November 27, 2025 – Consumers in the US and Canada are concerned about a number of issues regarding food, including freshness, convenience, transparency, safety, recycling, and sustainability. Food packaging can provide consumers with information that addresses their concerns and provides answers. This is accomplished through type of packaging, packaging materials, health claims and other claims, other information, and technology resources that allow consumers to access more information.
Marketing On-Pack and Digitally
CPG brands in the US and Canada can take advantage of on-pack labeling plus digital resources, including websites and social media, to address the concerns of consumers. These resources can be used for storytelling, recipes, and other tools that help consumers become more engaged with the product. They also help strengthen brand loyalty Increased use of both on-pack real estate and other resources, such as websites and social media to address these concerns and provide information like brand stories and recipes, will encourage consumers to be more engaged with a product and promote brand loyalty through relationship building.
Packaging for Seasonal and Special Edition Launches
Packaging is essential for the success of short-term releases such as seasonal launches and special editions, in line with packaging trends. It is particularly important for seasonal and special-edition releases in bakery, cereal, snacks, and confectionery launches.
Packaging Can Preserve Quality and More
When North American consumers purchase food and beverage products, preserving product quality and safety are top priorities that consumers will pay a higher price for. That is why food and beverage packaging communicates about quality, sustainability, and more. One way to build consumer confidence is through tamper-proof packaging or transparent windows, reflecting current food packaging trends. Products that convey both freshness and sustainable packaging can be effective on both fronts.
The Importance of Sustainability Information on Packaging
Consumers in some circles consider sustainability information such as recycling when they purchase food and beverage products. However, only about one-quarter of US food product launches over a recent five-year period displayed a recycling claim. In line with emerging packaging trends, US food and beverage brands can also consider displaying an environmental certification to gain consumer confidence.
Brands cannot rely on sustainable packaging alone. Some sustainable packaging may not also protect food safety and integrity. These are more important features to US and Canadian consumers. Consumers in North America also care about taste, freshness, and convenience, and these can overshadow their response to sustainability. Sustainability must align with priority benefits for the consumer, or it will not be a part of purchasing decisions.
Also, most consumers do not fully understand sustainability messaging on packaging. They may understand the fundamentals of reducing waste and participating in recycling but don’t know how to go beyond that.
Keeping Messaging Simple
Food packaging trends indicate that US and Canadian consumers do not necessarily know which foods and beverages are good or bad. But since space on packaging is limited and consumers feel overwhelmed by the number of packaging claims, consumers could benefit from clear, simple messages. These will help boost credibility and provide food and beverage brands with the best return on investment. Clear packaging messages could be accompanied by ways for interested consumers to access additional product information.
Enhancing Packaging Design
Consumers in the US and Canada may not notice packaging design unless it is highly flawed. What they do notice is messaging that conveys a quality product. Food and beverage brands that want to invest in sustainable packaging claims also must ensure a quality taste experience for the consumer. Freshness can be communicated using easy tools such as use by dates and packaging that shows the product, and this can increase sales.
What’s Next for Food Packaging in the US?
US and Canadian food and beverage brands can take measures toward more successful packaging efforts. Food safety and protection must be communicated. Companies can make the switch to packaging that is environmentally friendly rather than conventional plastic. Companies can increase efforts to attract consumers with features that deliver information, including storytelling about brands and recipes on packaging. Information also can be conveyed to US and Canadian consumers through websites and social media. Companies that choose to communicate about recyclability on packaging and in media supporting the product and brand must help educate consumers on how to recycle properly. US and Canadian consumers may be interested in information about other issues also. These can include sources of ingredients, impact on the environment, and company efforts toward sustainability. Use of technology is important for communicating with consumers. These can include QR codes on packaging and other ways for consumers to access information from packaging using technology tools.
This article is based on Innova’s Food Packaging in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.