If you want to see growth in 2025, then a fresh focus on product and experience innovation is pivotal. What does that mean? Essentially, it’s all about combining the latest trends, marketing concepts, environmental commitments and consumer buying patterns to effectively connect with your audience on an emotional level.
As experts in the food and drinks arena, we’re constantly analysing the motivators that keep shoppers loyal and coming back for more. And, if you think that it can’t possibly be all about how well you flaunt your wares, you’re wrong.
These are our insights into current customer expectations and how they’ll shape your packaging and branding choices in 2025.
Why packaging impacts brand image
You must have heard the phrase, “You never get a second chance to make a first impression”. Well, while many shake their heads sagely and insist that it’s what’s on the inside that counts, there is actually a lot of merit in getting people to love your products at first sight.
Here’s the bottom line:
- A customer’s first physical interaction with any commodity revolves around its container.
- It’s an effective way to reinforce your brand identity.
- Great messaging creates emotional bonds, encouraging a consumer buy-in based on an alignment of values.
- Striking imagery is a hot commodity on social media, boosting UGC and extending your reach. Plus, you'll stand out on the shelf.
3 Packaging must-haves to take note of
These three attributes are currently held in high regard by consumers, making them worth the investment:
1. Sustainability
Beyond just a social responsibility, eco-friendliness has become a deal breaker for garnering interest from shoppers.
With 51% of consumers committed to buying goods that are packed in containers with a reduced environmental impact, you’ll do well to consider options that are:
Recycled and recyclable
This means that its material components can be collected and remanufactured into new materials.
Biodegradable
These items are capable of being broken down by bacteria without harming the environment.
Compostable
A step further than biodegradable, this type of receptacle disintegrates into a nutrient-rich, non-toxic substance that can be used to improve soil health.
Reusable
These items can be used more than once, allowing both retailers and consumers to mitigate unnecessary waste. Wicker hampers, for example, can be reused or repurposed depending on individual needs.
2. Functionality
57% of shoppers rate ease of use as a priority. And, if you’re running a thriving business, this should be a priority for you too. So, from versatile tote bags that accommodate a full shop to self-seal ecommerce boxes that can be stored as flatpacks and constructed when needed, thinking about the practical uses of each container should influence your final decision.
3. Durability
Another feature that’s highly valued by 55% of end users is sturdiness. Items that dent, splinter, corrode or break are unacceptable in today’s retail world, detracting from a seamless unboxing experience and wasting large amounts of your money on product replacement costs.
Quality options, like our drinks transit range, are stringently tested to make sure that they do their job as advertised which, in turn, will solidify your brand as one to trust. Inferior products, on the other hand, are cheaply made and don’t go through an appraisal process. Our suggestion: know your oats before you commit to a long-term supplier – you should find plenty of customer reviews online.
Once you’ve settled on the nature of your containers, it’s time to consider the benefits of audacious branding. And that’s one of the things we do best...
7 Design concepts influencing food and drinks packaging in 2025
With evolving consumer expectations and a major influence from social media content, your branding choices could make or break your business. For that reason, we advise that you spend time creating relevant, eye-catching imagery and messaging that packs a real punch. Think about concepts that will:
- connect and identify with your audience
- get your key directive across
- Portray your brand values
- make you memorable.
Here are some of the most popular trends for 2025.
1. Vibrant colour choices
If your products are innovative, daring or are setting the bar, capture the attention of your target market by using a bold, playful colour palette. It’s a surefire way to stand out from the crowd.
2. Creating a narrative
You’ll make meaningful connections if you reflect elements of your heritage in your final concept, so hit a chord by sharing your story in a visual way.
3. The natural look
Brands that embrace sustainable practices should reflect their commitment through eco-friendly packaging printed in earthy tones. Then add wholesome messaging that really hits home.
4. Activating a sensory response
As proven by the popularity of ASMR on social media, using tactile materials that elicit a physical response garners extra attention. Think embossing, embroidery, cutouts or multi-textured surfaces that are just begging to be touched.
We provide these types of inclusions for many of our gifting solutions from our ingenious bottle bags to our ever-popular wooden wine box collections.
5. Food-on-the-go alternatives
Think about generating extra sales by investing in packaging that allows busy consumers to eat on the go. This is an especially beneficial approach for delis, farm shops and contract caterers.
6. The dare-to-be-seen approach
If you’re candid about the nature of your product and want to relay that sense of transparency to your audience, why not offer a clear view of your merchandise. Boxes, bags and carriers with see-through windows are a great way to do this.
7. Playing with luxurious minimalism
Sometimes simple options pack the biggest punch, so if you want to relay a sense of elegance without being ostentatious, opt for something demure like a simple gift box, embellished with your logo and perhaps some elegant messaging in a metallic font.
8. Using QR codes
With a huge drive towards creating the ultimate experience, containers that feature augmented reality or QR codes are a popular inclusion. This allows an interaction between people and product, enabling consumers to access discounts, enter competitions, gain insights or even play with their food through brand-relevant gaming apps.
With ongoing innovations and an immersive approach, we can’t wait to see where the industry takes us next.
Find contemporary solutions at WBC
With options aplenty, not only will we help you find the right kind of gifting and packaging for your product collections, but we’ll get whatever you choose branded and delivered within ten working days.
Contact one of our sales ninjas today and let’s get your marketing journey for 2025 underway.
