We focus on the adaptation of end industries to the new context and regulatory development at national and European level in terms of packaging, waste and circular economy. We present innovative projects and strategies that anticipate and respond to new market needs and trends. We also focus on cases that highlight the transformative potential of the digitisation of industrial processes in the field of packaging, the emergence of new reuse projects and provide a future analysis of the main trends that impact and will impact the end industries (food & beverage, cosmetics, pharma, drugstore, industrial goods…).