Why packaging will matter more than ever in 2026

From the UK’s HFSS ad ban to growing pressure on value and accessibility, Patrick Young, managing director of PRS IN VIVO, sets out what brands should expect in 2026 – and how they will need to respond.

As regulatory pressure, rising costs and changing consumer expectations converge, 2026 is shaping up to be a pivotal year for FMCG and drinks brands. According to Patrick Young, managing director of PRS IN VIVO, success will hinge on how effectively brands adapt their communication, packaging and value narratives at the point of purchase.

Young’s predictions centre on three areas: the impact of the UK’s HFSS ad ban, a changing approach to shrinkflation, and rising expectations around accessible and inclusive packaging.

Life after the HFSS ad ban

The UK’s upcoming HFSS advertising restrictions are already forcing brands to rethink how they show up for shoppers – and Young expects this to accelerate in 2026.

With traditional TV and digital routes curtailed, brands are moving towards in-store theatre, pack-led storytelling and brand-building through owned channels. Rather than relying on broadcast media, FMCG is shifting its focus to being visible at the moment of choice.

Young predicts increased use of on-pack QR codes, co-branded partnerships and retail media activations designed to reach shoppers “when and where it matters most”.

This evolution is also changing how brands define advertising itself. “The line between pack, promo, and platform is blurring,” he notes. Campaigns are becoming more implicit, relying on distinctive brand assets rather than overt product imagery.

Young points to McDonald’s “Raise Your Arches” activity as an example of this approach in action – a campaign that deliberately avoided food imagery to sidestep restrictions while still building brand salience. In 2026, he expects more campaigns that communicate through feeling rather than feeding.

Shrinkflation: from stealth to storytelling

Shrinkflation will remain a reality in 2026, but Young believes consumer tolerance for quiet portion reductions has reached its limit.

“Consumers are more informed and frustrated than ever,” he says. As a result, brands will need to move away from stealth changes and towards more open value storytelling.

Rather than reducing pack sizes without explanation, the most successful brands will acknowledge cost pressures and justify pricing through quality, sourcing and experience. Young expects clearer messaging around “value for money”, supported by multi-use formats, mix-and-match bundles and premium cues on smaller packs.

Functional ingredients, sustainability credentials and experiential positioning will increasingly be used to support price points. The key shift, he argues, is narrative: “The story in 2026 isn’t about being cheaper. It’s about proving you’re worth it.”

Accessibility becomes a competitive advantage

Packaging will also come under closer scrutiny in 2026 as expectations around inclusivity continue to rise.

Young predicts growing pressure on brands to ensure packs are intuitive and accessible without sacrificing design. With ageing populations and greater awareness of neurodiversity, accessibility is moving beyond compliance and into the mainstream of product development.

Easy-open formats, high-contrast design, clearer typography and tactile cues are becoming standard considerations in NPD briefs rather than afterthoughts. In the drinks category specifically, Young expects growth in ergonomic bottle shapes, caps that do not require grip strength, and labelling that communicates clearly without overwhelming the shopper.

Retailers, he adds, are also pushing for change, seeking packaging that improves shelf navigation and reduces confusion at the point of choice.

Building on shopper insight

Young’s outlook for 2026 builds on themes he has previously explored around shopper behaviour, retail environments and the growing role of technology in shaping purchase decisions. As The Drinks Business reported earlier this year, he has consistently argued that understanding what shoppers actually notice, pick up and buy is more important than ever in an increasingly cluttered retail landscape.

While the tools and constraints may be changing, Young’s core message remains consistent: brands that succeed in 2026 will be those that stay focused on real human behaviour – and design their packs, pricing and communications accordingly.

Related news

The packaging debate: should we judge a wine by its cover?

East Coast Canning partners with Meadow

Poco Vino 'puts format and flavour first' with its single-serve bottles