Produce brands are launching aesthetic-friendly packaging to capture attention
Trend - 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 - 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.
Insight - 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.
Workshop Question - Conceptualize a modern packaging design that could appeal to Millennials and Gen Z.
Trend Themes
1. Aesthetic-friendly Packaging for Produce - Produce brands are aiming to capture younger generations with modern and visually appealing packaging, communicating novelty, quality, and style.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
