital footprints boosts reach and repeat visibility, especially around major events.
Regional nuances and event hooks
Our research of regionally based packaging titles showed pronounced continental differences. Europe and Central Asia focus on technology-led sustainability; the Americas on recycling and D2C packaging; Southeast Asia Pacific on food safety and upcycling; and the Middle East and Africa on automation and clean label solutions.
Equally, aligning communications with major industry events, such as Pack Expo International, interpack, Gulfood Manufacturing and Propak Asia, remains a proven strategy for maximising relevance and media pick-up.
If you’re ready to elevate your brand’s story and harness these trends in your communications strategy, get in touch with the TALA team today at info@teamtala.com
Blog written by Jessica Friend Bartlett, Associate Director and Packaging & Materials Science Specialist at TALA.