While today’s consumers are better informed than pre-
vious generations, packaging that overloads the consumer
with information will raise questions regarding the “prove-
nance, authenticity and transparency” of the product, says
David Luttenberger, global packaging director at Mintel.
“The top trend is toward clean labels, all-natural and
product transparency,” says Mike Rosinski, market-
ing director for Charlotte, N.C.-based Sealed Air Corp.
“Today’s consumers want a minimum of added ingredi-
ents and full disclosure on the providence of the product.
Because seeing is believing, high-visibility packaging is
With this in mind, Sealed Air has developed its Cryovac
Grip & Tear Bags, a family of barrier, post-pasteurization
and cook-in bags that offer excellent product presentation
and protection attributes combined with knifeless open-
ing for enhanced deli worker safety and sanitation.
It has long been said that people eat with their eyes first.
With this in mind, the latest fresh packaging designs
showcase the product front and center.
“Today’s fresh packaging has moved to clear packaging
with wide fluting and generous curves,” says Dave Fosse
of the Lindar Corp., in Baxter, Minn. Just how important is
product visibility to success? Fosse points to grocers who
have switched their in-store bakery cookie packaging
from a box with a window to clear packaging.
“When retailers switch to cookies in clear containers,
sales have increased by 40%— just by changing the pack-
age,” Fosse says. “The clear package costs more, but the
retailer gets enough of a sales lift to justify it.”
Produce is another fresh department where the ability
of the shopper to see the product quality is essential to
spurring sales. Several years ago, Sev-Rend High-Per-
formance Packaging in Collinsville, Ill., launched a pro-
tective pouch for mini potatoes, which can get green and
bitter when exposed to light.
“Not only did the package block light, but it also
allowed the consumer to see the product through a win-
dow at the bottom of the pouch,” says Graphics and
Marketing Manager Jeff Watkin. “The package has
been so successful because it helps to insulate the
product from harmful light and extend its shelf life,”
all the while allowing consumers to see the fresh-
Convenience and On the Go
“Packaging is an essential part of the purchase experience, and typically the first interaction the consumer has
with the product at the store,” says Andy Laible, marketing manager for Sonoco in Hartsville, S.C. “Therefore, it
must entice the consumer to actually purchase the product, provide confidence that the product inside is safe to
consume and, finally, be a convenient delivery and consumption vehicle.”
Packaging Fresh Business
Online meal deliveries and Uber Eats are
changing things rapidly, and supermarkets
need to broaden their offerings and
approach if they want to win this battle.”
—Rebecca Casey, Transcontinental Packaging
Eco-Friendly + Recyclable = Value
While clean food and simple ingredients are hugely compelling to
today’s shopper, so too is packaging that reflects the health-conscious consumer’s values.
“Overall sustainability is growing in importance,” says IDDBA’s
Eric Richard. “If a product is made in way that goes against
consumers’ principles, they won’t purchase it. The same is true
Demand for green packaging is on the rise at Lacerta, which
is increasingly launching more containers made from 100%
PET. “We’re seeing eco-friendly packages as a focus, recyclable
packages and packaging made of recycled content,” says
Lacerta Group’s Jazmin Lotfi.
“New packaging for leafy
greens displays like a
bouquet of flowers,” says
Jeff Watkin of Sev-Rend.
Annual cost of food
waste in the U. S.