Overview of Coffee Packaging Tendencies and Their Impact on Consumer Behavior

In recent years, the coffee market has undergone significant transformations, driven by changes in consumer preferences, packaging technologies, and global development trends. Due to high competition, manufacturers are increasingly paying attention not only to the quality of the product but also to its visual design, which directly influences the buyer’s decision.
In this context, the design and type of packaging are becoming important elements of companies’ marketing strategy. Packaging has not only a protective function, but also an informative, aesthetic, and emotional role. It is through packaging that the brand interacts with the consumer before the first sip of the drink.
The use of innovative materials, environmentally friendly solutions, non­standard shapes and printing technologies allows us to create unique packaging that makes the product stand out from the competition. In addition, modern types of packaging take into account ease of use, the ability to re­open the package, protection of the original aroma and other aspects important to coffee gourmets.
At the same time, there is a need to systematize knowledge about the types of packaging, their functional properties, and their impact on consumer choice. It is also important to study the trends shaping the future of the packaging industry, including best practices, minimalism in design, personalization, and the use of interactive elements.
That is why the study of types and features of coffee packaging is an important step towards understanding modern requirements for packaging as a component of brand communication.
The article reviews modern types of packaging used for packaging coffee products. Their design features, materials of manufacture, as well as functional and aesthetic value in the context of marketing strategies are analyzed. The influence of packaging design on consumer behavior and brand awareness is highlighted. Special attention is paid to sustainable and innovative solutions that meet the needs of the modern market.