15-18 June 2027
Crocus Expo, Moscow
The main trend for 2025 remains sustainable development – the desire to care for the environment and future generations. New consumption standards continue to form, which also affect packaging design.
Sustainable development and eco-friendly packaging remain the main trend in production and design. The production and materials of packaging should minimize the negative impact on the environment.
Restrictions are tightening all over the world, and this obliges companies to introduce eco-friendly packaging without taking into account consumer demand. For example, the Russian Government will ban the use of three types of PET packaging from September 1, 2025, and the use of recycled materials will become mandatory for a number of industries, including corrugated cardboard boxes and bags. By 2030, another 20 types of packaging will be banned.
At the same time, according to surveys, environmental friendliness is very important for consumers. They pay attention to this when buying and are even willing to pay more for packaging that does not harm the environment, and they value the possibility of recycling. This is especially true for the zoomers and millennials.
Transition to paper and cardboard . The quality of paper and cardboard for packaging is improving, paper materials with higher sealing are being developed so that they can fully replace plastic.
The possibility of recycling plastic . The plastic recycling market will grow, and there is room for it – currently in Russia less than 8% of plastic materials are recycled, in the world this figure is not much higher. It turned out to be impossible to immediately abandon plastic, but the trend will develop. For example, Magnit already recycles 100% of its own plastic waste. In addition to increasing recycling, alternative bioplastic is widely used.
Returnable and reusable packaging is one of the trends that is actively promoted. Reusable packaging is difficult to implement, does not always meet business objectives and requires a complex chain of interactions, so its development is still slow.
Plastic packaging will gradually be replaced by the following materials:
// Paper.
// Glass.
// Metal.
// Recycled plastic.
// Plant fibers.
In addition to the return of paper and glass packaging, there is a trend towards single-material packaging that makes recycling easier, replacing plastic with glass in premium products, and using thinner or reusable labels.
There are also new solutions and startups that have not yet become widespread, but are becoming a trend. For example, this is packaging made from edible materials - beeswax or seaweed, which leaves no waste at all.
While the impact of artificial intelligence on packaging design is just beginning, development is happening rapidly. Design development is becoming more cost-effective and accessible, facilitating communication between designers and developers of marketing strategies. AI significantly speeds up the process, reduces routine, but it is not yet able to replace a live designer.
AI analytics makes packaging more efficient and is used to create smart packaging.
Smart packaging is QR codes, RFID tags or NFC chips. They help create interactivity and increase the possibilities of interaction with consumers. Using a QR code or chip, the buyer can find out additional information, get access to videos or promotions. For example, Pizza Hut uses an AR strategy in its pizza boxes - a code for playing the cult game Pac-Man. Heineken opens access to exclusive videos or special offers using labels on beer bottles.
Appealing to cultural roots and national identity is not only a Russian but also a global packaging trend. Packaging reflects the origin and cultural heritage with the help of illustrations, authentic symbols, traditional patterns, and connects the brand with culture and history. At the same time, traditional images are interpreted in a new way. Historical natural and folklore motifs are given new life with the help of modern materials, textures, and graphic elements.
The development of marketplaces also significantly affects packaging. The growth of the e-commerce market in Russia is predicted to reach 35 trillion rubles by 2030. It will grow from today's 15% to 40% of retail turnover.
The production of packaging adapted for sales on marketplaces is becoming one of the main tasks. The trend towards smaller packaging is directly related to e-commerce. This increases environmental friendliness and simplifies warehouse and transport operations. Convenient and easy unpacking is also important. The sizes are becoming smaller, but at the same time it is necessary to fit all the information on the packaging, which stimulates creativity.
// Pastel, natural colours that highlight the eco-friendliness of the packaging and product.
// Retro style images that evoke a pleasant past.
// Colour contrasts and bright colours – along with natural colours there is a demand for bright solutions.
// Elements that appear hand-drawn, with imperfections that highlight the live work.
// Functionality – for example, a box can be used to assemble a toy, or a pizza box can be used to make a table.
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Visit the main exhibition of the industry , where manufacturers and suppliers of all packaging solutions for the full cycle of packaging production are presented. RosUpack 2025 will be held on June 17-20 in two pavilions of the Crocus Expo IEC. Choose suppliers, find new partners for successful work in the new season.
