Packaging design as a growth lever

Why brands are currently rethinking

Admittedly, I'm not entirely objective when it comes to packaging design.

I was all the more pleased to find an interesting I came across an article from “Food Dive” that very aptly sums up the role of packaging and speaks to my heart.

The quote from Jamie Berle, Director of Brand Marketing at Suja Life, sums up the article well: "If consumers don't take the product off the shelf, it almost doesn't matter what's inside."

And that's precisely why many brands are currently rethinking their approach:

👉 Packaging is becoming a strategic growth driver

Traditionally, the majority of budgets in the food and beverage sector have been invested primarily in recipe optimization, while packaging has been largely neglected.

This is changing: More and more companies are recognizing packaging as a key lever for brand management, distribution, and sales. This makes sense because:

👉 Packaging significantly influences purchasing decisions

• 80% of shoppers buy a new product because the packaging caught their attention.

• 50% of shoppers have switched brands at least once because of the packaging.

• 30% of companies report noticeable sales growth after a packaging update.

  
  

In an environment where 95% of purchasing decisions are made automatically , packaging and its design are often the decisive moment to generate visibility, interest, or willingness to pay.

👉 Consumer expectations are rising

Studies show that packaging is convincing…

• …which clearly communicate the benefits and ingredients

• …which offer intuitive, practical handling

• …ensure freshness and product safety

• …made from high-quality materials

• …whose design exudes quality

  
  

It's actually quite logical: Packaging must be useful, clear, and desirable – otherwise it loses out in the split-second decision window.

My conclusion:

Packaging is no longer just a shell. It's a strategic branding and growth tool, and often the first physical contact with a brand.

Those who use them strategically and in a target-group-oriented manner can significantly increase distribution, sales and brand value .

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#integritydesignhamburg #brandtransformation #strategicbrandmanagement # PackagingDesign # POS

LinkedIn Post : November 22, 2025 by Katja Wagner