Behavioural megatrends in packaging

The COVID-19 health crisis has changed many things, including people’s behaviour, choices, routines, and consumption patterns at an unprecedented speed. And some of those changes have outlasted the pandemic and have become the new habits of tomorrow.

The unprecedented health pandemic has ensured that consumers are weaving in healthier choices with functional benefits into every occasion extending even to  “on-the-go consumption”, which was so commonplace before the pandemic that food and beverage manufacturers actually designed products just for this market.¹ Additionally, consumers are not just preferring green products—with minimal footprints—but are also willing to pay a premium for them.

In tune with the changed market demand for healthier food, snacks too evolved into healthier options beyond their high-salt, high-sugar personas that provide nourishment on the go. From healthy bars to drinks, the market offers a plethora of options. Innovations in packaging have also helped manufacturers push this trend even further.

Take SIG’s packaging technologies, such as drinksplus and Heat&Go. For instance, the unique particulate filling technology allows manufacturers to create new products that combine a drink with extra pieces, such as crunchy grains or juicy pieces of fruit.² It is a unique way to position one’s brand and stand out in a competitive market. In addition to the extended shelf life and sustainability of the packages, the on-the-go packaging requires many new innovations such as sizing options, resealable and leak-proof closures, and ease of use.

Similarly, the Heat&Go packaging is designed for those who like their drinks hot. The package replaces the aluminium inside SIG’s standard carton structure with a high-barrier a that allows drinks to be microwaved without compromising product quality. The new structure has been designed to safeguard products at ambient temperature against light, oxygen, aroma and water.

Another change in consumer behaviour is the move towards a more plant-based diet. Here the focus is on eating foods primarily from plants, not just fruits and vegetables, but also nuts, seeds, oils, whole grains, legumes, and beans.³ As the trend becomes more mainstream consumers are also demanding more from plant-based products, in terms of taste, new combinations, and nutrition, among others.

Consumers can now have the choice to pick from plant-based beverages and snacks made using rice, cashews, hazelnuts, sunflower seeds, chickpeas, fava beans, barley, lentils etc. Hence, SIG offers a whole range of unique and innovative packaging solutions – solutions designed to create new and exciting beverages that stand out in look, taste, experience, and labelling.

Aligned with their focus on sustainability and planetary health, consumers also are becoming more interested in innovative farming technologies, such as vertical and regenerative farming. Companies that can effectively communicate their sustainable production process may be able to capitalize on these concerns and win consumer support, according to Innova.⁴ 

Today, the picky customer is choosing food and beverages that are healthy, sustainable and provides value for money or products that offer maximum value but do not compromise on taste and quality. Hence, packaging too needs to change to keep pace with global changes, especially Gen Z, which are redefining the contours of food and beverage consumption.  

¹ A functional focus - Food & Drink Business (foodanddrinkbusiness.com.au) 

² drinksplus: Delight your customers and boost your bottomline, SIG

³ Standford Report, June 20, 2023.

⁴ Innova ranks value as top trend for consumers, Foodbusiness News, December 10, 2022