PACKAGING TRENDS REPORTWORLDSTAR AWARD 2023
WORLDSTAR STUDENT 2022

2023

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 2023 FACTS & FIGURES

55th Edition
228 Awarded Packages

488 Entries

Top 6 Most Awarded Countries
Japan (26)Australia & New Zealand (19)GermanyTurkey (14)41 Countries Participating

Austria (13)India(18)WHAT TO EXPECT FROM THE
PACKAGING INDUSTRY IN 2023?
Brands and their packaging suppliers will need to become more agile to remaincompetitive and thrive in the face of new market challenges. Packaging professionals
will need to perpetuate and expand the personal relationship between their brands
and consumers.
They will need to embrace opportunities for advancing sustainability,
maximizing the use of technology, streamlining supply chain operations,
incorporating trending packaging design practices, and creating
efﬁciency.
Packaging design, consumer preferences, and technology
trends are all interconnected to create the marketplace ofthe future. Consumer behavior inﬂuences how brands
operate, and technology fosters connection among
brands, suppliers, consumers, and their environments.

2023 GLOBAL CONSUMER TRENDS
Me mentality - after pandemic, consumers are ready to refocus on themselves.

Power to the people - consumers as the creative center of innovation.

Hyper fatigue – consumers are more drawn to brands offering a way to escapeeveryday life.

International localism - protect local resources and boost local business.

International spending – consumers want to make smart ﬁnancial choices

without sacriﬁcing their quality of life.

GUIDELINES TO THE PACKAGING
INDUSTRY:
1. Retro & Vintage packaging
2. Ubiquity of e-commerce
3. Unboxing experience
4. Digital twin technology
5. The metaverse
6. Packaging and technology are uniquely intertwined
7. ROI considerations
8. Digitalization for converters
9. Sustainable packaging
10. Smart packaging (intelligent, active andconnected)

WHAT TECHNOLOGY SHOULD
IMPACT MOST THE PACKAGINGINDUSTRY IN 2023?
• Automation• Big Data Analytics• Robotics• Smart & Connected Packaging• Virtual Reality/3D• Other• Artiﬁcial Intelligence and Machine
Learning• Cloud Computing• The Metaverse

The only constant is change!
Be inspired by WorldStar and WorldStar Student winners!

BEVERAGES
After 02 years of pandemic, most consumers have shifted their focus to the global costof living crises.With budgets stretched thin and supplies continuously under strain,food and beverage brands need to understand where consumers draw the line
on compromise, and, in turn, create products that meet their demands. Andpackaging must be:• Sustainable materials (compostable, renewable and recycled materials)• Celebration special editions• Clean packaging• Stylish design

E-COMMERCE
Twenty-seven years later, the e-commerce industry has made more than US$ 5.5
trillion in sales worldwide and has revolutionized retail. It has evolved to meet thechanging needs of people and to make online shopping easier for modern-day
consumers. And how packaging can contribute?
• All in one• Sustainable approach• New categories• Safe packagingELECTRONICS
The huge number of new companies have popped up around the world is leading
the electronics industry with innovations and new discoveries. The global electronic
market reached US$ 3 trillion in 2020 and packaging for them must be:• One piece packaging• Beyond packaging (corrosion prevention, for instance)• Mono and less material• One for all packaging

FOOD
After 02 years of pandemic, most consumers have shifted their focus to the global cost ofliving crises.With budgets stretched thin and supplies continuously under strain, food andbeverage brands need to understand where consumers draw the line on compromise,and, in turn, create products that meet their demands. Trends in packaging are:
• Eco packaging• Sustainable materials (compostable, renewable and recycled materials)• Mono and less material• Shape with convenience• From plastic to paper• Pre cooked / ready to eat/ easy to
prepare packaging

FRESH FRUITS &VEGETABLES
The main trends affecting these segments are the ever-changing
consumer preferences, global supply chain disruptions andchanging trade relations. Packaging must follow them,offering:• From harvest to table• Country style• Handy and easy pack• Eco and fresh pack

HEALTH&PERSONAL CARE
Virtual health is here to stay, but integration with in-person careis key. In this context, packaging must:• Be creative and surprise• Reduce & reuse & recycle• Multiple functions• Reﬁll• Sustainable materials (compostable,renewable and recycled materials)

