Christmas is, of course, a peak selling season, when wallets are prised open. To be prepared as a marketer for this season is to have your antenna up for every twist and turn in the marketplace and to be agile in your responses.

Pharma packaging is a fast growing and most fascinating market sector. It’s not just market growth that makes pharma packaging such an exciting opportunity. It's also how the packaging industry is adapting to changes in the healthcare sector.

Medical packaging has tended to be functional, set in its ways, and not that exciting. It was mainly there to protect the contents and perhaps carry a brand message. But big changes are looming in healthcare. Could custom packaging be one of the trends that enables those changes to happen?

Good packaging tells a product’s story before the box is opened. These industry shifts and purchasing habits are influencing packaging trends.

Sourcing packaging locally, apart from the crucial benefit of shortening a dodgy supply chain, has other significant benefits, which add up to giving our customers much greater control and certainty.

Packaging matters, and no more than in the global pharmaceutical industry. Trust, adherence to regulations, customer health, shareholder value - they all rely on getting the right product, with the right freshness and in the correct dosage to the right person. With 4.5 trillion doses delivered annually, it’s a complex and multifaceted challenge.

Addicted as we all may be to The Crown, Ted Lasso or The Mandalorian, serialisation is much more than binge-watching TV on rainy nights. It is, in fact, the next wave – a new season, if you like – of digital printing.

How do brands continue to squeeze brand equity out of their packaging while responding to the demand for sustainable production of everything from light bulbs to boxes? We’ve identified these four trends.