The consumer is king in just about every industry, but this is particularly true in the world of packaging for consumer packaged goods (CPG) and food and beverage products. Here packaging is so much more than a vessel for transporting goods; it prevents spoilage and waste, promotes health and safety, represents your brand identity and delivers peace of mind to increasingly informed consumers.
E-commerce, sustainability and digitization are driving packaging innovation at breakneck speed and giving way to new products that are sustainable, stronger and smart. At the same time, CPG packaging must meet strict regulatory requirements and striking the perfect balance between innovation and compliance can be tough, especially when you don’t know what’s coming next.
That’s why I welcomed the opportunity to share my predictions for consumer and food packaging in 2024 in a recent Packaging Technology Today article and have some more thoughts to unpack here.
Spoiler alert (don’t worry, your cereal is safe!): Many of the trends shaping our industry in 2023 will continue in 2024, and there’s a lot you can do to prepare right now.
Compliance: A Recipe for Success in Food and Consumer Packaging
Emerging regulations are arguably the most complex, and non-negotiable, facet of the packaging industry. If you thought compliance was tough in 2023, buckle up, because 2024 will be filled with a complex web of standards and rigorous regulations that could give anyone a headache. Safety, labeling and sustainability are the stars of the show and will play an increasingly influential role in business decision-making. Here are a few taking effect in the US this year:
- California: The state’s SB 1013 expanded bottle bill includes a 10-cent redemption for most wind and distilled spirit containers, with a 25-cent refund on “difficult to recycle” ones.
- Colorado: HB21-1162 took effect on Jan. 1, meaning food retailers can no longer provide single-use plastic bags. Using expanded polystyrene food containers for ready-to-eat foods is also a no-go and, under HB22-1345, food packaging may no longer contain added per- and polyfluoroalkyl substances (PFAS).
- New Jersey: Beginning this year, all regulated containers and packaging products must meet new standards for recycled content. It starts at 10% for rigid plastic containers and rises to 40% for carryout paper bags.
These are just a few of many examples, but do you see a theme here? I do; states are paying closer attention to what goes into packaging and advancing their sustainability and consumer safety initiatives through policy.
It might sound a little daunting, but the shift is also exciting because it presents an opportunity for your business to build trust with consumers. My advice? Pay close attention to traceability, transparent reporting and proactive risk management.
Going Beyond the Wrapper to Ensure CPG and Food Product Safety
The COVID-19 pandemic is over, but a global emphasis on safety and hygiene are here to stay. Keeping food fresh has always been a priority in consumer packaged goods, but this year will see more and more companies developing ultra-secure products that display any signs of tampering just as proudly as they carry your logo.
If you’re like me and enjoy staying on top of the latest terminology, “tamper-evident” is one to watch. The Food and Drug Administration defines it as “having one or more indicators or barriers to entry which, if breached or missing, can reasonably be expected to provide visible evidence to consumers that tampering has occurred.”
Concerns about safety don’t stop there, either. Our industry is stepping up when it comes to sanitation in transportation. Researchers are also actively looking for new packaging solutions that use antimicrobial coatings, active ingredients and nanotechnology to defend against contaminants.
Sustainability as a Guiding Principle in CPG
If emerging regulations and consumer buying habits tell us anything, it’s that sustainability is no longer a buzzword. It’s a guiding force your business cannot ignore. A recent survey of 1,000 consumers found that 74% consider environmental impact when making a purchasing decision and 68% are willing to pay more for more sustainable products.
The impact of sustainability in packaging is already all around us. States are setting recycled content mandates and barring single-use plastics. Brands are developing reusable and refillable containers and embracing minimalistic designs. And you should see some of the stuff coming out of labs – bioplastics made from things like sugarcane and rice paper-based packaging you could technically eat.
Businesses are racing to adapt and it’s not just about being trendy; it’s about our shared responsibility toward the environment.
Ecommerce Remains a Major Driver for Packaging Innovation
Ecommerce is such an ingrained part of our everyday lives that it’s easy to forget the industry didn’t get its start until 1995 when Amazon and eBay set up shop. Flash forward to today, ecommerce is a more than $16.6 trillion industry that continues to serve as a driving force for packaging innovation.
Modern consumers expect to get products when and where they want them, and that increasingly means on their doorstop or at a local locker. In 2024, I anticipate that this trend will be yet another factor that drives demand for secure, tamper-evident packaging products.
There’s also another side to the ecommerce story for packaging, and that’s the environmental impact of shipping and delivery. Many companies are working to reduce waste in packaging and exploring new, lightweight and biodegradable or recyclable materials to do just that.
Preparing for Consumer and Food Packaging Success in 2024
There are a lot of moving pieces and factors to consider in the food and consumer packaging industry this year, but I’m excited to see what 2024 brings our way. The push for safety, sustainability, ecommerce and regulatory compliance are separate, yet intertwined, trends that, with smart decision-making, could become powerful forces for growth now and in the future.
