PACKAGING TRENDSREPORT WORLDSTAR AWARD

2021

ABOUT WORLDSTAR AWARD

Since 1970, the World Packaging Organisation has been organizing WorldStarAwards and providing awards to numerous packs from around the world.
The WorldStar competition is one of the major events of the World
Packaging Organisation (WPO) and is the pre-eminent global award inpackaging. WordStar illustrates the continual advancement of thestate of packaging design and technology and creates a living
standard of international packaging excellence from which
others may learn. Each year WPO recognizes the best of
the best in packaging innovation from across the globe.
The objective of WPO in organizing WorldStar is toincrease the awareness on the importance of packaging
for a better life for more people and to recognize theinnovation and efforts of brand owners, designers, students
and branding agencies for creating packaging solutions for thefuture while responding to new challenges and global trends,
such as sustainability, food safety, save food, hygiene and other.

WORLDSTAR AWARD 2021 FACTS & FIGURES

53rd Edition
194 Awarded Packages
345 Entries
35 Countries Participating

Top 4 Most Awarded Countries
Japan (26)China (22)USA (14)Australia & New Zealand (13)

WHAT IS GOING ON IN THE WORLD by Mintel- Technology is facilitating methods of veriﬁcation, tracking and tracingthat generate feelings of control in consumers, such as QR codeson packaging and wearables that provide personal healthinformation.
- More brands attach functional beneﬁt claims to theirproducts, that can result in an overwhelming ingredientlist. To mitigate this effect, simple packaging will
help to communicate authenticity.
- Individualised products that are formulated
based on consumer data and person
alised features will give consumers
authority over what they put into andonto their bodies.
- Financial uncertainty is leading to innovation inbanking, with apps providing simpler and moreaccessible ways for consumers to control their money.

GLOBAL MACRO TRENDS by
1.Restless and rebellious (people versus politicians);
2.Shaken and stirred (rising above adversity);
3.Thoughtful thrifters (thinking with a recessionary mindset);
4.Safety obsessed (priorities shift to safety and hygiene);5.’Phygital’ reality (physical and digital world colide);
6.Craving convenience (from always-available to pre-plannedexperiences);
7.Workplaces in new spaces (recreating the ofﬁce environment remotely);
8.Playing with time (newfound ﬂexibility switches up schedules);9.Outdoor oasis (open air gives trapped consumers an escape);
10.Build back better (a second chance to create a better future).

PACKAGING TRENDS (that should survive Covid-19)
E-commerce package with focus in ﬂexible plastic and corrugatedpackaging and the use of reusable labels; the packaging structures areenvironmentally correct and aligned with the more sustainable demands ofnew consumers.

Minimalism Aesthetics continues being important in packaging, but thedesign is minimalist.

Digital printing is more popular, specially in premum packages due tothe possibility of curtomization.

Sustainability 100% recyclable materials – Sustainability is still the big
trend and companies should use 100% recyclable packaging materials.

Smart packaging consolidates through resources as augmented reality(AR), cloud labeling, anti counterfeit and traceability technologies.

Edible packaging will continue being developed through innovation
based in solutions to reduce the consumption of packaging materials.

WORLDSTAR AWARD 2021 TRENDS BY CATEGORY

Beverages

Electronics

Food

Health &Personal Care

Labelling &Decoration

Transit

Medical &PharmaceuticalLuxury

Packaging
Materials &Components

Household

Point of Sale

OtherBEVERAGES• Eco design (born to be sustainable in a circular economy environment)- thinner materials- recycled content (preferable post consumption)- possible to recycle- renewable/plant based materials• Graphic aesthetics (e-printing/decorating technologies)• Packaging as a gift
• Better barriers to protect content• Convenience in all senses• Deconstructive and asymmetric shapes (respectingminimalism)

BEVERAGES• Inspired by nature (product + packaging)• From store to portable consumption• Indulgence through luxury• New function (glass in a bottle)• Design reﬂects tradition• One package ﬁts for all (secondary package)• High performance through disruptive technology

ELECTRONICS• Redesign to improve sustainability (reusable packages)• Virgin materials replaced by recycled materials• Redesign to improve logistics• Upcycling solution• Reduce of total cost of project• Multifunctional package

FOOD• Technologies (specially materials) to protect from Corona virus• Plastic free packages• Save food- Thermal control- Breathable package• Food safety• Solutions for e-commerce and delivery packaging• Eco friendly materials (specially compostable)• Premium package for indulgent food• Smart packaging (traceability and time control)• Meal kits
• Functional shapes• Digital printing• Mono material packaging• Easy opening and reclosing system

HEALTH&PERSONAL CARE
• E-pack (economic packaging - lower energy use)
• Easy to use caps
• Reﬁll package – recharging stations• 2 products in one – package combine both
• PCR materials (post consumer recycled)• Renewable resources materials• Rigid replaced by ﬂexible• New technologies: progressive blowing system• Gift packaging• Innovative structure to add value• Paper replaces plastic• Easy handling/use• Hygienic• Space saving

HOUSEHOLD• Circular economy through recycling and recycled materials• Mono material packaging• 2 in 1 products• Reﬁll packaging (elimination of single use)

LUXURY• Promotional packaging (special dates)• Gift packaging• Special effects (3D effect, holography, etc)
• New applications (ﬂower, for example)• Packaging as part of the experience withthe productMEDICAL&PHARMACEUTICAL• New devices inspired in other categories (convenience)• Reduction of footprint• Reusable when possible• Child secure systems• Easy to open for elderly• Forgery prevention

PACKAGING MATERIALS&COMPONENTS• Anti bacteria & anti virus materials• Biodegradable materials• Improved barrier materials• Digital printing• E-commerce solutions• Edible materials• Green solutions (basically PCR materials
and new ﬁbers)• Zero plastic solutions• Heat resistant and ultra high barrier ﬁlms
• Multi application (one packaging for all)

POINT OF SALE
• Dispenser packaging (ready to shelf)• Reduce footprint• Special dates• Second use packaging (reuse)

TRANSIT• Stronger protection for delicate products• E-commerce (unusual products like ﬂowers)• Easy to assemble• Packaging + pallet• Changeable/modular packaging

OTHER• Promotional and gift packaging• Returnable and reusable packaging• Protection• ‘New’ application for ‘old’ products• All in one kit

4 KEY OPPORTUNITIES FOR BRANDS VIAPACKAGING
Understanding supply chains and what they mean in terms of ethics
and ingredients is growing in importance through technology.
Packaging can be the ‘moment of true’ with clear and simple
messaging from brands.
Consumers are aware of their digital footprints, prompting concerns
over who has access to their data and how it is being used andpackaging can help with privacy control.
Brands that offer customized products, as well as those that test andtrack consumers’ changing physical states, offer more reassurance
to consumers than the items they purchase and use will serve them.

RECOMMENDATIONS- Responsability is the new sustainability;- Collaboration in sustainability + circular economy;- Understand the revolution in chaging packaging materials and thesupply chain;- Be in e-commerce no matter what;- Packaging should trace consumers data;- The future is digital + sensorial;- Protect what is good (food, nature and people);- Recycling + recycled content are together;- Consumer extended responsability is key;
- Less story telling and more story doing results in story changing.

Be inspired!
Written and researched by

Liliam Benzi