Brands infuse wrapping paper products with scents and lickable elements
Trend - Brands are making wrapping paper products infused with edible flavors or aromas—often inspired by their snacks, desserts, or drinks. Some versions are fully edible and flavored, while others are scented to smell like a specific food, transforming the unwrapping experience into something memorable.
Insight - During holidays and special occasions, shoppers aren’t just hunting for the perfect presents—they’re also looking for packaging that feels personally tailored to their recipients. In response, brands are introducing scented and flavor-inspired wrapping papers that incorporate familiar sensory cues to enhance the unboxing experience and reinforce brand connection. This strategy allows companies to extend their intellectual property into a low-risk, engaging format without developing a new consumable product.
Insight - During holidays and special occasions, shoppers aren’t just hunting for the perfect presents—they’re also looking for packaging that feels personally tailored to their recipients. In response, brands are introducing scented and flavor-inspired wrapping papers that incorporate familiar sensory cues to enhance the unboxing experience and reinforce brand connection. This strategy allows companies to extend their intellectual property into a low-risk, engaging format without developing a new consumable product.
Workshop Question - In what ways can your brand explore innovative applications of its existing IP?
Trend Themes
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Edible Gift Wrap — Brands are transforming traditional gift-wrapping materials by infusing them with edible flavors to create a multi-sensory unboxing experience.
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Food-scented Packaging — Companies are enhancing product packaging by incorporating familiar and beloved food scents to create a memorable and immersive consumer experience.
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Immersive Brand Engagement — By merging packaging with gustatory and olfactory elements, businesses are amplifying brand interaction and solidifying consumer loyalty through unique sensorial experiences.
Industry Implications
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Packaging Design — This industry can explore the integration of food-related scents and flavors into packaging to revolutionize consumer interaction with products.
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Food and Beverage — Opportunity exists in this industry to extend brand storytelling beyond traditional food products, engaging consumers with innovative edible merchandise.
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Retail and E-commerce — Retailers can capitalize on unique and sensory-rich packaging designs to enhance holiday sales and create compelling, exclusive offerings.
