It is evident that the pandemic has had significant effects on nearly all sectors. As consumers, our consumption habits and purchasing behaviors have inevitably changed during this period. While out-of-home consumption almost came to a standstill during lockdowns, we witnessed a substantial increase in the sales of packaged retail products. Undoubtedly, this situation has had positive implications for the packaging industry. So, what does the coming period hold for the packaging sector?
We can describe the packaging industry as strong and resilient. As long as products exist, packaging will continue to exist. The primary function of packaging is to protect products from external factors and safeguard them against deterioration. In the current context, this fundamental function has made packaging indispensable. With the threat of COVID-19, consumers have become more cautious than ever toward unpackaged and openly sold goods.
On the retail side, rising consumer demand has increased both production volumes and product diversity. For this reason, we anticipate a significant rise in demand, particularly in food packaging production.
It is also clear that COVID-19 has intensified consumer interest in digital marketplaces. Online shopping rates have grown rapidly during this period. E-commerce has experienced remarkable expansion, with many businesses closing their physical stores and shifting sales to online platforms. Factors such as consumers’ desire to be the first to touch the product and sellers’ efforts to minimize product loss or damage are likely to further increase demand for packaged goods.
While COVID-19 creates opportunities for the packaging sector, what will be the role of packaging communication?
There is no doubt that the concept of “trust” has gained unprecedented importance during this period. Consumers who were previously price-focused have shifted toward trust-oriented behavior. As traditional communication channels between brands and consumers have become limited, alternative communication methods have come to the forefront. We believe packaging should not only communicate product benefits but also carry the brand’s broader messages. For this reason, brands are likely to invest more in packaging communication.
We see packaging as an effective tool not only for strengthening communication between brands and consumers but also for helping audiences cope with the stress brought on by the pandemic. Moreover, at a time when consumers are making more cautious purchasing decisions, a customer-centered approach can make the process easier for both parties. We believe that packaging which effectively conveys brand reliability will stand out, add greater value to products than ever before, and ultimately contribute to increased sales.
