Minimalism, technology, visual storytelling and sustainability – a few tips on packaging design to target the millennial market

Research shows that Millennials have greater purchasing power when compared to any other generation. For this reason, several brands use them as their reference target for their marketing choices, research and development, new product investment as well as devising innovative packaging and new strategies.

Yet, this customer base is quite difficult to impress and satisfy. It’s actually estimated that this group remains up to 70-80% less loyal to a brand than other groups. This is a real challenge for companies, who, with the aim of winning them over, have to offer a value proposition that’s unique, differentiated if not quite unconventional. One element that attracts their attention is packaging design.

Tips on beverage packaging for Millennials

Over recent years, a variety of beverage companies have implemented rebranding strategies for their packaging aimed at winning over the Millennial market. Today even the concept of packaging has changed. From simple containers, packaging has become a means to promote trustworthiness and transparency about ingredients, but it’s also a powerful marketing tool.

Let’s have a look at which features should be included in packaging design that’s aimed at Millennials.

Yes to minimalism!

Millennials prefer minimalism. But that doesn’t mean you should limit yourself to the black and white colour combinations. Put simply, you should play around with clean shapes and layouts, while making effective use of space and symmetry.

This is particularly important when it comes to bottles, so the consumer can easily read the information on the label. Mixing details up with overly elaborate elements is definitely going to be counterproductive.

From analogue to digital

Over the last few years, consumers have started to pay more attention to the virtual aspects of a product. And this has led to many routes being opened up to attach technology to packaging.

Amongst the most widely used is the NFC tag which allows the consumer to receive additional information about the product and to be reassured about its authenticity. In this context, Tapì has also recently launched technology related to this for its closures, i-Tap.

Using images for storytelling

Millennials love stories. They spend hours on Instagram browsing stories so they don’t miss out on any of them. Stories are key for this generation and brands can use this device to their advantage.

Every story is unique, and the distinction is made in the way it is told. Stock images are no longer good enough and the same goes for fonts that have been seen time after time. Millennials consider this all quite mundane, almost obsolete and it could damage a brand’s reputation.

If you want to win over this target group, choose original, visual content that talks about the values and benefits gained by purchasing the product and beyond the product itself.

Pay close attention to sustainability

The sustainability demonstrated by a brand is increasingly important for Millennials. Eco-friendly packaging has been a trend for a number of years now. But with the Covid-19 pandemic, the focus from consumers has become even stronger.

Various companies are responding to Millennials’ demands to reduce our plastic usage. One example is Bacardi, who announced that they will roll out 100% biodegradable bottles by 2023.

Linked to this vision, Tapì is in the process of designing new closures that reflect the eco-friendly products of our clients. For instance, Abor, T-Cask and Devin have manufacturing processes that allow us to create a number of closure ranges through the use of distillation waste – from casks and grape pomace – that would otherwise have gone to land fill. Then we have Duo, the closure designed for the cosmetics and spirits markets, which can be separated completely into its constituent parts, making it easily recyclable by the end consumer. And there’s Mekano, a globally unique approach that has given life to an innovative – and most importantly – reusable closure that’s suitable for a variety of sectors.

The bottom line

Millennials are the generation that need to believe in the values of the reference brand and packaging is the ideal way to gain their confidence.

From the choice of bottle and label, as well as the closure and secondary packaging, each and every element is essential in conveying a product’s own unique story. Packaging can influence purchasingchoices. For this reason, it’s key not to underestimate its value and be able to single out each component required so that the target audience will fall in love with the product.

Interested in finding out more about our closures designed for the beverage market?

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Wine market trends to watch for the coming year

Consumption in the wine market, just as for other alcoholic beverages, continues to focus on premium and high-quality products, due mainly to consumers’ greater awareness about the products they purchase.

Until recently these demands were more specific to millennials, a generation highly focussed on well-being and sustainability. But we can say with confidence that after the Covid-19 pandemic, there will be a greater awareness in other age groups as well. The current context has brought about a much clearer definition of the wine trends for 2021.

Greater focus on comparison between producers and related brands 

Wine lovers and consumers are very conscious of a wine’s characteristics. And from this, they are keen to distinguish between wine regions, learn about a wine producer’s individuality as well as tasting the narrative held within each glass of wine.

Experiential consumption is now reaching a much broader audience.

And producers feel the need to tell their story and describe their product’s background, beginning with its packaging. This makes packaging the initial marketing tool used to set a product apart on a specialist seller’s shelves.

With this in mind, Tapì has launched Devin, a closure designed for the wine market that’s made from grape pomace residue – otherwise destined for landfill. Choosing a closure like this one enables a product to communicate its company’s sustainability values.

Experiential research and discovery of new markets Uncovering new wine locations

This year, 2021, is when consumers will be looking for distinctive, sophisticated flavours from smaller wine producers from lesser-known wine regions.

If we consider wines from the Piedmont region in Italy, for example, we automatically think of Barolo and Barbaresco. But who knows about the exquisite and characteristic wines like Cortese, Timorasso and Arneis?

Similarly, red wines from the Douro Valley are stunning and Portugal will remain one of the most explored regions in the coming year. Little-known wines from Georgia, Moldova, Croatia and Hungary will also see strong growth. Wines from eastern Europe, including Greece, will take a good share of the market, also as a result of a greater desire to experiment and discover new wines.

Natural wine growth

Natural wine – defined as such due to the very few additional measures used during development and fermentation – is rapidly expanding.

According to research carried out by the IWSR, International Wine & Spirits Research, Italy, Spain and France will produce more than 2 billion bottles of natural wine by 2023. It’s estimated that they will continue the growth recorded since 2018 to now.

And it’s clear that packaging for organic wine must reflect the product’s sustainable values – echoed by the recycled paper label, and most importantly, an eco-friendly closure.

Sustainable developments in packaging

Last, but certainly not least, we will see changes in the packaging design world linked to the wine market.

Sustainable alternatives will continue to be in higher demand in comparison to standard types. For this reason, some companies are experimenting with sales of wine in cans, cartons or other specialist containers, even if these solutions are currently difficult to offer to the premium market. This is why Tapì is investigating new approaches for closures that can combine functionality, appeal and, of course, environmental sustainability.

To sum up

We have a lot to look forward to with these wine trends for 2021. Whether it’s conveying a product’s narrative, seeking out new wine areas, exploring the sustainability of natural wine or new packaging solutions, we’ll certainly have more choice than ever this year.

Interested in finding out more about our closures designed for the wine market?

Contact us today