5 top global packaging trends





The top five packaging trend opportunities for 2013.

Jim Lucas is evp, Global Insights & Strategy, at Schawk Inc. — Packaging Digest, 5/6/2013 2:28:30 PM

Are you maximizing your packaging to BE RELEVANT AND VALUABLE for today’s consumers?
Jim Lucas, Contributing Writer

With the first quarter of 2013 behind us, where lies the greatest potential for packaging? These top shopper/consumer trends are not predictions, but rather opportunities for packaging in the remainder of 2013 and beyond. Each of these opportunities is based on providing consumers with something that is useful or valuable. With that in mind, we look at five areas with positive potential.

1. Sustainability
Sustainability continues to be an important theme for consumers globally-but with some twists.

Increasingly, consumers are holding companies (manufacturers and retailers alike) to a higher standard than themselves. While consumers have come to expect green characteristics as an important element of products, they are less willing to pay a premium for these elements. While shoppers tend to purchase green products, enthusiasm has waned somewhat, according to Mintel’s Attitudes toward Corporate Social Responsibility-U.S., published in Sept. 2012. Whether ingredients, packaging or process, “green” is not the stand-out differentiator it once was. It is important, but not as top-of-mind. It is becoming a greens fee in the marketplace.

As transparency rises, the expectation is that companies will be green. Consumers have become more skeptical and need help determining whether a product delivers on its claims (that is: proof).

An example of this is Method’s Ocean Plastic packaging. Method’s Ocean Plastic has both a good back story (the plastic is harvested by Method employees from ocean beaches) and provides proof (post-consumer recycled plastic creates a uniquely gray resin color).

Sustainable packaging plays an important role in beauty and personal care (BPC) products, too. While not a primary element of BPC products, half (49 percent) feel it is important to have products made from recycled materials, and 43 percent think it is important to recycle BPC packaging. Fresh handmade natural personal care and cosmetics manufacturer Lush, for example, claims that 70 percent of its products don’t have packaging, according to Mintel’s Personal Care Consumer-U.S. report, published in Sept. 2012. Lush promotes on its website, “Where we can, we make products into solid form so we can ditch the packaging and preservatives.” What packaging Lush does use is made from 100 percent post-consumer recycled materials.

In sustainability’s new role, consumers look to companies to provide a platform that allows them to make a difference, to do something they might not be able to achieve on their own and feel good about their purchases.

2. Authentic, credible, traceable
Today’s value chain often obscures the connection between food products and their origins. Packaging is an opportunity to provide information about locale and traceability, and re-establish the connection between the consumer and food brand.

Reassurance of authenticity/credibility of products has become important in emerging markets. In China, products like infant formula and milk powder come with verification (such as seals or certification, holograms and QR codes).

Provenance can serve to communicate premium quality, authenticity and unique, distinctive taste. Companies like Japanese snack manufacturer Calbee, which is present in numerous markets, often incorporate local ingredients into many of its snack products in other markets. Heinz’s First Harvest Ketchup (sold in France) represents a unique combination of provenance and season.

3. Branding
In addition to standing out at the shelf, packaging continues to be an important part of branding. Packaging allows marketers and retailers to amplify a brand’s essence, connect with a brand’s heritage, pique interest in trial/purchase, demonstrate brand premium value and allow consumers to express themselves through choice.

Use of limited-edition and exclusive packs saw growth in 2012. Five markets (Japan, Germany, U.S., U.K. and France) account for 68 percent of exclusive/limited edition launches. Beauty and personal care, food and beverage account for 95 percent of launches. Exclusives and limited editions represent a huge opportunity for packaging to drive branding.

• Oreo’s 100th Anniversary packaging demonstrates that heritage, via longevity, does not have to be stuck in the past, but may be reimagined, updated.

• Retro packaging (used by many brands in 2012: Fanta, Ruffles, Doritos, Pepsi and Coke) helps amplify heritage via nostalgia. In addition to evoking fond memories, it can create appeal among younger users.

• 2012 saw the use of well-known designers to create limited-edition packaging with quality/luxury associations: Oria Kiely for Method, Emily Hogarth with Nivea and, of course, Andy Warhol’s iconic re-imagination of Campbell Soup cans.

• From predictability to possibility, new, limited-edition flavors help expand a brand’s equity, while tempting consumers to try/purchase. In essence, limited-time/exclusive flavors feed the consumers’ desire for the new or novel while maintaining the security of a known brand. Consumers are more likely to try new flavors from a brand they already know. Consumers welcome the novelty of limited-time flavors, but also find it intriguing to think differently about a brand.

• Seasonal/holiday and event-related packaging saw huge growth in 2012 (such as at the Olympics). The calendar is an opportunity for brands to create relevance with consumers. For example, snack maker Morinaga released a new package for Dars chocolate bar (intentionally printed backwards), as part of a clever Valentine’s Day promotional campaign. The custom for Valentine’s Day in Japan is for women to present small, inexpensive gifts of chocolate to male coworkers at the office (that is, “giri choco” obligatory chocolate).


