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Competing In A Crowded Market Calls For Leveling Up Your Nutraceutical Packaging

April 30, 2024

The global nutraceutical packaging market was already booming prior to Covid. Post-pandemic, overall sales grew from $3.76 billion in 2022 to a whopping $4.03 billion in 2023 and is expected to grow to $5.13 billion in 2027 at a CAGR of 6.2%.

Choice is typically thought of as a plus for consumers, but in this case, the nutraceutical aisle is teetering on becoming an overwhelming experience. Coupled with a growing e-commerce business for the category, which in the US alone has grown 10.7% per year since 2018, packaging has become paramount to driving consumer purchase.

Now, savvy marketers must ensure that their packaging stands out on brick-and-mortar store shelves on traditional media platforms like Amazon and consider social media influencer recognition.  

Premium Label & Packaging Solutions (PLPS) works with many top brands in the category, including Nature’s Bounty, Quinol, Centrum, and more. In recent years, they have seen a surge in complex label designs and specialty effects.  The award-winning converter, who recently took first place at the 31st Annual Gold Leaf Awards for Best Use of Cold Foil, says label embellishments are key to capturing market share in this competitive space.

Label embellishments are produced using various techniques, including varnishes, laminations, substrates, and specialty equipment. Glitter, holographic, metallic, high-gloss spot and tactile coatings, and other effects have risen to the top of today’s packaging trends.  Creative converters with expertise in this area have even created their own proprietary textures and finishes, such as leather and snakeskin.

PLPS's VP of Sales and Marketing, Leslie Gurland, says, “Sometimes, the packaging industry has not caught up to a designer’s imagination, so we like to collaborate with our customers to take their designs up a notch. Breakthrough nutraceutical packaging and labeling is about daring to be different while still maintaining the compliance required in the nutraceutical industry.”

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PLPS recently took first place at the 31st Annual Gold Leaf Awards for Best Use of Cold Foil. At first glance, the label's black background with red inverted triangles design looks simple, but the visual reveals a spectacular 3D kaleidoscope effect when it hits the light. Multiple processes were used to achieve the look. First, the black and red ink was laid down, followed by a holographic Pillars of Light cold foil and a second coat of black and white ink. Finally, the web was turned to apply a silk screen UV to the red triangles to amp up the dimension.

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