How High-Visibility Packaging is Enhancing In-Store Experiences and Boosting Market Growth

The global highly visible packaging market size is estimated to reach USD 88.64 billion by 2033, up from USD 42.75 billion in 2023, at a compound annual growth rate (CAGR) of 7.71% from 2023 to 2032.

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The highly visible packaging market is anticipated to augment with a considerable CAGR during the forecast period. A very useful tool, high-visibility packaging allows the customer to view the product when it is still within the container. It is commonly recognized that consumers make 70% of their brand-related purchases in-store, and that brands only have a little window of time to grab their consumer’s interest before they go to a rival. An additional benefit of high-visibility packaging for manufacturing processes is that it allows for faster product identification, which boosts production efficiency.

The changing consumer preferences for packaging coupled with the growing need for brand differentiation in crowded markets is anticipated to augment the growth of the highly visible packaging market within the estimated timeframe. The inclination of retailers towards the packaging that improves the in-store shopping experience and draws attention to the products along with advancements in printing technology that enables more vibrant and intricate packaging along with the growing importance of customization and personalization in packaging are also expected to support the market growth. Furthermore, the rise of e-commerce as well as the trend towards sustainability is also likely to contribute to the growth of the market in the years to come. The global packaging market size is estimated to grow from USD 1.20 trillion in 2022 to reach an estimated USD 1.58 trillion by 2032, growing at a 3.16% CAGR between 2023 and 2032.

Key Trends and Findings

• Customers are curious to know what’s in their food and drink, cleaning supplies, personal hygiene products and maintenance products. According to a Nielsen and Label Insight study, 39% of the consumers would think about switching brands to utilize products with more transparent labels.
• A common option for flexible packaging, stand-up pouches effectively integrate form and function. In addition to improving the shelf visibility, the upright form offers a large transparent surface. Customers can examine the product from different perspectives because of the pouches, which gives them more confidence when making purchases.
• Consumers today favor brands that are more ecologically conscious. A Business News Daily article reports that a poll indicated that 66% of participants and 75 percent of Millennial respondents gave sustainability a consideration while making purchases.
• Companies can use more environmentally friendly inks to achieve green printing in addition to streamlining the process and utilizing materials made responsibly. Soy ink is one of the most widely used environmentally friendly inks. A new environmentally friendly ink that is gaining traction was created by Colorado State University researchers. They used algae to make ink instead of vegetables.
• North America held largest market share of 36.81% in 2023. This is owing to the advanced retail infrastructure and a high demand for innovative and sustainable packaging along with the increasing consumer awareness about environmental sustainability in the region.
• Asia-Pacific region is expected to grow at a CAGR of 10.05% during the forecast period due to the growing expanding middle class, increasing urbanization, and rising disposable incomes as well as the thriving e-commerce sector and the preference for visually appealing packaging.

Market Drivers

Increased Demand for Transparent Packaging

The increased demand for transparent packaging is expected to contribute to the growth of the market during the forecast period. Consumers of today demand integrity and transparency. A growing movement in packaging design toward more visibility meets their need to comprehend the goods they purchase. Simple, straightforward designs promote consumer confidence in the product’s quality by enabling them to see it before they purchase it. Ecological beliefs of customers are also connected to sustainable clear materials.

Packaging designs that are difficult to read or that hide information that consumers want to know are less likely to connect with consumers than those that clearly notify them about ingredients, absence of substances, and additional functional elements that enhance health. They’re influenced by what they see on store shelves, and in that context, packaging has the greatest chance of interacting with them. From scannable QR codes to creatively designed labeling to health-educational advertising, there are various methods for package designs to be more instructive about health-related CPG qualities.

Furthermore, to maintain their transparent image, numerous companies have implemented the visible packaging. The body care firm Lush highlights the pure nature of their product by letting customers see the fresh and natural components in their package. For several of its limited-edition cookies, Oreo has also used visible food packaging, which has excited the customers who can view the product and desire to try it. Frito-Lay is another company that modified their packaging to make it clear that there are just three ingredients in their potato chips. This step gives the customers more confidence about a product that many view as a tiny pleasure and helps them learn what goes into their favorite snack foods. By being transparent, food may be better evaluated by the customers to establish its quality and the freshness. Thus, if customers can see through the packaging of the product, they feel reassured and are more inclined to buy it.

