Digital prints creating a personal experience, transparent labels, eco-friendly materials and “mobile” packaging are among the six packaging trends likely to impact 2016 as brands compete for consumer loyalty, according to Mintel’s “Global Packaging Trends” research.
1-TAILORED DIGITAL PRINTING
As one in five US millennials seek personalized products, digital printing is expected to exceed industry growth estimates that is already accounting 10% of packaging decoration. For example, Ferrero’s Nutella has allowed consumers to have their name printed on labels, while Coca-Cola launched “Share a Coke” labels with first names to choose from.
2-FLEXIBLES AND POUCHES
Once seen as a compromise, stand-up pouches and other flexible packages are now associated with modernity by 32% of consumers, according to Mintel. In Italy, cheese maker Biraghi uses flexibles for its grated cheese, and the Herbamelle brand launched a stand-up pouch that imitates a jar of honey. In 2016, the next generation will be a hybrid of rigid and flexibles.
3-TRANSPARENT LABELING
As transparency about products becomes key, consumers are looking for less cluttered but equally clear information on packages.
4-GREEN IS FINE, REUSABLE IS BETTER
Brands may be under pressure to deliver environment-friendly options, but “green” packaging alone does not make consumers happy if this means to pay more. Reusable boxe are better.
5-RIGHT SIZE MATTERS
Smaller or larger packages consumers want them all. According to Mintel, 50% of snackers say they would try a new product if it comes in a trial-size pack.
6-MOBIL-UTION
Mobile engagement on packages will become the new frontline in the battle to win consumers. After a mixed experience with QR and text codes, brand owners like Diageo are now venturing into near-field communication (NFC) and bluetooth low-energy (BLE).
