Small packages
The confectionery category is of course highly competitive, with brands both big and small competing to stand out on the shelves. Confectionery consumers may be less likely to be swayed by the eye catching design of a sweet or snack wrapper than those purchasing goods from other categories, but product packaging and its design undoubtedly make a difference.
Manufacturers are constantly on the look out for innovative and eye catching solutions from pack designers and this is a trend that is set to continue.
A recent report by TechNavio, Confectionery Packaging Market in the US 2015-2019, revealed that in terms of revenue, there is a growing demand for small-sized packaging. It also found that market growth is influenced by the increased demand for recycled and biodegradable materials for packaging. These findings have relevance in the UK as well as in other markets.
Many consumers consciously know what they like about packs and, as with food and drink, tastes are becoming more sophisticated and, therefore, the demand appears to be increasing for more engaging, specialist packs that perhaps represent authenticity.
Hand crafted, organically and ethically produced brands want their products to be individual, conveying the story of the people behind the product and their values.
Discerning consumers will be the targets for smaller brands in particular who will usually have to go the extra mile in order to compete in this market. This is where design takes on even more importance in communicating the product’s worth.
It would seem that, regardless of how crowded the market or the size of the brand, there’s always room for creativity and individuality in confectionery packaging.
