The ready to eat market is still a small market, but with a lots of opportunities due to the fact that is a increasing market.

The main barriers of consumption are the fact that most of the people perceive this food as a not so healthy on one hand (due to the long shelf life) and the price on the other hand. But in a more and more dynamic lifestyle, the convenience of ready to eat food is the main advantage for the consumer. In terms of product, probably the most important aspect that can and will be improved is health, by adding less preservatives and making the shelf life shorter.

Also the packaging may help in keeping the product fresh as long as possible.

Another concern is the “Food waste”, a topic very debated internationally also by packaging suppliers, agencies and food manufacturers. So, the key issues that will drive innovation in sandwich packaging are:

-         Freshness and no preservatives;

-         Stopping the food waste;

-         Convenience.

In order to solve one of the biggest consumption barriers, the naturalness, the food manufacturers may consider changing recipes, and taking the chance to reduce the shelf life. But why should a consumer believe this? Taking a celebrity (a well known chef) to endorse the product may be the winning solution.

In order to reduce food waste, smaller portions will be sold (Ex.: 1 Sandwich instead of 2 in a pack). Also, resealable packaging will be more and more present in ready to eat food market. In order to emphasize the main advantage of the product, convenience, Easy open is a must for sandwich packaging. In terms of materials, natural materials are preferred: cardboard and recycled paper instead of plastic are used more and more. In terms of design, the functionality combined with easy to recycle features are taking the place of the classical sandwich packaging.

When it comes about branding, the global minimalism trend is present in this category also, with less images and more transparency to see the product. Hand made typo or illustrations will take over the front of sandwich packs, in order to give the product that “Hand made” look and feel.

Special functions like colour changing when shelf life ends will be soon on most of the sandwich packaging in the market.

Irinel Ionescu

Creative Partner

Ampro design consultants