Food Packaging Transformation Underway in 2023: Which Trends Will Carry the Flag?

As human modernization continues to deepen, half of the world's population lives in cities, and because cities cannot provide enough land and environment, prepackaged food has become an indispensable part of modern life.

People often say "don't judge a book by its cover," but in reality packaging is often the most intuitive factor influencing consumers' choice of food. Related research by Ipsos shows that 72% of surveyed shoppers are influenced by packaging when choosing products.

For food itself, good packaging not only keeps food fresh and hygienic, extends shelf life and reduces food waste, but also fully showcases the producer's brand effect. According to statistics from the World Packaging Organisation (WPO), the global packaging market has exceeded USD 500 billion, to which food packaging has made a major contribution.

Over the past few years, the food packaging industry has made considerable progress. With the help of new technologies and new materials, the functions of food packaging are no longer limited to the traditional level of keeping food fresh and extending shelf life; they have also expanded to providing information about food, enhancing the consumer experience and much more.

Although preferences for food packaging differ somewhat between countries and regions, the overall trend of development in the food packaging industry is broadly the same.

So in the upcoming year 2023, which trends in the food packaging industry will attract consumers' attention and influence their purchasing decisions?

Chart: FDL Food Insights

01 A Constant Theme: Safety First

"Food is the first necessity of the people, and safety comes first in food."

Food safety has always been a focus of attention. Besides the quality and safety of the food itself, consumers also pay attention to the safety of the packaging. In addition, as consumers pay more and more attention to the ingredients used in food and how it is made, their desire to know about the whole process from production to the table keeps growing stronger.

1. Freshness-preserving packaging

Because food often has to travel long distances before it reaches supermarket shelves from its place of origin, and this process often takes a long time, ensuring that food is fresh and hygienic is the most basic requirement for packaging to pass the safety test. As packaging industrialization deepens, combinations of composite materials with different properties offer food more ideal packaging options.

For example, in modified atmosphere packaging, inert gases such as nitrogen and carbon dioxide replace oxygen, which slows down bacterial reproduction without using any additives. At the same time, the packaging material must have good gas barrier properties, otherwise the protective gas will quickly escape.

In the past, to store rice better, rice sacks had to be fumigated once every five weeks, because the life cycle of the weevil that lives on rice is four to five weeks. To solve this problem, Singapore Storage & Warehouse, one of Singapore's rice storage contractors, developed a patented technology that no longer uses the traditional methyl bromide fumigation method, but instead relies on technology developed locally over the past three years to control the atmosphere around the rice it stores, protecting the rice from weevils and other insects.

Using the modified atmosphere packaging (MAP) box technology invented in 2019, the company places rice sacks on pallets and covers them with custom shells to form a closed box; oxygen is then extracted from the box while inert gas is pumped in to keep oxygen levels low, so that adult weevils and other pests cannot survive under these conditions.

According to the company, each box can store about half a tonne of rice, and more than half of the over 20,000 pallets in the company's rice storage warehouse are now enclosed in MAP boxes.

Image source: straitstimes

1. Smart packaging According to the World Health Organization, about 600 million people suffer from food poisoning every year, of whom 420,000 die. At the same time, large amounts of clean food are discarded and wasted on suspicion of contamination, and tracing and determining the origin and safety of food is a time-consuming and labour-intensive task.

However, as high-tech and new technologies enter the food packaging industry, food poisoning and food waste are being alleviated. First, innovative applications of blockchain technology are beginning to solve traceability problems.

Poultry producer Farmer Focus has launched traceable packaging to attract consumers to buy organic chicken. Besides highlighting key claims such as "organic and free-range", the packaging carries a new QR code that helps consumers trace the origin of each Farmer Focus chicken on its website.

Image source: meatpoultry

At the same time, with the development of the Internet of Things, food packaging applies technologies such as sensors, chips and printed electronic labels to food safety, including determining whether food has been properly stored at the right temperature and whether it has spoiled, so that users can check the current status of the food in real time through smart packaging.

To determine whether a food is safe to eat, consumers usually check the production date and shelf life, but this does not accurately let consumers know the food's current state. US packaging company Sonoco is developing packaging with an integrated microchip that can collect information about the food's condition, such as humidity and temperature, and issue an alert when preset temperature values are exceeded or fallen below.

Of course, for commercial applications, cost is the first consideration when introducing smart technology. For some high-value foods, such as premium health products and freshness-preserving foods with demanding requirements, introducing smart packaging is a worthwhile attempt to raise product added value and usability. For consumers, it also allows them to better understand the quality and safety of food.

02 What Other Moves Towards Sustainability?

Drastic climate change is threatening the Earth's ecological environment, forcing humanity to seek more sustainable diets and lifestyles.

Although prepackaged food provides modern society with a safe, convenient and storable solution, most food packaging is single-use, and the waste discarded after use causes a great deal of environmental pollution. It is estimated that about 8.3 billion tonnes of plastic have been produced since around 1950, and it takes about 500 years to decompose.

