While 2019 saw the launch of naked fruit and veggies in some retail outlets, 2020 trends for packaging and labelling have seen predictions such as Smart Packaging, Transparent and clear labelling, 100% recyclable materials, edible packaging, minimalism and increased portability.
A new trend for 2020 will be Smart Packaging, with Augmented Reality (AR), cloud labelling, anti-counterfeiting packs and track and trace tech set to grow. 2020 will be a big year for AR-enabled and connected packaging as consumers are becoming more interested in discovering the story behind the food they are purchasing and consuming, this will give you the ability to educate consumers on environmental impact and encourage an eco-friendly approach while maintaining brand impact and user engagement resulting in manufacturers increasing the focus of ingredient provenance.
Sustainability was a significant trend in 2019 and this year will be no different. One of the main aspects this trend will focus on will be companies making packaging from 100% recyclable materials. As consumer concern around plastic packaging grows, and new technologies are introduced, it is without a doubt that the demand for recyclable materials in packaging will grow and become higher than ever in 2020. Food waste is becoming a growing concern resulting in upcycling becoming the new recycling; companies will strive to follow a zero-waste approach and, focus on using less packaging, as well as developing sustainable alternatives.
Over the last few years, edible packaging has slowly gained traction and is expected to continue to develop further in 2020, manufacturers, both large and small, are embracing much more eco-friendly, minimalist packaging. Aesthetics will always be relevant to the packaging sector; for 2020, packaging design will continue to be minimalist with digital print becoming more popular for luxury packaging. More brands will be updating their primary packaging with decorative techniques, such as etching, metallisation, hot stamping, screen printing and anodising, helping to translate brand identity directly onto the product with the next big thing being a focus on biodegradable packaging.
As per the research on Packaging and Consumer Behavior in 2020, “38% of consumers are willing to purchase a newly launched product with clear product information”. People are conscious of what they eat. Although food packaging contains information on ingredients, reading the fine print can be difficult. Companies are adopting transparent packaging and clear labelling to list out the contents of the product.
The fast-paced lifestyles that we lead, we are continually looking for food options that are easier to grab, hold, eat or carry, as well as still being nutritious to meet this requirement brands need to focus on making food packaging portable.
Personalization has been a crucial part of food packaging and is one of the leading trends. According to Deloitte Consumer Review, over 50% of millennials and Gen Z express a desire for personalized products. With the increase in production speeds, food packaging personalization is a reality. Take, for example, Coca-Cola. After the soda giant successfully launched bottles printed with names, personalized gift orders on their online store experienced a massive boost in sales.