4. Shoppers manage their budgets

Packaging has the potential to fit with new shopping behaviors. The shopping eco-system, comprised of both shoppers and shops, has witnessed some dramatic changes.

Research reported by SymphonyIRI’s Time and Trends suggests that shopping behavior has changed in response to the economic situation. There is more “just-in-time” purchasing (such as fill-in or top-off trips) taking place, and less pantry loading. Retail formats have come to reflect these changes, with different trip types tending to be associated with specific retail formats (such as Tesco Extra for big trips, Metro and Express for Top-off trips). Many retailers have also been experimenting with smaller formats (Tesco Metro and Express formats, Walmart Express and City Target).

Smaller, easier-to-carry packs with smaller price points hold potential not only in Europe and the U.S., but in traditional trade retailers in many emerging markets (such as kirana-India, changarro-Mexico and sari-sari-Philippines). As shoppers continue to cope with economic situations that stretch their budgets, they are trying to manage their basket. Flexible packaging is poised to play a huge role in Asia in the smaller/traditional retailers-for snacks, bakery items and more-to help shoppers maintain their budgets.


5. Wellness: What shoppers seek

Making it easier for shoppers to find what they are looking for in the health and wellness category is the Holy Grail. The kinds of mental shortcuts shoppers are using-the information or clues shoppers are looking for when facing the shelf-are critical for finding their way through the crowded, ever-changing shelves of health and wellness products. Key to success is focusing on the information that is most crucial in the minds of shoppers.

• Calling out key benefits or ingredients makes it easier for the shopper to find the right product for their needs. Mintel’s GNPD database indicates that claims such as “suitable for” (allergen-related claims) and “natural/organic/bio” confer currency on products. Each of these represents nearly 25 percent of the claims on new food/beverage product packaging introductions in 2012 from around the globe. Moreover, ingredients like Vitamins A, C, E and antioxidants hold positive associations for consumers/shoppers.

• Recent examples include GlaxoSmithKline’s Ribena Plus drink concentrate (U.K.), with real fruit juice, fortified with vitamins A, C and antioxidant vitamin E; Rewe Frei Von Backmischung für Schoko Muffins (Germany), a gluten-free cake mix for chocolate muffins with chocolate glaze; and Danone’s Activia Peach Nectar (Brazil), with fruit and prebiotic fibers. The goodness, simplicity and naturalness of ingredients are important.

• Beauty and personal care shoppers are more focused on benefits (such as beauty enhancing, brightening, reduced redness and toning). There are other “clues” packaging can provide that serve as reasons to believe, and make it easier to “choose at the shelf”-free from, natural/organic ingredients, vitamin/mineral fortified, dermatologically tested, clinically tested or hypoallergenic. Some recent examples include Tony Moly’s Clean Dew Broccoli Sprout Cleansing Cream (South Korea), made with blueberry, tomato and broccoli extracts, or Drogerie Markt’s Alverde Naturkosmetik Natural Light Make-Up (Germany), light formula with organic papaya and agave extracts for moisturizing. Complicated products require a simple story!


Create consumer relevance

In conclusion, the opportunities identified are based on shopper/consumer trends, and represent not so much predictions, as opportunities exhibited in the marketplace. While packaging has long been one of the most efficient marketing/media vehicles (10 to 25 percent of the cost advertising, promotion or display programs), technology, innovation, changing views and behaviors of consumers afford large potential for packaging.

With so many claims vying for attention at the shelf, providing simple, easy to understand benefits on the package is a great aid to shoppers. It communicates that the brand “gets them.”

Finally, more than any other time, packaging is poised to play a heroic role in the building of brand and business. As our review has shown, packaging can play a larger strategic role in helping brands create relevance for consumers.


Jim Lucas is evp, Global Insights & Strategy, at Schawk Inc. (www.schawk.com), a leading provider of brand development and deployment services. An avid student of shoppers and retailers, Lucas has been engaged in the development and practice of shopper marketing. Contact him at James.Lucas@schawk.com.
Mintel, 312-932-0400, www.mintel.com
SymphonyIRI, 312-726-1221, www.symphonyiri.com







    We would love your feedback!

Post a comment

No related content found.


Canon Resource Center

Source Article from http://www.packagingdigest.com/article/523290-5_top_global_packaging_trends.php?rssid=20538

Technorati Tags: , , , , , , , , , , , , , , , , , , ,

Leather Conference Folders & Promotional Bottled Water – Why They Make Great Promotional Gifts

Leather Conference Folders & Promotional Bottled Water – Why They Make Great Promotional Gifts

At your next Conference will you target your product or service by giving delegates a Leather Conference Folder or do you target the delegate’s personal care with Promotional Bottled Water? This article discusses both possibilities and then leaves the choice up to you.