HOUSEHOLDWorking from home became the new normal and hometainment was accelerated bypandemic. With these two factors in mind, packaging must:• Reduce & reuse & recycle• Multiple functions• Reﬁll• Sustainable materials (compostable,renewable and recycled materials)• Combine materials

LABELLING &DECORATIONIn this contemporary business world, brands are always looking for some fresh and new
ideas to market themselves better. The better the labelling, logo and packaging are,the more brands will have a chance to attract customers and increase their sales. How
packaging can contribute on this equation?
• Security and anti-counterfeit systems• Interactive, intelligent and connected• Label free

LUXURY
As corporate activity accelerates and startups targeting the luxury sector emerge,some packaging trends are helping to reshape the luxury industry:• Simplicity• Packaging is experienceMEDICAL&PHARMACEUTICAL
The challenges presented by pandemic continue to elevate the human experience withproducts and packages and to reshape the consumers´ needs. What packaging canoffer in this new world?
• Easy & safe (anti-counterfeit systems)• The complete treatment (set of packages)• Eco friendly• Maximum convenience & information

PET FOOD
Due to the importance of this market, specially during pandemic,
entrepreneurs aren't simply launching variations of existingproducts, they're creating entirely new pet care productcategories with packaging that must offer:• Mono material solutions• Private label

PACKAGING MATERIALS&COMPONENTS
Packaging is second only to energy consumption in its role inshaping the current and future state of the earth. As aconsequence, packaging processes and materials areundergoing a radical transformation. And the trends are:• Sustainable materials (compostable, renewable and recycled)• Optimized processing (less temperature, for example)• Uncommon materials (ceramic for example)• Bio and green based materials• Easy to clean, easy to remove, easy to open
• 100% recycled post consumption

POINT OF SALE
A POS system is an invaluable business tool that has replaced the traditional cash
register with constantly evolving, tech-driven solutions. These platforms can track
inventory across multiple sales channels, handle employee schedules andclock-ins, and collect data for business intelligence and personalized service.
And what to expect from packaging?
• Gift boxes• Reverse packaging (two sides two different applications – transportand display, for example)• Dare to be creative

TRANSIT
The global transit packaging market was evaluated in US$ 62.76 billion in 2022 and should
achieve US$ 102.1 bi by 2026. These solutions account for around 27% share of theglobal e-commerce packaging market. And the main trends are:• Reusable• Ready to pack & go
• Self locking• Transport & display• One piece box

TOYS
The toy industry is an ever-evolving industry that features diverse toys globally based on various
movies, series, animes, imaginary creations, and other themes. The toys will keep evolving withtime and the demand of the consumers. Innovations in technologies play a major role intech toys and whatever be the reason, the toy industry has been growing and willcontinue to grow in the future. And packaging must offer:• Pack & play
• Extension of the toy• Reduce space in storage and transport

DIGITAL PACKAGING
Changes that came about over the past two years in response to the pandemic, shifting
consumer preferences and supply chain disruptions will remain relevant into 2023 andbeyond. Digital transformation in the packaging industry can help deal with disruptions,become more agile, improve operational efﬁciency and lower costs. With that in mind,
what packaging can offer?
• Resources to make art• Customization & personalization• Communicate the technology

GIFT PACKAGING
Presents are a beautiful way of expressing love and gratitude. Even though the exchange of gifts istypically conﬁned to holidays and festive seasons, individuals also exchange presents on severaloccasions. And in all these occasions, packaging must surprise offering:• From store to hand
• Special dates & celebrations• Send a message• Multi pack

OTHER• Replace and surprise (new materials, new applications)• Transform waste• No matter what, ﬁnd a solution• Smart storage• Modular structure• Fiber based materials

WORLDSTAR STUDENT AWARD
2022 MAIN TRENDS ARE• Packaging design encourages functionality & creativity• Packaging against food waste• Packaging helps to unpack (convenience to use)

FINAL MESSAGE

Besides the multiple functions - protect and conserve the product,transport, provide information to the consumer and sell - theimportance of packaging in the marketing mix has become muchhigher for brands.
The pressure to create a good and positive packaging is now greaterthan ever. Packaging has to be high-tech, interactive, value
expressive, and environmentally relevant experience. Companies must
therefore adopt multi-faceted strategies necessary to integrate theirproducts into all aspects of their customers’ lives.

Be inspired!
Written and researched by

Liliam Benzi
WPO Press & Communication
Liaison Ofﬁcer
Market Intelligenceldbcom@uol.com.br