Youth engagement and gamification drive APAC & ME packaging trends
Brands are embracing connected packaging, using youth-focused, gamified strategies in Asia Pacific and the Middle East.
Asia Pacific and the Middle East are emerging as key growth markets for connected packaging, driven by youthful demographics, high mobile penetration and growing regulatory readiness.
Connected packaging refers to smart solutions that transform traditional packaging into interactive digital platforms, typically via QR codes or web-based applications.
“APAC markets benefit from highly mobile-first consumers, favourable youth demographics and growing regulatory momentum. The region is demonstrating particularly strong adoption, with brands taking innovative approaches to gamification and youth engagement strategies,” Appetite Creative Managing Director Jenny Stanley told us.
Child obesity surge fuels push to restrict unhealthy food packaging
As obesity rates climb, experts focus on packaging as a strong influence on children’s choices – both as a risk factor and a tool to promote healthier diets
From nutrition labelling to banning the use of cartoon characters on pack, researchers weigh in on how food and beverage packaging shapes children’s food and drink choices.
Addressing obesity early is critical, as children with obesity are far more likely to remain obese into adulthood and face higher risks of non-communicable diseases, according to a 2025 WHO report on obesity and overweight.
Clearer and more flexible: India’s 2026 alcohol regulations
India’s new alcohol regulations include mandatory labelling and expanded category definitions, signalling greater consumer transparency and flexibility for producers
The new regulations were proposed between June to November 2025 and will be enforced by July 1 this year.
For one, brands will be required to display the approximate number of standard drinks on pack, rounded to one decimal place. This was introduced in FSSAI’s October 30 public notification last year.
These regulatory updates align with FSSAI’s recent moves to empower consumers.
3 key lessons for food brands targeting the ‘Future Consumer’
The ‘Future Consumer’ is here, and food brands need to stay ahead of their evolving tastes and expectations to survive in the long run
Although it may be intuitive to assume that the ‘Future Consumer’ will focus on Gen Z’s and Gen Alphas, things are not quite so straightforward as this group is not defined by age but by attitude and knowledge.
“The main attribute of these consumers is that they know they have a lot of information and knowledge in their hands, and are no longer going to be satisfied to just accept what the food industry tells them is good for them,” Culinary Institute of America President Michiel Bakker told the floor at a Gulfood World Economy Summit 2026 panel.
Mondelez, Uncle Saba’s: Nostalgia and mindfulness shaping snack trends
Sentimentality and health are increasingly influencing consumer snack choices, as they seek comfort, tradition and emotional connection in their purchases
The snacking industry has only grown from strength to strength over the past few years, with healthier snacking in particular really finding its footing as a major category ever since the COVID-19 pandemic forced global consumers to re-evaluate their food choices.
According to data from analytics firm Euromonitor, the global snack market hit US$679bn in retail sales in 2024, a significant amount given the state of the economy in many markets.
