Striking design and eco-friendly materials will drive packaging in 2010

By Simon Pitman

- Last updated on GMT

Related tags Recent market report Macroeconomics

When times get tough, the emphasis turns to packaging innovation as a means of driving consumer interest, something the economic downturn has underlined in 2009.

As part of this shift there have been two trends that have driven the packaging segment more than ever over the last year: striking design to ensure consumer attention and the growing use of more eco-friendly packaging materials.

The fact that retail shelves are now weighed down with competing brands means that a sleek, eye-catching and appealing packaging design are more crucial than ever before.

Tuning into key consumer trends

To ensure acceptance packaging developers have had to tune into key consumers trends, whilst also incorporating original design that consumers find inspiring, yet not offensive.

But the economic downturn has also led to a big shift in consumer spending patterns. Shrinking household incomes have meant that consumers are searching for real value for money in order to make budgets stretch further.

As a result the often sleek, yet modest and subtle designs of private label and lower-end products are catching the consumer’s eye like never before.

Dressed up packaging is being left behind

Conversely, luxury and prestige products, packaged using more expensive materials and often dressed up with a variety elaborate finishes, are being passed over.

Obviously shrinking spending power is having a significant bearing on this consumer decision, but it also reflects a growing awareness about excessive packaging and the fact that consumers are actively searching out simpler, more eco-friendly packaging designs.

Although all the indications are that the global economy is emerging from the trauma experienced during the course of the last year, the indicators are that the excess consumers seemed to relish during the good times may not return so quickly.

Consumers looking for 'fitter' products

A recent market report from Mintel suggests that in 2010 consumers will be looker for ‘fitter’ products, with fewer ingredients and less packaging that uses more eco-friendly materials

A recent market report into the growth of bio plastics for consumer packaging certainly appears to back this theory up.

According to data commissioned by packaging company Cereplast, it is estimated that by 2020 the size of the US bio-plastics market will increase by approximately ten-fold to reach an estimated value of $10bn, compared to sales of $1bn in 2007.

Related topics Packaging & Design

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