Packaging producers need to respond to a number of changes heading their way says a report from research organisation Mintel.
In its Packaging Trends 2023 report, the company looks at pressures on the sector from a number of angles, both political, legislative and social. And in all cases sustainability of packaging is becoming key. Legislation to enforce sustainability, such as outlawing single use plastic and forcing producers to take responsibility for the packaging they choose is on its way. But brands, says Mintel, should introduce the necessary changes before the legislation bites. Packaging that becomes a pollution hazard after use is now a no-no as no brand wants its logo washed up on a beach and destroying wildlife.
Packaging needs to become part of the circular economy, used, recovered and either reused or recycled. Any claims to this effort, or about carbon impacts need to be validated by trustworthy third parties. The United Nations’ Sustainability Goals are being adopted as a benchmark for measurement.
Deposit return schemes are also on the way to ensure that packaging does not end up in landfill or worse. Again the report warns that the costs of such schemes should not be passed on to the consumer and that any schemes need to be simple to understand, implement and use.
Recession and the cost of living crisis is encouraging consumers to seek out value in what they buy, and this can mean smaller pack sizes to reduce waste and packaging that reduces waste by helping conserve food in a container that has been opened.
In the food sector packaging can help by providing nutritional information and recipe suggestions.
Social pressure is increasing thanks to the speed on social media channels. Any brands falling short in terms of transparency will be found out and their dissembling spread across social channels like wildfire. Packaging should instead by used to tell the story of the product, how and where it was produced, either on the pack itself or via a website reached via a QR code. Consumers already spend hours a day using their phones to interact, seek information or make purchases. It is therefore second nature to scan a QR code to uncover more information or perhaps in response to a promotional message, engage with the brand behind the product in other ways. Youth oriented brands are encouraging TikTok videos for example.
Digital printing can be used to create limited edition packaging designs for influencers and to allow brands and retailers to respond rapidly to changes in the market and so tap into a sales opportunity before the consumer heads on to something even newer.
