Packaging Innovation Aligning With Consumer Trends Means Everyone Wins

By Isaac Fletcher, contributing writer, Food Online

With consumers demanding more from the products they purchase, food packaging has come into the spotlight not only for its ability to protect products, but for its ability to sell them

As consumption habits across the globe shift and evolve, manufacturers need to establish a new understanding of consumer habits, needs, and demands, along with how those criteria affect their product purchasing decisions. A strong understanding of consumer behavior will open new opportunities in the packaging sector. By learning the roles packaging can play in meeting consumer needs, food manufacturers can make key design and marketing decisions to gain a competitive advantage in the market.

The following will outline some important findings with regard to packaging innovation. It also provides insight on ways to use this information to develop an effective strategy that capitalizes on the changing preferences that drive consumption.

• Glass packaging is becoming a less popular option than it used to be. Instead, rigid plastics and flexible packaging are being utilized — even for luxury goods — to provide greater consumer convenience, reduce product weight, and cut extraneous costs
• As consumers demand ever-greater convenience from the products they purchase, it is becoming increasingly important for manufacturers to ensure the packaging on their products is easy to open while still adequately protecting the food inside
• Sometimes developing an effective marketing strategy means adapting different packaging strategies that target consumers at different stages of their lives
• In an environment where consumers place a high value on quality, manufacturers should remember that a simple, transparent packaging design that allows consumers to readily assess the quality of the product can go a long way toward building trust and positively influencing purchasing decisions
• Manufacturers that discover effective methods of incorporating social media into their marketing campaign can foster strong consumer interaction and consumer loyalty

The factors mentioned above will create opportunities for packaging innovation in four key areas: non-traditional meal times, managing costs of living, indulgence, and health. Packaging is a critical tool that fulfills many important roles throughout a product’s life cycle.

Ensuring safe transport and extending shelf life are not the only factors to consider; rather, packaging can build consumer trust, attract consumers, and ultimately ensure the product is purchased. Manufacturers that learn the best methods for adapting and innovating their packaging to live up to consumer demands will establish a strong advantage over the competition.