Meeting consumers’ needs: predictions for packaging 2025
At EMG, we work with many clients in the fast-paced packaging industry. We’ve been closely monitoring the trends shaping the packaging landscape 2025.
This year will bring new ways to engage with consumers, with leaps in AI and Smart Technology making packaging come alive. Sustainability remains a top priority as companies strive to meet their 2030 goals to reduce environmental impact.
However, there is a tricky balance between being sustainable and appealing to consumers. Research shows that 70% of packaging changes lead to a drop in sales[1], so sustainable solutions have to align with what consumers want.
Consumers demand functional, visually appealing, and eco-friendly packaging, so the key challenge for brands will be meeting their sustainability goals while maintaining brand loyalty.
Balancing sustainability with packaging goals
It’s no surprise that sustainability remains the number one trend in packaging. Plastics face increased scrutiny from regulatory pressure and consumers to reduce environmental impact and waste.
Fortunately, manufacturers are already working hard to achieve these goals by adopting advancements such as:
- Completely biodegradable bioresins
- Improving the life cycle of plastics from cradle to grave through recyclability
- Using materials like flexible packaging, which weighs less and saves on CO2 emissions and transport costs.
However, switching to sustainable packaging can be a significant investment for brands, and sometimes, consumers find the new packaging not to their taste. When Nestlé trialed changing their Quality Street boxes to paper tubs in 2024, some customers felt they had diminished the holiday spirit, describing the packaging as ‘cheap looking’ and saying it lacked traditional festive appeal.[2]
Another trend to look out for is reusable packaging. A 2024 Unboxing Survey found that 89% of respondents are willing to return packaging[3]. Though pilot studies suggest that consumers need to get more familiar with reuse as time goes on to make it a success.
Juggling sustainability, consumer habits and packaging goals will be a one of the key challenges in 2025.
Keeping it fresh
Packaging is setting its sights on more than reducing plastic waste. Cutting-edge barrier technology can help save billions in food waste and enhance food safety. Multilayer films with enhanced barrier properties are making the difference, and Modified Atmosphere Packaging (MAP) technologies offer enhanced food preservation with eco-friendly materials.
Other new innovations, such as freshness indicators or tamper-evident seals, allow consumers to feel safe and secure in the products they are buying.
Smart technology
In 2025, more brands will use Smart Technology to engage with their consumers and improve product traceability. QR codes, RFID tags, and NFC technology are all used to make packaging a more interactive experience, from coffee cups that tell you where their beans come from to shampoo bottles with easy-to-use recycling instructions. These technologies also enhance accessibility by providing instructions in multiple languages, speech-to-text, or braille for visually impaired users.
Beyond the consumer experience, RFID tags help reduce and manage overstocking and play a significant role in recycling. Digital watermarking technology and other next-generation technologies, like smart sorting with AI, will revolutionise the circular economy and recycling in the future.
Minimalism is in
Less is more: consumers are increasingly drawn to minimalist packaging designs. Nonessential information can be moved from packaging to websites, and technologies such as the GS1 Digital Link 2D barcode will enable simplified packaging, making way for pared-down, sleek, clean designs over the next year.
Simple packaging can also reduce environmental impact. by optimising packaging design, manufacturers can pack more efficiently, improving ergonomics and saving on transport costs.
Innovative design
The consumer experience is at the heart of 2025. Customisable packaging allows brands to connect directly with customers on a more personal level. Improvements in digital printing and AI means packaging can be changed to include personalised elements such as consumers names, colours, messages, and artwork that matter to them. There are even more possibilities to engage with consumers in the coming year.
How we can help
Are you thinking about your packaging strategy for 2025? We continually scan the horizon for trends and apply these to the multi-channel marketing communication campaigns we design and implement for our clients.
If your business needs communications support and you would like to work with an agency that understands your industry, please get in touch.
[1] https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3984942
