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2014

PACKAGING
TRENDS
PRESENTED BY:

PETER SENA

@petesena
Let’s take a look at the

state of packaging today
DID YOU KNOW?
64% of consumers will sometimes buy
a product off the shelf without any prior knowledge of it.

37%

PACKAGING

31%
ONLINE

31%

FRIENDS

Packaging drives purchase more than TV ads, online reviews and
recommendations from friends.

27%

TELEVISION
SOMEWHERE BETWEEN

73%

&

85%

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.

*2013	
  survey conducted by MWV group
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

!

!

!

24%

19%

18%

Satisfaction with
soft drinks

Satisfaction with
healthcare products

Satisfaction with
house hold cleaners

!

!

!

18%

17%

11%

Satisfaction with
frozen food packaging

Satisfaction with
beauty care products

Satisfaction with
carry-out containers
KEY PILLARS OF 2014
PACKAGING TRENDS
01

02

03

SUSTAINABILITY

TRANSPARENCY

SOCIAL

04

05

06

FUNCTIONALITY

ENTERTAINMENT

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!
73%

of consumers

Nearly three quarters of consumers say that each of us
has a personal responsibility to do what we can to be
environmentally responsible.
61%

of consumers

think companies should help consumers become more
environmentally responsible.
63%

of respondents

identify reusable or repurpose-able as an important
quality for food packaging.
ENVIRONMENTALLY FRIENDLY PACKAGING MOST
HIGHLY REGARDED AMONG AFFLUENT CONSUMERS
Preferences in packaging attributes for purchasing decisions by household income, April 2013
Packaging that is labeled as environmentally friendly

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
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
BOX
The “Life Box” contains
hundreds of tree seeds
within its corrugations and
is safe to tear up, plant, water
and GROW.
54%

of consumers

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.
86%

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
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
PACKAGING
No surprise here.
PRODUCT CLAIMS

Agreement with attitudes toward food packaging, by age, April 2013

29%

38%

64%

It’s difficult to find
product claims on
product packaging.

I trust what
companies say on
their labels about their
food products.

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.
Leverage social media to involve consumers and
fans in packaging decisions.

Lay’s: Do Us a Flavor campaign

Their voices WILL be heard.
Its worth while to welcome their input.
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
Max distance between average
consumer and their mobile phone?

3 Ft
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

Price Checking

Info & Reviews

Call / Text friend
or family member

52%

50%

39%

32% | 16%

Regularly (Top 3)

34% | 19%

Occasionally

41% | 19%

Almost Never
FREQUENCY OF MOBILE ACTIVITIES IN-STORE

!

!

!

36%

34%

24%

Used a barcode or
QR code scanner

Searched for online
coupon

Posted a social
update

!

!

!

22%

17%

10%

location-based check
in (Foursquare, FB)

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.
ALTERNATIVES TO QR CODES

+

=

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.
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
ENVIRONMENTALLY FRIENDLY PACKAGING MOST
HIGHLY REGARDED AMONG AFFLUENT CONSUMERS
Important food packaging attributes, April 2013

92%
80%

Retains Freshness

Re-sealable

Base: 2,000 internet users aged 18+ Source: Mintel

74%

Easy to open

72%

Durable - sturdy

64%

Recyclable
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.
DUALPURPOSE
“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.
DIY LIVING’S BIG IDEA:
Give customers more bang for their buck without
spending to much of our own.
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 ecofriendly 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
PACKAGING
An 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
8 in 10
consumers

think re-sealable packaging is important, in large part
because they associate re-sealable with the ability to
retain freshness.
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
APPLICATION
The packaging and delivery of
products should facilitate quick
application and contribute to
ease of usability.
SIMPLIFIED
DESIGN
If there’s nothing to add &
enhance, SIMPLIFY.
44%

of consumers

of shoppers use technology to save time.
88%

of consumers

are more likely to choose a company that
allows them to interact via an online, mobile
or self-service device.
01

