Andrew Streeter, packaging innovation director at Datamonitor said that on seasonal occasions such as Easter “packaging is critical. It’s what makes the market”, creating excitement and shelf-appeal.Structural changes reduce material use
He said that confectioners this year were creatively changing the structure of Easter egg packaging to reduce material content and engage consumers.
“Easter eggs are often criticized for being a bit overpacked…We are seeing more moderate use of packaging.”
He said that less plastic was being used and more board packaging was being added in its absence.
“Structural innovation is providing magic to Easter while stripping out packaging content”
He said pack materials were being reduced through structural changes, such as turning the box into a character like a dog that holds the egg in its mouth.
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