Trends in Packaging 2014 - Contract Packaging Association
CPA 2014 Annual Meeting
Today consumers control brands. The internet and social media have given consumers more of a voice than they have ever had. This rise of the “Experience Economy” and “The internet of things” has changed the retail shopping experience. This always-on digital savvy consumer creates massive challenges for brands on how they have to mobilize their product development and supply chain management to deliver on the ever-shifting landscape of consumer demands. The good news is these changes are causing explosive growth in the contract packaging industry. In his presentation, Pete Sena takes us you through some emerging consumer trends and behaviors to inspire you on some ways you can better service consumer packaged goods organizations who are consistently shifting and evolving to meet the needs and demands of consumers globally.
A framework for top 6 trends and consumer wants in Package Design and consumer packaged goods.
1 - Sustainability
2 - Transparency
3 - Social Media & Connected Technology
4 - Functionality
5 - Entertainment
6 - Convenience
Brands are looking for innovative thinking to transform their business
If we know that 68% of purchase decisions can be driven by packaging an unsatisfied consumer means opportunity for packagers.
Created a Framework of 6 Key Pillars of for the intersection of consumers and packaging worldwide to inspire disruptive innovation.
-when people feel like the brand stands for the values they do, they have a higher affinity towards brands.
sustainability is paramount.
-better environment, better world.
The LOHAS consumer (life of health and sustainability) segment is a 290 billion dollar market in the US alone.
this estimated 13 to 19 percent of the population cannot be avoided.
sustainability matters more than because our customers want it
The choices we make will affect our children's future on this earth.
The land grab for the higher income consume is among us.
environmentally friendly packaging is important to consumers.
Reusable packaging offers people something extra for their money, allows consumers to feel environmentally responsible in their purchase decisions
people care how a product was made.
where possible we must lift the curtain
Focus groups are too slow and don’t offer the power and reach that social media does.
As a society we suffer from Cell Phone Addiction and FOMO (fear of missing out)
Social media paired with ethnographic research can unlock and validate key decisions in the supply chain and brand vision
News media and PR drives consumer interest.
Unilever, L'Oreal, Johnson & Johnson, Avon Products, Henkel, Estee Lauder, Coty, Clorox, LG, Procter & Gamble (P&G), MSW Packaging, Heartside Food Solutions, The Visual Pak Companies, ADCO Manufacturing, Church & Dwight, Revlon, Chanel, Energizer Holdings Inc, Prestige Brands,