Personalised packaging market to top $60bn by 2033
Personalised packaging is set to continue its track record of strong growth over the coming decade, to reach a global market value of an estimated $60.4 billion by 2033. (1.)
Future Market Insights (FMI) reports an industry growth rate of 6.6% throughout 2018-22, which it forecasts will continue at a slightly reduced 5.3% through the next decade.
This is driven by high levels of demand for both personalised and custom packaging, as more manufacturers recognise the potential of bespoke packaging to improve consumer brand perception and tap into new market opportunities.
Personalised packaging and customised packaging: what’s the difference?
Customised or custom packaging means putting products in a container which has been designed specifically for that product, rather than using a generic bottle or box.
A famous example of this in the UK was Virgin Cola’s ‘The Pammy’ plastic bottle, designed with a curved profile said to resemble that of Baywatch actress Pamela Anderson. Unopened bottles currently have a list price of £75-100 on eBay, although we did not see any placed bids at that price. (2.)
Personalised packaging creates unique packaging based on a customer’s preferences and requirements, giving them a sense of ownership over the product.
Examples of personalised packaging include:
- Bespoke colours, relabelling and repacking
- Personalised labelling (e.g. Coca-Cola's 'Share a Coke' campaign)
FMI says: “The secondary packaging of goods is routinely updated to give them a unique personality in the marketplace. Even if major organisations have already established notable trends through innovative packaging solutions, emerging businesses are expected to respond to shifting trends in the global market for customisable packaging.”
Catering for changing consumer habits
Beverages play a key role in customised and personalised packaging – it’s no coincidence that cola brands have been mentioned twice already.
However, in recent years the popularity of carbonated beverages has dropped, including in the UK where sugary drinks are now subject to an additional tax.
At the same time, bottled water has grown in demand, creating new potential for mineral water brands to reach out to consumers via personalised packaging.
Statista reports that in 2023, non-carbonated drinks held the largest market share at just over 40%, compared with 38.7% for fizzy drinks and 20.3% for energy drinks. (3.)
More examples of personalised packaging
FMI’s report lists some more recent campaigns in custom packaging, including:
Oreo Colorfilled
In 2015, Oreo’s parent brand Mondelez offered the ability to customise the cookies’ packaging online to encourage gift-giving in the run-up to Christmas.
Nutella Unica
In 2017, Ferrero released seven million limited edition Nutella jars in Italy. High demand from brand collectors meant that the promotional jars sold out in less than a month.
Amazon Prime Packaging
FMI notes the Amazon Prime Packaging program, which allows businesses to create customised packaging for Amazon goods.
Amazon’s Packaging Innovation campaign more generally looks for sustainable alternatives to traditional packaging, such as fully recyclable paper-based padded envelopes, which do not contain a plastic bubble wrap layer. (4.)
Why use personalised packaging?
There’s no one reason to opt for personalised packaging when developing a new product, launching a promotional campaign or repacking bulk goods into smaller retail sizes.
Personalised packaging offers a range of benefits:
Brand recognition
Unusual shapes are more memorable. The Pammy, the iconic Chambord bottle, the triangular Toblerone and the Smarties tube are all examples of this.
Product protection
Personalised packaging can offer better product protection. By creating packaging at exactly the right size, the product can be kept safe and prevented from rattling around and damage during delivery.
Special offers
Eye-catching bespoke packaging can help to highlight special offers, new product launches and other promotions. This can be done by repacking bulk stock with personalised labels, or by a variety of on-pack promotion techniques such as codes, peel-off stickers and QR codes.
Trends in personalised packaging
As we move through the coming decade, several trends are shaping the growth rate in the global personalised packaging industry.
3D printing
Fast, affordable 3D printing has made it easier to produce packaging in specific shapes, to fit snugly around all kinds of products and components.
This is ideal in industries like electronics, where individual items may be very small, unusual shapes and highly sensitive to impacts during transport.
Biodegradable packaging
The global market for biodegradable packaging is huge, with a predicted value of nearly $860 billion by 2033 and a growth rate of 6.1% in the coming decade, according to FMI.
With more brands and consumers alike looking to achieve net-zero impact on the environment, bespoke recyclable and compostable packaging plays a key role in reducing carbon footprints and reusing natural resources.
Digital printing
Digital printing allows for short-run and even one-off print runs, enabling true customised packaging on a per-customer basis, or a large number of different labels like the names used in the Share a Coke campaign.
As the costs associated with print-on-demand continue to fall, this will become an even better way for smaller brands to stand out, especially those that occupy the upper end of artisan niche markets.
What’s next in personalised packaging?
Despite the ever-changing market trends, FMI’s report predicts that bottles will remain the dominant force in personalised packaging through to 2033 – an indication of the enduring appeal of a uniquely shaped bottle (and, perhaps, of the ability for a liquid to take the shape of its container).
The UK is expected to be a key market throughout the decade, with demand driven by relatively high consumer spending power, increased ecommerce, and manufacturers’ desire to use appealing packaging to drive product promotions.
As a result, custom packaging in the UK is forecast to grow at a healthy 4.5% compound annual growth rate until at least 2033.
Find out more
MRM is a market leader in personalised packaging, as demonstrated by our work creating and delivering a Christmas campaign for Butchers Pet Care, where 2,000 personalised cans of dog food, with branded lid and coupon were despatched to dog owners in time for Christmas!
To discuss how bulk stock repacking, on-pack promotions and other packaging techniques can improve consumer awareness of your brand, contact MRM today.
We offer end-to-end management of packaging marketing strategy, backed by our in-house IT team to provide the digital resources to support your campaign.
Just fill in our online contact form or give us a call on 01858 410510 during office hours and we’ll be delighted to discuss our work with you in more detail.