2016 packaging trends to watch

Looking ahead to 2016, Mintel has announced six key trends set to impact global packaging markets over the next year, including implications for both consumers and brands
2016 packaging trends to watch

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.

Nutella

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.

Herbamelle

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).

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