Top 9 packaging trends for FMCG products in 2023

Out of over 2000 “candidates” from more than 60 countries, in July of this year, the Pentawards identified the most impressive packaging of 2023. 

The Pentawards is a prestigious award dedicated to packaging design worldwide, in existence from 2007 to the present. Following the announcement of the winners, TWS has analyzed the Pentawards 2023 award recipients and monitored trends in the FMCG industry. As a result, TWS has identified the top 10 most distinctive packaging trends in this sector.

Sustainable packaging speaks up

The story of the relationship between the environment and humanity in general, and fast-moving consumer products in particular, has always been a hotly debated topic. Modern life is the primary driver of the rapid development of fast-moving consumer industries, while also having a significant impact on the environment as the volume of packaging waste increases daily. Recognizing this, more and more brands are changing the lifestyles of customers by using environmentally friendly materials that can decompose or be recycled.

Sony’s packaging is made from sugarcane waste

Glass packaging is both premium and recyclable

Canned Packaging – A Break from Tradition

Canned packaging, while not a particularly new concept in the food industry, has witnessed a resurgence in 2023 with many innovative variations. A notable example is the brand Williams Cocktails, which has introduced canned… cocktails.

Using bold, vibrant colors to stand out

Although the Covid-19 has ended, it has left lasting changes in consumer habits, one of which is the habit of shopping online. Therefore, the challenge for brands is how to make their products stand out among thousands of others, and one of their solutions is to use bold, vibrant colors.

As Jennie Potts, Creative Director of B&B Studio, once noted: “Today, brand standout needs to work across multiple platforms. Not just on shelf and online in the traditional sense, but potentially in 3D worlds too. We are seeing color, unique graphics and bold symbolic logos embraced as brands aim to strengthen ownable visibility”.

Towards minority communities

“We need to stop thinking of people as consumers, and start thinking of them as human beings” – Mauro Porcini – Senior Vice President & Chief Design Officer, PepsiCo.

Another new step in the human-centered packaging design trend is packaging that caters to minority communities. For example, Microsoft’s Surface Adaptive Kit includes products with braille support for the visually impaired and disabled, and Doritos’ Solid Black limited-edition packs target the black community.

Microsoft has introduced designs that support people with disabilities

Advanced materials for enhanced interactive experiences

Not limited to striking colors that appeal to the visual sense, the packaging market has elevated itself to interactive packaging, aiming to offer premium and novel experiences to customers.

Additionally, as highlighted by Raül Cobos, Marketing Manager at Derprosa by Taghleef Industries, neuromarketing research reveals that texture can affect sensory experience, implicitly activating not only a feeling of higher quality and value, but also of exclusivity. A product’s packaging surface serves as the most intimate interface between the brand and the user, making it the most powerful “first impression” maker.

A smarter generation of packaging

“Smart packaging helps brands create more meaningful and connected experiences with their consumers. In a world that is still recovering from the pandemic, this connection is now more important than ever” – Adam Ryan – Head of Pentawards.

With the market’s increasingly minimalist aesthetic taste, instead of overloading packaging with too much information, packaging designers have incorporated technology into their designs. Consequently, one notable trend is the inclusion of QR codes, allowing customers easy access to the brand’s website or enabling additional interactive experiences.

FaceGym incorporates QR codes in its design to provide users with additional product information

Fascinating hand-drawn designs

Illustrations or handwritten notes in packaging designs evoke a sense of personalization and direct connection between individuals and the brand. Especially after the lockdowns due to the pandemic, many people have chosen to engage in artistic activities such as writing or drawing for entertainment and relaxation. In an increasingly digital world, hand-drawn patterns bring balance to the customer’s psyche.

the message on the limited edition “Untitled”s wine sends a playful category-disrupting message

Creating a Mascot as a Brand Positioning Strategy

Instead of using a single image, expression or action as tradition dictates, modern mascots are more dynamic. They change costumes and actions to align with different flavors or campaigns. This not only fosters a connection among products within a brand but also serves as a brand identity strategy that avoids monotony.

Optimizing packaging as a product

Sustainability is essential for any packaging design process, not just a trend. To reduce waste and space, many products have packaging that is also part of the product itself.

“As the impact of packaging on our planet (quite rightly) becomes a hotter and hotter topic each year; the trend for designers creating packaging that’s beautiful, covetable and useful is hitting its peak. Products such as the Pocket Neck Pillow are redefining what packaging can and should do” – Jamie Ellul, Founder & Creative Director of Supple Studio.

2023’s Diamond – Best of Show winner, the Neck Pillow by Urban Forest

List of packaging designed by TWS →