Market Restraints

Growing Environmental Concerns and Various Packaging Regulations

The growing environmental concerns and various packaging regulations and standards across different regions are likely to hinder the growth of the highly visible packaging market within the estimated timeframe.  Due of its longevity and transparency, plastic packaging has been the preferred option since a long time. It does, however, come with a number of environmental issues. Plastic waste is becoming a bigger problem as a result of the overuse of plastic in packaging. There is no exception for clamshells, shrink wrap, or blister packs. Approximately 100,000 tonnes of plastic are manufactured annually for use in drug packaging just in the healthcare sector.

The fact that the conventional plastic blister packs and clamshells are composed of multiple elements makes them difficult to recycle, especially those made-up of PVC. This implies that after being thrown with the usual trash, they frequently wind up as part of the pollution in landfills or incinerators. Additionally, there is a large carbon footprint associated with the manufacturing of the plastic materials, which depends on fossil fuels. This increases greenhouse gas emissions in addition to depleting the non-renewable resources. Likewise, materials used in the plastic packaging cannot decompose. This implies that they could damage ecosystems and species for many decades while remaining in the environment.

Furthermore, Governments have used legislation more frequently in the last few years to address the issue of the plastic pollution. For instance, PVC, the third most produced synthetic plastic polymer worldwide, is prohibited from being used in certain nations. PVC is frequently used in packaging. The material’s challenges in recycling and comparatively higher detrimental effects on the human health have drawn heavy criticism. The Republic of Korea has outright prohibited the use of the PVC plastic in packaging, whereas Spain has imposed a fee on non-reusable plastic packaging. Regulations pertaining to the plastic garbage could become more expensive and liable, or they could restrict the market access for organizations that take time complying with them.

Market Opportunities

Shift towards Recycling and Eco-Friendly Packaging

The increasing shift of various organizations towards recycling and eco-friendly packaging is expected to create a substantial opportunity for the growth of the highly visible packaging market in the years to come, driven by the increasing consumer awareness and demand for sustainable products.

For instance,

• In February 2024, Boots launched a recycling trial project that lets consumers dispose of their unwanted blister packs—a packaging type that is known for being difficult to recycle, in specified containers at participating Boots locations. Given the nature of their composite materials, blister packs—which are frequently used to package vitamins and medications—have long presented a problem for recycling initiatives. Currently implemented in more than 100 Boots stores, the idea is a component of the larger Recycle at Boots program. The program incorporates environmental sustainability in the shopping experience by rewarding customers for their efforts and enabling them to properly dispose of their used blister packs appropriately.
• In January 2023, in an effort to maximize productivity and reduce emissions in the manufacturing of packages for the pharmaceutical and nutraceutical industries, Romaco Noack revealed the Unity 600 blister packaging line, which has the highest possible output of 600 blisters and 350 cartons per minute. In addition to measuring power and air usage in addition to CO2 emissions during production, the blister packaging process has an energy monitor to help lower its carbon footprint during both manufacture and operation.
• In September 2022, in partnership with packaging company Berry, Mars introduced candy jars for Starburst, M&Ms, and Skittles that contain 15% recycled plastic. According to the companies, the containers—which come in 60-, 81-, and 87-ounce sizes, will replace about 300 tons of virgin plastic annually. In an effort to fulfill its promise to use only recyclable packaging by 2025, Mars is spending millions to revamp its packaging in a more ecological manner.

Furthermore, recycling and sustainable packaging not only satisfy the customer preferences but also comply with the growing legislative requirements in many regions, which are pushing for the use of recyclable materials and tightening the limitations on the package waste. This will preserve the packaging’s usefulness as well as the visual appeal while reducing its environmental impact and satisfying the high visibility standards.

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