Dairy brands are redesigning packaging to explicitly advertise health benefits
Trend - Brands in the dairy industry are redesigning product packaging to be more explicitly informative. These new packagings highlight the ingredients' exact nutritional benefits, such as benefiting gut health. Many such products are also advertising organic or eco-friendly ingredients.
Insight - While health-conscious consumers are explicitly aware of the benefits and effects of individual ingredients, this is not true of the average consumer. For consumers only beginning to shop for more healthy products, the nature of packaging plays a large role in buying decisions. This group is more likely to purchase products that explicitly advertise health benefits, as these labels assure customers they are making the correct choice. Brands in the dairy industry are adapting to this need.
Insight - While health-conscious consumers are explicitly aware of the benefits and effects of individual ingredients, this is not true of the average consumer. For consumers only beginning to shop for more healthy products, the nature of packaging plays a large role in buying decisions. This group is more likely to purchase products that explicitly advertise health benefits, as these labels assure customers they are making the correct choice. Brands in the dairy industry are adapting to this need.
Workshop Question - How could your brand redesign its packaging to ensure it best appeals to the desires of its consumers?
Trend Themes
1. Transparent Health-driven Packaging - Brands are focusing on clearly displaying the nutritional and health benefits of their products on the packaging to attract health-conscious consumers.
2. Eco-friendly Packaging Solutions - There is a growing trend towards using recyclable and sustainable packaging materials to meet consumer demand for environmentally responsible products.
3. Premiumization of Dairy Products - Companies are elevating the visual and functional aspects of yogurt packaging to position their products as premium and health-focused offerings.
Industry Implications
1. Dairy - The dairy industry is innovating not only in product formulations but also in packaging designs that highlight health benefits and sustainability.
2. Packaging - The packaging industry is seeing disruptive innovation with the introduction of materials and designs that cater to both recyclability and premium aesthetics.
3. Health & Wellness - The health and wellness industry is influencing food packaging to better communicate nutritional benefits and support consumer well-being.
