Standing out on shelves has never been more challenging for food and drinks brands. Today, mainstream brands in the sector face increasing pressure from multiple directions while private label players are upping their game with bold, daring designs that defy category norms, like Trader Joe’s, which has found success by leaning into its quirky and niche appeal.
Meanwhile, new entrants are shaking things up by rejecting traditional cues entirely and opting for disruptive designs that demand attention. What’s more, broader cultural shifts have changed the way people think about food and drink; in healthy snacks, for instance, the focus has moved away from dieting and shame-based narratives toward health, wellness, and body positivity.
Brands that don’t evolve in line with these shifts will suffer the consequences and need to take a more considered approach to respond to them, not only in their packaging but in how they connect with consumers and show up in culture.
