David Luttenberger, Global Packaging Director at Mintel, said: 'There’s a parallel path between brands striving to engage consumers on a more personal level and consumers’ expectations for packaging to deliver that experience. Digital print that creates ‘hyper’ personal experiences; clean-label messaging that enhances brand transparency and builds purchasing confidence; eco-responsible packaging that empowers social consciousness; next-gen hybrids that offer functional and environmental benefits alongside great shelf presence; right-sized product packaging that meets consumer needs and shifting use-occasions; and apps that support ‘mobile-engaged’ packaging. These are the key themes we see resonating with consumers in 2016. Brands and manufacturers are innovating packaging to keep global consumers engaged and to develop brand loyalty which is becoming more and more intangible in an age where consumers have more choices than ever across all packaged goods.'

Digital evolution

Digital printing is capturing brands’ attention by creating opportunities to engage consumers on a local, personal and even emotional level. In 2016 we will experience the tipping point for digital package printing, as brands move beyond using it for limited editions and personalization, and capitalize on its economic and speed-to-market advantages for mainstream package decoration.

Show me the goods

With the growing number of on-pack claims …