What if packaging wasn’t just something we throw away after tearing it open?
What if it could tell a story, spark curiosity, or even grow in a field before it lands in our hands?
In a world where we’re all trying to cut down, reuse and rethink, the materials we wrap our lives in matter more than ever. From compost bins to viral unboxing videos, packaging is under the microscope like never before. And, as consumers demand more from the brands they love, the humble box or tray is evolving into a powerful brand statement – and that’s where nature-inspired materials come in.
In packaging, creativity is never just about eye-catching graphics or clever structures. It’s about rethinking the very materials we use. Nowhere is that more evident than in the rise of bio-based packaging innovations.
As pressure mounts on brands to reduce waste and explore circular solutions, we’re seeing a new wave of materials inspired directly by nature. From mycelium (the root-like structure of fungi) to agricultural pulp and overlooked byproducts, these materials are rewriting the rulebook on what packaging can be. It’s a market still very much in its infancy, but while these approaches are still evolving, their potential to reshape brand storytelling and connect emotionally with consumers is huge.
The materials landscape
When we think of FMCG packaging today, outside of glass and metals, most solutions rely on fibre-based materials, like paper and board, or on plastics. These materials have formed the backbone of the global packaging industry for decades, thanks to their versatility, efficiency and ability to meet demanding product requirements.
Fibre-based solutions bring strength, recyclability and excellent print surfaces, while plastics typically excel in providing lightweight, durable and high-barrier properties that help keep products safe and extend shelf life. There is no magic bullet perfect material solution; every material has a role to play depending on product needs, supply chain demands and brand priorities.
This is why continued material innovation is essential – there’s always space to evolve, combine ideas and challenge the status quo without undermining the important roles these materials continue to play.
Mycelium: grown design, not manufactured
As recently as a decade ago, mushroom-based packaging materials would have been unthinkable. But then we also thought that of beverages and the explosion of mushroom-based coffee startups has proved otherwise.
Mycelium-based packaging is grown, not manufactured. Using agricultural residues like hemp or corn stalks, mycelium grows and binds into custom shapes, creating protective structures in just a matter of days.
The result is a lightweight, mouldable material that offers strong cushioning and insulation properties. Beyond technical performance, mycelium offers designers an exciting opportunity to explore new shapes and tactile experiences. Imagine a future where packaging doesn’t just hold a product but actively sparks curiosity.
Pulp: familiar material, new possibilities
Pulp-based packaging is being reimagined in premium, high-definition forms that enhance brand appeal and feel as good as they look. Advances in moulding mean pulp can now deliver sharp details, smooth finishes and even complex shapes that invite touch.
In a market where consumers increasingly judge products by how they feel as much as how they look, pulp’s tactile, natural texture becomes a powerful asset.
It’s a texture making the jump from utilitarian to premium – once seen as low-value and basic (think egg cartons), pulp has had something of an image renaissance. Many of today’s most premium and luxe packaging concepts now rely on beautifully grained, tactile surfaces to convey quality. It signals simplicity, care and craft, all traits that resonate strongly with today’s sustainability-minded shoppers. Used creatively, pulp moves from being just protective to becoming an integral part of the brand experience.
Starch-based packaging: the next frontier?
Another exciting development is starch-based packaging, particularly experimental bioplastics derived from amylose-rich starches, like barley. These bio-based materials promise full biodegradability, breaking down completely in nature within weeks rather than years. While still in the very early stages, researchers are developing prototypes for trays, bottles and flexible films that could someday offer a strong, water-resistant and compostable alternative.
By blending amylose with nanocellulose, these new materials achieve a surprising level of strength and versatility. If scaled successfully, they could offer a future-forward option for brands looking to balance performance with progressive material stories.
Innovation with purpose
What ties all these developments together is their shared promise: materials that don’t just contain products but add meaning. Consumers today expect packaging to do more than just hold a product – they expect it to align with their values, to demonstrate responsibility, and to show that a brand is thinking beyond the transaction. These materials can help brands move from passive functionality to active storytelling.
Of course, these approaches come with challenges. Scalability remains a big question – can these materials meet the high-volume demands of global supply chains?
Performance is another key factor; no brand wants to risk product safety or consumer experience. Plastics and paper-based materials have been refined and honed over hundreds of years, but it’s exciting to think about where these new bio-based materials might be in the near future with today’s technologies.
For brands, this is about more than chasing trends. It’s an opportunity to lead, to show intent, and to build packaging that doesn’t just protect a product but tells a bigger story about who you are and where you’re going.
The path ahead won’t be uniform; some of these ideas are still finding their feet. But as the industry continues to balance performance with purpose, one thing is clear: the packaging conversation is evolving fast – and nature is very much part of the dialogue.
At Think B2B, we’re here to help you shape that conversation with clarity, creativity, and the confidence to think differently. Get in touch to discover how we can tell your packaging or material story.
