Top 6 Trends in Packaging. Contract Packaging Association 2014 Conference
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Transcript of Top 6 Trends in Packaging. Contract Packaging Association 2014 Conference
2014PACKAGING
TRENDS
PRESENTED BY:
PETER SENA@petesena
Let’s take a look at thestate of packaging today
DID YOU KNOW?64% of consumers will sometimes buy
a product off the shelf without any prior knowledge of it.
Packaging drives purchase more than TV ads, online reviews and recommendations from friends.
37% 31%31% 27%
PACKAGING ONLINE FRIENDS TELEVISION
of purchase decisions are made at the point of sale. Package design plays a key role because it is often the only factor that differentiates two products on shelf.
73% 85%&
*2013 survey conducted by MWV group
SOMEWHERE BETWEEN
BUT WE HAVE A PROBLEM:
Fewer than
20%
of U.S. consumers report they are very satisfied with product packaging.
EVERY PACKAGE CATEGORY HAS ROOM TO IMPROVE
Satisfaction with soft drinks
!
24%!
19%!
18%
Satisfaction with healthcare products
Satisfaction with house hold cleaners
Satisfaction with frozen food packaging
!
18%!
17%!
11%
Satisfaction with beauty care products
Satisfaction with carry-out containers
KEY PILLARS OF 2014 PACKAGING TRENDS
01
SUSTAINABILITY
02
TRANSPARENCY
03
SOCIAL
04
FUNCTIONALITY
05
ENTERTAINMENT
06
CONVENIENCE
01
SUSTAINABILITY
the LOHAS consumer segment is a 290 billion dollar market in the U.S. alone
!
Let's not just sustain our quality of life, But BETTER our quality of life.
!
WE MUST STEP IT UP!
Nearly three quarters of consumers say that each of us has a personal responsibility to do what we can to be
environmentally responsible.
73% of consumers
think companies should help consumers become more environmentally responsible.
61% of consumers
identify reusable or repurpose-able as an important quality for food packaging.
63% of respondents
ENVIRONMENTALLY FRIENDLY PACKAGING MOST HIGHLY REGARDED AMONG AFFLUENT CONSUMERS
39% 40% 39% 37% 43% 47%
< $25K (Base: 341)
$25K - $49.9K (Base: 440)
$50K - $74.9K (Base: 425)
$75K - $99.9K (Base: 257)
$100K - $149.9K (Base: 279)
$150K+ (Base: 279)
Base: 1,872 internet users aged 18+ who are primary or shared shopper source: Mintel
Preferences in packaging attributes for purchasing decisions by household income, April 2013 Packaging that is labeled as environmentally friendly
PLANT BOTTLES• Recyclable PET made from
renewable resource (Sugarcane) is projected to offer significant growth potential over the longer term. • The production capacity of bio
based PET today is around 600,000 tons a year. • This volume is reported to grow
to roughly 5 million tons by 2016.
THE LIFE BOXThe “Life Box” contains hundreds of tree seeds within its corrugations and is safe to tear up, plant, water and GROW.
say when considering food purchase decisions, packaging that can be reused for other purposes would
cause them to choose a product over a competing product.
54% of consumers
expect manufacturers to increase recycling of their packages.
!
And 3 out of 4 prefer to learn about a package’s recyclability from the package
itself. !!
- Carton Council of North America
86% of consumers
02
TRANSPARENCY
What you see is what you get.
GROWING DESIRE FOR ANSWERS
75% of consumers
would like to see on-package information explaining how the product was made.
CLEAR PACKAGINGNo surprise here.
PRODUCT CLAIMSAgreement with attitudes toward food packaging, by age, April 2013
29%It’s difficult to find product claims on
product packaging.
38%I trust what
companies say on their labels about their
food products.
64%There are so many
health claims for food that it is confusing.
Base: Internet users aged 18+ who are primary or shared shopper
NEED FOR CONCRETE MESSAGING
64% of shoppers
say there are so many health claims for food that it’s confusing
29% of shoppers
say it’s difficult to find product claims on product packaging
TECHNOLOGY
Smart phones allow today’s consumer to access product information anytime, anywhere.
This offers a solution to transparency without confusing labels on packaging.
