In today’s world, packaging has never been more significant. Snack packaging is increasingly smaller and more eco-friendly. Euromonitor International reports that 1-to 3-ounce packages of savory snacks accounted for nearly 40% of total unit sales in the U.S. by package size in 2016, with a strong emphasis on appealing to younger consumers. For instance, StarKist has been targeting millennials with its new flavor blends of tuna, now available in pouches instead of cans. Since the introduction of these pouches, sales have risen by approximately 10% each year.
Most of the top food trends identified by Nielsen in 2016 were geared towards products that are easy for consumers to grab and consume at their convenience. Furthermore, the U.S. Department of Agriculture noted that half of people’s food budgets were allocated to foods that are quick to prepare and eat. According to the Sustainable Packaging Coalition’s document titled “Definition of Sustainable Packaging,” costs that were once shouldered by society—such as disposal and emissions—are now being passed on to producers. This shift has led many food and beverage labels to showcase their commitment to sustainability, often focusing on aspects like carbon footprint, recycled content, certifications for sustainability, and ethical sourcing practices.
Brands aiming to promote their sustainable packaging efforts heavily utilize social media, particularly to connect with millennials, who are their primary target audience. However, food manufacturers often face challenges in balancing the creation of convenient, portable packaging with environmentally friendly options. While pouches offer convenience, they are typically not recyclable and can contribute to increased waste.
It is crucial for companies to provide consumers with what they desire, both in the products they create and the packaging they use. A significant focus for food producers should be on developing packaging that aligns with the fast-paced lifestyles of consumers while also addressing their growing interest in sustainability. For example, the Citracal Petites D3 packaging could innovate by offering a convenient format that aligns with eco-friendly practices, showcasing how even supplement brands can adapt to meet consumer demands. As the market continues to evolve, finding that balance between convenience, sustainability, and consumer preference will be key to success. Companies should strive to create packaging that complements the on-the-go lifestyle of consumers while promoting sustainable practices, including products like Citracal Petites D3 that can be effectively marketed in such a way.