According to industry reports on the packaging market, the food industry consumes about 63% of packaging produced in Poland and about 60% of packaging production in Europe. In contrast, food packaging is a broad reflection of packaging trends. The launch of a new food product is a huge challenge, also in the sphere of design. An interesting packaging design often determines the product’s success on the market. The perfect design is not only in line with trends, but also a distinctive product on the market.
What trends in the design of food packaging will dominate in the years 2019 – 2020?
#1. Ecology and green marketing
Ecology in design is expressed in two ways, depending on the type of food product. One of the trends in design is to create an ecological product (including packaging), thanks to associations of returning to nature by placing the right colors on the packaging or displaying the ecological qualities of the product (placing messages such as “Free from …” or “Without …”). The second trend of design assumes that not only what is printed on the packaging is important, but also the raw material from which the packaging is made (e.g. packaging made of renewable, recyclable and biodegradable materials). It is about signaling to the consumer that the producer cares for the environment and carries out pro-environmental activities (green marketing).
Photo 1 – Woseba BIO Organic – ecological look of packaging design
Photo 2 – Coca Cola and the Kropla Beskidu brand , the introduction of PlantBottle bottles that contains 30% sugar cane plant material. The bottle is recyclable. Coca Cola conducts research on bottles of 100% plant origin.
#2 Minimalism and simplicity
Ascetic packaging in graphic form, economical, often in mono or duo color with the use of distinctive typography. The simple composition of the products, but also the simple form of packaging design what counts. In the design, this trend is reflected in the form of a “Clean label.”
Photo 3 – Dobrofarm – the herbal product line in a minimalist packaging
#3. Convenience packaging
According to the forecasts of the Polish Chamber of Packaging, in 2020 convenient food packaging will constitute about 8-10 %. Food packaging market with a value of approx. PLN 2.9 – 3.1 billion. This type of packaging is a response to the ever-faster pace of life, the growing number of one-person households and the need for speed, simplicity, and ease of preparing meals. In the packaging industry, this translates into a special packaging design that holds a smaller portion weight of the product and gives the opportunity to heat the dish in the packaging, without having to translate it to a plate. Convenience packaging should be designed according to three basic criteria: speed, convenience, and safety of use.
Photo 4 – Ready meals “U Jędrusia” – This is an example of a brand developing thanks to the convenience trend, they are getting more and more popular.
#4 Intelligent packaging
The special functionality of the packaging, improving the quality and safety of consumer products – can be a competitive advantage of the brand. New generation packaging – active packaging – helps in maintaining a good quality of food products. The main idea of creating these packaging was to extend the shelf life, improve the organoleptic properties, including improving taste and maintaining unchanged product quality. Smart packaging is another type of packaging, enabling communication with the consumer.
Thanks to technologies such as blockchain or improved barcodes, consumers have the opportunity to check with their smartphone where the product comes from, how long it went before it got to the store, and even what the farm or the enterprise where the product was manufactured looks like.
The introduction of such solutions requires close cooperation between the producer, packaging technologist, graphic designer, IT specialist and printing house from the very beginning of packaging creation.
Photo 5 – Żywiec and a temperature indicator best for consumption in the shape of a crown
#5 Health and wellness, or health-promoting properties of food on the packaging
The health-promoting trend is reflected in healthier versions of yogurts, bars, energy drinks, desserts, and even beer. However, the impact of the trend is not limited to the products themselves – it also has a significant impact on the appearance of the packaging: color codes, graphics, and communication. Tables describing natural ingredients, stamps, and certificates have become a significant element of the packaging, emphasizing the beneficial effect of the product on health or appearance.
Photo 6 – Tymbark Vitamini, a daily dose of vitamins
