Packaging responds to the

quest for simple pleasures

Three trends to explore

Positive Nostalgia

of intergenerational classics.

Playful Experiences

Hands-on experiences as a source
of micro-joy.

Sweet Childhood

Reclaim happiness by connecting with
our inner child.

Positive Nostalgia

In times of uncertainty, people tend to feel more nostalgic, relying on their memories to restore a sense of assurance and stability. This highly-romanticised nostalgia offers both an ideal and a sense of meaning in an uncertain day-to-day existence.

81% of French people believe that thinking about positive memories brings a sense of optimism into their day-to-day lives. (Insites Consulting, 2021)

When it comes to food, this retrospection drives people to go back to the classics. They want to make grandmother’s recipes, enjoy cakes and pastries, and create special moments of indulgence.

63% of global consumers said they want more nostalgic offerings in the food products available to them. (FMCG Gurus, 2021).

Playful Experience

In the wake of health restrictions and government directives, people are more than ever looking forexperiences that take them out of their day-to-day lives and give them back a feeling of freedom.

It is an experience-driven society, where people are looking to regain a sense of care-free fun andexcitement.

61% of consumers said that they have become more experimental with food and drink in the past fiveyears (FMCG Gurus, 2020).

In terms of food, this quest will favour experimental practices that play with flavours, appearances, andnorms. People are looking to create new habits of indulgence based on play, recreation, andentertainment.

Food packaging will have the opportunity to take inspiration from other sectors, from entertainment to make-up. The idea will be to offer containers that experiment with flavours and textures, with a designthat blurs the line between form and function.

Sweet Childhood

The quest for both reassurance and new experiences is converging and people are in search of pleasure.


The emotion and comfort of the foods we grew up with will drive epicurean eating in the future. Pleasure is still in high demand, with 70% of the world’s consumers claiming to have moved towards a healthier diet, without having given up on indulgence. (SIAL, 2020)

Food is increasingly emotional, and people are rediscovering their inner child by indulging their appetites in ways that free them from the diktats of what is right and proper. People want to relive their childhood experiences and are thus reintroducing childlike gestures that promote a sense of optimism and innocence in packaging formats.




Tomorrow’s packaging will appeal to our inner-child. Regressive, genuine, almost naive, simple and colourful, it will help consumers rediscover pleasure in their day-to-day lives.