2023 Food Packaging Transformation Underway: Which Trends Are Set to Take the Lead?

As human modernization continues to deepen, half of the world's population lives in cities, and cities cannot provide enough land and environment, so pre-packaged 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 affecting consumers' food purchasing choices. Related research by Ipsos shows that 72% of surveyed shoppers are influenced by packaging when choosing products.

For the food itself, good packaging not only ensures the freshness and hygiene of food, extends shelf life and reduces food waste, but also fully showcases the brand effect of food manufacturers. According to statistics from the World Packaging Organisation (WPO), the global packaging industry 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, but have also expanded to providing information about food, enhancing consumer experience and many other aspects.

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

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

Graphic: FDL Food Insight

01 An unchanging topic: safety first

"Food is the paramount necessity of the people, and safety is the top priority of food."

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

1. Fresh-keeping packaging

Since food often needs to be transported over long distances before it reaches supermarket shelves from its place of origin, and this process often takes a long time, ensuring the freshness and hygiene of food is the most basic requirement for packaging safety. As packaging industrialization gradually deepens, the combination of composite materials with different properties provides more ideal packaging options for food.

For example, in modified atmosphere packaging, inert gases such as nitrogen and carbon dioxide replace oxygen, which can slow 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, in order to store rice better, rice bags had to be fumigated once every five weeks, because the life cycle of the weevil that feeds 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 atmospheric composition around the rice it stores, so as to prevent the rice from being infested by weevils and other insects.

With the help of modified atmosphere packaging (MAP) box technology invented in 2019, the company places rice bags on pallets and covers them with custom-made shells to form a closed box, then extracts oxygen from the box while pumping in inert gas to maintain a low oxygen content, under which adult weevils and other pests cannot survive.

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

Image source: straitstimes

1. Smart packaging According to World Health Organization data, about 600 million people suffer from food poisoning each year, of whom 420,000 die. At the same time, a large amount of clean food is discarded and wasted because it is suspected of being contaminated, and tracing and determining the origin and safety of food is a time-consuming and labor-intensive task.

However, as some high-tech and new technologies enter the food packaging industry, food poisoning and food waste have been alleviated. First, innovative applications of blockchain technology have begun to solve the traceability problem.

Poultry producer Farmer Focus has launched traceable packaging to attract consumers to buy organic chicken. In addition to emphasizing key claims such as "organic and free-range", the packaging also carries a new QR code that helps consumers track 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 appropriate temperature and whether it has deteriorated. Through smart packaging, users can view the current status information of the food in real time.

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 current state of the food. US packaging company Sonoco is developing a packaging that integrates a microchip, which can collect food status information such as humidity and temperature, and issue an alarm when the preset temperature value is exceeded or fallen below.

Of course, for commercial application, the introduction of smart technology must first consider the cost issue. For some high value-added foods, such as premium health products and fresh-keeping foods with high requirements, introducing smart packaging is a worthwhile attempt to enhance product added value and usability. For consumers, it also allows them to better understand the quality and safety of food.

02 What other options are there for sustainability?

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

Although pre-packaged 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 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 manufacturers choose sustainable packaging is the top priority of this green agenda. A related report by businesswire shows that globally, 85% of people say they are shifting to buying sustainable products. Environmentally conscious consumers want to support brands that align with their own values and are willing to pay a premium for it.

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 food safety as well as nutritional and sensory properties.

In addition to replacing artificial packaging, the product has many benefits. When the polymer exists in edible materials, it has several advantages such as light weight and good tensile properties. 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% during the forecast period. Spain's Bio2Coat is working to solve the food waste and plastic waste problems generated by traditional packaging materials through a 100% natural edible coating that extends the shelf life of fruits and vegetables.

Founded by researchers from the Polytechnic University of Catalonia, the Barcelona-based startup says experiments show that its edible coating can reduce losses and reject rates in fruit and vegetable production, and keep products fresh and tasty while extending shelf life.

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

In addition, Bio2Coat edible coating can also help food ingredients improve their visual appearance, prevent fungal attack and preserve nutritional value. Because the product is natural, odorless and tasteless, the startup 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, after the food is eaten, the product packaging is simply thrown away, which will bring many negative impacts on the global environment, so corresponding solutions are urgently needed to address this problem.

