The top 4 packaging trends in confectionery in 2024

Global confectionery launches are on the up, growing 2% over the five years to September 2023, according to researcher Innova Market Insights​. And Europe is the leading market with 40% of product launches and many if those brands are revamping their product packaging to connect and engage with confectionery consumers. Here, we look at five of the leading packaging trends in confectionery in 2024.

1. Biodegradable and compostable materials

Rising awareness of the planet’s health prompts consumers to make more environmentally conscious packaging choices​. It is no longer a bonus but a basic necessity. According to Deloitte Global, 94% of consumers​ say it’s a brand’s responsibility to develop products that are not harmful to the earth. As consumers opt for brands and products that align with their values, packaging is a clear determiner of confectionery’s eco-friendliness. As such, biodegradable and compostable materials, like plant-based plastics, kraft paper and edible films, are becoming increasingly popular.

Bio-based claims on confectionery packaging increased by 114% between October 2018 and September 2023. For example when Loving Earth released its Turkish rose-infused cashew milk chocolate to the Australian market in January 2024, its bio-based wrapper packaging was recyclable, made from 97% post-consumer recycled materials (PCR) fibre, and printed with vegetable inks.

Most confectionery launches (63%) are, however, packaged in plastic, according to Innova’s global insights. Recycling is the leading claim on confectionery product launches. Yet, despite plastics’ widespread presence, plastic-free packaging claims have the fastest growth, and bio-based material use shows favourable interest, too, signalling the potential end to plastic confectionery packaging.