Consumer benefits of mechano-active packagesmuep.mau.se/bitstream/handle/2043/10529/Jenny_A... · scientist formulates a topic in which data is being gathered through group interaction

Consumer benefits of mechano-active packages

Jenny Allgulander

Production management within Media technology Aug 2010


Preface With this paper I am finishing my bachelor degree in Production management within Media

technology at School of Technology, Malmö University. The survey is executed for Innventia and

is concerning consumer benefits of mechano-active packages. I would like to thank my supervisors

at Innventia, Hjalmar Granberg and Beatrice Buzsaky Johansson along with my supervisor at

Malmö University, Henriette Lucander for their guidance and support during my work. Thank you

Hjalmar for your dedication and thank you Henriette for encouraging me along the way. I would

also like to thank the participants of the targeting groups who made this survey possible. A special

thank to my teacher in packaging design, Cattis Ahlström, who gave me valuable advice through

my work with the targeting groups.


Abstract


Through research Innventia has successfully invented a mechano-active (motioned) paper. The

purpose of the current work was to do a survey of consumer benefits of mechano-active packages,

leading to creation of 1-5 simple concepts and (or) prototypes of mechano-active packages based

on consumer benefits. This survey is executed for Innventia in order to help them, in their

continuing work with developing mechano-active consumer based packages based on real

consumer needs.

Using three targeting groups answering a questionnaire and participating in workshops have carried

out the survey. The targeting groups were divided into three categories: youth of today, older with

reduced mobility and parents with small children; each targeting group contained six participants.

The results revealed that 89 % of the participants at sometimes find packages difficult to handle.

All of the participants believe that the packages of today can improve with mechano-active

packages. The participants in this survey were very open-minded towards the prospect of mechano-

active packages and the results (helped me come to the conclusion) indicate that there might be (is)

a market for mechano-active packaging solutions that fulfil real consumer needs.

Keywords

Consumer benefits, innovation, interactive materials, mechano-active materials, packaging, paper.


Sammanfattning Genom sin forskning har Innventia lyckats uppfinna ett mekano-aktivt (rörligt) papper. Syftet med

mitt arbete var att göra en studie av konsumentfördelarna med mekano-aktiva förpackningar, vilket

skulle leda till framtagning av koncept eller prototyper baserade på konsumentfördelarna. Studien

är utförd åt Innventia, för att bistå dem i deras fortsatta arbete med att ta fram mekano-aktiva

förpackningar baserade på verkliga konsumentbehov.

Studien genomfördes med hjälp av att tre fokusgrupper svarade på en enkät och deltog i

workshops. Fokusgrupperna var indelade i följande kategorier: ungdomar, äldre med nedsatt

rörelseförmåga samt småbarnsföräldrar, varje fokusgrupp bestod av sex deltagare.

Resultatet visade att 89 % av deltagarna uppgav att de någon gång upplevde sig ha svårigheter att

hantera förpackningar. Samtliga deltagare tror att dagens förpackningar kan förbättras med

mekano-aktiva förpackningar. Deltagarna i studien hade en väldigt positiv inställning till mekano-

aktiva förpackningar och resultatet (fick mig att dra slutsatsen) indikerade att det kan finnas (finns)

en marknad för mekano-aktiva förpackningslösningar som uppfyller verkliga konsumentbehov.

Nyckelord

Förpackningar, innovation, interaktiva material, konsumentfördelar, mekano-aktiva material,

papper.


Table of Contents Preface............................................................................................................................................21 Introduction..............................................................................................................................5

1.1 Presentation and background......................................................................................61.2 Purpose .......................................................................................................................61.2.1 Framing of questions .................................................................................................71.2.2 Target group ..............................................................................................................71.3 Demarcation................................................................................................................7

2 Method .....................................................................................................................................82.1 Selection .....................................................................................................................82.1.1 Exclusion ...................................................................................................................92.2 Workshop planning and questionnaire .......................................................................92.2.1 Collecting data ...........................................................................................................92.2.2 Use and analysis of data ..........................................................................................102.2.3 Publication ...............................................................................................................102.3 References criticism .................................................................................................10

3 Theory ....................................................................................................................................113.1 Intelligent packaging ................................................................................................113.1.1 Mechano-active materials........................................................................................123.2 Introduction of a new consumer product ..................................................................133.2.1 Consumer benefits and convenience aspects...........................................................143.2.2 Improving open-ability ............................................................................................143.2.3 Reuse-ability and additionally functions .................................................................153.3 Regulations and guidelines.......................................................................................153.4 Framework Regulation (EC) No. 1935/2004 ...........................................................153.5 Future outlook ..........................................................................................................16

4 Empirics .................................................................................................................................194.1 Choice of targeting groups .......................................................................................194.2 Choice of packages...................................................................................................194.3 Study with targeting groups - realization .................................................................204.4 Choice of ideas for concept and prototype ...............................................................214.4.1 Concept and prototype developing ..........................................................................22

5 Results....................................................................................................................................235.1 Questionnaire............................................................................................................235.2 Workshops ................................................................................................................275.2.1 Mind map.................................................................................................................275.2.2 What if .....................................................................................................................315.2.3 You are the idea .......................................................................................................35

6 Ideas to mechano-active packages .........................................................................................397 Discussion ..............................................................................................................................448 Conclusions............................................................................................................................47


