How Gen Z is redefining packaging: The latest CPG Trends
In an era where consumer expectations are constantly shifting, brands must rethink their packaging strategies to stay relevant. Among the most influential consumer groups today, Gen Z is redefining the standards for product presentation, favoring designs that are not only visually striking but also emotionally engaging.
Unlike previous generations, Gen Z consumers don’t just buy products, they buy experiences. Whether shopping online or in-store, they are drawn to packaging that tells a story, sparks nostalgia, or aligns with their values. Here are some of the latest CPG product trends, shared by Jeanette, Manager at Klee Studio US!
Your favorite refreshments are now Personal Care scents!
Would you like to smell like your favorite cookie, donut, or drink? Now, you can! Top brands like Native and Dove have launched a line of personal care products geared toward your love of treats and drinks.
Partnering with food companies such as Dunkin’ Donuts, Girl Scouts of the USA, Jarritos, and Crumbl Cookies, they’ve introduced new and intriguing scents like Strawberry Crumb Cake and Blueberry Cobbler.
Hand soaps, body washes, deodorants, and hair care products now feature irresistible treats on their packaging. Whether you want your underarms to smell like Peanut Butter Girl Scout cookies or your hair to carry the scent of Jarritos Watermelon soda, the store shelves may provide it.
Dove has even introduced a men’s deodorant line with fragrances like Mint Mojito and Whiskey Smash, that will remind you of “happy hour” throughout the workday.
Can laundry really be enjoyable?
Big brands like Gain and Downy believe so. Words such as “comfy,” “relaxed,” “soft,” and “cozy” can make us yearn for such feelings. This is why these explicit words are placed in big, bold letters on the packaging, enticing consumers with the promise of a more enjoyable laundry experience.
“The colorful packaging and the word ‘Happy’ on the Gain detergent in my laundry room prove that this campaign worked brilliantly!” affirms Jeanette, Manager at Klee Studio US.
Men’s grooming aisles are expanding!
The men’s personal care and grooming sector has seen significant growth. More men are seeking specialized skincare and grooming products, moving away from basic soap bars, and companies are noticing.
Facial products such as washes, scrubs, toners, and moisturizers are stocking the shelves of the men’s grooming aisles, alongside Beard washes, conditioners, waxes, balms, oils, and brushes that are also making ample appearances.
Emerging brands like Papatui, Dr. Squatch, Harry’s, Bevel, and Wild Willies are gaining traction, while established names such as Gillette and Shea Moisture have also joined the race to add men’s face and beard lines to the shelves. This trend shows no signs of slowing down, presenting significant growth opportunities for brands in the market.
Target expands and refreshes its private label
Target’s private label is relaunching with an expanded product range and a fresh minimalist design. This is a smart move by the retailer in this inflation era. Major brands are trying to cut internal costs by using the method of shrinkflation (reducing product sizes while maintaining or increasing prices).
Target’s relaunch of its private label includes new offerings of less expensive products in categories such as household cleaning, oral care, fabric care, hair care, and personal care. The updated packaging features fun and colorful packaging with large product names displayed, making identifying the products easier as you shop. Additionally, Target is increasing its commitment to sustainable and paper-based packaging.
Looking toward the future
As we enter 2025, packaging trends will continue to evolve, driven by consumer preferences and technological advancements. Expect to see a resurgence of vibrant colors and nostalgic designs, a stronger push toward eco-friendly and sustainable materials, and the growing adoption of smart packaging with embedded QR codes and RFID tags to enhance interactivity and traceability.
Beyond aesthetics and functionality, external factors such as economic shifts and political changes will further influence consumer spending habits, potentially reshaping product innovation in unexpected ways. Brands that remain agile, anticipating these shifts and adapting their strategies, will be best positioned to stay relevant and foster deeper connections with their audience.
