Consumers’ demand for sustainable and simpler packaging will bring carbon footprint data alongside nutritional information within two years, according to a packaging expert.
Brandweek interviewed Peter Clarke, CEO and founder of Product Ventures, a design firm that has created packaging for Heinz, Folgers and Febreze, among other brands, who said simple packaging is a trend that will continue at least for the next five years. He said the economy has made consumers embrace simplicity much more than before, as they are fearful of an untrusting world. People are skeptical of false claims and promises, and want their products to be more honest.
Retailers can find more goods packaged in retro-style motifs that are uncluttered and clean, he said. However, he warned against product manufacturers making their packaging too clean, where brand identity is lost. He noted Tropicana went too far and lost brand essence when they removed the signature straw in an orange image from packaging last year. He said store brands have been using this clean labeling for years now, and major brands still need to find a way to differentiate themselves.
Clarke noted the simpler ingredients lists also plays a role in this trend, with Frito-Lay having just three ingredients and Häagen-Dazs sticking with five ingredients.