Slimmer, smarter, stronger: A new era for sleeves

Sleeves are undergoing a transformation: driven by eco‑design, technical performance, and increasingly sophisticated brand storytelling, the packaging world is evolving at high speed. In this interview, Eric Fresnel, CEO and majority owner of Sleever, explains which trends will shape 2026/27, which markets are setting the pace, and why interpack is becoming a strategic turning point for the company.

The key trends we are observing are structured around three major pillars: eco-design, technical and functional performance, and brand expressiveness.

In line with its historical DNA, Sleever continues to deliver innovations that meet evolving market expectations. From an environmental standpoint, we are pursuing our reduction efforts – whenever customer specifications allow – as illustrated by our LWPET solution, the only sleeve with a thickness of 20 microns. At the same time, we are expanding our portfolio of solutions (polyolefin sleeves, LDPET, compostable materials, etc.).

As packaging becomes increasingly functional, we are also aligning with this trend by offering solutions such as light-barrier products and integrated traceability features (e.g., RFID).

These developments go far beyond simple technical adjustments. They require full control over film formulation – something only a very limited number of global players can achieve. Our vertically integrated model, spanning from film extrusion to printing and machinery, gives us this unique capability.

From a visual perspective, brands are demanding ever greater graphic precision and stronger shelf differentiation. The sleeve remains an exceptional communication medium: it provides 360° coverage and enables the integration of advanced finishing effects (metallization, holographic effects, matte/gloss contrasts). Looking ahead to 2026 – 2027, we are seeing a strong increase in demand for sleeves that combine emotional engagement, brand storytelling, and circular economy principles.

The French market is particularly dynamic in this regard. French brands – especially those driven by premium segments such as beauty and spirits – have a highly demanding marketing culture when it comes to visual identity.

The most significant growth drivers we identify for 2026 are concentrated across four key segments.

Dairy and beverages remain particularly dynamic, notably due to the volumes they represent. These sectors are characterized by a strong demand for innovation in production line flexibility and efficiency – specifically, the ability to run a full product range (yogurts, milk, desserts) on a single line with rapid format changeovers. This is precisely what our partnership with Serac enables through the WINFARM solution.

Beauty and personal care are experiencing strong momentum, particularly in European and North American markets. Premium brands are seeking packaging solutions that enhance their positioning while complying with increasingly stringent recyclability regulations.

Wine and spirits represent a fast-growing segment for sleeves, with high expectations in terms of print quality and visual effects to differentiate products and reinforce brand image. As an added benefit, sleeves preserve the recyclability of glass without impacting cullet quality.

Finally, security features (tamper evidence, traceability) are a cross-sector growth driver, impacting industries from food to pharmaceuticals.

From a geographical perspective, Western Europe remains our core market, with stakeholders playing a leading role – particularly in decarbonization and short supply chain initiatives. The United States is accelerating rapidly, driven by major players such as Chobani and Schreiber Foods in the dairy sector. At the same time, we are seeing strong momentum in emerging markets, fueled by the industrialization of local agri-food value chains.

Europe is not a homogeneous market and we do not approach it as such. France stands out as a market driven by brand creation and innovation. French clients demand tailor-made solutions, with a strong aesthetic dimension and a growing sensitivity to environmental challenges, supported by regulatory frameworks that are often more ambitious than elsewhere.

While generalizations remain difficult, certain customers, particularly in Germany, tend to prioritize technical performance and reliability. In these markets, the challenge is to demonstrate the ability to achieve high production speeds, strong equipment availability rates, and advanced monitoring of operational and maintenance data in line with the highest industrial standards.

This is precisely why we are present at Interpack with live machine demonstrations: we are here to show, not just to tell. Our partnership with Tecma Aries directly supports this approach, delivering measurable performance with documented gains – 30 percent reduction in footprint, speeds of up to 1,100 cycles per minute, and a 50 percent reduction in consumables.

Our strategic response to these market differences is built on our unique vertical integration. By mastering film formulation, machinery, and services, we are able to tailor each component to specific market needs without starting from scratch. We do not sell a standard product – we offer a “sleeve passport”, adapted to each type of packaging, market requirement, and regulatory constraint.

interpack is not just the world’s largest packaging exhibition,it is where long-term investment decisions are made, committing industrial players for the next five to ten years. For Sleever, it is therefore the most strategic event in the calendar. This 2026 edition holds particular significance for us, for several reasons.

First, it is an opportunity to present a clear and assertive company vision. Sleever is not positioning itself merely as a film or machinery manufacturer – we are a systems company, integrating film, sleeve, machinery, and services, capable of supporting our clients from consumable formulation through to line commissioning and long-term performance optimization.

Secondly, the event allows us to both promote and demonstrate Sleever’s responses to the challenges previously outlined. On our booth, we are showcasing two machines in live operation – CombiSteam® and CombiShrink®,as well as peripheral innovations such as the V5 feeding magazine. These solutions are designed to address our core markets while integrating our latest developments, including circular economy films and smart features such as tagging technologies.

Having strong visibility at this exhibition, within this hall, and with a clear message, is a statement: Sleever belongs among the players shaping the future of industrial packaging. interpack 2026 marks a turning point,where Sleever evolves from a pioneering player in a recognized technology into a key global leader in packaging.