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Innovation Workshop packaging beverages

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'As is' innovations for beverage packaging in 2006 as consumer/trends/opportunities matrix as starting point for a brainstorm workshop.

Published in: Business, Self Improvement

Innovation Workshop packaging beverages

  1. 1. Innovations for Beverages ‘Food for thought’ for Innovation in Beverages, 23-aug-2006 Alies Gonlag ‘Sharing Knowledge, Growing Sales’
  2. 2. Market Movements Beverages Innovation is a little ‘number crunching’ & rigorously applying key trends and consumer themes Matrix Consumer – Trends - Opportunities Innovative Packaging ‘As is’ Examples Innovations Water, Juice, Milk oriented drinks; Alcoholic beverages; ‘New ways of Consumption today’; Smart Packaging can contribute to ‘wellness’? Brainstorm Brief 2 0 0 6 Alcan Packaging Slide 2 ©
  3. 3. Consumption and Growth opportunities Growth opportunities Other Packaged water Focus on healthier lives fuels growth in Milk ‘better for you’ segment Spirits Wine CSD Shift in the highly competitive soft drinks Beer Juice market, away from carbonates, towards Sports waters, juices and niche products such as Hot Drinks energy drinks and ready made tea and Source: Canadian coffee. 2 0 0 6 Alcan Packaging Slide 3 ©
  4. 4. Innovation is a little ‘number crunching’ & rigorously applying key consumer themes Today’s numbers provide learning from the past … total consumption consumption volume growth Western Europe per capita volume share 2000-2004 p.a. type soft drink 2004 (mio ltr) (ltr) per capita (%) packaged water 40,428 101 44.2% 3 carbonates regular 23,463 59 25.7% -1 juice 6,895 17 7.5% 1 squash/syrups 5,743 14 6.3% 0 carbonates light 4,795 12 5.2% 4 still drinks 3,326 8 3.6% 6 nectars 3,111 8 3.4% 3 iced tea 2,507 6 2.7% 6 sports drink 623 2 0.7% 14 energy drinks 481 1 0.5% 10 fruit powders 49 0.1 0.1% -3 iced coffee 33 0.1 0.04% 40 total 91,454 229 100.0% 1.8 Source: Canadian, Dohler … key trends in the way we live our lives gives guidance how we can add value in functionality and fun in packaging of the products we will consume….. 2 0 0 6 Alcan Packaging Slide 4 ©
  5. 5. Matrix Consumer – Trends - Opportunities Innovative Packaging Change packaging to adapt to Time compression Mobility 1. (new) occasions in shopping eg more convenient formats for convenience shopping e.g. grocery RFID; home consumption shopping at petrol station 2. (new) occasions consumption/ Innovation :functional & fun packaging solutions preparation; brewery systems eg hot drinks, chilled drinks, tablets, Time elaboration Changing ways Changing Shopping habits syrups Sensory, perception, of consumption pleasure 3. mobility; light weighting /portable; single serving/ smaller; shape ergonomic; 4. (new) distribution patterns; Consumption Occasions Mobility Changing Vending concepts in schools, Time: Morning, Lunch, Break, Evening.. internet shopping, distribution institutions Place: Office, School, Hospital, at home, home deliveries, pattern 5. ‘new generation’; Kids, Youth & Mobile, Pubs .. Trends vending machines Over 50-ies;open & reclosable, labels,Packaging; sizes, variety, fun, Consumer Theme smart packaging (e.g. reads label out Consumer ‘Wellness’, ‘Better for you’ products in loud), graphics/colours Individualism, Age Changing broad sense; complexity singles 6. Indulgence: feed senses with new demographics & over 50-ies; materials; taste, smell, look … Positioning Subjects 7. Premiumization; high impact Obesity (low sugar), Purity graphics eg for limited editions (water/transparency), Immunity/Sport/ Premium & Increased w.digital print Stimulation (energy/vitamin added), variety, buying power Indulgence. Natural 8. Transparency for naturalness, mixology, New shopping & consumption curiosity for variety, Pure products (water, pressed juice, experiences innovations coloured drinks (e.g alcococktails) to develop a balanced portfolio with Target Groups Wellbeing Quest Increased Health Close-in & Breakthrough Senior, Kids, Youth, Adults, Parents, & Naturalness; safe concern Innovations Women, Men, Family ‘better for you’ products 2 0 0 6 Alcan Packaging Slide 5 ©
