The packaging sector has to develop into a more a ‘pull driven’ sector focusing more on customer and downstream supply chain needs. Sustainable development and growth is another key theme that has to be integrated using a holistic approach encompassing the whole value chain/loop from material to consumer. The deep integration of packaging in consumers’ every day life with social implications, and its influence on ecology and economy, makes packaging an important component in achieving sustainable growth. Packaging also involves many stakeholders in the supply chain from production and manufacturing, through filling, warehousing and distribution, retail and consumers. Together they impose many demands on the packaging functionality that are often diverse and contradictory. The challenge is to work together in the value chain to continuously improve and respond to consumer pull.