VGP innovation centre

3 innovation hubs

  • Turnhout, Belgium
    confectionery, food service & food on the move, home care, microflute and shelf-ready packaging
  • Kempten, Germany
    frozen food, pet food, personal care, multipack (beer & beverages and dairy), materials and barriers
  • Angoulême, France
    premium drinks and beauty

Discover more about the Innovation Centre

6 consumer trends we can't ignore

"When consumer behaviour changes, brands have to adapt", says Heidi Vanspauwen, Group Marketing & Communication Manager. "And we see 6 shifts happening that are already impacting packaging substantially."

The world's population
grows, and so do cities. Dealing with an ageing population, more singlehouseholds and a changing lifestyle means offering portionable, easy-to-open packaging. Size does matter in this: whether for home or take-away, strength, shape and convenience make all the difference.

As we are all online most of the time at home and while on the move, packaging will have to facilitate the transition from physical to digital, especially in e-commerce environments. iCartons already make this work today.

Making your products loved - and preferred on the shelf - requires you to recreate that exact look and feel consumers associate your brand with. Clever premiumisation techniques like foils, films or embossing enhance this. They help customers confirm they are making the right choice by going for quality instead of quantity.

And last but not least, as our eco-consciousness
is reaching its tipping point at all levels, consumers really appreciate packaging that is recyclable, reusable and from a renewable source, like folding carton.

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