Millennials Embrace On-the-Go-Food Packaging in Europe, Preference for Healthy Food to Curb Demand

On-the-Go-Food Packaging

On-the-Go-Food Packaging

Mr. Nikhil Kaitwade, Research Head – Industrial Goods at Fact.MR discusses latest trends shaping Europe’s on-the-go-food packaging marketplace


On-the-go-food packaging market is expected to grow at a steady pace in the coming years on the back of rising demand for on-the-go food products, growing pool of time-pressed consumers and changing consumer lifestyle. In addition, food service industry has aligned product offering services to the evolving demand trends with the help of innovative product packaging solutions introduced by manufacturers.

Demand for grab-and-go foods remains comparatively higher in developed economies wherein buyers show a modern lifestyle with considerable purchase capacity. The United States and countries in Asia Pacific hold a major share of the global on-the-go-food packaging market. Europe presents lucrative opportunities for the same as the region has modern consumer pool with innovation-led manufacturers. Recycling initiative of on-the-go food packaging remains the prime focus of the EU as well as European packaging manufacturers.

Where is the demand for on-the-go food packaging consolidated in the region?

Countries with good economic growth such as the United Kingdom and Germany garners a bulk of on-the-go food packaging demand in Europe. Factors for the greater demand include significant penetration of processed food products and the presence of a considerable number of manufacturers operating in the food packaging industry. The scenario has resulted in intense market competition among leading food giants as well as on-the-go food packaging manufacturers.

What are the key trends embraced by consumers in on-the-go food packaging manufacturers in the region?

On-the-go food has come a long way in Europe in the wake of packaging innovations that have rapidly evolved with changing consumer expectations. Flexible packaging is highly sought-after by consumers as well as manufacturers in terms of cost saving and convenience. Sustainability has entered the market like any other industry. Europe is embracing sustainable packaging solutions with the awareness and responsibility towards the environment and natural resources. Increasing diversity in the consumer population has led to the introduction of consumer-driven packaging solutions wherein market has options such as single serve on-the-go food and all-in-one meal packaging.

What are the challenges to be addressed by on-the-go packaging manufacturers in the future?

While millennials embraced on-the-go food packaging, Europe is witnessing growing awareness towards health and hygiene. This has led to a significant rise in the consumption of fresh food products such as salads, yogurt, fresh fruits and fresh vegetables. While manufacturers are trying to introduce suitable hygienic packaging solutions, increasing demand for fresh foods is likely to hit the market for on-the-go food packaging. Sustainability of the on-the-go food packaging material remains key concern for manufacturers as the region has stringent regulatory framework.

What are manufacturers doing to consolidate their position amid fierce competition in the European market?

Leading players in the on-the-go food packaging market are Ecolean, Parkside, Frips GmbH and others are focusing on multipronged approaches to strengthen their position in the European market. Few key strategies adopted by these manufacturers are as follows.

  • Introduction of sustainable on-the-go packaging solutions that include packaging for food products ranging from sharing bags to tea and biscuits packs
  • Innovative on-the-go packaging solutions for a variety of beverages such as tomato whiteners, alcoholic mojito drinks, and ready-to-drink tomato soup
  • Hygienic on-the-go packaging designs to accommodate growing emphasis on health and hygiene
  • New on-the-go packaging designs for healthy snacks and food varieties

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