Food product introductions featuring new packaging have grown strongly over the past five years. Many manufacturers have opted for repackaging existing products to attract new audiences rather than introduce new items.
Shoppers are paying more attention to product packaging materials, nutrition and sustainability, and they want as much information as possible before making a purchase. This increases the demand for packaging that is transparent, multifunctional and has easy-to-read claims.
Because shoppers want information about ingredients, nutrition and sustainability, package claims should make it easy for them to find what they are looking for. Transparency, in both product information and packaging, helps shoppers feel confident with purchases and lets them examine food quality.
Innovation, especially in flexible packaging, will continue to offer shoppers convenience and portability. Packaging that retains freshness and is multifunctional should be top-of-mind when developing new packaging.
Package reusability can increase perceived value of a product. Brands should offer specific suggestions for reusing their product packaging, either on the back of the package or online. To calm shopper concerns about any potential impact of packaging materials on their food, manufacturers should be proactive about making packaging information available. This may include information that dispels myths about potential harm or provides the benefits of materials used.