02

03

SUSTAINABILITY

TRANSPARENCY

SOCIAL

04

05

06

FUNCTIONALITY

ENTERTAINMENT

CONVENIENCE
01

02

03

SUSTAINABILITY

TRANSPARENCY

SOCIAL

BE MORE THAN A VENDOR!
Innovation drives engagement
04

05

06

FUNCTIONALITY

ENTERTAINMENT

CONVENIENCE
THANK

YOU
FOLLOW ME ON TWITTER

@petesena

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Top 6 Trends in Packaging. Contract Packaging Association 2014 Conference

  • 2. Let’s take a look at the
 state of packaging today
  • 3. DID YOU KNOW? 64% of consumers will sometimes buy a product off the shelf without any prior knowledge of it. 37% PACKAGING 31% ONLINE 31% FRIENDS Packaging drives purchase more than TV ads, online reviews and recommendations from friends. 27% TELEVISION
  • 4. SOMEWHERE BETWEEN 73% & 85% 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. *2013  survey conducted by MWV group
  • 5. BUT WE HAVE A PROBLEM: Fewer than 20% of U.S. consumers report they are very satisfied with product packaging.
  • 6. EVERY PACKAGE CATEGORY HAS ROOM TO IMPROVE ! ! ! 24% 19% 18% Satisfaction with soft drinks Satisfaction with healthcare products Satisfaction with house hold cleaners ! ! ! 18% 17% 11% Satisfaction with frozen food packaging Satisfaction with beauty care products Satisfaction with carry-out containers
  • 7. KEY PILLARS OF 2014 PACKAGING TRENDS 01 02 03 SUSTAINABILITY TRANSPARENCY SOCIAL 04 05 06 FUNCTIONALITY ENTERTAINMENT CONVENIENCE
  • 9. the LOHAS consumer segment is a 
 290 billion dollar market in the U.S. alone
  • 10. ! Let's not just sustain our quality of life, But BETTER our quality of life. ! WE MUST STEP IT UP!
  • 11. 73% of consumers Nearly three quarters of consumers say that each of us has a personal responsibility to do what we can to be environmentally responsible.
  • 12. 61% of consumers think companies should help consumers become more environmentally responsible.
  • 13. 63% of respondents identify reusable or repurpose-able as an important quality for food packaging.
  • 14. ENVIRONMENTALLY FRIENDLY PACKAGING MOST HIGHLY REGARDED AMONG AFFLUENT CONSUMERS Preferences in packaging attributes for purchasing decisions by household income, April 2013 Packaging that is labeled as environmentally friendly 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
  • 15. 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.
  • 16. THE LIFE BOX The “Life Box” contains hundreds of tree seeds within its corrugations and is safe to tear up, plant, water and GROW.
  • 17. 54% of consumers 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.
  • 18. 86% 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
  • 20. What you see is what you get.
  • 21. GROWING DESIRE FOR ANSWERS 75% of consumers would like to see on-package information explaining how the product was made.
  • 23. PRODUCT CLAIMS Agreement with attitudes toward food packaging, by age, April 2013 29% 38% 64% It’s difficult to find product claims on product packaging. I trust what companies say on their labels about their food products. There are so many health claims for food that it is confusing. Base: Internet users aged 18+ who are primary or shared shopper
  • 24. 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
  • 25. 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.
  • 26. Leverage social media to involve consumers and fans in packaging decisions. Lay’s: Do Us a Flavor campaign Their voices WILL be heard. Its worth while to welcome their input.
  • 27. 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.
  • 29. Max distance between average consumer and their mobile phone? 3 Ft
  • 30. PRE-PURCHASE SOCIAL INTERACTIONS MATTER 76% of consumers recommend companies they trust to a friend or colleague
  • 31. 57% of shoppers are more likely to buy after receiving opinions from friends.
  • 32. 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.
  • 33. FREQUENCY OF MOBILE ACTIVITIES IN-STORE Price Checking Info & Reviews Call / Text friend or family member 52% 50% 39% 32% | 16% Regularly (Top 3) 34% | 19% Occasionally 41% | 19% Almost Never
  • 34. FREQUENCY OF MOBILE ACTIVITIES IN-STORE ! ! ! 36% 34% 24% Used a barcode or QR code scanner Searched for online coupon Posted a social update ! ! ! 22% 17% 10% location-based check in (Foursquare, FB) Mobile login to store loyalty program Paid @ checkout using mobile app
