New Trends in Food Packaging in the Digital Era (2)

Update time : 2022-06-09 15:09:01

Personalized packaging, the exclusive consumer aesthetic of Gen Z
The continuous change of new food brands and new packaging has led to a fierce battle in the competitive market from the small supermarket shelves to the entire e-commerce platform. According to the survey, 80% of consumers are more willing to pay for personalized packaging. As the first impression of diners on food, the packaging is sometimes more recognizable than the food itself, so how to promote consumption through "personalized packaging"?

1. Customized packaging - the client's creative canvas
Among all the packaging methods, there is nothing better than providing "customized service" to meet the solid individual needs of consumers. One of the first in the beverage industry to call out the "custom" slogan and succeed was the Coca, which launched a Share a Coke campaign. Customers can add their own and others' names to the Coke bottle so that Coke has its own name. This marketing approach, which caters to the individualized Gen Z consumer group, has been well received by the market. According to data, Coke sales increased by 2.5% during the event.

Another ingenious example is Dedicato a Te (For You) from Barilla Group. This is an e-commerce platform from Italy. The biggest feature that distinguishes it from other e-commerce platforms is that it can provide customers with personalized packaging designs of food. Dedicato a Te customers can choose their favorite product and packaging materials from a variety of design styles during different celebrations of the year, such as Valentine's Day, Christmas, birthdays, etc. In addition, for each detail of these combinations, customers can upload names and pictures to name them, giving users a unique packaging customization experience. More than that, Dedicato a Te insists on using recyclable green packaging, which is in line with the sustainable development philosophy pursued by Barilla Group.

2. Popular trends - the hottest packaging design at the moment
The personalization of packaging should not stop at customized services. Good design can arouse consumers' desire for new products and persuade them to reach out to products.
Minimalist packaging. A lot of white space combined with simple product descriptions, like this Toro Matcha, is refreshing to deliver a clear product message without the cluttered jargon of coffee bag marketing.

Transparent packaging. Although not the latest packaging trend, transparent design has been hot in the packaging market. Especially under the promotion of the "big health" environment, more and more healthy foods need to use this method to let the products speak for themselves, and consumers can see the original appearance of things at a glance.

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Retro packaging. If your product has a long history or a special meaning, vintage packaging fits the tone. Qhali Kay Organics designed their cereal packets to have an Adean Mountain look vintage paper with a taste of old westerns.

Shaped packaging. Not all products can only be placed in square boxes, and different sizes and shapes often give products a unique look.

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Forbes research shows that packaging personalization can increase product marketing revenue by up to 15%. Young consumers most of the time see brands as real people, seeking a more intimate and meaningful relationship with their favorite brands, which is why personalized packaging is so popular. If a brand can meet the needs of target customers while telling a story that matches its values, then this group of customers will not only repurchase the brand’s products but also unconsciously share the brand’s philosophy when interacting with others, achieving excellent marketing Effect.

At the same time, the awakening of people's health awareness and the release of the plastic restriction order stimulated the market's strong demand for new materials, new methods and new designs. In the future, enterprises should be based on health and environmental protection. While improving the transparency of packaging information, they should integrate new packaging materials and technologies in the most cost-effective way, so that their product packaging can stand out from the highly homogenized and competitive market.

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