Category
Marketing
Package Play
Trend cluster
Category
Modern
Produce
Produce brands are launching aesthetic-friendly packaging to capture attention.
4.6
Trend score
What's Happening
What is the Modern Produce trend?
Modern Produce: In order to appeal to younger generations—namely, Millennials and Gen Z—produce brands are embodying a modern and chic packaging aesthetic. Through the use of color, pop-cultural references, and even playful illustrations, companies seek to stand out in the fruit and vegetable aisle.
Insight
The consumer insight behind the Modern Produce trend
When making purchasing decisions, Millennials and Gen Z consumers are intrigued by stylized presentations. Due to the many options on the market, individuals from these demographics have the power of choice and in this space, they often opt-in for the product that holds their attention the most. While some are intrigued by the sense of novelty of a visually appealing item, others associate aesthetics with superior quality.
Trend themes
Themes within the Modern Produce trend
Three behaviours holding the trend together01
Aesthetic-Friendly Packaging for Produce
Produce brands are aiming to capture younger generations with modern and visually appealing packaging, communicating novelty, quality, and style.
02
Emphasis on Sustainable and Ethical Produce Branding
Produce brands are using sustainable and ethical messaging through clean and bold branding, highlighting the importance of less waste and ethical harvesting.
03
Tech-Enabled Farmer-Supporting Produce Deliveries
Tech-enabled companies like OURSHOP are launching produce delivery services to support local farmers affected by the pandemic, providing fresh and frozen produce directly to consumers and new markets.
Industry implications
What the Modern Produce trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can learn from the use of stylish and sustainable packaging, while also considering ways to support local farmers and promote fresh produce in new markets.
For
Retail and Packaging
The retail and packaging industry can innovate by developing modern and chic packaging designs that draw the attention of younger generations, while also considering ways to promote sustainability and ethical messaging through bold branding.
For
Logistics and Delivery
The logistics and delivery industry can drive innovation by launching fresh produce delivery services that support local farmers affected by the pandemic, while also engaging with new and existing customers in different regions.
Workshop question
Conceptualize a modern packaging design that could appeal to Millennials and Gen Z.
Trend signals
Trend signals for Modern Produce
Trend score 4.6 out of 10, from popularity 68%, activity 62%, freshness 9%.
Popularity68%
Activity62%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Modern Produce trend
5 featured examples from Feb 19, 2019 to Oct 14, 2020CategoryMarketing
Playful Produce Packaging Designs
Productos Meza Boasts a Modern Aesthetic That Captures Attention
The food and beverage packaging industry can leverage the trend of playful and modern produce packaging designs to enhance brand appeal and attract new customers.
CategoryArt & Design
Chic Produce Packaging
True North's Branding Identity Communicates Fresh and Sustainable Vibes
Companies in the food packaging industry can differentiate themselves and appeal to younger, eco-conscious demographics by adopting minimalist design with earthy color palettes.
CategoryMarketing
Farmer-Supporting Produce Deliveries
AirAsia's OURSHOP is Making Moves to Support Local Farmers
Technology can be leveraged to help farmers efficiently connect with consumers, enabling them to sell their produce easily and profitably.
CategoryMarketing
Graphic Produce Branding
The Bowery Farming Rebrand Highlights Simple Graphics and Typography
Opportunity for food and beverage companies to rebrand their packaging and highlight their sustainable practices.
CategoryLifestyle
Valentine's Produce Packaging
Lidl's Fresh Fruit Packaging Features Commonly Used Love Emojis
Supermarkets can create seasonal packaging designs to add a festive touch to their produce section and encourage impulse purchases.
