How to design packaging for health-conscious consumers

Amcor, in partnership with Mintel and BakeryandSnacks, will discuss how food packaging can tap into this need by hosting a webinar ‘How to design snacks packaging for the health-conscious and environmentally-conscious consumer’ on Wednesday, February 28​, at 3pm CET/2pm GMT. 

Snacks replacing main meals

Speakers Benjamin Punchard, global packaging insights director, Mintel, and Paulina Dudkiewicz, marketing segment manager, Snacks & Nuts, Amcor, will share insights and trends to help brands appeal to the health-conscious and environmentally-conscious consumer.

“Snacks have historically been an occasional indulgence, something we might use as a treat to indulge ourselves. But now, as our lifestyles are changing, we are increasingly snacking on-the-go as a way of supplementing or replacing our main meals​,” said Punchard.

“As snacks are becoming a more integral part of our consumption, consumers recognize they are having an impact on our health and they want brands to provide something that offers not only convenience but ingredients and a snacking format suitable for our modern lifetsyles​.”

Punchard and Dudkiewicz will talk how this change is reflected in the launches we are seeing on our supermarket shelves, specifically in bakery, chocolate confectionery and snacks.

Punchard believes there are three segments; the first being natural and personalized, ie, where the product makes a claim that is naturally healthy, with no additives, organic, gluten-free. He said there is a year-on-year increase in those claims by manufacturers to give their products a ‘healthy halo’.

The second segment is the positive element where the packaging highlights an ingredient that delivers a health benefit to the consumer, such as being high in fibre, added protein or wholegrain.

The third area where Mintel is not seeing growth is in what he calls the ‘minor claims’ such as low salt and fat free products, because these relate to processed foods and consumers are turning their back on processing. 

Health benefits

“People are snacking more on-the-go, so packaging needs to reflect that it is an ‘out-of-home’ meal​,” added Punchard.

“Consumers are looking to brands to deliver health benefits and want the brands to give consumers the ‘tools’ to improve their diet. They want healthier versions of their favorite snacks​.”

According to Dudkiewicz, taste and nutritional benefits will drive new consumption occasions, which will drive packaging formats and variation in design, and functionality is required for different consumption occasions.

She said flexible packaging dominates the category, even for snacks such as nuts, which were traditionally sold in cans with lids. Today, 93% of nuts are packed in flexible packaging such as stand-up pouches and PushPop packaging.

“Manufacturers are starting to launch more single-serve packs, easy-opening, slim packaging that may resemble a snack that is light and healthy, simple messaging, minimalistic designs and a transparent window to convey the product is a healthy snack​,” said Dudkiewicz.

“Think about a packaging format that suits someone who is travelling or seated on a train, bus or in a car. The packaging needs to offer on-the-go convenience such as packaging that can serve as a bowl, comes with a flat bottom, or a pop sound that resembles freshness when opening, anything that can save time on the go​.

“Smaller packaging sizes help to control calorie intake – people believe they are getting the correct portion control. Health-conscious consumers go for smaller packs and those with re-closeability, ie, a resealable opening, knowing it can be preserved after opening or to eat later on in the day​.”

The 60-minute webinar will talk about which visual ‘cues’ alert the consumer to a product’s health benefits; how a product’s packaging and design can convey a healthy message that consumers trust; environmental responsibility  - how a more sustainable packaging can support your brand’s promise; and ‘green-looking’ packaging versus sustainable packaging.

The webinar​, which will be available to watch three months after the live event, will also include examples of packaging to illustrate what is being discussed.