Packaging for consumer goods: trends in 2024

Packaging has always been an integral part of the consumer experience. It not only protects the product, but also serves as an important tool for brand communication with the consumer. Every year, packaging requirements are changing — not only in terms of functionality, but also in terms of aesthetics, sustainability and innovative solutions. In 2024, trends in consumer goods packaging reflect new market demands and changes in consumer behavior.

Let’s take a look at the key trends that will shape the future of packaging in 2024.

1. Sustainability and sustainable materials
   Sustainability remains the main trend in consumer packaging and in 2024 this trend will only increase. Consumers are becoming more and more environmentally conscious and want to support brands that care about the environment. The main directions of environmental development of packaging:

Biodegradable materials. The use of packaging that is easily degradable in nature will become even more widespread. Paper, cardboard, corn starch, and bioplastics are materials that are actively replacing traditional plastics.
Recycled materials. Many companies are already starting to use recycled materials for their packaging. This not only reduces the amount of garbage, but also shows the brand’s responsibility to society.
Minimizing the use of materials. Brands strive to reduce the amount of packaging to reduce resource use and environmental impact.

2. Functionality and usability
   Consumer convenience is always in the forefront. In 2024, packaging manufacturers will focus on innovations that provide a better user experience. This includes aspects such as:

Ease of opening. Packages that are easy to open without additional effort will be popular. For example, doypacks with zip closures for reusability.
Recyclability. More and more brands are introducing packaging that can be reused. This can be a convenient container or jar that the buyer can use for other purposes after the contents are consumed.
Compactness and space saving. Packaging that takes up a minimum of space during storage and transportation is key for the modern consumer, especially in urban areas.

3. Minimalism in design
   The packaging of 2024 strives to be not only functional but also aesthetically pleasing. Minimalism in design continues to be a popular trend. Simplicity, clarity, and the absence of unnecessary elements are what attracts the attention of the modern consumer.

Clean lines and neutral colors. Minimalist packaging often uses white, black, beige or pastel shades, emphasizing the restraint and elegance of the product.
Focus on functionality. Fewer graphics and text allow you to focus on the product itself. Minimalism in design means that the brand does not need “loud advertising” — the quality of the product speaks for itself.

4. Personalization of packaging
   Personalized solutions will continue to gain popularity in 2024. Brands are looking for new ways to interact with consumers, and personalized packaging is one of them. Thanks to digital technologies, it is now easy to create customized packaging, which allows you to increase the emotional connection with the customer.

Customized labels. For example, the ability to print the customer’s name on the packaging or personalized messages adds to the uniqueness of the product.
Limited editions. Launching limited edition packages with unique designs encourages customers to collect or purchase products that differ from the standard line.

5. Technological innovations: Interactive packaging
   Thanks to the rapid development of digital technologies, packaging is becoming not just a container for a product, but a full-fledged element of interaction with the consumer. Interactive elements on packaging allow brands to communicate with consumers on a new level.

QR codes and augmented reality (AR). By scanning the QR code on the package, customers can get additional information about the product, view instructions, or participate in promotions. Augmented reality makes it possible to bring packaging to life by adding interactive visual elements.
Smart packaging. Integrated sensors can inform the consumer about the condition of the product, for example, to inform about the expiration date or freshness.

6. Mix of aesthetics and functionality
   In 2024, companies are actively implementing a combination of aesthetics and functionality in their products. For example, combining beautiful design with ease of opening or recycling of packaging after use. This mix helps to attract consumers, as the packaging not only attracts attention but also facilitates the use of the product.
7. The trend towards transparency
   Transparency is not only in the sense of using transparent materials, but also in the way information is communicated. Consumers expect more openness from brands, so packaging is becoming a means of honest and clear communication:

Transparent packaging elements allow consumers to see the product before they buy it, which is especially important for food and cosmetics.
Honest information on packaging, including full composition, origin of materials, and environmental impact, is becoming the standard that customers expect.

8. Saving resources and using them rationally
   Brands in 2024 will strive to reduce the amount of materials used in the production of packaging, which not only helps to reduce costs, but also makes the process more environmentally friendly. Thinner packaging materials, simpler packaging designs, and less complex production techniques help minimize waste.

Packaging for consumer goods will undergo significant changes in 2024, adapting to new requirements for sustainability, convenience and aesthetics. Brands that are able to adapt to these trends will gain a significant advantage in the market, as consumers are increasingly focused on innovative solutions, responsible attitude to the environment and product quality. Packaging is turning into an important tool that can influence customers’ emotions, build brand loyalty and ensure the comfort of using products.