The New Realities of Non-Food Packaging: Trends and Consumer Behaviour

Trends shaping the new reality

Artificial intelligence has become an integral part of the packaging industry. However, its adoption is accompanied by mixed feelings among consumers. Research shows that 58% of people fear losing their jobs to AI, yet at the same time they expect innovative solutions. This paradox creates a unique opportunity for brands: to use AI to create innovative packaging solutions while emphasising the human side of the brand.

Omnichannel has become the norm. The line between online and offline shopping has all but disappeared, which calls for packaging that is equally attractive on a store shelf and on a smartphone screen. The design must work effectively in both formats, attracting the consumer's attention and conveying the brand's key messages.

A healthy lifestyle has stopped being merely a fashion and has become a new reality. It affects every aspect of the consumer's life, including product choices. Packaging must now not only protect the product, but also reflect care for the consumer's health, emphasising the natural and beneficial qualities of the contents.

"Buy Russian": the revival of local brands

There is growing trust in Russian brands. However, there is an interesting nuance here: companies are still cautious about Russian-language names. Many manufacturers prefer to emphasise their Russian origin in the brand legend or to work with domestic celebrities, while keeping an international-sounding brand name.

The consumer of the new era: contradictory and demanding

Today's shopper is a genuine paradox. They long for home comfort, as the boom in cooking blogs shows, yet they crave novelty and are ready to experiment with new products. Sustainability and conscious consumption have become not just a trend but a way of life for many.

Interestingly, while seeking to save money, consumers are not prepared to sacrifice quality. They look for a balance between price and quality, favouring products that offer the best ratio of the two. This creates new challenges for packaging manufacturers, who need to create solutions that meet high quality standards while remaining affordable.

Non-food packaging: a response to new demands

In packaging design there is a trend towards minimalism and the use of pastel tones. This is not merely an aesthetic decision, but a reflection of the consumer's desire for emotional balance and stability in a turbulent world.

The European style is still in demand. Many Russian brands use European names in order to be associated with quality. However, there is an interesting difference: while European brands emphasise style and accessibility, Russian ones speak more about comfort and care.

Sustainability has become a key factor in choosing packaging. Information about eco-safety, recyclability and reusability is becoming an important competitive advantage. Manufacturers are increasingly using recyclable materials and developing designs that make sorting and recycling easy.

The emotional component of packaging is gaining ever greater importance. In unstable times, consumers look for products that not only perform their function, but also evoke positive emotions and create a sense of care and comfort.

Our cases of successful adaptation to the new realities

The Tolkovo project is an interesting example of adapting to new trends. This brand, created for a charitable foundation, successfully combined the trends of sustainability and conscious consumption. The team at our agency Brandson (TSN) developed for Tolkovo the concept of an activator brand for the smart buying and selling of second-hand items. The designers created a stylish yet homely atmosphere, meeting consumers' demand for comfort and care. The result was the creation of 3,000 collection points across Russia, which shows how a properly built brand can not only succeed on the market but also help solve social problems.

Another example – is the rebranding of Trives, a manufacturer of orthopaedic products. Responding to the growing healthy lifestyle trend, Brandson (TSN) developed a new positioning for the company, "quality of life through quality of mood", combining health care with an emotional component. The agency team created an updated design concept for the stores and packaging that reflected the desire for minimalism and emotional comfort. The result was 8% revenue growth for Trives in 2022, reaching 378 million roubles. This case demonstrates how attention to current trends and audience needs can transform a brand and increase its effectiveness.

Conclusion: adaptation as the key to success

In today's world of non-food packaging, success awaits those who can adapt quickly to change. Brands must not only follow trends but anticipate them, creating innovative solutions that meet the changing needs of their audience.