2016 – what a year! Tumultuous to say the least. Politically, we have witnessed a whole host of notable changes. In somewhat less dramatic events, the FMCG world has experienced change of its own, starting at the size of chocolate bars and the increase in their price.
In an attempt to prepare you for 2017, we’ve taken a look at the trends and forecasts set to impact the FMCG world in store, online – and even in your own home!
No surprise: the rise in the love of craft has not died down and is showing no signs of decreasing.
However, the type of craft and the credibility of it is! 2016 was a year of love and critique of everything craft. As even the largest breweries tried to sneak the craft wave through their brand portfolios, consumer grew wary. However, this trend is not going anywhere, as seen with Spanish BeerCat’s new listing in the UK through Morgenrot, and Don Papa Rum’s redesign. Clearly with the rise of craft drinks, the packaging design has taken a more intricate twist, hinting at the complexity of what’s inside to enchant consumers to buy. Expect ornate and detailed designs up against very paired back, almost Nordic minimalism to convey the craft category in 2017.
The discussion around the real and present effects of climate change have been more widely projected during the past year, with many high-profile figures such as Leonardo DiCaprio driving to draw awareness through documentaries such as Before the Flood. Historically, consumers have been slightly reluctant to change their attitudes to this subject – and subsequently their purchasing choices – but there is a tangible change in the tide as more consumers are putting their trust and loyalty in brands who are showing their green credentials.
That’s why we’re so excited by all the genius innovations that are popping up and have no intention of stopping in 2017. Snact have led the way with biodegradable packaging for their crisps. In terms of what the big brands are doing, Mars recently won an award for their chocolate wrap bio-based packaging.
Organisations and shoppers alike are turning out to be more mindful of recycling strategies used by brands, as it is the consumer that in the end needs to dispose of the packaging.
With companies now looking towards fulfilling their Zero Waste objectives, hopefully this trend is not going anywhere. Terracycle out there to help larger FMCG brands to solve these issues, we are excited to see this trend grow and to incorporate new technology and products into the design
The robots are taking over
With the rise in technological advancements, interactive abilities in packaging and omni-channel marketing driving growth, 2017 is bound to be the year of the robot pack! Artificial intelligence (AI) is already driving brand extensions, such as Pernod Ricard’s and Starbucks’ chatbot that ensures you either get the perfect drink or coffee every time!
Simply does it
Packaging, as well as labels, are going clean and simple – this can be seen with the likes of Trident Xtra Care and Tåpped birch water among many others. Clients are asking that the naming on their food and drink is clear and brief. They can no longer be bothered with over-inflated claims on pack that only lead to confusion. They require the most fundamental information to be passed on to them in ways that are distinctly clear and direct so they can make informed purchasing decisions.
Easy navigation will continue to be preferred as it lends itself better to establishing trust in the brand, which in turn leads to loyalty – the holy grail of marketing!
Other trends worth mentioning
Ceremony – consumers are now looking for a sense of ceremony and occasion when selecting products, which will in turn see a rise of packaging calling, most significantly reflected on packaging in the beauty industry. It is the sense of ceremony that’s winning over consumers.
Convenience and on-the-go – no surprise that in an ever busy world, brands are focusing on providing convenient and quick fixes to everyday consumer demands. An example of this is Go Cubes chewable coffee, which gives you that essential caffeine fix while on the move.
Pet food and care – we are a nation of pet lovers, which has seen a rise in focus around pet food and care. This trend is set to get more specialised in 2017 as consumers pay more attention to what ingredients are going into their food.
Customisation and personalisation – 2016 has been about customisation and personalisation and this is set to expand in 2017. The Drinkfinity system uses pods that contain both dry and liquid ingredients. These are combined with water in a custom drinking vessel which enables portability and customisation.
Speciality spirits – first it was gin, then rum, now Mescal and tequila. Nothing is stopping the spirits fun train!
© FoodBev Media Ltd 2018