Clearly and successfully communicating sustainability credentials has been crowned by consumer research company Innova Market Insights as the top packaging trend of 2020 in the food and drinks market.
 
Innova’s consumer research indicates that expectations around sustainability are at an all-time high, indicating that companies will benefit from prioritizing eco-efficiency in food and plastic waste. The food industry is increasingly responding to this demand, and it is a trend to market this commitment on the packaging itself.
 
Over one third of all food and beverage launches tracked by Innova carried an ethical packaging claim, such as recycled or recyclable materials. A whole range of different avenues can be used for storytelling to communicate packaging sustainability, which encompasses energy use, renewable materials, plastic free, source reduction, and end of lifecycle. The use of certifications, marks, and logos, such as Plastic Free and Metal Recycles Forever, are being increasingly used to communicate resource circularity.
 
Additionally, many companies have supported the advent of circularity in plastics, as well, with many opting for PCR (Post Consumer Recycled) partnerships across a range of industries. More bottles are becoming 100% recycled plastics, and other formats are increasingly made up of higher percentages of PCR material. Technological innovation, and companies supporting initiatives aimed at mitigating plastic pollution, will be a major driver for PCR growth, Innova reports.
 
The continuation of growth in online retail channels will provide another driver in demand for strong, lightweight, recyclable packaging developments, Innova reports. There is also demand for more sustainable solutions to protective filler material, which can further contribute to reduced carbon footprint.
 
As internet tracking of all things becomes more pervasive, Innova projects that it will be fruitful to use QR codes, NFC, and blockchain software (which it dubs the ‘internet of things’) to provide digital transparency and storytelling as it relates to sustainable packaging practices.
 
Plant-based packaging is expected to continue its rise as a sustainable packaging avenue. Cellulose-based packaging, led largely by the snacks and confectionary markets, was used, along with certified compostable claims, in 60% of global food and drinks launches from 2017 to 2020.