ESKO：2023年包装趋势报告【英文版】

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1 | 2023 Packaging Trends

Packaging

Trends

2 | 2023 Packaging Trends

Introduction

In 2023, brands and their packaging suppliers will

need to become more agile to remain competitive and

thrive in the face of new market challenges. Packaging

professionals will need to perpetuate and expand

the personal relationship between their brands and

consumers. They will need to embrace opportunities

for advancing sustainability, maximizing the use of

technology, streamlining supply chain operations,

incorporating trending packaging design practices,

and creating eciencies.

Packaging design, consumer preferences, and

technology trends are all interconnected to create

the marketplace of the future. Consumer behavior

inuences how brands operate, and technology fosters

connection among brands, suppliers, consumers,

and their environments. This e-Book will address key

packaging trends inuencing the market in 2023 and

how technology will help brands and suppliers meet

the new challenges.

3 | 2023 Packaging Trends

Our Insights

In this report you’ll learn about packaging trends we foresee for 2023 and beyond. It includes insights

gathered from international media trend setters, consumer trend market research and consulting rms,

as well as forecasts from Esko packaging thought leaders. Also included are the December 2022 survey

results conducted by Esko of packaging professionals around the world regarding future packaging trends,

challenges, and opportunities for reection.

Consumer Buying Behavior

Consumer behaviors change as the world around them does. It

would be an understatement to say that in the last few years,

there have been signicant changes to consumers’ daily lives.

As we come out of the last two years, five key trends have

emerged impacting how consumers view brands, shop for

products, and live their lives. Companies must therefore pay

attention to these consumer trends and adapt their processes

accordingly if they want to maintain consumer loyalty. The

following information was compiled by Mintel in the 2023 Global

Consumer Trends report.

Me Mentality

The pandemic disrupted life as consumers knew it. As we shift

away from the pandemic-era, consumers are ready to refocus

on themselves. Mintel states “brands can provide this to them

in the form of new experiences or products that feed their

curiosity as they form new tastes, routines and preferences

that align with who they are or who they want to be.”

At the same time, consumers are aware the future holds

uncertainties. As such, they will strive to become more resilient.

For example, according to Mintel, “44% of US Gen Zs agree

that nding ways to celebrate themselves has become more

important to them now than before the COVID-19 pandemic.”

An increased focus on themselves helps consumers reconnect

with who they are and what they value. Companies must take

into account that consumers will remain loyal to brands that

reect what matters most to them.

Power to the People

Mintel said it best. “Brands have to make room for a new ‘c’

in their c-suite: consumers. Brands can step back and allow

consumers to be the creative center of innovation.” As a result,

brands are letting consumers shape their futures more than

ever before. In 2023, consumers are looking to co-create with

brands and be part of the change furthering innovation in the

market. This is best seen on social platforms where consumers

creatively express themselves, such as TikTok. The end result

is more brands will harness creative talent and invite consumer

perspectives into their processes.

How will this affect companies in the future? Mintel projects, “In

the next ve years, brands will increasingly cater to the niche

identities of loyal consumer investors, fragmenting large, legacy

brands into smaller, more targeted business units.”

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