Category
Lifestyle
Assisted Choices
Trend cluster
Category
Foodie
Wrapping
Brands infuse wrapping paper products with scents and lickable elements.
6.8
Trend score
Trend
What is the Foodie Wrapping trend?
Foodie Wrapping: 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
The consumer insight behind the Foodie Wrapping trend
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.
Trend themes
Themes within the Foodie Wrapping trend
Three behaviours holding the trend together01
Edible Gift Wrap
Brands are transforming traditional gift-wrapping materials by infusing them with edible flavors to create a multi-sensory unboxing experience.
02
Food-Scented Packaging
Companies are enhancing product packaging by incorporating familiar and beloved food scents to create a memorable and immersive consumer experience.
03
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
What the Foodie Wrapping trend means for industry
Where the trend changes the playbookFor
Packaging Design
This industry can explore the integration of food-related scents and flavors into packaging to revolutionize consumer interaction with products.
For
Food and Beverage
Opportunity exists in this industry to extend brand storytelling beyond traditional food products, engaging consumers with innovative edible merchandise.
For
Retail and E-Commerce
Retailers can capitalize on unique and sensory-rich packaging designs to enhance holiday sales and create compelling, exclusive offerings.
Workshop question
In what ways can your brand explore innovative applications of its existing IP?
Trend signals
Trend signals for Foodie Wrapping
Trend score 6.8 out of 10, from popularity 74%, activity 73%, freshness 57%.
Popularity74%
Activity73%
Freshness57%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Foodie Wrapping trend
4 featured examples from Nov 25, 2024 to Nov 24, 2025CategoryMarketing
Festively Flavored Wrapping Paper
Aldi Created a Limited-Edition Pigs in Blankets Wrapping Paper
Retail brands embracing sensory packaging can differentiate their products and create memorable experiences for customers.
CategoryUnique
Lickable Wrapping Paper
KFC's Holiday Wrapping Paper is Infused with a Festive Burger Flavor
Innovations like lickable wrapping paper push the boundaries of traditional food packaging and expand experiential marketing in the food industry.
CategoryMarketing
Cinnamon Bun-Scented Wrapping Paper
Cinnabon Showcases a Scented Wrapping Paper for the Holidays
Innovative additions like scent-based experiences in the gift wrapping industry offer new ways to differentiate products in a traditionally aesthetic-focused market.
CategoryArt & Design
Bread-Themed Wrapping Paper Sets
Bakermee Introduces the New Set of Wrapping Paper and Stickers
The gift industry stands to benefit from unique and themed wrapping solutions that cater to personalized and memorable gift presentation.