Utilize on-package QR codes and mobile applications (sms/shortcode) to offer consumers
more (instantaneous) product information.
Their voices WILL be heard. Its worth while to welcome their input.
Leverage social media to involve consumers and fans in packaging decisions.
Lay’s: Do Us a Flavor campaign
e
Asda has invited customers to tweet and write Facebook posts about the range using a #ChosenByMe hashtag. The best posts are being curated into a hub page on the Asda.com
website, from which some will be selected to appear on in-store POS barkers and on-pack stickers - with the customer’s permission.
03
SOCIAL
3 Ft
Max distance between average consumer and their mobile phone?
PRE-PURCHASE SOCIAL INTERACTIONS MATTER
76% of consumers
recommend companies they trust to a friend or colleague
57% of shoppers
are more likely to buy after receiving opinions from friends.
IN-STORE SOCIAL INTERACTIONS MATTER.
60% mobile-assisted
shoppers
are more likely to buy a product in the store when they find online reviews on their smart phone.
FREQUENCY OF MOBILE ACTIVITIES IN-STORE
52%32% | 16%
50%34% | 19%
39%41% | 19%
Price Checking Info & Reviews Call / Text friend or family member
Regularly (Top 3) Occasionally Almost Never
FREQUENCY OF MOBILE ACTIVITIES IN-STORE
Used a barcode or QR code scanner
!
36%!
34%!
24%
Searched for online coupon
Posted a social update
location-based check in (Foursquare, FB)
!
22%!
17%!
10%
Mobile login to store loyalty program
Paid @ checkout using mobile app
"Social media: A communications revolution causes a packaging evolution"
!-HealthCarePackaging.com
Packaging can be a sale-driving media platform.
"Understanding how consumers experience packaging is no longer optional; it is indispensable."
!- packworld.com
Macy’s has just become the first retailer to try out the tech, using shopBeacon devices that work with
Apple’s iBeacon innovation.
+ =
Instead of using an indecipherable Rorschach blot, it used your logo. And instead of just taking people to a link, these designer QR codes opened up
whole new lines of interactive communication. Ones that you could track, use and reuse to build relationships.
ALTERNATIVES TO QR CODES
TRIX CEREAL !General Mills are coming to life with an interactive augmented reality Star Wars experience! !At home or in the grocery store, scan the back of your Trix cereal box (pictured here) with the free Aurasma mobile app to take part in an epic battle against the Galactic Empire.
NABISCO !To promote Nabisco’s partnership with internationally-adored pop band One Direction, Aurasma has been embedded into the brand new 1D VIP app to unlock exclusive 3D video content starring the one and only One Direction!
LIGHT UP CEREAL BOXES !Even if the light-up cereal boxes never take off, the same technology could be attractive for manufacturers as a way to wirelessly track quantities and expiration dates, or for stores to wirelessly manage inventory. Also, battery-powered toys could be charged by the shelves they sit on, so their power would never run down.
BUILDING TRUST WITH THE CONSUMER;
NFC chips developed by Inside Secure can actually be physically embedded inside a product to
guarantee a product is real and not a knockoff.
Users are 10% more likely to purchase an item they’ve seen on Pinterest compared to other social sites,
according to Shopify. !
Major companies such as Target and Nordstrom have integrated Pinterest into their retail experience in some
locations to connect with social media users in store.
WARNING:
It’s kind of addictive, and you might make impulse purchases.
!FUN FACT:
An average pin generates 78 cents in sales and drives 2 visits to company websites.
FASHION LIKES !Brazil retailer using Facebook likes… on its clothing hangers
"Packaging is just as important as the product itself, and it goes a long way toward convincing customers that
they want what’s inside."
04
FUNCTIONALITY
92%80% 74% 72%
64%
ENVIRONMENTALLY FRIENDLY PACKAGING MOST HIGHLY REGARDED AMONG AFFLUENT CONSUMERS
Retains Freshness Re-sealable Easy to open Durable - sturdy Recyclable
Base: 2,000 internet users aged 18+ Source: Mintel
Important food packaging attributes, April 2013
YES, CONSUMERS WANT PACKAGING THAT:
1. Protects from breaking or spilling 2. Maintains product integrity 3. Gets the entire product out of the package
And then they want MORE!
