Key Consumer Insights & Trends in Food & Drink...

Toby Coates

MMR Research Worldwide

Key Consumer Insights & Trends

in Food & Drink Packaging

© MMR Research Worldwide. All rights reserved. 2

MMR works at the interface between conceptual and physical branding

The consumer perspective we provide allows our clients to develop

optimum brand experiences

A brief introduction…


Majority of work in validation

Ideation Development Optimisation Validation

Increasingly

moving online

/ automated

Opportunities for increased success by

utilising consumer insight earlier in the

packaging development strategy


Packaging – a great opportunity for experiential marketing

The Brand

Communications Packaging Product


The Brand

Consumers

increasingly immune

to traditional

marketing

Packaging Product Communications



The Brand

Consumers

increasingly immune

to traditional

marketing

Packaging Product

Increasingly

difficult to

differentiate – no

BAD products

anymore

Communications



The Brand

Consumers

increasingly immune

to traditional

marketing

Packaging

Plays pivotal role in

building brand

experience

Conduit from

brand promise to

product

experience

Product

Increasingly

difficult to

differentiate – no

BAD products

anymore

Communications



Packaging touch-points in consumer experience

1. TV on Friday night 2. Supermarket

Saturday morning

3. Handling the product –

reaffirmation of promise

leads to purchase

4.Product trial –

promise realised

5.Pack stored - reinforcing

brand values in home

6.Pack disposed of –

repeat purchase

If influential

enough, we may

google


1. TV on Friday night 2. Supermarket

Saturday morning

3. Handling the product –

reaffirmation of promise

leads to purchase

4.Product trial –

promise realised

5.Pack stored - reinforcing

brand values in home

6.Pack disposed of –

repeat purchase

If influential

enough, we may

google

Packaging touch-points in consumer experience


A few facts


Packaging is longest surviving

physical touch-point of the

brand.

A lot of consumer face time!

Arguably the most

cost effective marketing

medium available

A few facts


Survey conducted amongst 650 UK

grocery shoppers

Investigate consumer perceptions of packaging in the UK

food & drink sector and consumer drivers of efficacy

© MMR Research Worldwide. All rights reserved.


Overall, food and drink packaging in UK is in pretty good shape!

Consumers are generally satisfied - only 5% dissatisfied.

Packaging still plays a

predominantly functional role in

the conscious mind of the

consumer – 88% claim it is purely to

keep the product safe.


Headlines

NOT ENOUGH THOUGHT GOES INTO PACKAGING OF FOOD & DRINK 35%

MANUFACTURERS USE TOO MUCH PACKAGING 80%

41% CLAIM TO HAVE BOUGHT NEW PRODUCTS BASED ON THE PACK

25% DON’T BUY AGAIN WHEN PACKAGING FAILS


Food & Drink packaging - must have benefits

Looks different

Looks exciting Looks good enough to leave out the cupboard

Clearly showcases the brand

Visually appealing Easy to find on the shelf

Shows the contents inside

Clearly displays nutritional facts

Provides individual portions Product has been packaged locally Easy to hold Easy to transport

Product is easy to decant Easy to store Is easy to dispose of

Packaging can be re-used

Is sustainable

Is made of recycled materials

Easy to open Is recyclable The amount of packaging limits waste

Protects the product

Keeps the product fresh

Functional / Structural Aesthetic

Product key


0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Ready Meals (Refridgerated)

Other Fresh Baked Goods

Frozen Desserts

Frozen Ready Meals

Biscuits

Fresh Meats & Fish

Carbonated Soft Drinks

Bread

Fresh Fruit & Veg

Cooking Sauces

Soups

Cheese

Rice & Pasta

Yoghurts

Juices

Cereals

Beers & Ciders

Wines & Spirits

% rating packaging as Very Good

How are the different categories performing on packaging?



Where is

packaging

excelling?



Wines & Spirits / Beer & Cider


Cereal


Where could

packaging

work harder?



Frozen ready meals / Frozen Desserts


Refrigerated Ready Meals / Fresh Baked Goods


Consumer feedback on food & drink packaging

Efficient– space saving

Durable – protects for the life of the product

Accessible – easy to open and effective re-seal

Recyclable – minimum waste and easy recycling

Resealable (that works for duration of product)

Aesthetically pleasing

Can see the product inside

Easy to dispense

Screw tops

Consumers want….

Key themes from spontaneous feedback


Consumer feedback on food & drink packaging

Too much packaging/plastic

Not recyclable / vague recycling instructions

Easily damaged / splits when opened

Poor resealability. Doesn’t keep food fresh Fruit & veg in unnecessary packaging (sweating) Cardboard packaging going soggy in the freezer Needing scissors or a knife to open packaging Oversized packaging

Consumers don’t want….

Where is consumer

packaging research

going next?


Product taking centre stage as consumer awareness increases

“It’s just not cool to not

give a damn about what

you put in your mouth

anymore”


Consumer

Landscape

7%

22%

22%

18% 12%

HEDONISTS

APATHETIC ARMCHAIR WORRIERS

HEALTHY

ON A MISSION


Packaging changes the way we taste

Dimension 1

Overall orange strength in smell

Smells fresh

Smells artificial

Smells plasticy

Overall orange strength in taste

Tastes citrusy

Tastes zesty

Tastes fresh

Tastes artificial

Tastes sweet

Tastes acid

Tastes bitter

Tastes plasticy

Feels smooth in mouth

Feels thick in mouth Feels dry in mouth

-4

-3

-2

-1

0

1

2

3

4

-7 -5 -3 -1 1 3 5 7

Dim

ensi

on 2



Packaging is multi-sensory


Understand how multi-sensory triggers drive choice behaviour

Object

Conceptu

alisa

tion

Perc

epti

on

Sti

mula

tion

Behaviour

Em

oti

onal R

esp

onse

Sight

Sound

Touch

Plain White

Heavy plastic

Foil

Matt finish

Kettle Chips

Premium

Homely

Comforting

Genuine

Trustworthy


Still important to get packs into the

hands of consumers to truly understand

the impact they will have for your

brand


Engineer a coherent experience


Packaging offers brand owners a huge

opportunity to build brand experience for

consumers

Consumers need to be listened to and pack

design needs to ensure that basic needs are

fulfilled

Dig deeper, use smart research and ensure that

your packaging engages the senses.


Use packaging to your advantage.

Key Consumer Insights & Trends in Food & Drink...

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