Supersized food packaging is becoming increasingly popular among young consumers in the food industry, especially in China and increasingly in Southeast Asia. Historically, China has seen supersized packaging during Chinese New Year celebrations in the form of auspicious packs. However, the latest trend involves scaling up the regular product packaging rather than creating entirely new designs.
While supersized packaging is not entirely new to Southeast Asia, with companies like Sinde Budi Sentosa (known for Larutan Penyegar Cap Badak) having experimented with it in the past, we are now witnessing a broader range of brands adopting this trend including popcorn.
In 2023, OT Group broke the Indonesia World Records Museum or MURI’s record for the longest wafer stick.
Supersized food packaging is designed to be visually appealing and shareable on social media. They also offer consumers a cost-effective way to indulge, as they are often priced competitively due to bulk purchasing. Additionally, these oversized packages can serve as decorative items.
The trend of supersized food packaging may be fleeting, but it will undoubtedly be etched into the collective memory of consumers as a distinctive and impactful trend.
