The law of attraction – Packaging trends 2018

The law of attraction – Packaging trends 2018

Consumers nowadays aren’t brand loyal and rarely wear their heart on the sleeve when looking to purchase a new product. So, what is the best way to attract the modern-day consumer?

Last month we touched upon the retail apocalypse, and why it is important to provide your consumer with one seamless experience. This month we felt it would be beneficial to share with you Mintel’s global packaging trends for 2018. Mintel is an award-winning provider of market research, data, trends and insights that will directly impact your business.

Each of the five key packaging trends released by Mintel have relevance to businesses with varying interests, positioning and operations. By paying attention to and adopting the latest packaging trends influencing consumer purchasing habits, you can ensure your brand will get the boost it needs for 2018.

 


The first trend, packaged planet, relates more to the throwaway culture often taking place within the food industry.

What’s happening in 2018?

  • Increased focus on packaging innovations that extend food freshness, preserve ingredient fortification, and ensure safe delivery is increasingly benefiting consumers on a global scale.
  • 50% of US grocery shoppers agree that the right packaging can help reduce food waste.
  • Business owners are promoting packaging benefits, and brands are spotlighting these attributes on-pack to become catalysts for changing consumers perceptions of packaging for the greater good.

 

What next?

  • The food and agriculture organization of the United Nations estimates that 1.3 billion tons of food is wasted globally each year, with consumers in Europe and North America throwing away between 95-115kg of food per person.
  • 61% of Canadian fruit and vegetable buyers say they would be interested in packaging that keeps food fresh longer, indicating the importance of this issue across the globe.
  • By exploiting on-pack communication tools, brands can educate consumers to the benefits packaging can bring, from extending the shelf life of food to providing efficient and safe access to essential products in developed and underserved regions of the world.

 


Moving on, the next trend, rEpackage, has more relevance to businesses who are moving their operations online.

As more and more consumers embrace online shopping, packaging is beginning to play a pivotal role in brands’ and consumers’ e-commerce experiences. This is something that we covered last month in our ‘Surviving the retail apocalypse’ article.

What’s happening in 2018?

  • Online shopping is becoming more widespread around the world and is near ubiquitous in markets like the UK where 91% of consumers say they shop online.
  • Brands are now starting to consider how packaging can alleviate, if not eliminate consumer frustration with over-packaged and even under-branded goods sold online and delivered via e -commerce.

 

What next?

  • E-commerce sales are forecast to reach $4 trillion globally by 2020, representing nearly 15% of total global retail sales.
  • While online shopping’s key advantage is convenience, consumers expect more from their favoured brands.
  • When designing packaging to be viewed online, and transit packaging to be opened upon delivery in the home, the experience of e-commerce packaging must reflect consumer expectations from shopping with that brand in-store.

 


If it wasn’t clear enough the first time, Clean Label 2.0, will help enlighten consumers purchase decisions! Brands that offer too much or too little leave consumers more confused than informed.

What’s happening in 2018?

  • Though consumers are more informed than ever, they may reject brands if they feel overloaded with information, leading to questioning of provenance, authenticity and transparency.
  • 39% of French consumers feel that excessive information on food and drink packaging can make it hard to trust a brand.
  • Every package must create an emotional reaction for consumers at the point of sale.

 

What’s next?

  • Brands must adopt on-pack communication that eliminates excess information.
  • Design elements that help consumers focus on key product qualities or package functionality can lead to greater customer engagement.
  • Brands must create a new generation of clean label to packaging design to evoke a sense of calm and clarity for shoppers in an increasingly hectic retail environment.

 


One of the hottest trends at the moment, Sea Change, has continuously gathered media interest due to the catastrophic effect plastic packaging is having on the worlds oceans.

What’s happening in 2018?

  • Sourcing packaging material from sea waste highlights the greater sustainability issue but is not a solution in itself.
  • Committing to the use of recycled content in all packaging can help drive the circular economy, reducing ocean plastic by ensuring an efficient route for packaging.
  • Consumers are becoming more eco-conscious. 36% of Australians prefer products that are sold in eco-friendly packaging.

 

What next?

  • It has been estimated by the Ellen MacArthur Foundation that by 2050 there will be more plastic in the sea than fish.
  • Reducing the likelihood of packaging waste entering the sea in the first place offers greater potential for reducing the impact of plastic packaging on the ocean environment.
  • Concerns over safe packaging disposal will increasingly colour consumers’ perceptions of different packaging types and impact shopper purchase decisions.
  • Collecting waste plastic from the sea to recycle into new packaging can raise consumer awareness but wont solve the problem.

Shopping in-store has become mundane and boring, rEnavigate, will see brands move towards contemporary packaging formats to help reinvigorate those centre-of-store aisles visited infrequently by younger shoppers.

 

What’s happening in 2018?

  • Shopper habits are changing, both in frequency of shopping and in how consumers navigate the store. Large weekly shopping excursions are being replaced with more frequent, smaller trips.
  • Supermarkets are now fighting back by refreshing store layouts to reflect this new ‘mission-based’ shopping style.
  • By improving packaging, brands are refreshing the centre-of-store experience whilst earning loyalty among Millennial shoppers.

 

What’s next?

  • Packaging needs to play a greater role in meeting Millennials needs and desires by communicating this at the point of purchase. For example, windows in packaging enable the consumer to inspect the product, interpret the quality and solidify their purchase decision.
  • Contemporary design, recyclability, or unique shapes can also draw in younger consumers.

 



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