PACKAGING TRENDSREPORT WORLDSTAR AWARD

2022

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 2022 FACTS & FIGURES

54rd Edition
240 Awarded Packages
440 Entries
36 Countries Participating

Top 3 Most Awarded Countries
Germany (28)Australia & New Zealand (27)Japan (23)THE IMPACT OF COVID-19 IN THE
GLOBAL PACKAGING MARKET BY
The global packaging market size, during this pandemic, grew from US$
909.2 billion in 2019 to US$ 1,012.6 billion by 2021, at a Compound
Annual Growth Rate (CAGR) of 5.5% as the most likely outcome
during the forecast period, with the best-case scenario reﬂecting
9.2% growth and the worst-case scenario at 2.2% growth.
Acquisitions are the key strategy adopted by the leading
players during this period and it accounted for a major
share of all the growth strategies. Other strategies
adopted are expansions and new product launches
to enhance the global presence. The risingdemand for packaging is attributed to theincreasing health concerns, growing concern
with regards to hygienic packaging, andincrease in urban population which has led toincrease in demand for FMCGs, pharmaceuticalsupplies and other consumer durable.

GLOBAL PACKAGING TRENDS BY
Food & beverages is projected to be the fastest-growing

end-use sector of aseptic packaging.

Track & trace technology held the largest share in theanti-counterfeit packaging market.

Sterile packaging is expected to witness a signiﬁcantdemand from the pharmaceutical & healthcare industry.
Proper communication with consumer - clear andtransparent - is the big challenge for sustainability.
Consumer must be educated about his importanceas an actor in the circular economy model.

TRENDS TO RESHAPE RETAIL AND
THAT INFLUENCE PACKAGING BY
1. Accessibility vs. Exclusivity
2. Choice vs. Curation
3. Consumers vs. Companies
4. Consumption vs. Minimalism
5. Efﬁciency vs. Effectiveness6. Human vs. Bot
7. Personalisation vs. Privacy
8. Physical vs. Virtual
9. Retailers vs. Brands
10. Value vs. Values

WORLDSTAR AWARD 2021 TRENDS BY CATEGORY

Beverages

Electronics

Food

Health &Personal Care

Packaging
Materials &Components

Point of SaleHouseholdLabelling &Decoration

Transit

E-Commerce

Fresh Fruits& Vegetables

Medical &PharmaceuticalLuxury

Toys

Pet Products

Other

BEVERAGES
Beverage (including food) seems to be the fastest-growing end-use sector;
aseptic packaging and ﬁlling systems are the ‘must have’ together with:• Design that makes the difference in the POS- unusual shapes- attractive colors- no labels•Sustainable materials (recycled from post
consumption and bio based)•Gift packaging•Convenience to open, drink and carry•New materials for the category – paper and/or
other ﬁbers

E-COMMERCE
E-commerce industry is always changing and more than ever, merchants
are creating and/or improving their e-commerce business to meet customers
where they are. And they need packaging aligned with:• Fill and ship concept•New categories in e-commerce – water, soaps, etc•Design that guarantees resistance and versatility•Design that allows return function•Cushioning material packaging

ELECTRONICS
The main trends in electronic product manufacturing include advanced
materials, organic electronics, and miniaturization. Packaging must
follow them and must offer:• Mono material packaging• Recycled material with improved protection• Redesign to increase space and reduce amount of material• Optimization of total cost of project• Multifunctional package

FOOD
Food (including beverage) is projected to be the fastest-growing end-use sector andaseptic packaging seems to be a strong trend together with:• Protection (higher barrier) and convenience (spouts, different shapes,windows)• Alternative materials to plastic• Avoid ‘food waste’ and guarantee ‘food safety’• Ready to eat solutions• Materials that remove accessories like absorbent pads
• Recyclable and recycling materials packages (specially rPET)

FRESH FRUITS &VEGETABLES
Consumer trends like focus on health and longevity,
convenience food, pure and organic, quality andsustainability are clearly translated by thepackaging trends below:• Keep it fresh and beautiful• Protect and guarantee it is easy to carry on• Portion packaging• Packaging for a new categoryHEALTH&PERSONAL CARE
Due to COVID-19 pandemic, healthcare packaging is one of
the fastest-growing segments and there has been a massive
effort to add capacity to this system rapidly, including
packaging that offers:• Paper replacing plastic• Intuitive design• Sustainability claim (different and innovative
materials, less raw material, functionality)• PCR materials• Reﬁll and reusable concepts

