What will matter to consumers?
Packaging future: lifestyle trends 2027
In our fast-changing world, packaging is evolving far beyond its traditional role of preservation. It has become a strategic medium — carrying meaning, expressing brand values, and shaping how consumers connect with products in their daily lives.
Sonoco and consumer trends agency Caramel have partnered to look ahead to 2027, exploring lifestyle trends that signal where expectations are heading — and uncovering insights that will inspire the future of the packaging market.
HERITAGE
a return to authenticity, tactility, and craftsmanship in an AI-driven world
ORACLE
the search for mystery and imagination as technology blurs the line between real and surreal
PLAYTIME
the desire for joy, colour, and interaction in response to rising stress and uncertainty
Heritage: authenticity in a digital age
Artificial intelligence is reshaping how we work and live. While AI brings efficiency, people are also seeking balance — moments that feel human, authentic, and grounded.
- Studies show 43% of people intentionally reduced screen time, and more than 25% of internet users aim for a weekly digital detox (NuVoodoo).
- 56% of smartphone users report issues like distraction or sleep problems, prompting many to mute notifications or place devices out of reach (Deloitte).
These behaviours show a growing appetite for objects and experiences that are tactile, crafted, and enduring.
Imagine a metal can that feels like a crafted object — something to hold onto, not just throw away.
- Textured finishes, embossing, and crumpled foils that signal craft and quality
- “New classics” blending modern geometry with heritage styles
- Subtle reveals and intimate detailing that invite closer engagement
- Packaging designed to be kept, reused, and cherished
Heritage points to the value of packaging that feels premium and enduring. By using tactile, authentic finishes, brands can strengthen emotional bonds and build consumer trust. Durable, reusable designs also align with sustainability goals, helping to extend product lifecycles while offering a sense of timeless quality.
Oracle: mysticism meets hyper-reality
As technology accelerates, people often feel life on “autopilot.” Many seek grounding stories and magical experiences to counterbalance this pace.
- 71% of people believe the line between human and technological will blur (VML).
- The market for spiritual products and services is projected to grow at +4.4% CAGR by 2032 (Business Research).
- 42% say their most enjoyable experience in the past week was physical, not digital (Accenture).
This reveals a cultural longing for experiences that blend reality with imagination — with packaging becoming a way to enchant and surprise consumers.
Think of packaging as a stage for storytelling - every angle showing something new
- Iridescent or holographic finishes that shift with light
- Transparency that reveals hidden layers or secret details and plays with reflection
- Symbols drawn from nature, mysticism, and mythology
- Colour palettes of twilight blues, silvers, and purples
Oracle opens the door for packaging to become a storytelling medium. By incorporating symbolic graphics, light-reactive surfaces, and layered designs, brands can create intrigue and stand out. Multi-sensory packs that feel collectible or mysterious encourage exploration and transform packaging into an immersive experience.
Playtime: escapism through fun
In a world that feels heavy at times, fun becomes essential. Consumers want brands that bring joy, lightness, and moments of play into their routines. Packaging can invite people to interact, share, and smile.
- Brands described as fun and playful build future demand +24 points above average (Kantar).
- The mini toys category has grown +16%, showing demand for collectible, playful formats (Circana).
- 65% of companies identify stress and political anxiety as risks to wellbeing (Risk Outlook 2025), underlining the cultural need for more joy.
These signals confirm that playfulness is not trivial — it’s a growing expectation.
Picture packaging that sparks a smile - bright, surprising, and made to be shared
- Bright tropical palettes with neon accents and vibrant patterns
- Playful formats: mini cans, gamified packs, and collectible editions
- Graphics inspired by retro games, candy colours, and festival vibes
- Packaging designed for sharing, encouraging social interaction
Playtime highlights the potential of packaging as a driver of joy and engagement. Bright colours, playful shapes, and interactive formats can help brands boost recognition and shareability. Limited editions and collectibles add excitement, while fun, creative packaging approaches can strengthen loyalty across categories such as food, beverage, and personal care.
Looking ahead: lifestyle trends are reshaping how future packaging is perceived and experienced.
These lifestyle trends go beyond design inspiration. They signal how people want to live, connect, and engage with brands by 2027. Packaging stands at the centre of this shift, evolving from a purely functional role into a medium for culture, creativity, and connection.
Heritage — builds trust through authenticity and craft.
Oracle – creates wonder through storytelling and imagination.
Playtime – spreads joy through creativity and interaction.
Packaging has become a medium of trust and connection. Every choice of material, finish, and design signals how a brand values quality, sustainability, and creativity.
We believe metal packaging is central to this transformation — combining durability, design flexibility, tactile textures, and a premium feel that align with the emerging 2027 lifestyle trends. As the only material with practically infinite recyclability, metal packaging aligns consumer expectations for authenticity and sustainability with brands’ need for performance and premium quality. we see packaging as something that should inspire as well as protect. By exploring lifestyle trends with Caramel, we aim to give brands a clearer view of what lies ahead — and act as a partner ready to turn these insights into opportunities.
Get in touch with us
Packaging is never just a finishing touch — it’s the first invitation to engage. Let’s explore how insights from Lifestyle Trends 2027 can be translated into tangible packaging solutions for your brand