Packaging demand across Europe is stabilising following several years of disruption, but growth remains uneven and structurally constrained. While the market has moved past the sharp volatility of recent years, macroeconomic softness and persistent overcapacity continue to limit the pace of recovery.

US tariffs are increasingly reshaping how European brand owners think about packaging sourcing, supplier footprints and cost recovery. What began as a trade policy issue is becoming a broader operational challenge affecting packaging material costs, supplier availability, lead times and inventory strategy.