PREMIUMISATION


Packaging can define the perceived value of a product. (Image courtesy Eco Flexibles).


The importance of design


Packaging design has also become a defining element of the premium confectionery experience. Confectionery purchased for gifting or special occasions relies heavily on the emotional impact of the pack, and brands are increasingly using the packaging itself as a channel for personal messages. “Convenience features, such as easy-open systems or re-sealability can further enhance the experience,” Grazyna points out. Sustainability also has an important role to play in how consumers assess product


34 • KENNEDY’S CONFECTION • MARCH 2026


quality today, although its influence varies widely by market and demographics. Many consumers –particularly in parts of Europe and among younger consumer – are showing an increasing interest in packaging that is visually appealing, functional, and developed with end-of-life considerations in mind. At the same time, research consistently shows that price, taste, and product safety remain the most decisive purchase factors. “Against this backdrop, sustainability has become one aspect of broader brand positioning, provided that related claims are transparent, specific,


and grounded in verifiable data. Digital features such as QR codes, offering origin information, recycling guidance, or batch-level traceability can add clarity without affecting recyclability or line performance,” says Grazyna. He warned about the risk of oversimplifying material shifts. Rapid paperisation for example can present functional or recyclability challenges if barriers and coatings are not carefully engineered for the application. Ultimately, packaging needs to bring


product protection, brand expression, and responsible design into one place.


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