Consumer Packaged Goods Marketing Trends | Bostik Blog

The way we shop for CPGs is changing, but the value of eye-catching packaging remains constant. In any crowded marketplace—whether on the shelf or online—how your product presents itself is crucial to its success. The right choice of adhesives can help merchandise stand out and sales thrive.

In the competitive world of consumer packaged goods, grabbing the shopper’s attention is essential to gaining their trust and purchases. As more products enter the market, brand owners continually seek ways to optimize their use of shelf space. One tool is considering consumer buying behaviors and individual store demographics. Another is eliminating less profitable products to focus on those with the highest revenue potential.

For the offerings that remain, eye-catching, well-branded packaging is a must. Some use simple, clean designs with bold colors and clear messaging to grab attention on the shelf. Other products target specific consumer segments through premiumization and other curated design elements.

Explore six top packaging industry trends for 2024 and beyond, along with the ways innovative adhesives can help your product stand out.

1. Sustainable Packaging Solutions

Year after year, consumer expectations shift toward more environmentally friendly packaging. Adhesives can be a key enabler in multiple ways.

Biobased adhesives made from renewable materials reduce dependence on petroleum-based resources.
Specially formulated adhesives also support the creation of recyclable or compostable packaging without compromising functionality.
Additionally, pressure-sensitive adhesives (PSAs) allow the use of lighter-weight packaging and recycled materials, as well as reducing raw material consumption and overall environmental impact.

2. Resealable Packaging

The need to maximize shelf space has led to an increase in multifunctional packaging solutions. Pouches and other containers with built-in seals, supported by PSAs, help control package size. In doing so, they remove the need for outer boxes, reducing material use. As an alternative to PSAs, adhesives can also create flexible bonds for affixing reclosable zippers. Other benefits of resealable packaging are supporting portion control, extending freshness, and reducing product waste.

3. Enabling Transparency and Security

Consumer confidence rises when shoppers can peek inside to see a product’s quality and appeal. The right adhesives enable visually engaging transparent packaging. Strong yet invisible adhesives can create window boxes, showcasing the product. Tamper-evident labels secured with clear PSAs add a layer of security by informing consumers when products are safe or may be compromised.

4. Premiumization Through Packaging

A product’s high-quality appearance elevates brand perception. For example, clean seams and closures secured with discreet adhesives help create a sophisticated aesthetic. The same is true for distinctive packaging materials like formed metals, foils, and glass. Each requires choosing the right bonding solutions.

Adhesives can further assist by enabling premium label features. The incorporation of tactile elements such as textured labels or specialty finishes creates a multi-sensory impression. Glass containers with the “no label” look, supported by invisible adhesives, also enhance the perceived value of the product.

5. Targeting Online and Subscription Consumers

The online percentage for sales of consumer packaged goods continues to rise. The value of tailoring marketing efforts based on consumer online buying habits grows with it. To adapt, brands and product manufacturers embrace flexible marketing approaches to increase their sales and brand awareness. For example:

Embracing Ecommerce Giants

To meet demand from retailers who serve consumers across the globe, CPG brands are delivering their products to more locations than ever. Efficient packaging, palletizing, and labeling become even more valuable to meet their needs while keeping costs down. Choosing the right end-of-line adhesives is a must to keep processes running smoothly.

Surging Direct-To-Consumer (DTC) Sales

DTC manufacturers, with their control over brand messaging and ability to offer subscriptions, are bypassing the traditional retail market. To gain valuable customer data and build stronger brand loyalty, some of these companies are launching their own platforms or partnering with existing ones. Adhesives help to support branded packaging for both products and delivery.

Personalization

Today's consumers crave personalized unboxing experiences. Brand owners can utilize data analytics to understand individual customer needs and preferences. This allows for targeted marketing campaigns, custom packaging, and even the development of niche product lines catering to specific demographics. The right adhesives help by enabling personalized labels for both products and packaging.

The Adhesive Advantage

Beyond meeting these important trends, high-performance adhesives offer numerous benefits for consumer packaged goods.

Enhanced shelf life. Strong bonds ensure product integrity during transportation and storage, minimizing damage, and extending shelf life.
Tamper-evident packaging. Specialized adhesives help create seals that deter altering and help ensure product safety.
Production efficiency. Adhesives with faster setting times and streamlined application lead to increased production efficiency.
Optimized shipping processes. End-of-line adhesives for case sealing, labeling and palletizing support smoother automated shipping systems and other goals through their:
- Thermal stability
- Precision application
- Ease of cleanup
- Support for sustainable materials

By staying informed about these packaging trends and utilizing high-quality adhesives, CPG companies can create innovative, environmentally friendly, and visually appealing packaging solutions that grab attention, protect products, and ultimately drive sales.

For more information on adhesives that can help CPGs stand out in the market, contact a Bostik expert.

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Consumer Packaged Goods (CPGs) Marketing Trends, 2024 and Beyond