5 pivotal packaging trends to watch for in 2018: Mintel

By Lucy Whitehouse

- Last updated on GMT

5 pivotal packaging trends to watch for in 2018: Mintel

Related tags Marketing Consumer

Product waste reduction, enhanced e-commerce experience and minimalism among the research firm’s predictions for market-leading packaging trends for 2018.

Mintel, a market research firm​, revealed its top picks for cross-industry packaging trends set to define consumer goods in the coming year.

In 2018, says the firm, we are set to see the following:

  • Packaging will play a pivotal role in reducing global food and product waste.

  • Online brands will reinvigorate their packaging in order to enhance the e-commerce experience.

  • Brands who adopt clear and succinct package messaging will be rewarded as consumers prefer brands that embrace minimalism.

  • Brands will be called to keep marine conservation at the forefront of packaging development and to anchor the circular economy for future generations.

  • Contemporary packaging formats will see the centre-of-store take centre stage.

Expert insights

The firm’s Benjamin Punchard, Global Packaging Insights Director, has revealed his take on the trends:

“Our packaging trends for 2018 reflect the most current and forward-looking consumer attitudes, actions, and purchasing behaviours in both global and local markets.

“Such trends as those we see emerging in e-commerce packaging have stories that are just now being written.

“Others, such as the attack on plastics, are well into their third or even fourth chapters, but with no clear ending in sight.”

Mintel suggests the trends will unfold across these five core concepts:

  • Packaged Planet

The throwaway culture of today will evolve into one that understands and embraces the role of packaging as a primary means to reduce global food and product waste.

  • Repackage

As more and more consumers embrace online shopping, packaging will play a pivotal role in brands' and consumers' e-commerce experiences.

  • Clean Label 2.0

Aiming for packaging designs that enlighten consumers’ purchase decisions, brands will reject approaches that offer too much or too little as they can leave shoppers more confused than informed.

  • Sea Change

Plastic packaging adrift in the world's oceans will become the catalyst driving brands to rethink packaging in a context consumers can understand and act upon.

  • Renavigate

Brands will look to contemporary packaging formats to help reinvigorate the centre-of-store aisles less visited by younger consumers.

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