Digital printing, eco-friendly packs and mobile-engaged packaging are three of the trends Mintel predicts will impact the market this year.
Mintel's global packaging director David Luttenberger says consumers are wanting a more personal experience from their packaging and says the following trends are set to rise.
1. DIGITAL DYNAMICS
Luttenberger says we are nearing the tipping point for digital package printing as brands move beyond using it for limited editions and personalisation, and capitalise on its economic and speed-to-market advantages for mainstream package decoration. (The fun chocolate packaging below, which can be used to create different Origami cows, was enabled by digital printing using HP Smart Stream Mosaic technology.)
2. LESS CLUTTER PLEASE
Consumers are demanding more information about what they're really buying, while also asking for less on-pack clutter. The concepts of clean labelling and clear on-pack communication are set to converge.
3. PHENOMENAL FLEXIBLES
No longer is flexible packaging (specifically pouches) considered a trade-off. Innovative brands are looking to the next generation of rigid/ flexible hybrids that offer functional and environmental benefits alongside great shelf presence.
4. MORE THAN 'JUST' GREEN PACKAGING
Despite brands’ best efforts, package recycling is well below its potential, according to Luttenberger. When product price and perceived product quality are equal, consumers will increasingly turn to eco- and alternative-use attributes as the deciding purchasing factor.
5. SIZE MATTERS
The ability to reach consumers in time-shifting use occasions means brands must offer a greater range of pack sizes. Such adaptability will attract brand loyalty.
6. PACKAGING MOBIL-UTION
There’s a revolution happening in mobile-engaged packaging tapping near-field communication (NFC) and bluetooth low-energy (BLE). As brands clamour for innovative ways to engage with shoppers, the mobile environment will become the new frontline in the battle to win consumers.
The full copy of Mintel’s Global Packaging Trends 2016 is available for free download here.
