CPG Packaging Predictions for 2026 ft Fred Hart

The Highlight Reel: CPG packaging predictions for 2026 ft. Fred Hart - YouTube

Design strategist Fred Hart shares what he expects on shelf in 2026 — a push-pull between AI-generated sameness and hand-crafted analog design, the protein bubble, private-label pressure, and why color and character are back.

What you’ll learn

• Brands will counter AI slop with tactile, human-made design cues consumers can trust.
• Private label is closing the design gap — focus and community are the two defensible moats for challenger brands.
• Non-alc, frozen, and club channels are reshaping how discovery and packaging innovation show up at retail.

In 2026's first episode of the Highlight Reel, Highlight's Head of Disruptive Brand Partnerships Emma Steele interviews CPG design expert Fred Hart to hear his predictions for the year's predominant CPG packaging trends.

Episode transcript

Please note that the following transcript was generated automatically and may contain typos.

Hello everyone and welcome to the highlight reel, a series where we deep dive into the topics most relevant to product builders across the CPG and retail worlds. My name is Emma Steele and I lead all of our partnerships with emerging and disruptive brands here at Highlight, a research platform that enables teams to create products that people love.

I've partnered with hundreds of brands to work on thousands of products, helping founders leverage consumer data for product success in market. But my personal background is in behavioral economics and public policy, which gets me super excited about understanding consumers' motivations for purchasing products and the different trade-offs that they're facing at shelf.

In this episode, we are looking ahead to the new year and giving our best predictions for the trends, influences, and designs we expect to see filling grocery aisles and beyond. I can promise that whether you're an R&D scientist, a consumer insights professional, or a brand marketer, today's episode has something special for you.

To help break down all of the trends we're anticipating in 2026, we are so excited to welcome Creative Consultant, design Strategist, and LinkedIn Hot Follow for program. Beyond attending 12 plus trade shows a year and being an exemplary student of CPG, Fred has worked with icons like Hot Pockets, Dr. Squash, Feast Balls Monster, as well as some of the up-and-coming challenger brands like Smarty Pants, Momofuku, and Archer, and loves solving business challenges through the power of design. Fred, welcome to the highlight reel. Thank you so much for being here.

Predictions for 2026

• What are your top three predictions for 2026?
  • There's going to be a push for both AI-generated designs and analog design. Brands will resort to more color, character, and a renewed focus on personal, tactile elements in packaging.
  • The protein bubble might burst, as numerous brands have jumped on the protein bandwagon without considering where consumers actually want it.
  • We will see a surge in fiber-focused products as consumers are balancing their diets with more fiber solutions alongside protein-heavy offerings.

The Role of Private Label Brands

• What do you think brands can do to position themselves against private label?
  • Focus on building community and offering specialized products. Brands need to be experts in their niche rather than offering a broad range product line to avoid dilution of brand value.
  • Community building via influencer outreach and strong storytelling can create brand loyalty that counters the price advantages of private labels.

Design Trends

• What design trends should we be on the lookout for in 2026?
  • Expect to see colorful branding taking precedence, similar to companies like Back to Nature.
  • Hand-done illustrations will make a comeback as a counter to the overly-polished, AI-generated aesthetic.

Conclusion

Fred shared insights on the importance of consistency in design and how the consumer’s desire for personal expression through packaging is reshaping the market. Brands should continue to stay authentic and grounded in their missions while adapting to the evolving landscape.

For more insights, Fred invites everyone to connect via LinkedIn or visit Highlight to learn more about their work in CPG.