Dive Brief:
- Mintel has announced the five global packaging trends it believes will impact the food and beverage industry in 2018, according to a company release.
- The market intelligence agency believes packaging will play a vital role in: reducing global food and product waste; that online brands will revamp their packaging to enhance the e-commerce experience; brands will keep marine conservation at the forefront of packaging development; and manufacturers will use contemporary formats to help draw shoppers to the center store.
- "Such trends as those we see emerging in e-commerce packaging have stories that are just now being written. Others, such as the attack on plastics, are well into their third or even fourth chapters, but with no clear ending in sight," David Luttenberger, global packaging director at Mintel, said in the release. "It is those backstories and future-forward implications that position Mintel's 2018 Packaging Trends as essential to retailer, brand, and package converter strategies during the coming year and beyond."
Dive Insight:
In the past, consumers viewed food and beverage packaging simply as a means to deliver a product and further a company's message. For many shoppers, it was a throwaway item they never gave a second glance.
But as consumers have become more conscious of environmental sustainability, and hungry for premium, eye-catching product offerings, manufacturers have begun elevating their packaging design. Mintel's forecast anticipates even greater consumer interest in the materials used to keep their food safe while promoting what's inside.
The first trend, which outlines how packaging will cut down on food waste by extending shelf life, is nothing new. What has changed is the level of importance consumers give to low-waste lifestyles. Food and packaging waste is top of mind for many shoppers. Manufacturers should leverage on-pack communication tools to explain how much longer their brand's unique packaging keeps a product fresh, or how the item has been improved to reduce the amount of cardboard, plastic or other materials that are used.
Brands also are looking to bring younger shoppers back from the periphery of the supermarket into the center of the store. Millennials are eating more fruits and vegetables than any other demographic, which is good for their health, but bad for center store products. Re-packaging goods to appeal to these consumers will be key, and can help brands gain a fresh halo that will differentiate them from competitors. Innovative design, such as squeezie pouches and Fanta's twisted plastic bottle, also can establish a strong brand presence and distance it from its other competitors.
Perhaps the most interesting trend Mintel projects is that packaging will be increasingly designed with e-commerce in mind. This entails creating packaging that looks good online and is hardy enough to withstand transit.
Online platforms also give manufacturers a canvas beyond physical packaging to include information about product ingredients, sourcing and flavor. Coca-Cola, for example, told Food Dive that the "digital shelf" allows the product to display not only the price but functional benefits of the brand's story. The beverage giant also said that digitalization has made it easier to personalize content to entice consumers.
As e-commerce becomes a more popular purchasing avenue for consumers — online grocery shopping is expected to grow from its current 2% of sales to roughly 20% by 2025 — brands big and small will need to develop packaging and websites that will bring the in-store experience to consumer's computer screens.