David Luttenberger, CPPL, global packaging director at Mintel, examined the political, economic, social, technological, environmental, and legal factors impacting global packaging evaluations, planning, and decision-making.
Luttenberger explains, “Currently there are so many extraordinary outside influences on package innovation and the packaging supply chain. Pressures from the environmental perspective, the conflict in Ukraine, global inflation, social issues, legal challenges, extended producer responsibility, and other forces mean packaging must navigate new and more challenging routes to market.”
Economic Factors Impacting Packaging
“Economic uncertainty and the associated rising cost of goods have forced consumers to rethink budgets and discretionary spending. Across categories, brands are tapping messaging, technology, and retail strategies to show consumers how packaging can stretch a budget.
“Consumers will look to brands to help them overcome economic-induced stresses with products and packaging that mesh with purchasing abilities and reflect value without compromise. Offering packaging that represents financial value propositions, while not compromising quality, convenience, freshness, safety, and environmental responsibility, will be a differentiator in 2023 and beyond.”
Social Factors Impacting Packaging
“From food shortages and ethical sourcing to responsible water and land use, consumers want to know more about the products they buy and the brands that produce them. In addition to achievements, brands and package manufacturers must be transparent about their weaknesses. Consumers are pursuing transparency through clearer labeling and what those claims mean for the greater good.
“In the future, packaging will paint a picture of a brand’s equity, which increasingly includes social and environmental capital. Consumers want to hear what companies have to say on controversial topics related to diversity, inclusion, and equity.”
Legal Factors Impacting Packaging
“A myriad of laws have been enacted to protect consumers from deceptive or fraudulent business practices. New rules around the use of plastics and pollution-causing materials, as well as protecting human and planetary health, will greatly affect consumers. To get ahead and stay competitive, companies must get a firm grip on current and future legislation around plastics, PFAS, and EPR.”
“Consumers will rally behind legislation that benefits the environment. Their support will spur additional bans which will put significant cost pressures on manufacturers in their quest to meet mandates and find suitable, though more costly, alternatives.”
Beauty and Personal Care Packaging Trends
“Post-pandemic consumers are seeking experimentation, social responsibility, and value from brands in-store and online. Package manufacturers must deliver physical, emotional, visual, digital, and environmental attributes that mesh with consumers’ changing lifestyles.
“Packaging remains not only a constant but an integral part of the beauty consumer experience—whether through new eco-responsible structures and materials, 100% product evacuation dispensing systems, messaging about eco-attributes, or messaging about a brand’s values. Companies must create strategies that embrace next-generation package technologies to connect with consumers at retail, at home, and in any/all channels they prefer.”
Find the full report here.
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