Packaging sends a message not only about the product it contains, but also about the brand itself. So, what message do consumers want to hear? We took a look at what’s popular in packaging right now, and the brands that are bringing these trends to life.
The visual aspect of packaging has always been important, but now more than ever consumers are demanding high aesthetic appeal. According to a Mintel report, “52% of US food shoppers report being drawn to packaging with unusual or eye-catching designs.” One brand that has set the bar high for unique visuals is LIFEWTR, the bottled water company that brings artistic packaging to an otherwise colorless product. The tall, slender plastic bottles exhibit bright designs from different artists. Currently, there are three bottle designs, each by a different artist, and LIFEWTR says it will spotlight new artists every three months. After its Super Bowl commercial this year, love for the artsy bottled waters has only grown, proving that the package is just as important as what’s inside.
Another company that puts a lot of emphasis on its packaging is called Agema Beauty. The Greek skin and hair care line packages its beauty products in a shell of hard, dry mud that has to be broken to reach the product itself. The company emphasizes the spiritual and natural elements of its products, and the mud packaging is intended to protect the “energy” of the contents. Although this packaging approach is a little bizarre, it definitely has the eye-catching quality that shoppers want.
Sustainability is another priority for consumers, and large brands are committing to more environmentally friendly practices – which tend to focus on packaging. In 2009, Coke started producing PlantBottles, which use sugar cane plants instead of petroleum to manufacture plastic for the bottles, and in 2015 the company started using PlantBottles that are 100% plant-based. These steps toward more sustainable packaging show that businesses are serious about how their products affect the environment.
Just last month, Target announced five new packaging sustainability goals that it has for 2022. The goals for its Target brand products include eco-friendly sourcing and materials, as well as How2Recycle labels on packaging. H&M is another brand that has made a public commitment to sustainability, setting standards for both its product and transport packaging. The fashion brand even has a new Conscious Exclusive line, which uses material made of recycled shoreline waste. The collection takes recycling to a whole new level, and proves that the trend toward more environmentally friendly products and packaging is here to stay.
A third major trend in packaging is integrating technology into the packaging itself, which can have a variety of different purposes. One function of “smart” packaging is increased marketing opportunities, as a Finnish packaging company called Huhtamaki recently demonstrated. They developed a paper cup that contains a heat-sensitive QR code, which is hidden until a hot beverage is poured into the cup (known as the AdtoneTM cup). Not only does this new technology give businesses more control over their digital promotions, but it also gives consumers the “wow factor” that will make a simple cup of coffee a memorable experience. Another high-tech packaging trend is smart labels, which have been developed by the Scottish company Insignia. The labels are placed on packaged foods and activate when the package is opened. Then, the label gradually changes colors to show where the food is in its lifespan. When the label matches the “Past Best” color indicated, consumers can know that it’s time to throw the food out. This visual expiration date definitely meets the demand for smarter packaging, and shows a trend toward more technological packaging in the future.
Packaging is much more than just a practical necessity – it’s an opportunity for brands to engage with customers and meet both their needs and wants. Right now, that means bold visuals, commitment to sustainability, and high-tech innovation. Who knows what the next packaging trends will be?
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