  6. 6. ‘As is’ Innovations Beverages as starting point Focus on ‘Wellness’ underpinned with convenience & mobility How can we innovate with functional and fun packaging consumers will commit to? Take ‘As is’ situation as starting point; examples from Water, Juice, Milk, .. alcohol based beverages …. 2 0 0 6 Alcan Packaging Slide 6 ©
  7. 7. ‘As is’ Innovations ‘Wellness’ ; Water oriented drinks Products Positioning, Features & Benefits Wellness Subject/Target Group: Rejuvenation for >50(?) Pack ‘LactoTab’ by Emmi PET bottle with Tabnology: tablet sealed in compartment (capsule or blister) Benefits Quality/Freshness: Transparent bottle, Essential nutrients separated from the liquid preventing quick degradation Easy handling (portability, ..), safety Wellness Subject/Target Group: Stimulation Energy For Youth Pack ‘Defense’ Powder sealed in compartment with lidding, released upon tab opening (pressure drop) Benefits Quality/Freshness: Essential nutrients separated from the liquid preventing quick degradation Easy handling (portability, ..), Benefits Alu cans (see Power trip) 2 0 0 6 Alcan Packaging Slide 7 ©
  8. 8. ‘As is’ Innovations ‘Wellness’ ; Water oriented drinks Products Positioning, Features & Benefits Wellness Subject/Target Group : Stimulation Energy for Youth Pack ‘Power Trip’ decoration, ergonomic (Slim can) Benefits Alu can easy handling (lightweight, easy to chill, effective use of space on supermarket shelves in multi-pack formats, popular with consumers) quality; carbonated until opened Wellness Subject; Indulgence/Purity for Pack ‘Iceberg Water’ design; sculpted PET bottle clear packaging:, reflecting purity image of content Benefits transparent, Shaping PET, Ease of handling: lightweight, portable 2 0 0 6 Alcan Packaging Slide 8 ©
  9. 9. ‘As is’ Innovations ‘Wellness’; Water oriented drinks Products Positioning, Features & Benefits Wellness Subject; Indulgence/Obesity Pack for ‘Light’ Coca Cola high Impact Graphics ; full Body Sleeves with digital print limited-edition contour glass bottles Benefits premium, indulgence, ergonomic Wellness Occasion; Sport Pack for Gatorade design ; 4sight changed the feel & grip; contours and finger depressions in PET bottle ergonomic tall, slender lightweight PET Benefits transparent, Ease of handling: lightweight, portable, grip, sport cap 2 0 0 6 Alcan Packaging Slide 9 ©
  10. 10. ‘As is’ Innovations ‘Wellness’ ; Water oriented drinks for youth Products Positioning, Features & Benefits Wellness Subject; Obesity, alternative to CSD Occasions On the go e.g. in lunch pack, At home, Vending Pack Design; coloured, sculpted PET bottles, multi pack UK Clear packaging: reflecting purity image of content Benefits Transparency, Shaping PET, Ease of handling: lightweight, portable, single serve (in multi pack) Examples ‘Kids Only’; ‘Aquapod’ Nestle; ‘Crayola Color Coolerz’; ‘Fruitshoot’ Advanced H2O; ‘Drench’ Britvic 2 0 0 6 Alcan Packaging Slide 10 ©
  11. 11. ‘As is’ Innovations ‘Wellness’; Juice oriented Drinks Products Positioning, Features & Benefits Wellness Subject: Obesity, offer alternatives to carbonated soft drinks Pack/Benefits/Occasions for ‘Juicy Juice’ and Tropicana for kids and their familiy Carton/PET/can Wide choice with ease of handling for all drinking occasions, On the go e.g. in lunch pack, at home Corresponding convenience: lightweight, portable, single serve (in multipack), multiserve Wellness Subject; Fresh Quality, freshly Squeezed Pack ‘Squeezed’ Glass, currently changeover to PET in progress Benefits Re. benefits materials Ease of handling: lightweight 2 0 0 6 Alcan Packaging Slide 11 ©
