Consumers are looking for inconspicuous ways to enjoy wine
Implications - Young consumers are less interested in the perceived exclusivity of drinking wine, and instead seek to enjoy it in a low-key way, leading to the rise of unobtrusive or camouflaged forms of packaging. The shift in packaging suggests that consumers are less concerned with conspicuous packaging, putting more emphasis on social experience.
Trend Themes
1. Unobtrusive/ Innovative Packaging Design - Consumers seek to enjoy wine in low-key ways leading to the rise of unobtrusive or camouflaged forms of packaging, and there is an opportunity in designing innovative packaging for different occasions.
2. Convenience Packaging for On-the-go Drinking - Convenience packaging for on-the-go drinking, such as the single-serve resealable wine pouch, provides a niche market opportunity for brands to make drinking experiences portable and easy.
3. Eco-friendly and Cost-effective Packaging - Eco-friendly and cost-effective packaging emphasizes sustainability, and it provides an opportunity for creating alternative packaging solutions for wine, with attributes like the ability to prevent spoilage, transport and stock more wine, thereby reducing costs.
Industry Implications
1. Alcoholic Beverages - The trends in wine packaging innovation provide opportunities for alcoholic beverage companies to develop portable and more convenient products that meet the needs and preferences of contemporary wine-drinking consumers.
2. Sustainability and Packaging - The eco-friendly and cost-effective packaging trends inspire disruptive solutions in sustainable packaging across different industries, including wine packaging, leading to reduction in waste and contributing to a circular economy.
3. Outdoor and Recreational Activities - The rise of unobtrusive and convenience packaging for wine products creates opportunities in the outdoor and recreational industries for brands to provide easy to transport and on-the-go wine experiences for consumers that are looking for low-key drinking options during such activities.