  • 35. "Social media: A communications revolution causes a packaging evolution" ! -HealthCarePackaging.com
  • 36. Packaging can be a sale-driving media platform.
  • 37. "Understanding how consumers experience packaging is no longer optional; it is indispensable." ! - packworld.com
  • 38. Macy’s has just become the first retailer to try out the tech, using shopBeacon devices that work with Apple’s iBeacon innovation.
  • 39. ALTERNATIVES TO QR CODES + = 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.
  • 40. 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.
  • 41. 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!
  • 42. 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.
  • 43. 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.
  • 44. 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.
  • 45. 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.
  • 46. FASHION LIKES ! Brazil retailer using Facebook likes… on its clothing hangers
  • 47. "Packaging is just as important as the product itself, and it goes a long way toward convincing customers that they want what’s inside."
  • 49. ENVIRONMENTALLY FRIENDLY PACKAGING MOST HIGHLY REGARDED AMONG AFFLUENT CONSUMERS Important food packaging attributes, April 2013 92% 80% Retains Freshness Re-sealable Base: 2,000 internet users aged 18+ Source: Mintel 74% Easy to open 72% Durable - sturdy 64% Recyclable
  • 50. YES, CONSUMERS WANT PACKAGING THAT: 1. Protects from breaking or spilling 2. Maintains product integrity 3. Gets the entire product out of the package
  • 51. And then they want MORE!
  • 52. In addition to standard packaging expectations, they ask… “WHATS IN IT FOR ME?”
  • 53. 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.
  • 55. 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.
  • 57. Packaging customization is becoming expected, especially by Millennials.
  • 58. Dual-use packaging resonates well with environmentally and budget conscious consumers.
  • 59. DIY LIVING’S BIG IDEA: Give customers more bang for their buck without spending to much of our own.
  • 60. SPECIAL OFFER: Pay for bench, lamp on the house.
  • 61. What would otherwise be thrown in the trash now served a practical purpose at home.
  • 62. joolz did the same.
  • 63. 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.
  • 66. 59% of Status Seekers are younger than 45 years old and are more interested in packaging that is attractive or cool than ecofriendly and/or functional.
  • 69. JUST GENIUS ! Vax developed vacuum cleaner made from it’s own packaging
  • 71. 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.
  • 72. HEINZ ‘GET WELL’ SOUP FOR FRIENDS ! Personalized packaging via Facebook promotion exceeded customer expectations.
  • 73. 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.
  • 75. We have to go the extra mile so that our consumers don’t have to.
  • 76. RE-SEALABLE PACKAGING An 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
  • 77. 8 in 10 consumers think re-sealable packaging is important, in large part because they associate re-sealable with the ability to retain freshness.
  • 78. EDIBLE PACKAGING “Don’t hold back - devour the sandwich without taking off the packaging.”
  • 79. As more Americans adopt healthier living, smaller serving sizes will supplant the need to buy in bulk.
  • 80. 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.
  • 81. As e-commerce grows, it may be possible to use simpler retail packs, make them smaller, leave them unprinted or perhaps remove them entirely.
  • 82. 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.
  • 83. Slow and Steady will lose the race.
  • 84. young consumers are roughly twice as influenced by SPEED as older consumers.
  • 85. QUICK APPLICATION The packaging and delivery of products should facilitate quick application and contribute to ease of usability.
  • 86. SIMPLIFIED DESIGN If there’s nothing to add & enhance, SIMPLIFY.
  • 87. 44% of consumers of shoppers use technology to save time.
  • 88. 88% of consumers are more likely to choose a company that allows them to interact via an online, mobile or self-service device.
  • 90. 01 02 03 SUSTAINABILITY TRANSPARENCY SOCIAL BE MORE THAN A VENDOR! Innovation drives engagement 04 05 06 FUNCTIONALITY ENTERTAINMENT CONVENIENCE
  • 91. THANK
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