If the face is the mirror of the soul, the packaging is the mirror of the company and its products. For consumers, it is the first contact they establish at the point of sale with the things that interest them but also with the brands and their values, characteristics and strengths. Therefore, care must be taken that the packaging of the products respects what the brand is and what it wants to convey. It is a key piece of marketing strategy and one that must be taken care of with all details.
And, therefore, it is very important to understand how things are changing and what needs to be done to keep up with packaging. What are the trends that usa numbers list are setting the reality of packaging right now? A Mintel study has highlighted those that function as key elements during 2019. These are the trends that are changing packaging right now.
An example of the solutions that already exist on the market
Or what is the same: companies will use diverse technology to unite the packaging – physical – with the online environment. This will involve everything from adding QR codes, something that some companies are already doing, to introducing new elements, such as RFID technologies that allow products to be followed. Other elements will also be used, such as augmented reality, to make the experience more memorable and complete. “Brands can capitalize on connected packaging to influence how they are viewed online, adding engaging content and product-specific information to directly influence purchasing decisions,” explains David Luttenberger, Global Packaging Director at Mintel.
Packaging connects with the circular economy
Or, as they point out in the Mintel analysis, the circle is closed. For brands, he explains, it is an opportunity to differentiate and connect with consumers in a new way, using a hot topic such as recycling. Brands must go beyond promises to recycle or use 100% recycled materials in their packaging.
In a way, it is very difficult for brands to position themselves 100% in this field, because using recycled or reused materials can open up new risks (such as, and as explained in the analysis, food safety problems) to which companies they don’t want to face each other. Therefore, they conclude, the trend will be more than promising things to work on creating a certain conducive framework. That is, companies will try to generate awareness about the importance of recycling and will make their packaging enter that field.
The death of plastic
The previous point is in fact closely related to the next crucial point that will impact how packaging is designed and how companies use materials.
Samsung has just introduced this plastic-free packaging
The food market is one of those that is experiencing the clearest boom of the end of plastic, but the truth is that it cannot be expected that this will be contained to only that market niche.
Mintel’s analysis is not the first to point to the idea that plastic is going through a bad time. In fact, the plastic crisis is already a general trend in packaging , in an upward situation. Companies of all kinds have already started reducing or eliminating plastic. Carrefour launched, for example, a campaign to avoid plastic packaging in supermarkets, inviting its consumers to take the packaging directly from home, and Samsung has also announced that it is eliminating plastic from its product packaging.
Returning to the data from the Mintel analysis, its experts recall that stores without plastic or packaging or the specific products that are presented by reducing or eliminating plastic are new opportunities for the market, but it has not caused the satiety of consumers to decline. Plastic is a serious problem for the environment and consumers are increasingly aware of it. Of course, what exactly is a “plastic-free” packaging remains a complicated question.
“Even plastic-free packaging includes plastic made from plants, demonstrating the lack of clarity in the plastic-free promises,” recalls the Mintel expert. Despite the fact that everything is quite complex, brands have to position themselves in that field yes or yes. “Brands have to act now, either by securing a position in the emerging plastic-free zones usa numbers list switched to acceptable packaging materials, or by entering the debate, clearly explaining what the benefits of plastic are in their products, and addressing the concerns of plastic pollution with appropriate end-of-cycle packaging solutions, “says Luttenberger.
Reinventing the box
The other great trend that Mintel detects in packaging is related to ecommerce. The times when things were sent in a simple cardboard box are no longer valid. As ecommerce becomes more and more popular, ecommerce packaging has to live up to all of this. You have to follow a strategy. “Now there are unlimited opportunities for marketers to think about the new generation of shelf presence, from” hero images “on retailer sites to unboxing experiences,” says the head of the study.
Laconicum is a cosmetics ecommerce that has turned its packaging into a brand asset Foto Laconicum
Brands, alert, must be increasingly aware that the brand image, once the physical part of the purchase is entered, is divided between what comes inside the box but also outside it. In other words, the boxes have to have a certain identity and be striking or fit in with the values of the brand, but you also have to take care of what happens when you open them. The consumer must be given “a feeling of pleasure and surprise when he opens the package.”
Packaging as an advertising frontier
And although the Mintel study does not mention this trend, packaging is also emerging as an advertising frontier . Amazon has been one of the first giants to use it, making not only its own campaigns (such as including references to its series or its services in the tapes that stick the box) but also others (such as one with the Minions), but it is not the the only company that has seen the advertising potential of packaging or that will implement it. The advertising messages are linked to your market (in the packaging of an online purchase they can be food products, for example) and are impossible not to see.