The aesthetic appeal of beverage packaging will always be a significant driver of purchase decisions at the point of sale. Along with that, a brand’s commitment to sustainability and wellness is an increasingly competitive tool to drive consumer preference. As brands seek to tap into sustainability and wellness trends, brand owners can make significant strides in the arena with clean labels, transparency – both figuratively and literally – and by striving to reduce their carbon footprint throughout the supply chain.

No communication, no trust

In today’s competitive market, communication is essential in order to establish consumer trust. To strengthen brand loyalty and attract consumers at point of sale, brand owners must speak to consumers through easy-to-read labels. Additionally, benefits such as sugar free, organic and non-GMO should be made very clear considering the increasing demand for wholesome products. As shoppers become more interested in knowing how products are manufactured, brands that effectively communicate sustainable business practices and how their ingredients are sourced help cultivate consumer trust.

The demand for nutritious products puts pressure on both brand owners and retailers – which makes communicating benefits more important than ever. For example, the national pharmacy CVS, rebranded to CVS Health in 2014, has seen increasing demand for more health-conscious food and beverage products. After a pilot program in 2015 in which the company offered healthier options in 500 stores throughout the nation, the chain is now expanding the initiative to 2,900 CVS pharmacy locations. The team at CVS also expects to occupy 25% of checkout space – traditionally reserved for products like candy and chocolate bars – with wellness products.

The trend for healthier products presents an excellent opportunity for food and beverage brands. When packaging reflects key benefits consumers are seeking, they can immediately connect with the brand and have a greater chance of choosing that product over an alternative.

Go green or go home

A demonstrated concern for the environment is another aspect setting good and great brands apart. This applies to virtually every sector, including the beverage industry. Companies that position their brands as market leaders – and are planning to remain there for the long run – must be proactive in their sustainability efforts.

As part of the Bacardi Limited “Good Spirited: Building a Sustainable Future” environmental initiative, for example, the company promoted its 100% biomass-fueled distillery for its Tequila CAZADORES® in Mexico. Nothing goes to waste in the production process; organic materials, including fibers from the agave used to make the tequila, are converted to biofuel in order to power the distillery. As a result, the distillery reduced noise pollution by 20% and greenhouse-gas (GHG) emissions by more than 80%.

A place to educate and innovate

In order to ensure consumer loyalty and longevity for a brand, a team must take the necessary steps to innovate and address challenges that come along with evolving trends. At PACK EXPO International, beverage brand owners will find the latest innovations that address wellness and sustainability. Attendees can expect to see materials that preserve freshness and reduce waste as well as labeling systems that provide greater sustainability and flexibility. The show will feature the latest advancements in robotics and automation as well as advanced technologies for dispensing, filling, cleaning and reducing water usage.

To register for PACK EXPO International, visit www.packexpointernational.com. Registration is $30 until October 14, 2016 and will increase to $100 thereafter.

PMMI, The Association for Packaging and Processing Technologies, represents the voice of more than 700 North American manufacturers of equipment, components and materials for processing and packaging. We work to advance a variety of industries by connecting consumer goods companies with manufacturing solutions through the world-class PACK EXPO portfolio of trade shows, leading trade media and a wide range of resources to empower our members. The PACK EXPO trade shows unite the world of processing and packaging to advance the industries they serve: PACK EXPO International, PACK EXPO Las Vegas, Pharma EXPO, PACK EXPO East, EXPO PACK México, EXPO PACK Guadalajara and ProFood Tech, launching in April 2017. PMMI Media Group connects manufacturers to the latest solutions, trends and innovations in processing and packaging year-round through brands including Packaging World, Automation World, Healthcare Packaging, Contract Packaging and Packaging + Processing OEM. PMMI Business Drivers assist members in pursuing operational excellence through workforce development initiatives, deliver actionable business intelligence on economic, market and industry trends to support members’ growth strategies, and actively connect the supply chain throughout the year.

Learn more at PMMI.org and PACKEXPO.com and PMMIMediaGroup.com.