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ranging decisions, the retailer would assess whether packaging is excessive or inappropriate[1].

But why consider only the negative aspects? Many of packaging’s functions and features have the potential to benefit a range of stakeholders. And there are exciting developments that should not be ignored. The positive points are considered below in the context of the five P’s, a design model suggested by Sanjay Patel, co-founder of the Packaging Collective, that leverages the multifunctionality of packaging[2].

Is it all bad?Packaging has become public enemy number one. We are now used to the overwhelming negative press. Fair enough. Packaging is linked with plastic waste, unnecessary use of resources, increased carbon footprints and many more sustainability issues.

Food and drink retailers and manufacturers are moving quickly to reduce packaging and improve the eco-credentials of the packaging they continue to use. For example, Dave Lewis, the CEO of Tesco, recently announced that as part of its

The five ‘P’s of packagingProtectTraditionally, packaging has been engineered to protect the product from the environment. This in turn keeps the end user safe. We should remember that before the widespread use of effective protective packaging, food and drink spoiled more quickly, goods were damaged and consumers ended up using and consuming inferior quality products.

Materials are being developed that give an extra layer of security. For example, antibacterial technology is now available that inhibits the

Packaging serves a purpose far greater than just creating undesirable waste. While keeping sustainability issues in mind, Carol Raithatha, points out some of the reasons why our industry really should be positive about packaging.

Pack(ag)ing a punch

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growth of bacteria, moulds and yeast on the outer packaging of fresh meat[3]. From another perspective, we now have tamper evident, traceable and anti-counterfeit packaging. In this context, there is the potential for digital extensions that provide updated information about the product and pack history direct to consumers, ultimately protecting them from fraud.

PresentIn the food and drink sector, the pack has always been a route for communicating important information about origin, ingredients, nutritional value and preparation methods of what is contained within. Carefully designed packaging can help educate consumers and allow optimal usage of the product.

According to the World Health Organisation, when nutrition labelling is readily noticeable, understandable and compelling, it has the potential to stimulate consumers to make informed healthier food choices and to drive manufacturers to reformulate[4]. From a sales perspective, guidelines have been developed that suggest using product imagery or transparency is an effective means of capturing attention, enhancing perception and increasing purchase intent. Transparent packaging may be the solution for new or unfamiliar products, allowing the consumer to judge quality before the first purchase[5].

PromotePackaging is clearly an important marketing route for a brand or manufacturer. Each pack is an advert delivered directly into the hands of an individual consumer. Communication may be via copy, symbols or branding. Another route is pack related promotions: research has shown most UK consumers think rewards and promotions make a brand more attractive whilst shopping[6].

The 2019 Cadbury campaign, in which 783 white Creme Eggs were released to retailers in the UK, is an example of how a brand, the pack and the product can be used to create an exciting and interactive promotional experience for consumers, all within the context of unwrapping

and enjoying a sweet treat[7]. These white eggs were randomly distributed amongst stocks of regular (milk chocolate) Creme Eggs. If a lucky consumer found that their Creme Egg was white, they won a prize of up to £10,000[8].

PositionPackaging can be used to differentiate the product vs others in the sector and in the purchasing space. This obviously benefits the manufacturer but can also be helpful to the consumer. The shopping environment has become chaotic and crowded, so clear signposting is needed. Shape, size, colours, logos, typeface, images, materials, odours, etc. can all be used to enable a product to stand out.

Consider scented packaging: manufacturing processes are available that incorporate bespoke odours directly within packaging[9]. Another approach is scratch and sniff technology that allows the consumer to interact with unopened packaging and to experience the aroma of the

product contained[10]. The unique shape of Müller

Corner yogurts is another case in point. The square pack design with two triangular compartments (one for the yogurt and one for the topping) allows the product to stand out in a busy category of mostly round pots and is also an essential part of offering a customisable product.

ProvideGood packaging is designed to deliver a product to the consumer in a convenient, ergonomic and safe manner. Packs of different shapes and sizes are suitable for different contexts. Ease of use is very important and can be understood in terms of examples such as juice that pours easily from the carton, a spray bottle that does not drip, a cereal for which the cereal carton is truly resealable, etc.

Packaging may also help to deliver just the right amount of product for each use. For instance, several years ago Unilever launched a new squeeze bottle and cap for Hellmann’s

Carefully designed packaging can help educate consumers and allow optimal usage of the product.

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mayonnaise that has helped to revolutionise the category and the way in which consumers use spreads and condiments by allowing less waste with less mess[11]. This required insight into the habits and preferences of target consumers, as well as clever industrial design. Increasingly, pack innovation also takes sustainability into account: according to the manufacturer, by 2020 all Hellman’s mayonnaise containers sold in US retail stores will be made from recycled plastic materials[12].

Three more ‘P’s There are arguably three additional packaging ‘P’s that relate directly to how we lead our lives in modern times:

PersonalisePackaging can help consumers use a product the way they like, developing a personal connection. With online channels, digital printing and other technology tools, personalisation in

terms of colour, typefaces and images is becoming possible. Some brands leverage this with gifting opportunities via packaging.

Coca Cola products labelled with common first names are an example we saw a few years ago. Marmite jars, that can be ordered online personalised with any name, are another[13]. Creating a unique link between a container and an individual can help drive consumers towards re-use as well as adding value. The launch of KitKat Chocolatory by Nestlé is an interesting development. The concept includes an online shop where, by choosing from four different types of chocolate and a range of ingredients, consumers create their own customised chocolate snack, which will then be delivered to them with personalised packaging[14].

PleaseIt is important to be aware that packs are thoughtfully designed and often have a certain aesthetic. Innovative packaging can be a route to bring affordable and functional beauty into the home. Packaging has the potential to add a bit of colour, fun and delight to the mundaneness of shopping, cooking, cleaning and entertaining.

Take the case of spirit bottles which now come in a range of interesting shapes, sizes, hues and textures. The design often relates to the product’s heritage. For example, according to The Port of Leith Distillery, where Lind & Lime Gin is produced, the spirit’s unique wine shaped bottle was inspired by the

history of glass and bottle production in Leith[15]. The growing importance

of a multisensorial approach, which aims to use as many of the senses as

possible (sight, touch, hearing,

smell and sometimes even taste) to engage the consumer, is another tool in the creation of pleasing packs.

PlayPackaging increasingly extends the experience around the product and brand, bringing a sense of fun to the routine of everyday life. Many sectors use gamification to add enjoyment to the consumer’s interaction with their product or service. These tools can also be used to nudge consumers towards more sustainable behaviours.

Applications available now allow packs to act as a route into digital experiences. For example, the technology company Zappar created a bespoke scanning app for the PEZ Europe Rovio’s Angry Birds collection that serves as an augmented reality entry point to a world of mini-games and shareable content. A key goal was to drive sales of separate refill packs, encouraging consumers to continue enjoying their product after the initial dispenser purchase[16].

Less waste, more functionality and funLike most things, the story around packaging is complex and cannot be summarised into one narrative. Although there are compelling arguments for reducing packaging and ensuring it is as sustainable as possible, consumers and food professionals alike should not discount the many desirable functions of this important component of our lives. It is time we got positive about packaging.

References and article available online atonlinelibrary.wiley.com/doi/10.1002/fsat.3401_10.x

Carol Raithatha

Carol is an IFST Fellow and active committee member of the IFST Sensory Science Group and the Eastern Region Branch. She’s the Director of Carol Raithatha Limited, a UK based food and drink research consultancy and is the author of several published market reports and articles highlighting packaging innovations and trends.

Email enquiry@carolraithatha.co.uk

Web carolraithatha.co.uk

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