Smart Moves from EU Brands—And the Packaging Connection
I read this McKinsey & Company article about how top European brands are staying ahead, and it got me thinking. Their success boils down to a few smart strategies—keeping product lines simple, using digital tools, and nailing retail execution. While the article doesn’t mention packaging directly, I couldn’t help but see the connections.
Packaging plays a role in all of these areas, sometimes in ways that aren’t obvious at first. Here’s my take on what stood out and how it ties back to packaging production and execution.
1. Less is More—And Packaging Matters
One big takeaway? The best brands aren’t trying to do everything at once. They focus on their core products, which naturally simplifies packaging.
Fewer SKUs mean fewer packaging versions, which makes production easier, cuts waste, and keeps branding consistent. Plus, shoppers don’t want to wade through a million options—they want to grab what they need and move on. That’s where smart packaging comes in. Clear, concise design helps customers quickly find what they’re looking for, whether in a store or online.
Another bonus? Simplified packaging can save money. Bigger print runs, fewer dielines, and streamlined logistics all add up to cost savings. So, as brands trim down their product lines, their packaging should follow suit.
Creating a simplified, focused, and shopper-centric portfolio helps CPG companies reduce complexity and operational costs
2. Winning in Retail—Packaging Makes a Difference
Getting onto store shelves is one thing, but standing out once you’re there is another. The brands that win in retail don’t just think about getting their products stocked—they think about how those products are displayed and handled.
Retailers love products that are easy to stock, quick to restock, and look great. That means packaging has to be practical and attractive. Display-ready packaging speeds up shelf placement, sturdy structures prevent damage, and smart case packing makes stocking easier. If a product is a pain for retailers to deal with, it’s less likely to get prime shelf space.
Shopping habits are also changing. Many retailers now have scan-and-go checkout systems and app-based ordering. Packaging that works with these trends—like clear barcodes, QR codes with extra product info, or even smart packaging with NFC tags—keeps brands competitive.
"Tailoring portfolios to anticipate and meet the needs of particular channels and shoppers allows CPG companies to focus on core products that drive growth and profitability."
3. Using Data to Make Packaging Smarter
The best brands don’t guess what works—they look at the numbers. Packaging should follow the same approach.
Sales data and shopper insights help brands figure out what packaging formats and designs work best. Maybe smaller sizes sell better in urban areas, while bulk packs move faster in big-box stores. Adjusting packaging to fit these trends can make a big difference in sales.
Sustainability is also a growing factor. Brands now track how much of their packaging gets recycled, how it impacts shipping emissions, and whether customers see it as eco-friendly. Small changes—like using lighter materials, optimizing packaging shapes for transport, or making recycling instructions clearer—can add up to real benefits for both brands and consumers.
4. Packaging for a Digital-First World
More brands are selling online, which means packaging has to do more than just sit on a shelf—it has to survive shipping and create a great unboxing experience.
Nobody wants to open a box and find a crushed product. That’s why packaging for e-commerce needs to be protective but not excessive. At the same time, the unboxing moment matters more than ever. A great presentation—custom inserts, branded tissue paper, or easy-to-open designs—can leave a lasting impression and even turn customers into repeat buyers.
Another shift? Packaging that works for digital marketing. When products are sold online, the first impression often comes from a tiny image on a website, not a physical display. That means packaging needs to stand out, even at a small scale. High contrast, bold typography, and clear product info can make all the difference.
"Effective away-from-home strategies consider the full value chain to strengthen consumer relevance, customer and outlet relevance, and organizational enablers for away-from-home excellence."
Final Thoughts: How These EU Strategies Relate to US Brands
This McKinsey article was all about European brands, but honestly, I do see overlap with what’s happening in the US. Retailers here are dealing with the same challenges—too many choices on the shelf, rising supply chain costs, and shifting shopper habits. The push for simplification, efficiency, and data-driven decision-making isn’t just a European thing; it’s happening everywhere.
That said, there are some differences. Regulations, logistics, and consumer preferences vary between markets, so packaging strategies need to be flexible. Still, the big ideas—streamlining, optimizing for retail, and adapting for digital sales—apply no matter where you’re selling.
At the end of the day, packaging isn’t just something that holds a product—it’s a tool that helps brands compete. Whether in Europe, the US, or anywhere else, companies that think strategically about their packaging will always have an edge.
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