Therefore, in 2023, when sustainability remains an important topic, how food producers choose sustainable packaging is the top priority on this green agenda. A related report by businesswire shows that globally, 85% of people say they are shifting to purchasing sustainable products. Environmentally conscious consumers want to support brands that match their own values and are willing to pay a premium for them.

In response, some food manufacturers are actively seeking more sustainable packaging solutions.

1. Edible packaging

Edible coatings, one of the most promising packaging alternatives, are an emerging green technology usually used to regulate gas exchange, moisture transfer and oxidation processes in various products. One of the most notable advantages of using edible films and coatings is that various active chemicals can be contained in a polymer matrix and consumed together with the food, thereby improving the safety, nutritional and sensory properties of the food.

Besides replacing artificial packaging, the product has many other benefits. When polymers exist in edible materials, they offer several advantages such as light weight and good tensile performance. Natural biopolymers have multiple advantages in the life sciences because they can be extracted from marine organisms, agriculture or animals and are biocompatible and biodegradable.

According to globenewswire, by 2028 the global market for edible films and coatings will reach USD 4.2 billion, with a compound annual growth rate of 7.5% over the forecast period. Spain's Bio2Coat is working to solve the food waste and plastic waste problems caused by traditional packaging materials through 100% natural edible coatings that extend the shelf life of fruit and vegetables.

The Barcelona-based start-up, founded by researchers from the Polytechnic University of Catalonia, says experiments show that its edible coating can reduce losses and reject rates in fruit and vegetable production and keep products fresh and tasty with a longer shelf life.

According to the company, its coating formula consists of only three to four "100% natural ingredients", with no chemicals and no food additives of any kind. When applied directly to the surface of food, the coating forms a semi-permeable barrier that controls the respiration rate, reduces weight loss and prevents micro-contamination, thereby extending shelf life. The company claims that these coatings leave no residue and have no harmful impact on the environment, making them a fully sustainable technology.

In addition, Bio2Coat's edible coating can also help ingredients improve their visual appearance and prevent fungal attack while retaining the food's nutritional value. Because the product is natural, odourless and tasteless, the start-up claims that this solution is more acceptable to consumers than other coatings on the market that use food additives (such as E904, used for food preservation and display).

Image source: foodnavigator

1. Plantable packaging

Normally, once the food has been eaten, the packaging is simply thrown away, which has many negative effects on the global environment, so solutions to this problem are urgently needed.

Packaging made from biodegradable or compostable materials can reduce energy use and harm to the environment, and may even bring new life. As a type of sustainable packaging, plantable packaging is made by embedding seeds in degradable materials; after use it can be buried in the soil, and the seeds in the packaging will eventually grow into beautiful plants, turning potential waste into a living treasure.

Pangea Organics, which sells beauty products, is one of the first brands to implement this kind of creative packaging, and today plantable packaging has expanded into the food packaging industry. Designer Michal Marka from Ruzemborok, Slovakia, designed this biodegradable food bowl, hoping to educate users of biodegradable materials to save the planet little by little through their own efforts.

This eco-friendly packaging comes with its own seeds and can be placed directly into any container; add gravel and soil, put on the lid and water it, and within a week all the plants will sprout and the packaging will degrade along with them.

Image source: trendhunter

Flexible packaging is a way of packaging products using non-rigid materials. It is a relatively new approach in the packaging market and is growing in popularity thanks to its high efficiency and cost-effectiveness.

Flexible packaging uses a variety of flexible materials, including foil, plastic and paper, to make product containers such as pouches, and is particularly suited to industries that need versatile packaging, such as food and beverage, personal care and pharmaceuticals. In addition, producing flexible packaging consumes less water and energy and gives companies customization freedom, since flexible packaging can be used regardless of product size. Flexible packaging can also be reused, because it usually comes with ziplocks and sealing strips, so consumers do not have to discard the packaging after using the product inside but can reuse it to store dry goods at home.

Classified by different forms such as use scenario, specification and shape, common types of flexible packaging include the following:

Sample bags: small heat-sealed packets made of film and/or foil, usually pre-formed for easy filling and sealing.

Printed bags: bags printed with product and brand information for marketing purposes.

Sachets: flat packets made of laminated packaging materials, often used for single-use medicines and personal care products, and ideal for distributing samples at trade shows.

Printed rollstock: unformed bag material pre-printed with product information; these rolls are sent to converters for forming, filling and sealing.

Stock bags: stock bags are simple blank formed bags or pouches. These can be used as blank bags/pouches and can be labelled to promote a brand. Recently, the Sealappeal flexible packaging range under Sealed Air's Cryovac brand obtained a vegan trademark; the product replaces animal derivatives in food packaging with non-animal fats and hydrocarbon waxes while achieving the same effect. The company says it has become "the first certified vegan flexible packaging manufacturer after obtaining a vegan trademark."

