Top packaging trends in personal care industry

The personal care packaging industry is saturated and is only getting more competitive. The global market is forecast to be worth $28.2 billion in 2018, according to The Future of Personal Care Packaging to 2018, an exclusive market study from Smithers Pira.

From skin care to fragrance and from bath products to oral hygiene, consumers are continually changing the way they view, interact with and discard their personal care products. Whether you're a manufacturer or a product marketer, you know how important it is to stand out from the crowd while also reflecting the changing needs of the consumer with your packaging.

Here are the top four personal care packaging trends you need to know about to make sure your products stay ahead of the curve...

Trend #1 - SUSTAINABILITY

Consumers are becoming increasingly more aware of global environmental issues and are changing their buying habits accordingly. These days, it's “cool to care,” and consumers are actively seeking out semiotic signs on packaging that manufacturers have a green conscience (but are wary of green washing).

Understanding how commitment to sustainability can be communicated in an engaging way on the packaging is key to attracting, relating to, and keeping consumers.

However, herein lies the challenge for a large portion of the personal care market. Luxury products, relying on the perception of exclusivity and prestige for sales, experience a potential disconnect here as brand owners often do not want to associate their high-end goods with recycled materials.

An example of a company successfully balancing these two concerns is luxury packaging producer Toly Products Ltd, and their new Zeta Biozone range. Optionally available in two environmentally friendly materials, PLA and Eastman’s Tenite cellulosic polymers, Zeta Biozone is able to satisfy varying groups of consumers without losing its luxurious image.

Trend #2 - CONVENIENCE

A growing number of consumers balance their personal care routines with increasingly busy lifestyles, meaning that products offering ease of use are most likely to succeed. As a result, there is a general movement toward PET (polyethylene terephthalate) usage, which allows for product flexibility on-the-go. Manufacturers are also using gravity to ease dispensation, a technique that has been adopted across the board.

Easier to open caps, closure devices, packs that stand up better in the shower, portion control devices and “handleability” are all innovations that are responding to a consumer’s desire for convenience and ease of use. For example, Unilever’s Lynx Detox Deep Clean Shampoo features an innovative button operated cap, designed for speed and ease of use in the shower.

Trend # 3 - MALE GROOMING

The growing popularity of male grooming, particularly in emerging markeAir Vapormax Plus TN