New packaging trends are emerging in the European pharmaceutical industry.

Secondary packaging in the pharmaceutical sector has evolved beyond merely safeguarding medicines; it has become a strategic element in compliance, sustainability, and patient safety. The year 2026 is poised to mark a significant turning point across Europe, influenced by regulations, technological advancements, and changing industry standards.

Serialization and Supply-Chain Transparency on the Rise

One of the dominant trends in European pharmaceutical packaging is the broad implementation of serialization and track-and-trace systems. Unique identifiers, QR codes, RFID tags, and aggregated barcodes are increasingly crucial for preventing counterfeiting, verifying authenticity, and improving supply-chain oversight. Regulations, including the EU Falsified Medicines Directive, mandate these identifiers alongside tamper-evident features for medicines sold in EU markets. These technologies also enhance logistics efficiency, recall processes, and patient safety.

Smart secondary packaging, such as connected cartons, tamper-evident seals, and digital labels, is becoming standard across manufacturers, contract packagers, and packaging converters throughout Europe.

Environmental Regulations Driving Sustainability

Environmental rules are reshaping pharmaceutical packaging. The Packaging and Packaging Waste Regulation (PPWR), effective from August 2026, requires packaging to be recyclable, limit harmful substances, and avoid excess material. In response, pharmaceutical packaging is evolving with:

• Recyclable or single-material solutions for easier sorting and reuse
• Eco-design strategies to minimize over-packaging and reduce volume
• Clear labeling of material composition and recycled content, often integrated with digital codes

Many companies are introducing low-carbon paperboard cartons, recyclable blister films, and pharmaceutical-grade recycled plastics. Sustainability is now both a compliance requirement and a competitive advantage, especially as healthcare providers and governments pursue circular economy and net-zero goals.

Patient-Centric Innovations and Advanced Formats

Packaging formats are becoming more innovative to accommodate biologics, personalized medicines, and cold-chain therapies. Secondary packaging must protect sensitive products while enhancing patient engagement. Tamper-evident features such as foil seals, shrink bands, and secure cartons remain essential. At the same time, smart packaging technologiesincluding QR codes, NFC chips, and RFID tagsimprove traceability, authentication, and interactivity, providing dosage reminders and digital instructions.

Contract packagers and converters investing in flexible, protective, and smart-ready packaging formats position themselves as preferred partners for manufacturers focused on safety, compliance, and patient adherence.

Strategic Collaboration Across the Supply Chain

European pharmaceutical stakeholdersincluding manufacturers, contract packagers, distributors, and logistics providersmust proactively adapt to these packaging trends. Compliance with PPWR, implementation of smart packaging solutions, and the use of sustainable materials will be key differentiators. Collaboration across the supply chain, from designers and material suppliers to recyclers and logistics partners, will ensure packaging meets both regulatory requirements and market expectations.

Companies that adopt recyclable, single-material, and digitally-enabled packaging early will secure a competitive edge in an increasingly eco-conscious and compliance-focused market. By 2026, pharmaceutical secondary packaging in Europe is expected to be smarter, greener, and more patient-oriented, shaping the future of safe, sustainable, and efficient medicine delivery.

Author: Grace Ellison