5 Packaging Trends Of 2014

By Sam Lewis

Smithers Pira, a market research agency for the packaging industry, takes a look at five of the biggest trends currently taking place in the packaging industry

Brands constantly struggle to change and innovate packaging in efforts to keep up with consumer demands and to attract attention in a progressively competitive market. The following is what Smithers Pira believes are the top trends of the packaging industry, keeping manufacturers, suppliers, and brand owners engaged with customers.

National Pride Accompanied By Vintage Packaging

Look no further than Britain. The 2012 Olympics, along with the marriage of Prince William and Kate Middleton were the triggers for this trend. The packaging industry has been trying to capitalize on containers with a design featuring the Union Jack. But the trend doesn’t stop there. This has led to more traditional and nostalgic designs. Vintage packaging plays a role in not only triggering memories, but also in authenticating a brand. If a brand appears to have been around for years, consumers develop trust, even if the product is new to the market.

Packaging Personalization

Digital printing has become more affordable, leading to shorter runs in printing. Personalization has been a tool to attract customers that has increased because of this affordability. A prime example of this is the Coca-Cola “Share a Coke” campaign. This movement features popular names printed on bottles and cans for consumers to share the product with. But Coke was just the catalyst. Absolut Vodka bottles have taken this approach to make customers feel unique. Even Heinz is in on this move. The company has allowed consumers to create personalized cans of the company’s tomato soup as get well gifts. As technology develops further, and costs of it continue to drop, look for packaging to become even more personalized and creative in the future.

Packaging For The People

Now, more than ever, packaging needs to address the unfulfilled needs of consumers. Busy lives leave consumers constantly on-the-go and without time to prepare traditional meals. The value-added market is playing a bigger role than ever, and manufacturers, such as General Mills, are trying to take advantage of it. Soon, the company will unveil its line of Totino’s Pizza Chips, available only at convenience stores. This takes the brand’s Pizza Rolls to another level of convenience, addressing the needs of the on-the-go consumer. But, the product also needs to be packaged in a way that is pleasing. The best way to do this is to make it easy to open, portioned out properly, and re-sealable. Unilever’s “Clean Lock Cap” on its Colman’s condiments is a great example of this.

Distinctive Packaging

Standing out on grocers’ shelves in a constant battle for all brands. To stand out, brands must secure a nice and market the unique product to consumers in way that keeps them engaged. Budweiser used its bow tie cans to engross customers, while Pop Chips packaging uses a combination of bright packaging and a clever font to bring in consumers.

Other companies, such as Heinz, simply use creating language on the packaging to entice customers. On the company’s tomato ketchup, consumers can read “bursting full of tomatoes” upon the label. This approach conveys honesty, yet still delivers a marketable message.

As concerns regarding the environment continue to increase, so does the need for packaging to flaunt its sustainability credentials. Brown and earth-colored packages, along with simple schemes, often portray an earth-friendly image for the packaging and its materials, even if that is not the case.

Technological Advancement

Innovations in technology have helped packaging and consumers take the next step in engagement. Take for instance the interactive features on Heineken’s new bottle. The container, when opened, produces a beam of light. While this can is not in mass production — and seems to be more of a gimmick/marketing tool — it shows how technology can affect packaging.

Looking forward, consumers can expect the nostalgia and national pride trend to continue. Simply designed packages that promote environmental friendliness will also continue to grow. Companies will likely see opportunities for profit in functional packages that excite the consumer.