  12. 12. ‘As is’ Innovations ‘Wellness’; Milk oriented Drinks Products Positioning, Features & Benefits Wellness Subject; Stimulation Pack for ‘Café Fresco’ Sara Lee/Campina PP container with high graphic carton wrap, with alu lidding and plastic overcap in chilled cabinet Benefits single serving, portable, reclosable, indulgence drink Wellness Subject; Obesity alternative to CSD for kids sparkling milk drink with added vitamins High impact graphics print, pack with chill/convenience benefits alu can Wellness Subject; Immunity boost Pack for ‘Immunity Boost’ for Yoplait PP container with high graphic sleeve, with alu lidding and new innovative plastic closure Benefits Tamper evident closure, single servings for ‘on the go’, pack in for lunch and at home 2 0 0 6 Alcan Packaging Slide 12 ©
  13. 13. ‘As is’ Innovations Examples Alcoholic Beverages Products Products, Consumption & Trends Tetraprisma pack for wine single servings in multi-pack Aluminium bottles for Beer & Spirits Chill quicker than glass bottles and to keep beverages colder for a longer period of time ; seen in beer, spirits, alcohol/energy, energy drinks, CSD unique shape, upscale look and distinct style enhances premium image Glass bottle for ‘Iceberg Vodka’ Decorative Premium Design in chiseled, ice-shaped glass bottle Clear packaging reflecting purity image Consumption Wine 35 ltr/capita/year; Beer 76 ltr/capita/year Trend Alcococktails for convenience & variety 2 0 0 6 Alcan Packaging Slide 13 ©
  14. 14. ‘As is’ Innovations Examples New Consumption Occasions Products Examples Brewery Systems Tea; Infusion system; Ineeka Teas ‘Brew- Tach陑 Coffee; Nespresso, Senseo… Tablets Amerilab Technologies ‘Drinkin’Mate Syrup Dissolvable ‘Bada Beans’ Hot Chocolate syrup in high graphic impact sleeved glass bottle Powder mixes Mouth sensations and convenience; Dohler Engineering; ‘trends ready made drinks can be integrated in powder mixes; mouth popping sensations etc....’ 2 0 0 6 Alcan Packaging Slide 14 ©
  15. 15. ‘To be’ Innovations ‘Wellness’ through Smart Packaging? Products Remarks RFID? product safety improve shopping experience merchandising & marketing product functionality (..elderly people..) E,g, talking label in wine bottle Convenience: ‘Talking wine’ label; be listened to with a small special label reader the size of a cigarette package (Modulgraf,Italy). Functionality: Anti-counterfeiting ‘Self Cooling’ (Bottles)? warmer & dryer climate; chilled drinks increasingly important When will we see the next generation self heating containers? ..with excellent good performance both in time consumed as well as attainable temperature Do consumers want these? 2 0 0 6 Alcan Packaging Slide 15 ©
  16. 16. Brainstorm Beverages What Packaging Solution for Ready (to-drink) concept ‘Wellness’ Beverages (healthy, pure, no sugar added (carbonated) soft drinks) for ‘new generations’ over 50-ies & kids Needs ‘Wellness’ underpinned with convenience & mobility demands functional and fun packaging’ Tools Shopping goods & internal discussions Matrix Consumer – trends – opportunities innovations & ‘As-is’ innovations; Brainstorm ‘Wellness’ Theme Shopping experience & new channels (..tags.. deliveries at home.. Internet..) Consumption & new ways of consumption (..lidding..add on’s..), preparation ( fresh pressed? ..2-in-1 functionalities.), handling (..ergonomic, small size..), ..vending machines at schools.. portability.. weight.. size.. Quality & indulgence (..anti-counterfeit..shelf-life indicator..transparency.. .sensory materials..) 2 0 0 6 Alcan Packaging Slide 16 ©
  17. 17. Summary Focus on high growth markets – ‘wellness’ segment demanding functional & fun packaging for new generations underpinned by convenience and mobility ‘Consumer/Trends & Innovations’-Matrix Today’s Innovations as a starting point Creative brainstorm ‘sharing knowledge, growing sales’ 2 0 0 6 Alcan Packaging Slide 17 ©
  18. 18. Creative Brainstorm Beverages ‘Sharing Knowledge, Growing Sales’

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