While an increasing segment of shoppers have directed their spending power toward organic and sustainable products over the last few years, the COVID-19 pandemic has sharpened the focus of consumers on the natural sector. According to Food Navigator, “COVID-19 is raising consumer awareness of the relationship between nutrition and health.” But the boost in sales of organic and natural products extends further than just the food industry. Dietary supplements, natural health and beauty products, and even organic alcohol products are all seeing a surge in sales as people think more deeply about the effects of things they consume.
For natural product brands, the need to communicate your ingredients, processes, and values is paramount. Customers, however, think about products from different industries in very different ways; while for a body lotion a customer may be on the lookout for an absence of parabens, for a dietary supplement they may be more concerned about the efficacy of and transparency about the ingredients used. We’ve discussed broad methods through which you can use your label as a way to market your brand identity and broadcast your processes and ingredients elsewhere, but here we’ll delve into industry-specific strategies natural product creators should keep in mind when making packaging and labeling considerations.
Food & Beverage
Of course, design, color, and the overall look of your label all play important roles in peoples’ buying decisions, but for natural food and beverage products, communication about ingredients and processes is vital. Consumers still face some confusion about natural and organic product designations, so the more concisely you provide information on your label, the better your chances of establishing trust with a potential customer.
Informative graphics are a superb method for communicating with customers in an easy-to-digest way that doesn’t take up too much real estate on your label. For food and beverage products, many of these are standardized—most consumers don’t even give them a conscious thought when they see them on a label but wouldn’t purchase a product without them. Think Non-GMO Project Verified, Certified Organic, or the Recycle logo. These graphics are excellent ways to communicate that your product is natural to a customer during that split-second when they are making their purchasing choice.
Health & Beauty/ Household Products
For the truly massive variety of health and beauty and household products, trends in recent years have been comparable to those in the food and beverage industries as far as demand for natural ingredients, minimal processing, and transparent labeling go. People want products that are environmentally friendly, have fewer chemical additives, and made by companies with transparent business practices. What it boils down to is that people don’t want to put harmful things on their bodies, just as they don’t want to put them in their bodies.
The most effective way to communicate that you are a natural product brand for health and beauty and household products is directly through your label design choices. Minimalistic labels enhance peoples’ positive perceptions of health and beauty and household brands; consumers associate clean-looking label design with clean ingredients and processes. While low-key design may not be right for every brand, it is vital to keep in mind how your label design will be perceived.
There is also an increasing consciousness among users of health and beauty and household products about the effect of their purchasing choices on the environment. Minimal and sustainable packaging are driving forces here. We offer sustainable label options such as post-consumer-waste material, as well as tamper seals to help you minimize secondary packaging. If you’re concerned about losing important usage and ingredient information when you minimize your packaging, extended content labels are the perfect solution. Learn more about them here!
The consumer trend towards more health-conscious purchasing choices has been a driving force in both supplement sales and the pressure on supplement product companies to be more transparent about ingredients and business practices. The need to communicate concisely to customers what they will get from your product may be more vital to supplement companies than any other type of company.
Informative packaging in the form of simple-to-understand graphics is an outstanding way for supplement brands to show their customers what benefits to expect from the product, how to take it, the ingredients that are used, and more. While the traditional graphics like non-GMO and Certified Organic certainly have their place on natural supplement labels, getting creative with graphics is sure to benefit supplement brands. Standardizing the graphics you use to be consistent and on-brand across your product lines can not only help you communicate with potential customers, it also can be a powerful tool for building brand recognition and loyalty.
Beer, Wine, & Spirits
Many conversations about natural products in the last decade seem to have skipped over the alcohol industry. While it is somewhat rare to see organic beers, spirits, or even wines in traditional retail outlets, all three of these areas are expected to see exceptional growth in the coming years. According to Forbes, the organic wine market is expected to have a compound annual growth rate (CAGR) of 9.2% from 2017 to 2022, and similar increases are expected for organic spirits and brews. Even Anheuser-Busch released its first organic beer in January of this year.
If you offer a natural or organic alcoholic beverage, your label needs to make a bold statement about that to consumers. Consider placing your “Certified Organic” or any other graphic that demonstrates natural processes or ingredients in a conspicuous spot on your label. Make design choices that will attract customers on the lookout for natural products, such as clean and simple iconography or using a natural color palette. These industries are wildly competitive, and with only a limited number of organic alcoholic beverages available as of yet, now is the time to showcase your natural libation!
If you want a partner who can help you take advantage of the rising demand for natural products, look no further than Dion Label Printing. With sustainable material options, creative solutions for minimizing secondary packaging, and the best quality printing available to make sure your design has the impact it deserves, turn to us for your next natural product labeling project! Request a free quote to get started!