I have spent more than 25 years in the packaging world, as an executive in one of its largest companies, as a demanding customer, as a supplier, and today as an executive search partner. This journey has offered me a wide-angle view of how our industry evolves, and of the kind of leadership it now needs to thrive.
Today, European packaging stands at a turning point. Broad-based growth has given way to a mature market shaped by flat volumes, tighter margins, and customers whose expectations rise every year. The challenge is not survival, but reinvention, finding new ways to create value in a sector that once grew simply by doing more of the same.
The Market’s New Realities
Growth no longer comes from adding capacity. It comes from sharper positioning and a clearer sense of purpose in a consolidating market.
Amcor’s all-stock merger with Berry Global in April 2025 signalled this shift. It created a global leader in consumer and healthcare packaging with unmatched reach and innovation power, but more importantly, it underlined how alignment between capability and customer demand now defines competitiveness.
The same dynamic plays out among mid-sized players. Many are repositioning themselves through partnerships or acquisitions that open access to new technologies or geographies. In this environment, agility and fit matter as much as scale.
Commercial and Operational Challenges
Sustainability has moved from promise to prerequisite. Customers now expect real recycled content, measurable circularity, and full transparency.
Meanwhile, e-commerce and omni-channel business models are reshaping packaging design. Lighter, more flexible formats and faster response times are the norm. Supply chains must remain resilient in the face of volatile input costs and shifting regulations. Packaging has become part of the value proposition, not just a container, but a carrier of performance, brand, and trust.
The Talent Imperative
In my experience, the packaging industry demonstrates a very high standard of leadership. Its executives combine deep market understanding with strong customer relationships and exceptional operational competence. I see these strengths consistently in my work in executive search.
The real opportunity now lies in extending these capabilities for the next generation of leaders. Alongside proven skills in materials, manufacturing, and conversion, tomorrow’s leaders will need to apply data, AI, and digital insights to make faster and more informed decisions. They should also be encouraged to learn from adjacent sectors such as advanced manufacturing, logistics, and technology, where innovation and new thinking can help shape the future of packaging.
This is not about replacing what has served the industry well, but about building on it to ensure that packaging remains one of the most dynamic and forward-looking parts of European industry.
By Hervé Colleaux, Partner, Borderless
