# Modern Produce Produce brands are launching aesthetic-friendly packaging to capture attention. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Oct 12, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/modern-produce ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 19, 2019 to Oct 14, 2020 - Published: Oct 12, 2020 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Modern Produce trend ### Aesthetic-Friendly Packaging for Produce Produce brands are aiming to capture younger generations with modern and visually appealing packaging, communicating novelty, quality, and style. ### 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. ### 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. ## What the Modern Produce trend means for industry ### For 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 for Modern Produce Trend score 4.6 out of 10, from popularity 68%, activity 62%, freshness 9%. - Popularity: 68% - Activity: 62% - Freshness: 9% ## Examples of the Modern Produce trend 5 featured examples from Feb 19, 2019 to Oct 14, 2020. - [Playful Produce Packaging Designs](https://www.trendhunter.com/trends/produce-packaging-design1): Productos Meza Boasts a Modern Aesthetic That Captures Attention (Category: Marketing) Implication: 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. - [Chic Produce Packaging](https://www.trendhunter.com/trends/chic-produce-packaging): True North's Branding Identity Communicates Fresh and Sustainable Vibes (Category: Art & Design) Implication: Companies in the food packaging industry can differentiate themselves and appeal to younger, eco-conscious demographics by adopting minimalist design with earthy color palettes. - [Farmer-Supporting Produce Deliveries](https://www.trendhunter.com/trends/produce-deliveries): AirAsia's OURSHOP is Making Moves to Support Local Farmers (Category: Marketing) Implication: Technology can be leveraged to help farmers efficiently connect with consumers, enabling them to sell their produce easily and profitably. - [Graphic Produce Branding](https://www.trendhunter.com/trends/bowery-farming-rebrand): The Bowery Farming Rebrand Highlights Simple Graphics and Typography (Category: Marketing) Implication: Opportunity for food and beverage companies to rebrand their packaging and highlight their sustainable practices. - [Valentine's Produce Packaging](https://www.trendhunter.com/trends/fresh-fruit-packaging): Lidl's Fresh Fruit Packaging Features Commonly Used Love Emojis (Category: Lifestyle) Implication: Supermarkets can create seasonal packaging designs to add a festive touch to their produce section and encourage impulse purchases. ## Recent trend clusters - [Package Play](https://www.trendhunter.com/protrends/promotional-food-packaging) (Marketing) - [Gentle Diagnostics](https://www.trendhunter.com/protrends/home-heart-screening) (Lifestyle) - [Targeted Macros](https://www.trendhunter.com/protrends/functional-protein-ingredients) (Lifestyle) - [Flavor Borrowing](https://www.trendhunter.com/protrends/soft-drink-flavor-mashups) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) All articles: [Marketing](https://www.trendhunter.com/marketing)