In addition to standard packaging expectations, they ask…
“WHATS IN IT FOR ME?”
LIGHT IS GREATER THAN HEAVY.PaperBoy wine "bottle" is made from recycled cardboard with a plastic liner and is 85% lighter than a glass bottle.
DUAL- PURPOSE“FASHIONABLY CLICQUOT” !Cylindrical carrier & functional ice bucket.
ECOLEAN AIR POUCHES•REDUCES raw material to
a minimum. •SAVES resources & energy. •US demand forecast to
grow by 42% over the next five years to reach almost 24 billion units in 2018.
CREATIVE Fun & Functional
Packaging customization is becoming expected, especially by Millennials.
Dual-use packaging resonates well with environmentally and budget conscious consumers.
Give customers more bang for their buck without spending to much of our own.
DIY LIVING’S BIG IDEA:
SPECIAL OFFER: Pay for bench, lamp on the house.
What would otherwise be thrown in the trash now served a practical purpose at home.
joolz did the same.
Consumers need to be given the opportunity to engage with products before purchase.
80% of retailers
said implementing technology enhancements was the top strategy for addressing internal and external
challenges through 2015.
05
ENTERTAINMENT
Increase conversation, reach, engagement & loyalty.
59% of Status Seekers
are younger than 45 years old and are more interested in packaging that is attractive or cool than eco-
friendly and/or functional.
INTERACTIVE PACKAGING !Re-Think Wine
FUN DESIGNS !Jooze juice boxes
JUST GENIUS !Vax developed vacuum cleaner made from it’s own packaging
Make it Personal.
LIMITED EDITION FEATURES LOCAL ARTISTS !The ‘Start Pure’ campaign aimed to highlight what can be created from a blank canvas - in a similar fashion to the colorful cocktails that can be made from the pure, unadulterated vodka.
HEINZ ‘GET WELL’ SOUP FOR FRIENDS !Personalized packaging via Facebook promotion exceeded customer expectations.
A COKE FOR YOU !In the UK, 150 of the most popular names were stocked on shelves across the country, with names ranging from Aaron to Zoe.
06
CONVENIENCE
We have to go the extra mile so that our consumers don’t have to.
RE-SEALABLE PACKAGINGAn innovation unique to Kraft Foods, this new packaging allows consumers to be able to open and close their favorite chocolate slab time and again and keep the contents fresh
think re-sealable packaging is important, in large part because they associate re-sealable with the ability to
retain freshness.
8 in 10 consumers
EDIBLE PACKAGING“Don’t hold back - devour the sandwich without taking off the packaging.”
As more Americans adopt healthier living, smaller serving sizes will supplant the need to buy in bulk.
QUALITY MONITORING• Color-changing labels
monitor food freshness • March 2013 saw UK-based
Insignia Technologies launch ‘smart’ labels that monitor food quality.
• The labels, which can be incorporated into packaging lids, are activated when the product is opened and change color as food loses freshness.
As e-commerce grows, it may be possible to use simpler retail packs, make them smaller, leave them
unprinted or perhaps remove them entirely.
The continuing popularity of online shopping will propel healthy gains for corrugated boxes, those
created for specific products, used in the fulfillment of Internet sales.
Slow and Steady will lose the race.
young consumers are roughly twice as influenced by SPEED as older consumers.
QUICK APPLICATIONThe packaging and delivery of products should facilitate quick application and contribute to ease of usability.
SIMPLIFIED DESIGNIf there’s nothing to add & enhance, SIMPLIFY.
of shoppers use technology to save time.
44% of consumers
are more likely to choose a company that allows them to interact via an online, mobile
or self-service device.
88% of consumers
01
SUSTAINABILITY
02
TRANSPARENCY
03
SOCIAL
04
FUNCTIONALITY
05
ENTERTAINMENT
06
CONVENIENCE
01
SUSTAINABILITY
02
TRANSPARENCY
03
SOCIAL
04
FUNCTIONALITY
05
ENTERTAINMENT
06
CONVENIENCE
Innovation drives engagementBE MORE THAN A VENDOR!
THANKYOU
FOLLOW ME ON TWITTER
@petesena