How to choose the ideal packaging according to your product and market

Packaging is much more than just a container. It protects, enhances, informs… and directly influences the purchasing decision. But faced with the diversity of formats, materials, and product constraints, how do you choose the flexible packaging suited to your industry?

This guide helps you determine the ideal packaging according to your type of product, while answering the questions many brand creators ask.

How to determine the packaging for my product?

The right packaging primarily depends on the nature of your product. Here are the main criteria to consider:

• The format of the product: solid, liquid, powder…
• Fragility: protection against humidity, oxygen, or UV
• The expected shelf life
• The distribution method: in-store or online
• Brand image: organic, premium, eco-designed, etc.

For a comprehensive approach, also discover the 7 main functions of packaging: you will see that good packaging is also a powerful marketing lever.

What are the criteria for choosing flexible packaging?

In addition to the technical needs related to your product, the choice of packaging is based on several strategic criteria:

• Protective barrier (against moisture, air, light)
• Ease of use (easy opening, resealability)
• Sustainability (recyclability, mono-material, carbon footprint)
• Machine compatibility (filling, sealing)
• Unit cost
• Aesthetics and customisation

Are you unsure about which materials to prioritise? This guide on types of barrier film for food packaging will help you see more clearly.

What are the 3 types of packaging?

Generally, we distinguish:

• Primary packaging, in direct contact with the product (e.g. coffee pouch)
• Secondary packaging, which groups products for sale (e.g. box, sleeve)
• Tertiary packaging, intended for logistical transport (crates, pallets…)

Need to better understand their functions? Here is a dedicated article:
Primary and Secondary Packaging: What Differences for Your Product?

Which flexible pouch to choose according to your product? Our recommendations by sector

Coffee

Coffee is a product sensitive to oxygen and moisture. Opt for a doypack with barrier film and degassing valve.
– Preserve your coffee with a suitable pouch
– Create Trendy Packaging for Coffee

Loose Tea

Loose tea requires an air barrier and good aroma preservation. Resealable doypacks are perfect for this.
– Why are Doypacks the Ideal Solution for Tea?

Kibble and Pet Food

Kibble must remain crunchy and be well protected from moisture. Choose an airtight, sturdy bag with a zip.
– Dog Food Packaging: Airtight, Durable and Practical

Nutritional Supplements

Packaging plays an essential marketing role here, while ensuring hygiene and traceability.
– Create Your Nutritional Supplement Brand in 4 Steps

Confectionery / Sweets

Here, visuals are as important as practicality. Shiny bags, in bright colours, with a window or hanging hole are often preferred.
– How to Create Customised Bags for Your Sweets?

What are the 6 Requirements of Packaging?

Good packaging must fulfil the following functions:

1. Protect the product (shocks, contamination, alteration)
2. Ensure food safety (suitable materials, airtightness)
3. Clearly inform the consumer (ingredients, expiry date, allergens)
4. Comply with regulations (European standards, labelling)
5. Reduce its environmental impact (recyclable)
6. Attract attention on the shelf (design, brand storytelling)