5 Trends in Packaging – WholeFoods Magazine

Current market needs are evolving and packaging professionals are innovating to meet consumer demands.

Today’s consumers are more interested in packaging that reflects their values ​​but still looks attractive. Top five packaging trends today:

  1. Eco-Conscious

Increasingly important to consumers: green products… and that includes the packaging those products come in. consumer research program revealed that consumers are more favorable towards companies that are involved in sustainable initiatives. Looking at packaging, the data shows that more than 70% of consumers said they consciously consider products and packaging made from plant-based materials when shopping. This is up from 65% in 2021 and back to pre-pandemic numbers. Ranking their main factors, consumers indicated recyclability, biodegradability, durability and composability


“Most consumers are concerned about the environmental impact of the products they buy,” says Brett Featherston, global vice president of sales for PBPC member Evanesc. “They expect businesses to offer sustainable alternatives to products that are known to be harmful to the environment, and in many cases are willing to pay more for that sustainable product.”

Sustainability is one of the biggest trends affecting the packaging industry, agrees Moira Stein, Insights and Strategy for Berlin Packaging. “Consumer demand, retailer requirements and government regulations are all driving the growth of green packaging solutions. We are seeing an increase in refill and reuse models, alternative materials such as post-consumer recycled and ocean-bound plastic, reduced weight, elimination of unnecessary packaging components and more. Berlin Packaging takes a holistic approach to sustainability with a range of services including market intelligence, life cycle analyses, stock options, customized solutions and communication strategies. Our client-facing teams combine deep domain expertise with hands-on commercial experience to build circular strategies that will strengthen brands and grow their bottom line.”

  1. Ready to be delivered

Another trend in packaging is practicality, due to changes in the way products move from producer to consumer. “Products can be handled up to three times more than packaging sold through traditional retail, and therefore must be able to withstand rigorous conditions and rough treatment,” explains Stein. “Partnering with suppliers like Berlin Packaging with a responsive quality service division and APASS (Amazon Packaging Support and Supplier Network) certification can help solve problems, prevent waste and reduce costs.”

  1. Screen-Dignity

“The rapid growth of e-commerce – including web retail, B2C and D2C, subscription programs and online marketplaces – is having an impact on packaging,” says Stein. “E-commerce packaging has unique design and logistical considerations. Beyond shipping and handling, e-commerce has changed the role of a package’s brand design. Graphics need to work well not only on the shelf, but stand out on a computer monitor, tablet screen or phone. Berlin-based design and innovation division Studio One Eleven creates impactful solutions with e-commerce in mind.”

  1. Personalized

“Personalized packaging can reach people in a more personalized way,” says Stein. “Coca-Cola ‘Share a Coke’ is a great example. Sales increased by 19% in the first year of that campaign. Personalization can add value and relevance, and the rise of digital printing has made personalized packaging more feasible… Consumers increasingly expect brands to tailor products, experiences and content to their specific needs and interests. According to a recent GlobalData study, 60% of consumers are influenced by how well a product or service fits their needs and personality.”

  1. Easy to use

“Consumers want products that save them time and effort, and the benefits and convenient attributes of package design can look different across categories,” says Stein. “For sauces, dips and condiments, it can include inverted bottles that make it easier to dispense the product. In the spices and seasonings category, it can include ergonomic shapes and closures that allow one-handed pouring, such as Morton’s Sea Salt and Sea Salt Rubs, both designed by Studio One Eleven. When it comes to snacks, it can include individual sizes and pre-portioned portions that offer on-the-go convenience and improved portion control. Consumers are becoming increasingly price-sensitive, and offering convenience benefits can create an enhanced user experience and an important point of difference that drives sales.” WF

Getting the right text to sell – safely

Of course, the words on the packaging also need to sell… and stay relevant while doing so. For the latest in regulatory compliance on top markets, don’t miss the Naturally Informed educational sessions with regulatory expert Asa Waldstein of the Supplement Advisory Group. At the virtual event Stress and mental well-being: Mastering the market, held virtually in September, Waldstein provided key insights to help brands avoid warning letters while still communicating the benefits. Scan the code or visit to view the session on demand at no cost.