The conversation around packaging has changed. It’s no longer just about what protects the product — it’s about what sells it, what stores it best, and what aligns with a supermarket’s brand, values, and evolving shelf strategy.
In 2025, retailers across Europe and North America are demanding more from packaging suppliers. Sustainability is a given. Functionality is critical. But what truly drives adoption now is how well a package performs in-store, on-screen, and in the shopper’s hand.
Here’s what supermarkets actually want from their packaging partners this year — and what suppliers need to deliver to stay on the shelf.
Shelf-Ready Packaging Is the New Standard, Not a Bonus
Retailers are no longer tolerating fiddly trays, awkward cut-outs, or cardboard that collapses halfway through a promo. Shelf-ready isn’t about convenience anymore — it’s about cost-efficiency and presentation.
Supermarkets want units that:
- Open cleanly and uniformly every time
- Provide upright product visibility in high-traffic zones
- Cut down restocking time by at least 20–30%
Chains like Tesco, Colruyt, and REWE have issued stricter guidelines in 2025, with some shifting entire categories to mandatory SRP formats.
Materials Must Be Light, Durable — and Visibly Sustainable
Supermarkets aren’t just asking for eco-friendly claims. They want packaging that shows its environmental value in real time.
That means:
- Embossed or printed recycling symbols in shopper-visible zones
- Transparent QR codes that explain materials and recyclability
- Use of mono-materials for faster sorting and clearer messaging
Retailers like Carrefour, Albertsons, and Coop Switzerland are prioritising packaging partners who offer end-to-end LCA (lifecycle analysis) documentation and plastic-free alternatives for top-selling lines.
Minimalism That Still Pops on the Shelf
Private label and A brands alike are stripping back visuals. But minimal doesn’t mean bland.
Packaging needs to:
- Stand out without loud colours
- Convey quality without over-design
- Align with store-wide design systems (fonts, finishes, layout conventions)
Buyers are now reviewing how a supplier’s design will sit within their specific planogram. If the SKU disrupts shelf harmony, it risks delisting.
Logistics-Friendly Packaging Wins the Listing
Retailers are asking: how does this travel? How does it store? How much shelf labour does it create?
Packaging that:
- Stacks cleanly on pallets and shelf trays
- Handles high-speed packing lines
- Holds up under variable temperatures (e.g. dual-temp grocery zones)
…is now worth more than clever visuals. Particularly in categories like ready meals, chilled drinks, frozen veg, and ambient snacks.
Functional Features Drive Shopper Loyalty
In 2025, packaging performance is part of product performance. Shoppers expect:
- Easy-open tabs and resealability (especially in family-size and snack ranges)
- Clear portion indicators or usage lines
- Transparency (literally — windows to see the product)
Retailers are relaying feedback from loyalty apps and store teams to push suppliers toward better everyday usability.
Digital Shelf Compatibility Is Now a Requirement
The rise of retail media and e-commerce has reshaped how packaging is judged. It must look good on shelf and on screen.
Retailers want:
- Packaging that photographs cleanly (matte or non-glare finishes)
- Easy text readability at thumbnail size
- Label systems that scan quickly for inventory automation and analytics
If your packaging doesn’t convert on mobile? It might not get stocked in-store either.
Storytelling and Compliance Must Work Together
In 2025, packaging isn’t just about form and function — it’s the last advertising space a supermarket controls. But messaging must be concise, compliant, and credible.
Retailers want:
- Claims backed by verifiable standards (e.g. Nutri-Score, carbon footprint per pack)
- Space for store-specific stickers or labels
- Clean zones that align with store campaigns (e.g. loyalty triggers, app scans, charity tie-ins)
In short: they want smart surfaces — not sales copy.
What Suppliers Must Bring to the Table in 2025
More than ever, packaging suppliers are being treated as strategic partners. The most successful ones are already offering:
- Category-specific innovation samples pre-pitch
- Rapid prototyping with retailer co-branding in mind
- Full recyclability, logistics, and digital rendering data — up front
Supermarket buyers want speed, reliability, and packaging that pulls its weight — from truck to trolley.
Final Thought: In 2025, Packaging Isn’t Just a Wrapper — It’s a Retail Strategy
Retailers no longer see packaging as the end of the supply chain. It’s now a decision-making tool, a marketing asset, and a logistics investment.
For suppliers, that means design, material, and messaging need to align not only with shoppers — but with the operational and strategic goals of the store itself.
The brands and producers who understand this will stay stocked. The ones who don’t will be left on the warehouse floor.
