The festive season remains a high-impact moment for retail brands across Europe. With sustainability expectations higher than ever, innovation leaders are reimagining seasonal packaging to deliver magic that is mindful of the planet.
This year, industry momentum is shifting toward smarter formats and material strategies that reduce waste through increased reuse, refill and recyclability. Across beverage and FMCG categories, brands are demonstrating that festive packaging can still surprise and delight shoppers while supporting commercial goals and reducing environmental impact.
Recent examples of progress seen across the European market include:
- In Germany, Coca-Cola has begun trialling the removal of plastic wrap from multipacks in favour of more recyclable alternatives.
- Coca-Cola HBC has reported that 100% of its primary packaging is now recyclable by design, achieving this milestone ahead of its 2025 target.
- Nestlé has highlighted significant material reduction efforts, reporting that 3.9 million polybags have been removed or replaced across its European operations year-to-date.
“We are committed to helping brands deliver exceptional seasonal moments without compromising their environmental commitments,” said Emma Bird, Business Operations Manager for Europe at Link. “These insights reflect how sustainability and festive excitement can work in harmony rather than in opposition.”
Key areas of innovation this Christmas include:
- Material-efficient engineering to reduce plastic and overall resource use
- Designing packaging with recyclability or reuse as standard
- Smarter multipack and display solutions that remove superfluous components
- Digital engagement strategies that minimise printed material without limiting brand storytelling
As brands look ahead to 2026, Link will continue supporting global partners in expanding sustainable packaging innovation across categories ensuring the wonder of Christmas remains timeless, while materials stay in circulation for longer through intelligent, future-proof design.