Packaging in the food and drink sector is intrinsically linked to consumer trends across the whole industry. However, trends in packaging tend to evolve at a slower pace. They typically include more subtle changes, undertaken over a longer and more complicated process, compared to new product development. A food brand that is keen to move with the times but stay ahead of the competition will regularly review the role of its packaging as part of the overall product and brand image. This month's briefing analyses five current packaging trends: nostalgia and story telling, compostable packaging, simplicity, organic and natural food, and less is more.