Packaging decisions in food and beverage companies are typically made too late, after product details are locked in and costs are fixed, according to Greg Lawson, managing director of Aura Global, a packaging consultancy.
The problem is structural. Most brands treat packaging as a final execution task rather than a core part of product strategy. When decisions come at the end of development, timelines tighten, costs rise, and compliance pressure forces compromises that could have been avoided earlier. Instead, Lawson argues, brands should move packaging decisions upstream to the conceptual and early design stage, when formats, materials, claims and data requirements are first defined.
Packaging as a system, not components
A key part of the shift is to stop thinking about packaging as separate pieces. Brands typically prioritize the primary pack (what the consumer sees) and defer secondary packaging (grouping or display elements) and tertiary packaging (shipping and bulk handling) decisions until later. By then, Lawson says, "the die is cast, literally." This approach misses opportunities to optimize across the entire value chain.
When all packaging components are considered as a connected system, brands can see how they interact and affect each other and their relationship to the broader value chain. Treating packaging as a strategic system that touches every part of the business allows companies to align brand impact, sustainability goals, regulations and operational reality before suppliers and costs get locked in.
Sustainability goals at risk
Sustainability is particularly vulnerable to late packaging planning. Although many brands include sustainability goals early in product development, those goals often do not translate to final outcomes. Internal processes still focus on the cost of individual packaging units before considering total cost of goods and harder-to-measure impacts. Without a broader lens, sustainability ambitions can be diluted as products move toward launch.
Navigating regulatory complexity
Packaging strategy also sits at the center of an increasingly complex regulatory landscape. Extended Producer Responsibility (EPR) frameworks, recyclability and recycled material requirements, restrictions on transparency claims, and emerging digital product passports all reshape what brands must deliver.
Navigating this complexity requires a data-centric approach. Brands need accurate, detailed visibility into packaging components to understand performance, sustainability metrics and regulatory exposure across markets. Early planning with clear data lets companies move from reactive compliance to clear, actionable decisions before their complexity, cost and compliance exposure are locked in.