Food packaging is playing an increasingly crucial role in the marketing and success of modern CPG (Consumer Packaged Goods) brands. In the rapidly changing retail food ecosystem, modern packaging trends are drastically influencing both brand awareness and the final purchase decision of consumers. Nowadays, food packaging, in addition to being a product protection vehicle, is the first contact with the customer, a storytelling tool and one of the key differentiators for any food brand.

The importance of food packaging in sales and branding

Food packaging communicates the brand identity, the values it stands for and even the quality of the product. According to a recent Nielsen survey, 64% of consumers try a new product on the shelf because of its eye-catching packaging, while 41% say that food packaging is their main reason for purchasing. These figures highlight the importance of a CPG brand's packaging design and visual identity in shaping purchase behaviour. The secret lies in creating packaging trends that 'speak' to the modern consumer, offering easy recognition, a clear message and visual appeal.

Keys to Successful Packaging Design

A successful food packaging design involves much more than a nice logo or eye-catching colours. We've compiled the most important innovative packaging design trends that enhance food branding and increase consumer demand:

Simplicity and clarity: Clean, minimal lines are proven to draw attention to the shelves and convey a sense of freshness and hygiene.

Sustainability: More and more CPG brands are choosing recyclable or biodegradable materials, enhancing their brand profile and meeting the demands of conscious shoppers.

Functionality: Food packaging should offer ease of storage, transport and use (e.g. resealable pouches, easy opening).

Technological innovation: From QR codes leading to interactive content to smart packaging with freshness sensors, packaging innovations are breaking new ground in food marketing.

Targeting niche audiences: packaging personalization and "instagrammable" visual identity enable viral foods to flourish on social media and boost word of mouth.

Viral Food and packaging trends: influence and examples

Several brands have managed to build viral awareness by leveraging food packaging trends. Two prime examples are Poppi with its funky, embossed graphics and Oatly which broke the mould with its simple, eco-friendly design. Visually appealing packaging and a focus on emotional 'hooks' - such as sustainable farming or humour - create products that are easier to share digitally and explode awareness.

According to HubSpot, viral food packaging often mimics successful trends from areas such as fashion and beauty, applying colour palettes, fonts and stylistic patterns that are already "trending" in the digital environment. Thus, there is a greater connection with the new generation of consumers and CPG brands are increasing their market share.

Step by step: How to incorporate trends into your food packaging

Following Packaging Trends innovatively and effectively requires a specific strategy to ensure that your food packaging stands out in the market. Here is a practical guide for food retail professionals or CPG brand owners:

Market and competition analysis: Identify the packaging design trends that dominate your industry, evaluate the packaging trends of successful competitors, and draw insights from other relevant markets (such as snacks or beverages).

Defining customer targeting: Clearly define your target audience. Packaging should be tailored to consumer trends depending on whether you are targeting millennials, parents, or sustainability-conscious consumers

Choice of materials and aesthetics: Invest in eco-friendly materials and focus on differentiation through colours, graphics and fonts that express your food branding.

Easy usability: Design the packaging with a focus on functionality, evaluating features that make it easy for the consumer (such as easy opening, dispensing, stackable design).

Informed by data & insights: use statistical data and customer feedback to continuously improve your packaging design and boost acceptance rates.

Digital-first perspective: Ensure that food packaging is attractive both on the physical shelf and digitally, as product photos are often circulated via social media platforms.

Statistics and research on the power of food packaging

The impact of food packaging on marketing and sales is stronger than ever. Research data reports:

52% of shoppers say they are likely to repurchase a brand because of its attractive packaging (Ipsos).
Products that take advantage of new packaging trends see an average sales increase of 30% in the first six months of release (Nielsen).

Sustainability of food packaging is among the top three key criteria for brand choice for the majority of consumers under 35 (Deloitte).

The above statistics highlight that packaging design strategy is an investment with obvious, measurable benefits to the commercial success of CPG brands.

Food packaging is now a vital tool for branding, differentiation and a dynamic presence on physical and digital shelves. Constant monitoring of packaging trends, constant innovation and adaptation to evolving market needs shield food brands against competition. Leverage packaging design as a driver of storytelling, meaningful communication and a source of long-term profitability. Invest in packaging trends, emphasize sustainability, functionality and authentic visual identity to achieve not only viral recognition, but also commercial success.

Sources:
https://blog.hubspot.com/marketing/behind-viral-food-brands-do-trends-matter-in-cpg-design
https://www.nielsen.com/us/en/insights/article/2016/package-design-the-silent-salesman/
https://www.ipsos.com/en/packaging-catalyst-brand-success
https://www2.deloitte.com/us/en/insights/industry/retail-distribution/consumer-products-industry-trends.html