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 operates beauty products, was one of the first brands to implement this creative packaging, and today plantable packaging has expanded into the food packaging industry. Michal Marka, a designer 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 seeds and can be placed directly into any container, sprinkled with gravel and soil, covered and watered, and within a week all the plants will sprout and the packaging will degrade along with it.

Image source: trendhunter

Flexible packaging is a way of packaging products by using non-rigid materials. It is a relatively new approach in the packaging market and is becoming increasingly popular due 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 bags, and is particularly suitable for industries requiring versatile packaging, such as food and beverage, personal care and pharmaceutical industries. In addition, producing flexible packaging consumes less water and energy, and it also offers companies customized freedom, as flexible packaging can be used regardless of product size. Flexible packaging can also be reused because it usually comes with zipper locks and sealing strips, so consumers do not need to discard the packaging after using up the product inside, but can reuse it for storing dry goods at home.

Classified by different forms such as usage scenarios, specifications and shapes, common flexible packaging includes the following types:

Sample bags: heat-sealed small packs made of film and/or foil; they are usually pre-formed for easy filling and sealing inside.

Printed bags: product and brand information is printed on them for marketing purposes.

Sachets: flat small packs made of laminated packaging materials; they are often used for single-use pharmaceutical and personal care products and are 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 sachets. These can be used as blank bags/sachets and can be labeled to promote a brand. Recently, the Sealappeal flexible packaging line under Sealed Air's Cryovac brand obtained the vegan trademark, replacing 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 producer after obtaining the vegan trademark".

Image source: foodingredientsfirst

03 AR technology disrupts the new consumer experience

With the continuous popularity of smartphones, the food industry is using modern technology to connect this customer group with packaging, creating augmented reality experiences for its 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% during the forecast period 2020-2026.

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

Through AR packaging, consumers can use their phones to connect to information such as games, images, videos and websites, thereby better completing their 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 provided on product packaging. Some food brands use AR labels to create personalized IP and games for consumers and interact with them. For example, Seattle-based soda company Jo

nes Soda has launched a series of AR packaging in the US and Canada, where consumers can, with just a tap on their smartphone, see short films of brave athletes, avant-garde artists and other craft masters they like.

In addition to creating personalized IP, some other food companies are using AR and other packaging design elements to showcase their brand history, enhance consumer satisfaction and build trust, while strengthening the intimacy between consumers and brands.

Austin, Texas-based vodka company Tito's Handmade Vodka 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 message on the back label detailing the brand's story and paying tribute to its fans. In addition, the vodka company also launched an AR feature that lets fans learn about Tito's rise. Users can scan a QR code with their phone, and PaulMann's artwork in the store will come to life in front of them; users can also learn more about Tito's story in four interactive chapters, including the distillery, the 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, static packaging alone is far from enough to build a connection with consumers. Especially for the younger generation, who regard mobile phones as their most important "external organ", strengthening their interaction with the virtual world is essential. Coca-Cola, in partnership with Zappar and Fredinko Illustrations, uses web-based AR technology to encourage consumers to watch animations and enter competitions by scanning the QR code on the bottle.

Users can randomly pick one of 25 QR codes to scan and create a Fredinko-style animation of the 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. In the past year full of uncertainty, factors such as rising inflation and the climate crisis 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 large number of vivid colors and playful images, although a variety of styles have emerged.

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

1. The charm of color

One of the food packaging design trends that moved consumers most in 2023 was telling consumers about food ingredients in a vivid and interesting way, which responded to people's concern about food transparency. This approach not only better educates consumers about food ingredients, but also distinguishes product flavors. The visual effects in this trend tend toward cartoonish and youthful, in order to evoke consumers' childhood memories and give the product healthy energy. Illustration elements often rely on fresh, juicy pop colors and less refined artistic styles such as graffiti, making the products on the packaging more attractive and fun.

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

Graphic: FDL Food Insight

1. Material texture

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

Therefore, techniques for adding texture to packaging are on the rise, such as embossing and debossing (raised or recessed 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 the product, and the premium tactile feel makes it easy for consumers to associate the product with the word "high-end".

Graphic: FDL Food Insight

1. The cycle of styles

Fashion is a cycle.

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

Graphic: FDL Food Insight

Looking back at major packaging trends in previous years, although new trends emerge one after another, in the final analysis they are all rooted in the several major needs of improving food quality and safety and attracting consumers. Whichever food packaging trends will persist for a long time and which will fade quickly, doing the above well is the surest way to meet the challenge.

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