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Packaging comfort food & beverages

Eating, Drinking

Food and beverages products have a unique ability to evoke memories of simpler times and provide comfort. Packaging is the first opportunity brands have to connect with consumers on an emotional level, and potentially influence their purchasing decisions.

"According to Mintel, 71% of consumers enjoy things that remind them of their childhood. Several brands are relaunching blasts from the past and revamping their current portfolio to provide familiarity for consumers. "
- Holly McHugh, Marketing Associate for Imbibe

Package formats and design details that speak to comforting trends will provide reassurance or relaxation. Let’s examine four key sentiments, or emotional values, food and beverage brands can tap to address consumer desires.

New Nostalgia

With greater stress comes consumers reminiscing about better times. This has led to a rise in eating foods from childhood, watching childhood movies, and even wearing retro clothes. Brands are hopping on this trend by launching throwback products to evoke that good feeling.

Healthy Indulgences

Consumers are seeking foods that are good for them but also comforting during unpredictable times. Brands are releasing products that allow consumers to indulge guilt-free while still feeling cocooned by ingredients that promote flavor and warmth.

Meal Kits

Meal kits are a way for consumers to spend quality time with themselves or with family in their own home. An indulgent home-cooked meal or snack is great for consumers looking to treat themselves in a safe way. Brands are packaging up meals to offer consumers everything they need for a quality night in.

Local Focus

Locally made products offer greater transparency and trust. Consumers believe local producers and small farmers have more integrity and are deeply invested in the quality of their products. Packaging is communicating this local story, highlighting the region or supply chain.

During times of uncertainty, consumers will seek out products that provide comfort and security. Food and beverage brands that use their packaging to speak to this trend will quickly communicate their value and position themselves well for success in the market.

For more information on packaging solutions for food and beverage products, contact us.

See also

Material selection matters, part 4

Understanding consumer behavior and the impact lifestyle trends have on packaging preferences is absolutely essential. Consumers crave convenience. We’re multi-tasking, we are pressed for time, and we’re always on the go. We want products that allow for easy and fast dispensing, and more and more, we crave portability. So while a lightweight, transparent PET bottle with a CT closure might protect the product and meet the consumer’s consumption requirements, this packaging style may not be portable or convenient.

How COVID-19 accelerated the health and wellness macrotrend

The Health and Wellness sector was already an economic powerhouse pre-COVID-19. The Global Wellness Institute values the sector at $4.5 trillion, a figure that incorporates everything from nutraceuticals to genetics-based diets and nutrition, and from bio-hacking to mental health apps. As our behaviors continue to shift in response to the pandemic, we’re accelerating an already robust macrotrend as we seek out products to protect our homes, improve our immune systems, and boost our peace of mind.

  • Company News
  • English
  • Modified 13 Oct 2021
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