Trick or Treat: Halloween-themed seasonal packaging

The summer holidays are coming to an end, heralding in a new school year for millions of children across the globe. The right nutrition is key to learning and parents and students alike will be looking at how they can ensure a healthy, yet convenient, diet that will keep them mentally sharp during the hours spent in the classroom. As consumers become more mindful about their consumption, there is ample opportunity for “back-to-school” lunch and snacking opportunities that fit in with a healthy lifestyle. The key aspect here is the so-called “health halo”: natural, unprocessed products that give parents some peace of mind that they are sending their children to school with the right nutrition.

Growth in the meat, fish and egg category is stimulated by high-protein diets; greater demand for fresh meat over processed meats; easier availability of free-range, GMO-free and organic certified meat products; sodium-reduced options; increasing premiumization; and flavor innovation (ethnic specialities and spices). Plastics are the predominant material of choice, being used for packaging nearly three quarters of all meat, fish and egg launches in the past five years. In 2018, trays (38 percent) and packets (38 percent) are the top packaging formats for the category.

In an increasingly eco-conscious market, consumers are calling for improved transparency and sustainability across the supply chain and in food production. This has prompted major candy companies to take note and adapt their sustainability strategies to address these consumer concerns. The use of sustainably sourced ingredients, bio-based alternatives to plastics, convenient closures and plastic-free packaging alternatives are on the rise.

Manufacturers are launching high protein, low-calorie, reduced sugar and dairy-free variants to keep pace with the demand for healthier indulgence. Within the ice cream segment, owing to the shelving conditions, tubs remain the packaging format of choice. Cardboard tubs are used in twice as many ice cream launches as plastic tubs. However, within the desserts segment, plastic trays are the most widely used packaging format, with individual portion desserts being predominantly sold in trays, often held in a cardboard sleeve.

With sustainable dairy production and consumer demand for transparency along the supply chain at an all-time high, dairy companies are switching to packaging solutions that are more sustainable to reflect the harmony between product and packaging. While plastics remain the material of choice for packaging dairy products, manufacturers are trying to reduce the amount of plastic in packaging through aseptic cartons, glass and paper-based tray solutions. 

During the lead up to a festive season, brands often consider investing in seasonal packages to capitalize on consumers’ generous spirit during these periods. Besides strengthening brand identity, seasonal packaging can help to boost sales and outshine competitors. With Easter just around the corner, several confectionery brands have begun to launch limited edition offerings with an Easter-themed packaging design.