As a packaging converter we are often the first point of contact for brand owners their changes in wishes and desires. Some markets are very traditional and not very keen to changing their packaging concepts, forms or designs. Coffee packaging has been an early adopter of flexible packaging, but within this market their packaging wishes have changed somewhat over the years. Where almost all forms of coffee used to work with aluminium religiously, some coffee segments have made a shift to metallized PET for example. It’s cheaper, more sustainable and still offers an adequate barrier for coffee beans. Because we get to witness many of these shifts and changes in demand first-hand, we though we’d dedicate today’s blog to our observations.

 

The most noticeable coffee packaging trends:

    1. Sustainability
      Many consumers are conscious about their purchases and the effect they have on the environment. Building trust with these consumers is done by reducing the impact the product and packaging have on the environment. And just as important, demonstrating this impact on the packaging itself! Earlier we gave the example of packaging concepts moving from aluminium to metallized PET.

 

    1. Premiumization
      During the recession convenience kept the instant market afloat. But the last few years have been good for the coffee market, and now we see instant coffee improving both the quality their product and packaging to give sales and brand recognition a boost. For example we see companies investing in better inks, lacquers or varnishes.

 

    1. Marketing campaigns and their effect on packaging updates
      Growing your brand can be difficult, particularly in the crowded coffee marketplace. One way brands choose to increase their market share is by offering variations on classic coffee products. We are also seeing more and more (short) branding campaigns that require frequent changes in packaging.

 

  1. Packaging design
    Coffee brands have always strongly relied on their packaging to communicate the quality and value of their coffee. Within the designs we are seeing many companies move to minimalism and symbolism. Placing more emphasis on the central design and conveying their message in as few words as possible. In today’s world information overload is a very real issue and coffee brands combat this with a focus on minimalism. Likewise, many of packaging designs are also using more calligraphy. Not only does it go hand-in-hand with minimalism, it adds an air of style and intimacy.

 

While above’s conclusions are of course not the only requests we’ve seen, they are definitely the largest movers. Are you struggling with the same issues or is your current packaging supplier less then responsive to your wishes? Contact us and we can help your packaging be 2019-proof.

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