CONSUMER EXPECTATIONS TOWARDS INNOVATIVE FOOD PACKAGING

Due to the growing interest of consumers in the consumption of fresh products with increased shelf life, producers must provide modern and safe packaging. This is a challenge for food packaging and acts as a driving force in the development of new and improved concepts of packaging technology. The article presents the essence, types and classification of packaging as a factor influencing the choice made by the consumer. In addition, the main attention was paid to the definition of knowledge and attitudes of consumers to this type of packaging used in the food market in the food industry. From the point of view of food consumers, the most important role of packaging is to ensure food safety throughout the logistics chain, from producer to consumer. Smart packaging is packaging that is equipped with features that allow it to track the goods through the logistics chain or control the internal and external environment of the packaging, as well as communicate with the consumer. Such packaging can not only control the quality and safety of the product, but also report its condition to a potential consumer or manufacturer. The advent of intelligent packaging systems has contributed to another important change in the existing perception of packaging, as it transforms the traditional communication function of packaging into an intelligent communication function. Another solution for innovative food packaging is active packaging. Active packaging is a system that, due to chemical, physical and biological actions, actively changes the conditions inside the packaging in order to extend the shelf life and preserve the original quality and sensory properties of food. In active packaging, the product, the environment and the packaging interact, thereby increasing product quality, shelf life and durability. Reasonable and active packaging, in addition to the function of protecting the product from the reaction of external factors and attracting the attention of the customer, is aimed at informing potential buyers about the condition and quality of goods and interaction with packaged foods