More than 650 packaging professionals from across Europe gathered in Málaga, Spain, on 17 and 18 June for the 14th European Customer Convention organised by Saica Group. The event focused on the future of packaging, with discussions centred on sustainability, digitalisation, new product development and the European Union’s Packaging and Packaging Waste Regulation (PPWR), which is expected to reshape the packaging sector in the coming years.

What is the European Customer Convention?

The European Customer Convention is Saica Group’s flagship industry event that brings together customers, packaging experts and company executives to discuss trends and challenges affecting the packaging industry. The convention also serves as a platform for presenting new packaging solutions and innovations developed across the group’s businesses.

At a glance

  • More than 650 professionals attended the event in Málaga, Spain.
  • The convention took place on 17 and 18 June 2026.
  • Discussions focused on sustainability, packaging regulation and innovation.
  • Saica presented new direct food-contact packaging solutions.
  • The company unveiled its new Saica SKIN Origami packaging concept.
  • Industry experts examined the impact of the EU’s Packaging and Packaging Waste Regulation.
  • Eleven finalists competed in Saica Group’s annual innovation contest.

Why is packaging regulation becoming more important?

European packaging companies are preparing for significant regulatory changes under the Packaging and Packaging Waste Regulation. The legislation aims to reduce packaging waste, increase recyclability and encourage circular economy practices. Companies across the food, beverage and consumer goods industries are reviewing packaging designs and materials to meet future compliance requirements.

During the convention, Saica’s environmental experts discussed the key factors companies should consider as they adapt to the new rules.

What packaging innovations did Saica present?

Innovation was one of the central themes of the event. Saica introduced new packaging solutions suitable for direct contact with fatty foods and unveiled Saica SKIN Origami, a concept that combines flexible packaging with corrugated cardboard.

The company also highlighted how digital tools are helping improve packaging development processes, enabling businesses to design products more efficiently and respond more quickly to changing market demands.

How are consumer expectations influencing packaging development?

Changing consumer behaviour is becoming a major driver of packaging innovation. Sustainability concerns, new lifestyles and evolving purchasing habits are increasing demand for packaging that is more environmentally responsible and convenient.

Industry experts at the convention noted that businesses are increasingly balancing environmental objectives with commercial requirements as consumers seek products that align with their values.

What role does sustainability play in the packaging industry?

Sustainability remains one of the industry’s biggest priorities. Saica executives highlighted investments in infrastructure, decarbonisation and the development of more sustainable packaging solutions.

Across Europe, packaging manufacturers are facing increasing pressure from regulators, retailers and consumers to reduce environmental impacts while maintaining product performance and supply chain efficiency.

How are food and consumer goods companies responding?

Representatives from companies including Persan, Herta and Mahou San Miguel shared practical examples of how businesses are addressing market trends, circularity and sustainability challenges.

The participation of major consumer goods companies demonstrated the growing collaboration between packaging suppliers and brand owners as both sectors prepare for tighter environmental standards and changing consumer expectations.

What happened at the Innovation Contest?

The convention also hosted the 11th edition of Saica Group’s Innovation Contest, which featured eleven finalists from across the company.

In the Saica Pack category, Laura Pérez and Ignacio Moreo won with their “Atomic Design” proposal. In the Saica Flex category, Ibón Aznar and Dario Cases received the award for their “Linerless Recycled Paper Tape” project.

What happens next?

The European packaging industry is expected to accelerate investment in sustainable materials, recyclable packaging and product redesign as the Packaging and Packaging Waste Regulation moves closer to implementation.

For packaging suppliers, food manufacturers and retailers, the challenge will be balancing regulatory compliance, environmental performance and consumer expectations while continuing to develop cost-effective packaging solutions.

In Spain, the discussions at Saica Group’s European Customer Convention highlighted how sustainability, regulation and innovation are increasingly shaping the future direction of the packaging industry, with companies preparing for stricter environmental requirements and changing market demands.

Editor’s Note: Information for this article is based on materials and announcements released by Saica Group following its 14th European Customer Convention held in Málaga, Spain, on 17-18 June 2026, as well as company information regarding its packaging innovations and sustainability initiatives.