Consumers are relying on packaging for more than product protection and brand recognition.
New GlobalData research shows that packaging is becoming an increasingly important source of trusted information, helping shoppers assess health claims, certifications, product origin and usage guidance at the point of purchase.
For the packaging industry, this shift is changing the role of packaging from a marketing asset to a key part of the consumer decision-making process.
GlobalData's latest Demographics report finds that changing population trends are reshaping what consumers expect from packaging. As populations age and buying habits become more diverse, packaging is becoming a vital communication tool that helps different groups quickly find the information they value most.
Consumers want clear and credible information
The research suggests consumers increasingly use packaging to make informed purchasing decisions rather than relying solely on advertising or brand messaging.
Health labelling remains the most influential type of on-pack information across all generations. Globally, 62% of consumers say health labelling always or often influences their purchasing decisions, rising to 64% among Baby Boomers. Country-of-origin information also ranks highly across every age group.
According to GlobalData, "the influence of health labelling is strong among all generations, particularly older cohort," while "the effectiveness of on-pack communication depends on the type of reassurance that consumers seek."
For packaging companies, this highlights a growing commercial opportunity. Clear labels, transparent health claims, recognised certifications and easy-to-understand product information can strengthen consumer confidence at the moment purchasing decisions are made.
Different generations trust different packaging cues
Although consumers across all age groups value information on packaging, they do not all look for the same signals.
GlobalData found that older consumers place greater importance on health information and clear communication, while younger consumers pay more attention to professional certifications that provide independent proof of product quality or standards.
Gen Z and Millennials are also much more likely to use packaging for food and drink pairing recommendations, treating packaging as "a source of inspiration and guidance rather than simply factual information."
These differences mean packaging design can no longer rely on a one-size-fits-all approach. Packaging increasingly needs to combine clear typography, logical information hierarchy, trusted certification marks and practical guidance that helps consumers make confident choices.
Packaging is becoming a stronger source of reassurance
GlobalData argues that demographic change will make packaging even more important as an information interface in the years ahead.
The report states: "As populations age, packaging is becoming an increasingly important source of information and reassurance at the point of purchase." It adds that older consumers place greater value on packaging that is "easy to read, navigate, and interpret," reinforcing the need for accessible communication as well as attractive design.
The wider demographic outlook points to even broader changes. GlobalData expects smaller households, more diverse family structures and increasingly segmented consumer groups to reshape packaging requirements.
Looking ahead, it says "inclusive design will become a stronger source of competitive advantage," as products and packaging must serve consumers with different physical needs, financial circumstances and cultural expectations.
For packaging manufacturers, converters, material suppliers and brand owners, the message is clear. As consumers increasingly turn to packaging for trusted information, successful packaging will be judged not only by how it looks, but also by how clearly, credibly and accessibly it communicates.
