Grocery Shoppers Will Expect More from Packaging in 2019
Study by EcoFocus Worldwide identifies four opportunities for brands to leverage packaging in the innovation process
Evergreen Packaging®, a global leader in fiber-based packaging solutions, released a white paper, “2019 Food and Beverage Packaging Trends,” based on data from the annual EcoFocus Trend Study, which forecasts key trends that will shape the US food and beverage industries in the year ahead. Now in its ninth year, the EcoFocus Trend Study examines how consumer attitudes, actions, preferences, and values are reshaping grocery purchasing decisions.
“More shoppers today want packaging that works harder for their health and the health of the environment,” said DeWitt Clark, Vice President of Sales and Marketing North American Packaging for Evergreen Packaging. “Brands and marketers need to begin thinking of packaging as an extension of the ingredients list, to recognize that grocery shoppers are looking at the total package – literally. For those brands who have responded to consumer demand for clean label and perhaps even clean processing, the next challenge is clean packaging. Through our work with EcoFocus Worldwide we are able to help our customers leverage this important trend. Our company offers packaging that meets many of consumers’ demands, and we will continue to innovate to meet evolving consumer needs.”
Evergreen Packaging has identified opportunities for healthy food and beverage brands and retailers related to packaging innovation. These innovation challenges call for packaging to:
1. Work Harder to Protect Taste, Freshness and Nutrients
Grocery Shoppers care about the freshness and taste of their food and beverages, and they have clear views of the role that packaging should play in delivering these attributes. Shoppers feel strongly that taste should not be compromised or altered because of its packaging. According to the study, 76% of grocery shoppers say that when they are shopping for healthy beverages, packaging that “doesn’t impact the taste” is extremely or very important to them. The study also shows that they go into the shopping experience with strong views already established that certain packaging “can change the taste of my beverage.”
2. Work Harder to Align with Ingredients
While healthy ingredients have been important for years, now grocery shoppers are increasingly looking at additional attributes, such as where ingredients come from and how they are processed. Recently, packaging materials are having an increased impact on purchasing decisions. This creates innovation opportunities as brands seek to meet evolving consumer demands.