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I believe minimalism looks clean, and from a business perspective, it helps save on printing and usability. It’s more than just a trend at this point.
However, you’re right, when everyone adopts the same approach, it can feels like a loss of identity. That’s why I always emphasize that these changes should be part of a strong brand strategy.

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Personally a huge fan of the minimalist approach. Think it looks so good and so clean for so many brands! Reminds me of the Brandless products. Just went to the website, thought they used to have snacks and more, has been forever since I looked though. I think the trend lends really well to a lot of these products being cleaner and sleeker too.

I’m generally a big believer in “less is more” and the Dieter Rams school of thought. But I’d hardly say this is a new trend. I’d argue RX Bars brought this to the mainstream almost 10 years ago. And like any trend, once a huge chunk of the market copies a particular aesthetic it starts to be less differentiated. The question should be: does leaning into minimalism align with who your brand is and make you more distinct?

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