THE global market for secondary and protective packaging is projected to reach $300.7 billion by 2030, according to a new report.
Demand will be driven by the rise of e-commerce and intensifying focus on sustainability, according to the report from Smithers, produced in association with Packaging Innovations & Empack 2026.
E-commerce is now the fastest-growing segment, surpassing consumer durables, non-durables, and industrial packaging. Smithers data shows that European e-commerce secondary packaging volumes will rise 45% by 2030, compared to just 10.5% growth across the overall market.
In volume terms, e-commerce packaging is expected to increase from 4.7 million tonnes in 2023 to 6.8 million tonnes in 2030, versus 30.6 to 33.8 million tonnes for the total volume of secondary packaging. This shift reportedly means that UK packaging demand is increasingly driven by warehouses, couriers, and returns rather than supermarket shelves, with implications for corrugated investment, pEPR fees, and recycling infrastructure.
Paper fill is forecast to grow at 3.9% CAGR in western Europe to 2030, driven by automated dispensers in e-commerce fulfilment centres. Types include twisted paper, Kraft paper void fill, and flexi-wrap moulded pulp, which are replacing bubble wrap, air pillows, and foam. In the UK, paper is said be increasingly chosen for sustainability purposes and to avoid the Plastic Packaging Tax.
“The global packaging industry is placing increasing emphasis on improving the environmental sustainability of its products as consumer expectations and regulatory requirements continue to intensify,” said Josh Brooks, divisional director – packaging at Easyfairs, organisers of Packaging Innovations & Empack. “Companies are working to reduce material use, adopt recyclable or renewable resources, and lessen overall environmental impact. However, these efforts must be balanced with the essential need for packaging to protect products throughout the supply chain.”
Corrugated remains the dominant material but faces pressure from right-sizing initiatives and returnable packaging alternatives. Automated systems capable of dynamically adjusting pack dimensions are increasingly sophisticated, helping businesses minimise material use while maintaining product protection and brand integrity.
Smithers will be exhibiting at Packaging Innovations & Empack 2026 and is a featured contributor within the event’s new Expert Trail for 2026, which highlights organisations shaping the future of the industry.
