5 pivotal packaging trends to watch for in 2018: Mintel

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.