To succeed in the supermarket, food and beverage brands must follow three simple principles: they need to be distinct, clear, and concise. However, when a brand becomes successful, it is quickly copied, diminishing the advantage of uniqueness. The consequence: “Brands are under pressure to constantly reinvent themselves while staying true to their character,” says Inga Wolter, Executive Creative Director at the branding and design agency Peter Schmidt Group. Added to this are the challenges of the overall economic situation and growing consumer uncertainty.
The trend paper “Brands on shelf: how to win in 2025” offers marketeers and brand managers inspiring insights. It focuses on eight trends that brands can leverage in 2025. As Inga Wolter explains: “When cards are reshuffled, every brand has the chance to be among the winners – if it understands and takes advantage of the changed rules of the game.”
“Analyzing developments in the industry, benchmarking against competitors, and drawing the right conclusions is part of our daily work,” explains Michael Waning, Director Brand Strategy, who supported the evaluation. The agency’s clients include both globally active and well-established consumer brands, as well as startups and disruptive players. For all of them, the Peter Schmidt Group is responsible for creating packaging that stands out on the shelf against competitors. “Often, we don't find the key to surprising new approaches in direct competition but rather in related or even completely different product categories. Our bird's-eye view of many brands at once helps us with this," says Waning.
Celebrating familiarity – or sparking the desire for something new
Accordingly, the trends identified by the agency are quite diverse, and not every trend fits every brand. For classics with decades of presence, it is noticeable that these brands increasingly rely on the power of their iconic design elements: Whether it's the retro looks of Burger King and Pepsi or the distinctive triangular shape of Toblerone – brands with strong assets use them to build trust and loyalty in a world of endless choices. Of course, these elements are adjusted to the current zeitgeist: through reduction, the characteristic design stands out even more. Other brands, on the other hand, rely on the power of storytelling, use digital extensions, or create new connections to their products through a respectful approach to different cultures and target groups.
The trend paper "Brands on shelf: how to win in 2025" can be ordered as a PDF from the Peter Schmidt Group’s website or downloaded on LinkedIn.
The trend paper “Brands on shelf: how to win in 2025” offers marketeers and brand managers inspiring insights. It focuses on eight trends that brands can leverage in 2025. As Inga Wolter explains: “When cards are reshuffled, every brand has the chance to be among the winners – if it understands and takes advantage of the changed rules of the game.”
“Analyzing developments in the industry, benchmarking against competitors, and drawing the right conclusions is part of our daily work,” explains Michael Waning, Director Brand Strategy, who supported the evaluation. The agency’s clients include both globally active and well-established consumer brands, as well as startups and disruptive players. For all of them, the Peter Schmidt Group is responsible for creating packaging that stands out on the shelf against competitors. “Often, we don't find the key to surprising new approaches in direct competition but rather in related or even completely different product categories. Our bird's-eye view of many brands at once helps us with this," says Waning.
Celebrating familiarity – or sparking the desire for something new
Accordingly, the trends identified by the agency are quite diverse, and not every trend fits every brand. For classics with decades of presence, it is noticeable that these brands increasingly rely on the power of their iconic design elements: Whether it's the retro looks of Burger King and Pepsi or the distinctive triangular shape of Toblerone – brands with strong assets use them to build trust and loyalty in a world of endless choices. Of course, these elements are adjusted to the current zeitgeist: through reduction, the characteristic design stands out even more. Other brands, on the other hand, rely on the power of storytelling, use digital extensions, or create new connections to their products through a respectful approach to different cultures and target groups.
The trend paper "Brands on shelf: how to win in 2025" can be ordered as a PDF from the Peter Schmidt Group’s website or downloaded on LinkedIn.
