Verallia Trend Book 2026: What consumer expectations will shape the packaging and beverages of tomorrow?
The 2026 edition of Verallia’s Trend Book developed in collaboration with Carlin Creative, highlights deep and lasting transformations in consumer behaviors across the food and beverage sectors. Consumers increasingly seek authenticity, functional benefits, and formats that foster togetherness. These shifts are prompting brands to view packaging not merely as a container, but as a strategic asset at the heart of their relationship with consumers.
Profound and lasting market shifts
The food and beverage industry is undergoing structural change. This particularly evident in wine and spirits, where moderation has emerged as a defining global trend. At the same time, new categories are gaining traction, most notably no-and low-alcohol beverages, which are expected to grow by 7% annually between 2023 and 2026 (IWSR, 2025).
This reflects a broader cultural shift: moderation is no longer a marginal trend or limited to younger demographics, but a mainstream behavior across generations.
Consumers are also prioritizing wellness, naturalness, and meaningful experiences. Social connection is regaining importance, often expressed through shareable formats and offline moments. Today, 58% of consumers favor food and drinks with proven health benefits, while 42% identify and offline physical activity as the highlight of their week (Accenture, 2025).
Together, these dynamics illustrate a structural trend: a renewed emphasis on quality and on the value of shared moments. These brands best positioned to succeed will bet hose able to align with consumer aspirations, addressing health and wellbeing, fostering conviviality, and contributing to a circular economy.
Three consumer archetypes, four structural dynamics
Verallia’s analysis identifies three major consumer archetypes:
- The Taste Heirs: discerning nostalgics who value reinvented classics and a renewed sense of tradition.
- The Players: primarily Gen Z and younger millennials, drawn to fund and shared experiences.
- The We & Me: consumers seeking to reconcile pleasure with health and environmental responsibility.
From these archetypes emerge four key consumption dynamics:
- Togetherness beyond screens: conviviality becomes central again, with shareable formats and intergenerational experiences.
- The rise of functional and plant based: superfoods, herbal infusions, and local sourcing reshape recipes and packaging.
- Inclusive nostalgic elegance: chic vintage styles, updated with a contemporary edge, resonate across generations.
- Creativity as a haven: personalization, artistic collaborations, and collectible packaging strengthen uniqueness and desirability.
Elena Andia, Marketing Director of Selective Line at Verallia, commented: « The beverage sector is undergoing a profound transformation – marked by a return to simplicity and sharing, as well as a renewed appetite for exception and aesthetics. Consumers are seeking pleasure, meaning, and differentiation. For bands, packaging has become a key vector of storytelling and identity. At Verallia, our role is to anticipate these signals and translate them into creative and sustainable solutions – brought to life through glass, a material both timeless and forward-looking. »
From trends to industrial design: new packaging concepts unveiled
The 2026 Trend Book also presents new bottle and jar concepts ready for development. Shareable formats, totem-shaped silhouettes, bottles for functional beverages, and premium jars for sauces and condiments- all embody the trends identified and reinforce Verallia’s position as a trusted partner in anticipating tomorrow’s consumer needs.
The complete 2026 Trend Book is available upon request from the press office.