Image source: foodingredientsfirst

03 AR Technology Disrupts the Consumer Experience

As smartphones become ever more widespread, the food industry is using modern technology to connect this customer group with packaging, creating augmented reality experiences for consumers through AR (augmented reality) packaging. According to maximizemarketresearch, by 2026 the global AR packaging market will reach nearly USD 431.1 million, with a compound annual growth rate of 6.5% in the 2020–2026 forecast period.

AR is a technology that bridges the gap between the real world and the virtual world, and some packaging manufacturers have now begun using AR packaging to replace the traditional purchasing process and enhance customer engagement.

Through AR packaging, consumers can use their phones to connect to games, images, videos, websites and other information to make better purchasing decisions. Today's consumers prefer smart, proactive, interactive, connected, user-friendly and eco-friendly packaging solutions. AR labels help consumers browse the information provided by brands by scanning the images/labels on product packaging, and some food brands use AR labels to create personalised IP and games for consumers and to interact with them. For example, the Seattle-based soda company Jo

nes Soda has launched a series of AR packaging in the United States and Canada; consumers simply tap their smartphone to see short films of brave athletes, avant-garde artists and other craftspeople they like.

Besides creating personalised IP, other food companies are using AR and other packaging design elements to showcase their brand's history, enhance consumer satisfaction and build trust, while strengthening the intimacy between consumers and the brand.

Tito's Handmade Vodka, an Austin, Texas-based vodka company, launched its newly designed 25th anniversary bottle at its 25th anniversary event; the bottle features the brand's signature copper cap, a special 25th anniversary badge, and a short address on the back label that details the brand's story and pays tribute to its fans. In addition, the vodka company has launched an AR feature that lets fans learn about Tito's rise. Users can scan a QR code with their phone and Paul Mann's artworks in the store will appear vividly in front of them, and users can learn more about Tito's story in four interactive chapters, including the distillery, juice and his hometown.

Image source: marketingdive

As AR technology advances, the boundary between reality and the virtual is becoming increasingly blurred.

In an era when mobile phones are indispensable, the connection established with consumers by static packaging alone is far from enough; especially for the younger generation, who regard phones as their most important "out-of-body organ", strengthening their interaction with the virtual world is essential. Coca-Cola, together with Zappar and Fredinko Illustrations, uses web-based AR technology to encourage consumers to scan the QR code on the bottle to watch an animation and enter a competition.

Users can randomly pick one of 25 QR codes to scan and create a Fredinko-style animated Swiss map; once the animation has loaded, they have a chance to press a button to enter the competition. Each QR code represents a different part of the map, and winners can unlock 23 parts of the map.

04 Good Design Doubles the Joy

The latest packaging design trends often reflect people's new ideas about the times. Over the past year of uncertainty, factors such as rising inflation and the climate crisis have prompted consumers to respond to positive elements and familiar styles in packaging design.

From escapism to nostalgia, packaging design aesthetics depict optimism and enthusiasm through a wealth of vivid colours and playful imagery, even though a wide variety of styles have emerged.

What is certain is that these packaging design trends are creating a fun, novel and distinct world for consumers.

1. The Charm of Colour

One of the food packaging design trends that will move consumers most in 2023 is telling the story of a food's ingredients in a vivid and interesting way, which responds to people's concern about food transparency. This approach not only better educates consumers about food ingredients but also distinguishes product flavours. The visual effects in this trend tend towards cartoon-like and youthful styles, evoking childhood memories and giving products a healthy energy. Illustration elements often rely on fresh, juicy trendy colours and less polished art styles, such as graffiti, making the product on the packaging more appealing and fun.

This bold, colourful trend not only helps brands stand out among competitors but also helps products make a good first impression.

Chart: FDL Food Insights

1. Material Texture

The sensory excitement triggered by packaging is not limited to the visual; when looking for ways to make packaging stand out, brands discovered the advantages of tactile texture in packaging.

As a result, techniques for adding texture to packaging are on the rise, such as embossing and debossing (raised or recessed areas on packaging), die-cutting (creating artistic holes in packaging) and foil printing (using reflective metal on packaging).

Labels and packaging using these printing techniques often increase the perceived value of a product, and the premium feel easily leads consumers to associate the product with the word "high-end".

Chart: FDL Food Insights

1. The Cycle of Style

Fashion goes in cycles.

The retro style of the 1970s never goes completely out of date; it just hibernates for a few years. In the post-pandemic era, the warm colour schemes and cosy wavy imagery of the 1970s are making a comeback, extending from home decor to fashion and even food packaging. Aesthetically, 1970s retro style draws on earthy colour schemes, reflecting humanity's longing for calm, cool tones and good times, especially brown and orange hues, lively serif typefaces and heavy wavy patterns. This design trend easily evokes a sense of familiarity, as if telling consumers "it's time to relax".

Chart: FDL Food Insights

Looking back at the major packaging trends of previous years, although new trends keep emerging, ultimately they are all rooted in a few key needs: improving food quality and safety and attracting consumers. Whichever food packaging trends persist in the long term and whichever fade quickly, doing the above well is a sure way to meet the challenge.

—This article is reprinted from China Packaging Network (pack.cn); original link: http://news.pack.cn/show-379428.html