Clean-packaging trends of 2019

Tuesday, 29 October, 2019

Clean-packaging trends of 2019

Consumers’ desire to lead an environmentally friendly, sustainable and more hygienic lifestyle has impacted the food and beverage packaging sector. GlobalData has highlighted the top clean-packaging trends in the Asia–Pacific region (APAC) in 2019.


Food and beverage manufacturers are creating a niche for themselves across a range of criteria by addressing supply chain inefficiencies and investing in targeted sampling and testing programs along with fraud-aware audits to boost consumer satisfaction.


Safety and quality are driving innovation in the consumer packaging space. With consumers embracing products with simple claims, clear labels and environmentally friendly packaging, brands are focusing on improving the labelling on their products and using claims on food products (such as ‘fair trade’), alternative nutrient sources (such as vegan meat) and innovating beyond plastic by ensuring that materials used are completely recyclable.

GlobalData 2019 Q3 survey reveals that 69% of APAC consumers look for a sustainability aspect in product packaging while 71% look for re-usable and refillable product packaging. For instance, in 2019, Chr. Hansen launched FRUITMAX Reds based on the Hansen sweet potato, with colours ranging from red to orange to yellow that can be clearly and simply labelled on a list of ingredients.

Ethical wellbeing

According to the GlobalData 2018 Q4 Consumer Survey, 65% of consumers in APAC are always or often influenced by how a product impacts their health and wellbeing while making product choices. As a result, brands are keeping high-quality ingredients at priority and moving towards biodegradable packaging materials to support the health and wellbeing of consumers. For instance, in China, NFC Apple & Banana Juice Nongfushanquan comes in a 300 mL transparent bottle format with a printed label stating formulation that is “free-from added water, added sugar and additives”. See-through packaging reinforces the fresh and natural image.

Smart packaging

Technology has not only created consumer engagement opportunities for the brands but also allows them to track their products at all stages of the logistics and distribution channels, prevent counterfeit products in the supply chain, and gain real-time product feedback and other measurable marketing insights. As a result, brands have started engaging the consumers through smart packaging, offering them tools and apps with a barcode scanner to track toxic ingredients, and using software tools to create digital identities for their products.

In APAC, countries such as Korea, Japan and China have already adopted on-pack QR codes to bridge the information gap between the physical and digital worlds. For example, Switzerland-based smart packaging company ScanTrust partnered with Shanghai-based coffee firm Cambio Coffee in building a blockchain-enabled traceability function for its products and existing mobile applications, using a copy-proof QR code.

Image credit: © Stetsyk

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