HOUSEHOLDTwo main trends are detected in this category – ‘Safe home, serene home’ and‘Humanity begins at home’. They are translated in packaging by:• Recycled & recycling content• Reusable & reﬁll• Newly structural design• Total convenience

LABELLING &DECORATION
The global packaging printing market size is projected to grow from USD 352.1
billion in 2020 to USD 433.4 billion by 2025. The question is: how the trends below
will affect it? Today the market is driven by factors such as strong growth in thepackaging industry, along with the growing demand for aesthetic appeal andinnovative printing techniques.
• Closed loop solutions• Attractive aesthetics by printing innovation• Label and printing effectsLUXURY
Communicating with personalized precision and embracing technology to translate thispersonalization are some of the goals of luxury companies. And packaging can help
them through:• Promotional packaging (special dates)• Gift packaging• Special shapes and effects (3D effect, holography, etc)
• Packaging as part of the experience with the productMEDICAL&PHARMACEUTICAL
These industries are constantly evolving, with new drugs and therapies being
developed all the time. They are also one of the most lucrative and fastest
growing industries in the world, expected to grow at a rate of 6.5% from 2016
to 2022, reaching a value of $1.3 trillion. So packaging is a big issue andis being driven by:• Compostable packaging• Biodegradable and biobased materials• Dispensers with maximum convenience

PET FOOD
The key consumer trends driving the pet food industry include
humanization of pet diets, desire for sustainability, healthconsciousness, elevated treats, and online shopping
preferences. 25% of dog or cat owners added a petto their household in 2020 and they expect packaging to be:• Mono material solutions• Packaging for e-commerce• One box, multiple products

PACKAGING MATERIALS&COMPONENTS• Mono material• PCR and compostable materials• Lighter and thinner materials• New devices like convenient and functional
closing/dosing systems• User friendly• Innovative and intuitive design• Fiber bottles and paper reﬁlls• One bag, multiples uses

POINT OF SALE
The point of sale system is the very heart and soul ofany business and it is expected to reach US$
125,9 billion in 2027. Packaging must follow
this growing movement, offering:• New solutions for old products(lamps, for example)• Carry more in one packaging• Creativity beyond limits

TRANSIT
The transit packaging market will project a CAGR of 3.55% for the forecast period of 2022-2029
and is expected to reach the USD 174.83 billion by 2029. And developments are being based on:• Safety with convenience and good cost
• User friendly (easy to assemble and use)
• Combine: sustainability + innovation + effectiveness• Changeable/modular packaging

TOYS
Unboxing is described by Forbes magazine as one of the biggest trends in toys and it is consistent withthe overall consumer trend favoring experiences rather than products. And packaging must materialize
these offering:• Accurate engineering + thoughtful design +sustainable materials• Eco friendly solutions• Open & play

OTHER• Eco solutions that minimize the use of natural resources• Recycled content• Intelligent and active packaging• Personalized solutions with new technologies(web2print, for example)• Be the most creativeCONSUMERS BEHAVIOUR= OPPORTUNITIES FOR PACKAGING- Mobility is now a priority- Integrated customer loyalty program- New ways to improve customer experience- More businesses are transitioning tocloud-based POS- Asia Paciﬁc Countries lead the world inusing mobile payments- AI integration- Better ways to collect data from your customers- Faster payment processing

PAY ATTENTION TO:· AR (augmented reality) enhances the reality of online shopping.
· There will be a growing volume of voice search.
· AI (artiﬁcial initeligence) helps shops learn about shoppers.
· On-site personalization uses those insights to create individualized experiences.
· Big data plays a big part in creating personalized experiences.
· Chatbots improve the shopping experience.
· Mobile shopping is still on the move.
· More ways to pay.
· Headless and API-driven ecommerce allow continued innovation.
· Customers respond to video.
· Subscriptions keep customers coming back.
· Sustainability is becoming more important.
· Businesses should optimize digital strategy for conversion.
· B2B is growing...and changing

RECOMMENDATIONS
Based on the WorldStar 2022 winners, we should say the main drivers
for future packaging projects are:
· IP - Internet of Packaging· Biodegradable packaging· Digital printing· Packaging automation· Active packaging· Customized packaging· Recyclable packaging· Edible packaging· 3D printing· Nanotechnology

Be inspired!
Written and researched by

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