A Message from our President, North America and SVP, Marketing, Design & Engineering
Your packaging represents your brand’s identity, and it must also deliver on the product, packaging features, and functionalities that consumers care about most. Achieving this begins with research—and understanding the consumer and market insights that help brands consider what inspires, motivates, and drives (different) people to make buying decisions.
Welcome to TricorBraun Beat. In this issue, we’ll examine four 2025 megatrends that can help you develop—from concept to commercialization—your perfect package. We will identify what’s driving these trends, the implications for your business, the demographic nuances, and the packaging implications you must consider to both maintain, and grow, your market share. We appreciate and care about your business—and we’re here to help you with packaging that delights consumers and drives brand loyalty for long-term sales success.
Sincerely,
The Big Picture
Consumers in the US and much of Europe are entering the new year with a cautiously optimistic outlook. They’re approaching discretionary purchases with greater caution, prioritizing value and becoming more selective where and how they indulge. Indeed, McKinsey found that high-income consumers across generations were less likely to splurge than in the past. McKinsey notes, that “the decline in intent to splurge, especially among high-income groups… suggests that even those with greater financial flexibility are exercising caution.” Euromonitor calls this the “wiser wallet” approach: saving more while making “strategic and intentional” purchasing decisions.
For brands to connect with today’s discerning shoppers, being both relevant and authentic are key. Success requires more than just chasing fleeting trends; brands need to offer a compelling value proposition, be trustworthy in their claims, and have a distinctive brand voice. The brands that stand out in today’s marketplace are those that deliver meaningful experiences and moments of joy.
Not surprisingly, the core trends that anchor consumer purchasing behavior haven’t changed: value, total wellbeing, experience, and sustainability. However, while these trends are here to stay, they are continuing to evolve—and brands are adapting at an unprecedented pace. In this issue of The Beat, we’ll explore how these shifts are redefining the marketplace and how strategic packaging decisions can drive loyalty, boost sales, and meet consumers’ changing needs.
Learn More:
- Euromonitor – Top Global Consumer Trends 2025
- McKinsey - The State of the US Consumer
- Nielsen IQ – The Macroeconomic Impacts of Shifting Consumers Mindsets
value
When it comes to value, what consumers want and expect has shifted over time from a laser-like focus on price to having the freedom and flexibility to choose lower-cost items without compromising on quality or their expectations. The shift to private-label brands began during the pandemic; since then, consumers have found the quality of these products to be just as good as the national brands.
Last year alone, sales of private-label brands rose 3.9% to a record $271 billion. The growing perception of quality products at a reasonable price point has helped sustain the interest in private-label brands while giving consumers more options to choose from. Younger consumers, in particular, who get their brand exposure primarily from Instagram, TikTok, and other social channels, are less influenced by national CPG brand names and thus more willing to explore private-label offerings.
At the simplest level, the evolution of value can be seen in the growing popularity of so-called premium private-label brands. Target, for example, has positioned its Up & Up brand in what it hopes is the sweet spot between pure value and value+. Target’s chief commercial officer, Rick Gomez, recently explained that “value isn’t just price. Value is about the price plus the quality, the fabrication, all of that goes into the value."
As consumers look to strike a more strategic balance between splurging and saving, they’re gravitating toward retailers and brands that offer greater choice. This includes tiered offerings of good, better, and best products, along with premium brands positioning more retail friendly products. For example, Graza has expanded its signature olive oil size offerings to give consumers more price points of entry to choose from. Wellness brand Goop, meanwhile, is launching an accessible personal care line at Target.
Learn More:
Adweek - Private Labels Head into 2025 with Major Momentum
Bizwomen - How Target, Walmart Are Positioning their Store Brands
wellbeing
Wellness is a booming business—$480 billion in the US alone and growing. In 2025, wellness has shifted from a one-size-fits-all concept of health to consumers taking proactive and personalized steps to living their best lives. One component of this is aging well; McKinsey’s Future of Wellness research found that over 60% of people consider longevity products extremely or very important, and 70% plan to buy more in the future.
One growing area of focus is targeted solutions for women’s wellness. As more women—especially Gen X and Baby Boomers—begin to embrace age as just a number, they are seeking modern, shame-free, solutions for various life stages. Actress Naomi Watts’ Stripes Beauty, for example, offers everything from a perimenopause survival kit to supplements for menopause and good sleep.
This drive to optimize health in new spaces has led more brands to develop products that push the boundaries of category norms. One data point: market research firm Circana found that “health-focused consumers account for $638 billion in total food and beverage spending.” Notably, this demand for total wellness is driving innovation in subcategories that blend supplements, food, beverages, and personal care to create more holistic integrated solutions. Dove’s Beauty Wash Serum Collection, for example, cleans your body while rehydrating your skin. Brands are also increasingly creating products to complement medical treatments. Daily Harvest has created a 15-meal plan to support people on Ozempic and other weight-loss medications.
Two other wellness trends to watch: simplicity and balance. It’s true that consumers are looking for targeted solutions; however, they don’t want to commit to a complex multi-step routine to realize the results. They value multifunctional formulations and effortless product applications. Likewise, they’re craving balance in their lives. One place this shows up is in the addition of functional ingredients to low- and no-alcohol beverages. Indeed, the shift away from alcoholic beverages among many Gen Z consumers is driving the market toward alternative beverages and health-conscious options.
Learn More:
McKinsey – What is the Future of Wellness
Convenience Store News – Consumer Wellness Shift Adds Up to $600B-Plus Food and Beverage Opportunity
experience
At a time when value often dominates consumers’ purchasing behavior, how can you break through? Create a meaningful experience to connect your customers emotionally to your brand.
