The Next Generation of Packaging – Driving Towards Sustainability

Abstract

The role of packaging can neither be ignored nor overlooked, making it a crucial element of the marketing mix. The term "eco-friendly packaging" is no longer just a buzzword. The way companies handle packaging is going to develop and alter as a result of a worldwide shift toward combating climate change. Rather than being a secondary consideration, ecologically friendly sustainable packaging will become increasingly significant. Especially in an incredibly competitive industry that is food, sustainable packaging gives a competitive advantage to food and beverage brands and allows them to hold an identity of their own.                                                         This research mainly aims to understand the role of sustainable packaging in the food industry, its logistical and branding roles while identifying the various elements that make a good packaging design and how food and beverage brands can develop strategies to better cater to customer needs and wants. This research is based on primary quantitative data along with an intensive analysis of research papers, articles, and journals. The findings suggested that the sustainable packaging industry is a competitive market but yet still untapped to its maximum in India. However, the spread of knowledge today has made brands aware of it, and they are consciously making efforts to incorporate sustainability in their food packages. Customers are able to point out the difference between sustainably packaged products from a sea of average packaging designs and actively want to be associated with environmentally focused brands. Incorporating sustainable packaging also helps brands increase their brand identity and leverage brand awareness to tap into newer and potential customers.