When a delegate receives information on the conference they have been invited to it sets the level of expectation immediately. If you contact the person via E.Mail with a PDF map that could be acceptable. However if the information arrives by post along with a relevant Promotional Gift such as a good quality road map or pen then it makes it much more personal. It gives the delegate the impression that they matter and that they can look forward to more pleasant surprises upon arrival. Perception is vital so you must get it right at the outset.

Upon arrival at the event the delegate can expect to pick up a bag with relevant information on where to go, what to do etc. But imagine if when they arrive that the information is presented in a Leather Conference Folder with their initials engraved upon the outer cover? All of a sudden this person feels that they are a valued individual and not just part of the crowd. You can see this for yourself at the next event you attend. Watch what attendees do with a plastic carrier bag, it is usually dropped at the feet of the recipient whilst they remove their coats or sign in. It is then left lying around or discarded entirley. Compare that then to the person whose personalised Leather Conference Folder is treated with care and respect. The folder will be put down carefully on a surface and it will be studied carefully as if it were an important item.

By catering for the attendees personal needs you once again demonstrate a personal touch. Giving each delegate Promotional Bottled Water tells them that you know they will probably get thirsty and you care enough about them to solve that problem. Unlike a pen or keyring this really is all about them and their personal care and not about you and your product. That said of course by branding the Promotional Water Bottle you achieve two wins for the price of one.

So which one you choose is completely up to you. Do you use the Leather Conference Folder or the Promotional Bottled Water? You will be aware that either of these items work well in delivering your message to its intended audience. The water will almost certainly be consumed on site so could be considered as a short term Promotional Item whereas the personalised Leather Conference Folder will definitely be taken back to the office or home and valued as great quality Business Gift.

Personally I believe you should give them both options but then as a Promotional Merchandise supplier that probably won’t surprise your will it?

Paul Beirne has been in the Promotional Clothing business for more than 20 years and is Sales Director of http://www.btcgroup.co.uk/about.html This UK based company is the largest privately owned manufacturer of Promotional Clothing and Promotional Merchandise in the UK.

Article from articlesbase.com

Related Plastic Bottles Articles

Related Blogs

    Technorati Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

    Green Wedding Ideas: How To Make Your Wedding Special

    Green Wedding Ideas: How To Make Your Wedding Special

    A wedding is one of the natural aspects of life and also the most important step that any couple ever takes in their lives. Therefore, combining these two aspects can really result in a wedding that is extremely memorable. This can be done through adding special touches to the invitations, decorations and food by way of natural, green wedding ideas. The following are some ways.

    1. Invitations: The kind of invitations that are sent out before the wedding establishes the theme that the wedding is going to have. Using green wedding ideas and concepts can really set the tone and expectation of the guests. Here are three things that can do it.

    i) Blooms invitation: There is a beauty in simplicity that only a naturalist knows of. These invitation cards only have a simple border design which is complemented by a subtly placed bloom of the couple’s choice.

    ii) Floral watercolor invitation: Adding innocence to a wedding can be a very touching and meaningful step and these invitations do just that with handmade watercolor floral imprints.

    iii) Dancing buds invitation: A very light touch can be given to the invitation with the help of a faint background behind the text.

    2. Decorations: Once the theme of the wedding is set through the use of multiple green wedding ideas such as the above mentioned invitations, the next step is to honor the expectation of the guests through the use of decorations influenced by the same concept. The following are some through which the couple can improve the natural factor of their wedding.

    i) Pastel Vases: A wedding consists of tables and a table will always need one or two vases on it to bring out the look. For a green wedding, the vases used should have pastel shades and should not be too bright or too dull.

    ii) Topiary Card Holders: Any well organized wedding would require card holders assigning seats to guests. Therefore, instead of using a conventional card holder made of plastic, a wedding shaped by green wedding ideas would include natural topiary card holders.

    iii) Customized Silk Flower Petals: Another of the many green wedding ideas is the use of personalized silk flower petals. These are artificial petals made with silk that can carry any name or message.

    3. Food: If the invitations and decorations are influenced by green wedding ideas then the food should be too. The following are some suggestions.

    i) Whole Leaf Tea Sachets: Using sachets that carry a whole leaf attached to their tops can set the mood of the wedding.

    ii) Bird Nests: The table can also carry mini bird nests which can be used to store small treats or candies for the guests.

    iii) Personalized Honey Jars: Personalization is the best way to make a wedding special. Using personalized honey jars can combine the provision of a food supplement with decorating the table.

    The above mentioned green wedding ideas can add the natural aspect to any wedding in addition to bringing about a peaceful and relaxing environment.

    Steve Ricardo writes about Garden wedding ideas and Fall wedding ideas. More information on Funny-Wedding-Idea.Com

    Article from articlesbase.com

    Related Plastic Jars Articles

    Related Blogs

    Technorati Tags: , , , , , , , , , , , , , , , , , , , , , , ,