PACKAGING OF FOOD PRODUCTS

Gaurav Gupta (9)Prashant Srivastava (13)Pushpendra Singh (16)

DefinitionPackaging is the science, art, and

technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.

Health Drinks - These are generally used for providing vitamins and mineral supplements

PACKAGINGPackaging is the science, art and technology of

enclosing or protecting products for distribution, storage, sale, and use.

Packaging also refers to the process of design, evaluation, and production of packages.

Packaging

Levels

LEVELS OF PACKAGING

•PRIMARY PACKAGING

•The customer actually handles the product in its

primary packaging.

•This level of packaging may be the one that the

consumer sees.

•It is kept till it is opened or throughout the product’s

life.

Examples

•SECONDARY PACKAGING

•The Secondary packaging provides information to the consumer about the product.

•Additional layers of protection that are kept till the product is ready for use.

Examples

•TRANSPORTATION/TERTIARY

PACKAGING

•It Refers to the further packaging components

necessary for :-

Storage,

Identification,

Protection against damage and

Durability.

Food packaging types

packaging type Type of container Food examplesAseptic processings Primary Liquid whole eggs

Plastic trays Primary Portion of fish

Bags Primary Potato chips

Boxes Secondary Box of Coca-Cola

Cans PrimaryCan of Campbell's Tomato soup.

Cartons Primary Carton of eggs

Flexible packaging Primary Bagged salad

Pallets Tertiary

A series of boxes on a single pallet used to transport from the manufacturing plant to a distribution center.

Wrappers TertiaryUsed to wrap the boxes on the pallet for transport.

NECESSITIES OF PACKAGING

Packaging is a very important marketing strategy to glamorize your product in order to attract the consumer’s attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it.

Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products.

Packaging should definitely be included in the 4 major P’s of marketing (Product, Place, Promotion and Price).

IMPORTANCE OF PACKAGING

FUNCTIONS OF PACKAGING

•Product Identification:- Packaging greatly helps in

identification of products.

•Product Protection:- Packaging protects the

contents of a product from spoilage, breakage,

leakage, etc.

•Facilitating the use of product:- Packaging should be

convenience to open, handle and use for the

consumers.

•Product Promotion:- Packaging is also used for

promotional and attracting the attention of the

people while purchasing.

THE PURPOSE OF PACKAGING

Consumer BehaviorYoung Population (< 25 Yrs 59 % of the Country) - Power of Youth - Catalyst of Change - Open to try out new aspects

• Increasing no. of professionals - growing service sector - Higher OOH consumption - Increasing stress levels - Awareness of global happenings & international trends

• Increasing no. of skilled working women (15% in Urban India) - Spending power - Convenience products - “Quality time” with family

Horlicks - Journey

Horlicks Key PointsRugged look initiallyAttractive packaging and carton packAttractive light tetra packNew bold look for plastic bottleDifferent Flavors and vibrant colors Toy Shaped packBottle in the shape of Women

Packaging

Horlicks malt powder in jars from India (left) and Jamaica.

A jar, mug and a couple of teaspoons of Horlicks from the UK

HORLICKS: TALLER, STRONGER, SHARPERGradually, the brand extended itself to products

catering to a different Target Audience Horlicks Lite variant for old Horlicks Junior Horlicks Women Horlicks Junior Buiscuits Horlick Nutribar

Age-wise targeting

Location-wise targeting Launched chocolate variant for North and West Vanilla and Honey for targeting others

Contemporary packaging in hues of bright blue and orange.

The Horlicks visual identity has undergone a complete makeover

A unique pillow-shaped pack and contemporary visuals were introduced across the product portfolio, creating stand-out from other hot milky drinks and giving the brand a fresh new image.

Brand Essence :- 'pleasurable nourishment'

Brand Personality:being social, spirited, full of life and vitality

Brand Packaging:-

Promotion

Ice Age2 Ice Age3

Apart from conventional strategies Horlicks organizesHorlicks Wizkid -

India’s largest interschool and cultural fiesta

Complan - Journey

Complan – Key PointsStarted from Paper packsIntroduced glass packs in betweenMore emphasis on design and message

Boost - Journey

Boost – Key Points

Bournvita - Journey

Emerging Trends Easy to handle packs are preferred.

In use convenience is the call of the day.

Easy to use packs are gaining popularity. People are ready to pay premium for “In use” convenience

Easy to tear LASER etched pouches

Horlicks in Composite Containers with spoon for measurement

Easy to hold packaging formats

Inbuilt handle in cap forease in carrying

Inbuilt handle in Jar forease in carrying

Reclosable Opening for Beverage carton

Squeezable Tea bagNo need to use a spoon after use, just pull the strings apart to

squeeze the tea bag

Microwavable packaging

Ketchup, ergonomic shape withthree nozzles to create designs

on the plate or food

Ketchup, Squeezée bottle

Self heating coffee canPull the tag, coffee heats up automatically

Shelf & Consumer AppealShelf visibility and consumer appeal is becoming

very important.

Modern trade outlets call for instant consumer attraction.

Pack appearance and ability to engage consumers are becoming the

key consideration for any new packaging design.

Modern trade - fighting for consumer attraction.Differentiated shapes/ attractive graphics are the need of

the day

Current Format Ready to use pack- Food already cooked- “Heat

and Eat”

On the Go- To meet the demand of fast pace of life. Have your food “Anywhere & Anytime”

Vending formats- Strongest emerging format

On the go packaging formats

Nutritional Labeling

• Label declaration• More and more labels

are coming• with nutritional

information. Enhance• consumer awareness• • List of ingredients /

nutrients• • Serve size / % Daily

Requirement• • Benefits

ENVIRONMENTAL CONSIDERATIONS

SYMBOLS USED ON PACKAGES

Many types of symbols for packaging are nationally

and internationally standardized. For consumer

packaging, symbols exist for product certifications,

trademarks, proof of purchase, etc.

Examples

Dry laminating machine

Doctoring rewind machine

Multilayer machine

Rotoflex Rotogravure printing presses

Rewinding & Inspection machine.

ADVANTAGES AND DISADVANTAGES OF PACKAGINGFood and drink products are packaged and sold in glass, plastic, aluminum and paper. Each of these materials has advantages and disadvantages for the consumer and the manufacturer.

Safety Packaging food makes it safer and less vulnerable to contamination. Though the Food and

Drug Administration has expressed concern about the safe use of recycled packaging, it is generally considered to be safe.

Shelf Life Food lasts longer and stays fresh longer when it's packaged successfully. Unpackaged

food can quickly become dry, moldy or spoiled. Waste

Food packaging accounts for a large amount of all waste in the United States. Though some packaging is recyclable, it's difficult to improve the efficiency of most packaging.

Cost Packaging accounts for a percentage of all food manufacturers' costs, and that is factored

into the final price of each food product for the consumer. Convenience

Single-serving packages and packaged perishable items are convenient because consumers don't have to wrap them up or put them in containers before storing them.

ConclusionWith enhanced consumer driven needs , packaging

innovations to provide solutions to satisfy the consumers.

Also, this way the food industry is also booming as people are taking more of outside food.

India being a highly populated country, there are chances for the industry to grow immensely in near future.

Though the food is in demand, there still are side effects like the food might get poisoned and has been harmful too (in some cases), so steps must be taken to protect food.