From limited-edition drops and collectibles to fashion collaborations, brands are moving beyond one-time purchases to longer lasting brand experiences. In this way, consumers can enjoy the product while also finding community within the larger brand universe. For example, Ulta Beauty recently launched The Joy Project to “help people find, embrace, and experience joy in their everyday lives.” Besides fostering community and connection, Ulta is tapping into the simplicity of what surveys say people want: more joy to power their wellbeing. Meanwhile, iconic syrups brand Torani is celebrating its 100th anniversary with a pop-up tour featuring “an immersive flavor experience and the return of two classic throwback flavors that will be sold nationally later this year.”
At the shelf level, brands are also creating meaningful experiences through product innovation and special attention to packaging design. At a 2024 conference, Snaxshot founder Andrea Hernandez explained that Gen Z has inherited one particular trend from Millennials: “Taking our love of pretty and premium pantry items, groceries have become a splurge item for Gen Z.” She added that they see food and beverages “as a way of external signaling, in the same way fashion items have [done].”
This premiumization of everyday goods and groceries offers people a way to elevate their mealtime experience. Millennial-led Truff has brought in $100 million in sales since its 2017 founding with their unique designs and positioning; for example, they collaborated last year with Disney on a Star Wars Dark Side hot sauce featuring a Darth Vader closure. Hot sauce brand Cloud23, meanwhile, declares that “every meal should be an adventure” while delivering bold artisanal flavors in elegant glass packaging that features design elements often seen in high-end spirits or perfume.
Learn More
Supermarket Perimeter – Snaxshot Founder Shares Biggest Difference Between Millennials, Gen-Z
The Food Institute – Unlocking Gen Z Loyalty: Why Experiential Branding is the Future
EY – How to balance the CPG, retail, and consumer relationship
The Dieline - The Rise of the Brand World
sustainability
When it comes to packaging, sustainability alone is no longer enough to create differentiation from the competition. As awareness has grown, so have technological advancements—and making purposeful improvements to packaging design, materials, and processes is now a baseline expectation.
However, while today’s consumers continue to demand more sustainable products, they are not always willing—or able—to pay a premium for them. To justify the trade-up, they need to fully understand the value it provides them. Younger consumers are especially known for seeking out responsible brands that prioritize not only environmental stewardship but also ethical business practices. They keep a close eye on a brand’s universe of actions and are not afraid to hold them accountable. What’s more, this demographic is more willing to change their product selection to better reflect their personal values and sustainability goals. That said, Gen Z consumers are also struggling financially. While they continue to talk the talk, they need more accessible price points to sustainably walk the walk.
Research firm Mintel has found that for a brand’s sustainability efforts to stay relevant, they need to “find the sweet spot among innovation, costs, and improvements to the overall consumer experience. This means offering eco-friendly products that are affordable or clearly communicating the value of sustainability without compromising competitive pricing.” McDonald’s, for example, recently redesigned their iconic McFlurry packaging, substituting paper for plastic and capturing the current consumer perception that paper is a more sustainable option. At the same time, they’ve also introduced a new mini-McFlurry size to provide consumers with a small indulgence at a lower price point.
In 2025, it will be important for brands to focus on clear, tangible product benefits. One way to achieve this is to design sustainable packaging with secondary consumer benefits—from functionality to delight. For example, Bad Monkey Popcorn sells the world’s first heatable bag of pre-popped popcorn in bags made from 100% compostable wood fiber; KYSU sells its food in reusable packaging made entirely from recycled products. Another option for brands: new materials and packaging designs that simplify recycling within an existing system. Food manufacturer Potts put gravy and other sauces in aluminum cans to repurpose existing packaging for a more sustainable solution. AKT, meanwhile, put their deodorant balm in an aluminum tube with an oversized key turner that becomes a keepsake for the consumer.
Learn More
AdAge – Gen Z is Broke. Why Brands Must Marry Sustainability and Affordability
Baby Boomers More Likely to Shop Sustainably than Gen Z
Packaging Digest – 4 Predictions for Sustainable Packaging in 2025
BBC - We Put Gravy in Beer Cans to Boost Sales
At TricorBraun, everything we do starts and ends with our customers. We provide you with solutions for your most challenging problems to help your business grow. We can help you identify stock solutions that provide functional efficacy while addressing what consumers’ respond to aesthetically. We can design on-pack messaging to highlight how your product is joyful, nourishing, sustainable, or otherwise fits into a consumer’s life. We’re continuously exploring the world of packaging, and investing in new materials and formats, to bring you both tried and true options and packaging innovations from the US and around the world. We can also create custom packaging to reduce your carbon footprint while protecting your product and showcasing your brand story.
Learn More
- Ferrara Candy Company Case Study
- SmartMouth Mouthwash Bottle Design
- Instant Knockout Case Study
- Bona Hard Surface Care Products Case Study
- TricorBraun Collaborates with Hemingway Rum Company to Craft a Timeless Legacy
- Just Ice Tea Case Study
The TricorBraun Beat is the companion newsletter to The TricorBraun Pulse. Our newsletters are designed to keep our customers abreast of industry shifts and consumer trends—and the opportunities these shifts create for packaging—in order to help you navigate the challenges and seize on opportunities to grow your business. Gleaning insights and behaviors from these trends helps us identify and deliver packaging solutions that protect and preserve your product, resonate with consumers, and boost sales. From supply chain and operational challenges to economic and market opportunities, we are here to help you understand what’s happening and how we can work together to win.
For more, contact your TricorBraun packaging consultant or marketing@tricorbraun.com.
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