Detecting Current and Future Technological and Design Trends to Put Focus on Packaging Accessibility...

PACKAGING – THE GOOD, THE BAD AND THE FUTURE

Mike Love – Category Manager, Essentra

Dr Alaster Yoxall –Principal Research Fellow,

Lab4Living, Sheffield Hallam University

Everybody Shops, London, 21st of March 2014

THE WORLD IS GOING THROUGH

UNPRECEDENTED DEMOGRAPHIC CHANGE

2014 ESSENTRA PLC

45–49

50–54

55–59

60–64

65–69

70–74

75–79

80–84

85 & over

a) 1951

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

5–9

10–14

15–19

20–24

25–29

30–34

35–39

40–44

45–49

Few births during W2

Post WWII baby-boom

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50–54

60–64

70–74

80–84

b) 2001

Population ageing

Post WW2 baby-boom

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

10–14

20–24

30–34

40–44

1960s baby-boom

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45–49

50–54

55–59

60–64

65–69

70–74

75–79

80–84

85 & over

c) 2031

Population ageing

1960s baby-boom

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

5–9

10–14

15–19

20–24

25–29

30–34

35–39

40–44

Sustained low fertility

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2014 ESSENTRA PLC

AGEING RESULTS IN LOSS OF STRENGTH,

DEXTERITY AND COGNITION

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2014 ESSENTRA PLC

THE BAD

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2014 ESSENTRA PLC

Most frustrating pack

formats

#1. Clamshell’s

#2. Cardboard box

#3. Bag/packet

#4. Tray with lid#4. Tray with lid

Source: JRA Research &

Essentra, 2012

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85% identified some

frustration with frustration with

packaging

Q1. Thinking about packaging you have used recently please recall any features / functions that you found frustrating.

Firstly please write in the type of product / pack:

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Difficult to open

/ Had to use

knives or

scissors or other

Messy

when

opening

8%

scissors or other

tool to open

81% Too much waste/ too

much packaging

49%Difficult

to close /

reseal

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OPENABILITY – FRUSTRATIONS

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“Give up...

Walk away...Walk away...

Throw the product in the bin... ”

And in some extreme instances

“..not buy the product again…”

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THE GOOD

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OPENABILITY = JOY!

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”Achievement”

“Satisfaction”

“Happiness”

“Relief”

”It makes me feel like I have got control...I feel like I can control what I am doing with it”

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THE FUTURE

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ESSENTRA POSITIONING – PACKAGING RESOLVED

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2014 ESSENTRA PLC

2013 ESSENTRA PLC

THANK YOU

2013 ESSENTRA PLC

Detecting Current and Future Technological and Design Trends to Put Focus on Packaging Accessibility...

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