Trends in packaging
November 18, 2013
Trends in packaging are demonstrating slow but steady innovation
that keeps customers engaged and excited. Green packaging in
particular is coming of age, evolving to add perks well beyond
efficiency and waste reduction.
Bioresins and plant-based packaging will continue coming to
market in 2014. In addition to simply replacing plastics with these
materials, manufacturers are finding innovative uses for biological
packaging to give consumers extra product benefits.
The potato starch and paper container from Veuve Clicquot is not
only 100 percent biodegradable and recyclable, it also insulates
the bottle, keeping it cool for up to two hours. Many brands have
zero-waste options in the works, such as edible rice paper food
wrappers and packaging that washes away in water.
Packaging with dual uses resonates with the environmentally
conscious and the budget conscious alike by reducing waste and
giving the customer two products in one. A Dutch company sells
lightbulbs whose packaging can turn into a lampshade. Lu, the
French biscuit brand, has introduced a box that becomes a child’s
toy when refolded.
Pure and simple
Customers today want to know where their food comes from and
what ingredients go into it. To meet this demand, food brands are
rolling out packaging that communicates simplicity, purity, and
natural origins. Beautifully photographed, fresh-looking
ingredients are gracing packages on nearly every grocery
Target’s Simply Balanced private label uses a circle graphic
paired with appealing food photography on a field of turquoise.
Pillsbury’s Simply line is clothed in a white package with
no-nonsense typography and product imagery.
Natural hues and unbleached papers combined with pops of vibrant
color are being used to show flavor variety, as with Triscuit’s
bright accents reminiscent of colors used in fashion and home
Beauty to go
In 2014 we’ll see on-the-go packaging move into the beauty
category. Sample sizes not only fit perfectly in a travel bag or
purse, but are a great inducement to try a new luxury
Sephora is taking advantage of the latter opportunity by
including trial-size products with purchases. Offering samples at
checkout is a smart targeting move—with freebies given only to
those who have already shown an interest in high-end
More and more brands are adding cachet to their lines through
the name recognition of artists and designers. Target is well known
for partnering with major fashion designers including Phillip Lim,
Alexander McQueen, and Jason Wu. Sephora recently collaborated with
Pantone and Disney; Jarden Consumer Solutions (parent to Oster and
Sunbeam brands) enlisted French Bull to design a line of small
appliances. Commemorative Andy Warhol designs have appeared on
Perrier, Nars, and Campbell’s soup packaging this year.