Staying still is not an option in the packaging industry. Repeating the same techniques and offering the same ideas doesn’t mean timeless quality, but rather outdated concepts that don’t embrace progress. But that doesn’t mean everything has to be ‘disruptive’ right? Emma-Jane Batey looks at how valuing great design, customer communication and service is always in fashion.
The pace with which packaging trends change is illustrative of the role that packaging plays in the FMCG sector. The huge growth in markets including hard seltzer, vegan snacking and high protein is largely supported by the packaging choices that these brands make, and the packaging partners they choose. While the trend for ‘game changing’ and ‘disruptive’ packaging across all F&B packaging sectors are unlikely to disappear any time soon, the scrabble for new can sometimes mean that great gets lost.