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Top 6 Trends in Packaging. Contract Packaging Association 2014 Conference
The 2014 packaging trends highlight the significant influence of packaging design on consumer purchasing decisions, with over 70% of decisions made at the point of sale, yet only 20% of consumers expressing satisfaction with packaging. Key trends emphasize sustainability, transparency, and functionality, with consumers increasingly preferring environmentally-friendly packaging and clear product information. As technology advances, interactive and engaging packaging is becoming essential for driving consumer loyalty and enhancing the purchase experience.
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Top 6 Trends in Packaging. Contract Packaging Association 2014 Conference
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- 2. Let’s take alook 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 purchasedecisions 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 HAVEA PROBLEM: Fewer than 20% of U.S. consumers report they are very satisfied with product packaging.
- 6. EVERY PACKAGE CATEGORYHAS 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 OF2014 PACKAGING TRENDS 01 02 03 SUSTAINABILITY TRANSPARENCY SOCIAL 04 05 06 FUNCTIONALITY ENTERTAINMENT CONVENIENCE
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- 9. the LOHAS consumersegment is a 290 billion dollar market in the U.S. alone
- 10. ! Let's not justsustain our quality of life, But BETTER our quality of life. ! WE MUST STEP IT UP!
- 11. 73% of consumers Nearly threequarters 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 companiesshould help consumers become more environmentally responsible.
- 13. 63% of respondents identify reusableor repurpose-able as an important quality for food packaging.
- 14. ENVIRONMENTALLY FRIENDLY PACKAGINGMOST 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 PETmade 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 “LifeBox” contains hundreds of tree seeds within its corrugations and is safe to tear up, plant, water and GROW.
- 17. 54% of consumers say whenconsidering 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 manufacturersto 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
- 19.
- 20. What you see iswhat you get.
- 21. GROWING DESIRE FORANSWERS 75% of consumers would like to see on-package information explaining how the product was made.
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- 23. PRODUCT CLAIMS Agreement withattitudes 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 CONCRETEMESSAGING 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 allowtoday’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 mediato 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 invitedcustomers 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.
- 28.
- 29. Max distance betweenaverage consumer and their mobile phone? 3 Ft
- 30. PRE-PURCHASE SOCIAL INTERACTIONSMATTER 76% of consumers recommend companies they trust to a friend or colleague
- 31. 57% of shoppers are morelikely to buy after receiving opinions from friends.
- 32. IN-STORE SOCIAL INTERACTIONSMATTER. 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 MOBILEACTIVITIES 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 MOBILEACTIVITIES 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: Acommunications revolution causes a packaging evolution" ! -HealthCarePackaging.com
- 36. Packaging can bea sale-driving media platform.
- 37. "Understanding how consumersexperience packaging is no longer optional; it is indispensable." ! - packworld.com
- 38. Macy’s has justbecome the first retailer to try out the tech, using shopBeacon devices that work with Apple’s iBeacon innovation.
- 39. ALTERNATIVES TO QRCODES + = 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 arecoming 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’spartnership 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 ifthe 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 WITHTHE 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 ofaddictive, 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 usingFacebook likes… on its clothing hangers
- 47. "Packaging is justas important as the product itself, and it goes a long way toward convincing customers that they want what’s inside."
- 48.
- 49. ENVIRONMENTALLY FRIENDLY PACKAGINGMOST 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 WANTPACKAGING THAT: 1. Protects from breaking or spilling 2. Maintains product integrity 3. Gets the entire product out of the package
- 51. And then theywant MORE!
- 52. In addition tostandard 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.
- 54. DUALPURPOSE “FASHIONABLY CLICQUOT” ! Cylindrical carrier& functional ice bucket.
- 55. ECOLEAN AIR POUCHES • REDUCES rawmaterial 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.
- 56.
- 57. Packaging customization isbecoming expected, especially by Millennials.
- 58. Dual-use packaging resonateswell with environmentally and budget conscious consumers.
- 59. DIY LIVING’S BIGIDEA: Give customers more bang for their buck without spending to much of our own.
- 60. SPECIAL OFFER: Payfor bench, lamp on the house.
- 61. What would otherwise be thrownin the trash now served a practical purpose at home.
- 62. joolz did thesame.
- 63. Consumers need tobe 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.
- 64.
- 65. Increase conversation, reach, engagement& loyalty.
- 66. 59% of Status Seekers areyounger than 45 years old and are more interested in packaging that is attractive or cool than ecofriendly and/or functional.
- 67.
- 68.
- 69. JUST GENIUS ! Vax developed vacuum cleanermade from it’s own packaging
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- 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’ SOUPFOR FRIENDS ! Personalized packaging via Facebook promotion exceeded customer expectations.
- 73. A COKE FOR YOU ! Inthe UK, 150 of the most popular names were stocked on shelves across the country, with names ranging from Aaron to Zoe.
- 74.
- 75. We have togo the extra mile so that our consumers don’t have to.
- 76. RE-SEALABLE PACKAGING An innovation uniqueto 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 thinkre-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 Americansadopt healthier living, smaller serving sizes will supplant the need to buy in bulk.
- 80. QUALITY MONITORING • Color-changing labels monitor foodfreshness • 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 popularityof 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 willlose the race.
- 84. young consumers areroughly twice as influenced by SPEED as older consumers.
- 85. QUICK APPLICATION The packaging anddelivery of products should facilitate quick application and contribute to ease of usability.
- 86. SIMPLIFIED DESIGN If there’s nothingto add & enhance, SIMPLIFY.
- 87. 44% of consumers of shoppersuse technology to save time.
- 88. 88% of consumers are morelikely to choose a company that allows them to interact via an online, mobile or self-service device.
- 89.
- 90. 01 02 03 SUSTAINABILITY TRANSPARENCY SOCIAL BE MORE THANA VENDOR! Innovation drives engagement 04 05 06 FUNCTIONALITY ENTERTAINMENT CONVENIENCE
- 91. THANK YOU FOLLOW ME ONTWITTER @petesena