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Healthy Food Packaging Trends in 2019

New packaging designs are making healthy food brands more appealing

The demand for healthy products increases every year. Consequently, so does the supply of them. With each new product entering the market, there is new packaging design. In this article, we will discuss what are the health food packaging trends in 2019 and what influenced their popularity.

Fresh yoghurt multifruit packaging design
New yoghurt packaging designs have been trasformed from a boring white to very
colourful, depicting their flavours in an eye-catchy fashion. (Pic: Bumiputra via Pixabay)

The revolution among light products

Remember the boring light yogurts? They aren’t boring anymore. In the past, light products were simply versions of normal or traditional products and were targeting people with dietary restrictions or health problems. With the increased interest in a fit lifestyle and conscious eating, the demand for those yogurts started to rise. The yogurts with white background and single berries transformed into colorful packaging designs with entire gardens of berries.

Since the demand was bigger, the competition increased, and the healthy food brands had to make sure that they stand out from the rest. If their yogurt ingredients were great, the only thing left to change was the branding. Now, the customers no longer have the feeling that the healthy yogurts deprive them of enjoyment. On the contrary, they contribute to their conscious and happy lifestyle and ideology.

The showcase of actual ingredients

Previously, all the juices would feature images of perfect fruits. Customers would browse around the supermarket beverage aisle seeing perfect, shiny and round apples. That wasn’t really an accurate representation of the true ingredients of the juice. Round and polished apples would rather go for an individual sale than be transformed into a drink.

Recently, customers started to pay more attention to the ingredients of every product and became less trusting. Seeing perfect fruits would make them more suspicious than convinced to buy it. Recognizing this customer behavior, many producers decided to change the images on their packaging. Instead, they would feature imperfect fruits to relate to nature and present themselves as organic and healthy brands. By doing this, they would also broaden their target audience.

Verbal branding and informal language

Oatly 'Wow No Cow' package design
More and more companies are now following verbal branding trend in their
healthy food packaging, as well as disclosing relevant information on the packaging.

A truly great example of a company using verbal branding is Oatly. They use an informal language and speak directly to the customer what creates a special connection between the brand and the consumer. Moreover, Oatly is a transparent company which discloses all the relevant information on the packaging of their products.

Such practice is another rapidly rising trend which more and more companies want to adopt. However, it’s worth mentioning that verbal branding is a decision made solely by the brand’s marketing department, not the designer which is the case in the two previously mentioned trends.

Packaging is more than graphic design only

This article mentions a lot of trends relating to graphic design. However, packaging design isn’t only about the print visuals. In 2019, the shapes of the boxes, bags, bottles, pouches, cartons, and labels started to play a big role too. Sometimes a bit unpractical yet very attention-catching products can be found in independent reseller stores and food markets.

Equally important to packaging shapes are the materials it is made from. More and more companies turn to sustainable suppliers and produce packaging made from biodegradable and recycled materials. And, thanks to the verbal branding trend, the majority of businesses which use sustainable materials choose to inform their customers about it on the packaging.

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