Food Packaging's Emerging Global Trends
By Sam Lewis
Analysts from Tetra Pak offer what they believe are five up and coming patterns and the implications they will have on the food packaging sector
It should come as little surprise that sustainability tops the list of the world’s top food and beverage packaging trends. As food makers and packagers continually expand into a global market, so does the footprint left on the environment. What used to be seen as going above and beyond in sustainability, especially in packaging, is now seen as ordinary. Consumers expect food makers and packagers to take on sustainability with products.
Analysts at Tetra Pak say, “Being eco-friendly has evolved from just using brown packaging — even though this is still popular — earthy colors, and textured paper, and has become more diverse. Brands are moving away from the clichés, daring to build organic ranges with vibrant, colorful, and fresh design cues. We see innovative approaches like eating insects and edible food packaging, while non-dairy protein beverages including soy, rice, and oat are becoming increasingly popular. Organic beer, wine, coffee, and tea are other categories expected to grow fast."
Not only are consumers expecting their food and beverages to be packaged in a sustainable way, they are also looking more and more for an engaging experience with products. Now, more than ever before, consumers are looking for packaging that is unique to their needs and want to be psychologically involved with the brand. According to analysts at Tetra Pak, “Brands should pay attention to details and create memorable experiences with packaging. Humor is used as a great tool to catch people’s attention. There are playful approaches to everyday products like hidden messages, mixing illustrations with photography, and choices of unexpected materials.”
Health is viewed with more of a holistic approach these days. Consumers are not only concerned with what food offers nutritionally for their bodies, they also want food and beverages that improve mental health while being natural, good for them, and delicious. The analysts at Tetra Pak say, “Health is no longer conformed into one type of expression. We have the soft, organic, wholesome design on one end and the medicinal and functional food approach on the other end. Brands dare to challenge the established category codes and create new and hip aesthetics to express health in different ways, and therefore achieve stand out on the shelf.”
Consumers are concerned with the safety of their food. Duh. But now, consumers want safety and they want to transparency in the supply chain. However, in some food sectors safety and transparency are still issues. So, how can consumers know if a product is safe? How can trust be built between a brand, a product, and a consumer? According to Tetra Pak, “Packaging is designed to give quality assurance through safety seals, and traceability to understand where products really come from. Design cues, such as hand-rendered typography, farm accessories, and hand-crafted details give a feeling of the small scale, local, personal, and hand-made.” These small details can lead to a sense of familiarity, which can lead to trust in a product. If a consumer is happy about the origins and the story of a product, they are likely to continue using it. “We see brands teaming up with local artists, not only to create outstanding design, but also to tell the story of local product. We see other brands using maps, flags or local symbols, to clearly state where the product comes from.”
Finally, it’s no secret that consumers lead busy lives and are seeking convenience in food choices. But, furthering that notion, consumers want food to be simplified and streamlined for their busy lives. Consumers are even willing to pay more for a product if it offers fewer choices and makes life a little bit easier. “We see a wider range of high-quality ‘on-the-go’ food, and the packaging is designed fit these needs,” say analysts at Tetra Pak. “Design details that tell the story of a home-cooked meal and personalized experiences are often portrayed. As ‘on-the-go’ products often are enjoyed in front of friends or on the bus, the design is even more important.”