2024 Is the Year of the Packed Lunch

The newest “it bag” could very well be the one that carries your sandwich and salad. Indeed, designer lunch bags are having a moment – a trend that’s also trickling down into the world of promo products.

In Q2, “lunch cooler bag” was the fastest-rising search term on ESP, jumping nearly 984% year over year, according to ASI Research. The uptick likely reflects the return to in-person work and the urge to pinch pennies after ongoing inflation.

“As people return to their regular routines, they’re more likely to bring their own lunches to save money and time,” says Brandon Vasquez, director of sales at Picnic Time (asi/78065), a Moorpark, CA-based supplier and one of the 2024 Counselor Best Places to Work.

Lunch tote (511-00) from Picnic Time (asi/78065)

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Economics aren’t the only reason behind the trend. There’s also an element of sustainability, since a reusable lunch bag (perhaps stocked with a bento box and bamboo cutlery) can help cut back on single-use plastics.

Also consider the appeal of a stylish reusable lunch bag as a lifestyle piece and avenue for personal expression – much like drinkware has become an indispensable accessory. Many designer brands have joined in on the fun and introduced lunch pouches of their own, such as Prada. The fashion house’s lunch box case comes with stackable metal tins and utensils and sells for $2,100 online.

Louis Vuitton released a designer sandwich bag earlier this year.

Earlier this year, musician and fashion designer Pharrell Williams drew inspiration from the classic brown bag, creating a $3,000 sandwich bag – made of leather, rather than paper – for Louis Vuitton, according to CNN.

But the lunch bag trend goes beyond designer labels. Consider that the $3 mini-insulated tote from Trader Joe’s has garnered a cult-like following, with the style being sold out countless times, and many locations of the popular grocery chain placing a purchasing limit for customers. The insulated totes are sometimes marked up to around $200 on eBay simply due to their demand, according to AP News.

These mini-insulated totes from Trader Joe’s have built up a cult-like following.

The concept of some 5,000% price markup on eBay for a simple insulated bag seems somewhat ludicrous, but interest in these bags follows the same line of thinking that prompted the Prada and LV sandwich bags – this isn’t simply an insulated tote bag, it’s a branded Trader Joe’s bag.

Promo distributors can take advantage of this trend by suggesting custom lunch bags in a variety of markets, from education to corporate clients.

“They’re particularly popular as new hire gifts in healthcare and educational sectors, as well as return-to-office incentives,” says Dawn Ring, senior marketing communications manager at Counselor Top 40 supplier Gemline (asi/56070).

Lunch cooler (100881) from Gemline (asi/56070)

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Personalization is a key factor in the market for adult lunch coolers. In addition to offering lunch bags customized with corporate branding and a logo, consider adding the recipient’s name so the bag doesn’t get mixed up in communal fridges. Personalization, in general, “can be a powerful tool to attract a larger market for lunch bags,” Vasquez says.

The modern lunch box is no longer just for kids, and giving adults the ability to customize their daily lunch cooler is a great way to elevate the workday.