The research field of human-packaging interaction, which includes both marketing and ergonomics, is gaining attention. Based on recent work within this field, in particular papers published in packaging-specific outlets, a reflection on the state-of-the-art will be presented. Within this literature, certain user groups, and certain types of packaging have received far more attention than others, leading to obvious gaps in the literature. Even within wellresearched packaging types, such as the opening of jars, data comparability across different studies is not always optimal. Furthermore, packages which receive the most attention in academic research do not necessarily match the packaging types most notorious for their challenging interaction. Apart from different user groups that are studied in the human-packaging interaction literature, there are also at least two types of researchers working on those studies. In the first, and larger group, are psychologists, marketers, and ergonomists who on occasion select packaging as a useful focus of their studies. In the second, and smaller group, are packaging professionals who happen to focus on marketing or ergonomics questions. Both groups tend to ask different research questions and make different choices in their research design. Hence, clear avenues for future research can be identified, based on packaging types, user groups, as well as research questions and research design. These will be discussed, also in light of their connection to packaging design processes.