9 References..............................................................................................................................48Articles ...............................................................................................................................48Electronic sources ..............................................................................................................48Interviews...........................................................................................................................49

10 List of Appendix ....................................................................................................................49Appendix 1 – Planning Agenda ...................................................................................................50Appendix 2 – Questionnaire.........................................................................................................51Appendix 3 – Choice of packages................................................................................................53Appendix 4 - Mind map ...............................................................................................................55Appendix 5 - What if....................................................................................................................57Appendix 6 - You are the idea .....................................................................................................58Appendix 7 - Documentation of concept .....................................................................................59

Consumer benefits of mechano-active packages 5

1 Introduction Packages are prominent in our everyday life, the main purpose of packages is to protect and hold

their contents, but throughout the years packages have developed to become more than just a

shelter. They are used effectively as communication tools, communicating content along with

marketing and branding: the strengthening of a brand. Further, the package presents information

about its content and communicates something about its producer, which in turn reveals something

about the consumer, intentionally or not. A package can act as a messenger sending out values that

the producer and the consumer sympathize or identify themselves with. It can be about a certain

lifestyle or about ideals. This is referred to as identity based consuming.

This fast changing world we live in set higher demands on packaging materials, manufacturing,

design, ergonomics, functions and handling. Today we are talking about smart, intelligent or active

packages and although the term varies it has one defined meaning: the package manages to do more

than just protect, store and inform. This means that packages go from being passive to become

interactive, with the possibilities of e.g. changing colour and shape, self-opening and self-closing,

self-heating and self-cooling. Today’s packages are going through an exciting change, to say the

least, which is reflecting our contemporary and developing lifestyle. (Butler, 2008, Preface)

Smart packaging has a few obstacles to overcome before brand owners start widespread

implementation of these technologies in their packaging. These issues include cost and the

complexity of implementation through the supply chain. But there are pressures expediting the

growth of smart packaging, a number of drives favour the penetration of smart packaging,

including changing consumer demand patterns and possibility of brand identity through the use of

high-tech features. The demand for smart packaging comes not only from the end-user segment,

but also from retailers, brand manufacturers and government agencies. (Sharon, 2006)

The features in packaging are a lot more important today in how people make their selections,

whether it is easily opened and closed, microwaveable etc. Changing consumer demographics

affect the trends as factors driving changes in packaging, particularly the younger set of consumers,

the growth of an elderly population, as well as two people working in a household and single-

parent families, they all have their different needs. It all goes back to convenience and easy use of

packaging. (Ingram, 2006)


The overall picture is that packages need to become smarter in order to match the increasing

demands of both producers and consumers. The packaging innovators have the knowledge about

how packages can become smarter and they have ideas on how interactive packages can improve

today’s packaging. However for packaging innovators to be able to implement their inventions on

the packaging arena, they need to convince the producers so they can give the consumers what they

want. The producers need to know the consumer benefits of the package before they can sell it;

therefore I decided to make a survey on about the consumer benefits of mechano-active packages.

1.1 Presentation and background Innventia is a world leading international institute in research and developing relating to pulp,

paper, graphic media, packaging and bio refining. In April 2009 the institution changed their name

from STFI-Packforsk to Innventia. Innventia posted revenues of SEK 330 million in 2009 and

employs 270 people, based in Stockholm, Trondheim and London.

Innventia has a large number of research and demonstration projects, among them an innovation

project of active materials. Today Innventia have succeeded in creating a variety of mechano-active

papers capable of moving in exciting ways. They have also created a prototype of a self-opening

package; the package is not specified to any particular products but exists as a visionary concept.

These interactive papers and packaging materials change colour and shape in response to various

stimuli and can be used to create innovative packaging solutions.

(http://www.innventia.com, 8 April 2010)

In this study Innventia wish to examine the interest for mechano-active packages among

consumers, to locate what types of packages the consumers find problematic and in need of

improvement. Innventia will then take into consideration if these packages are relevant and

interesting to develop into mechano-active packages.

1.2 Purpose The purpose is to do a study of consumer benefits of mechano-active packages, leading to the

creation of 1-5 simple concepts and [or] prototypes of mechano-active packages based on real

consumer needs.


1.2.1 Framing of questions

What types of consumers have an interest in mechano-active packages?

What types of packages are interesting to make mechano-active?

How can these packages improve and become mechano-active?

1.2.2 Target group

This study is executed for Innventia; primarily to assist them in their continuing work with

developing mechano-active consumer based packages. The data can also be used in a sales and

implementation perspective; to motivate producers in developing and using mechano-active

packages based on consumer benefits. However this study may later on be interesting to producers

and retailers who have an interest in packaging innovations.

1.3 Demarcation Mechano-active materials have been developed through Innventia’s research, and because of

business secrecy and protection of their invention I am not going to describe this process in detail.

The participants of the three targeting groups have been demarcated within the range of a specific

geographic area to collaborate in workshops with a number of brainstorming sessions.


2 Method To accomplish the purpose of this study I decided to work with targeting groups, which is a

scientific method suiting to use when very little or nothing is known about a specific area. The

scientist formulates a topic in which data is being gathered through group interaction. (Wibeck,

2000, p. 23) According to Wibeck targeting groups are especially effective within this type of

research because it gives a direct and graphic description of peoples opinions. (Wibeck 2000, p. 40)

The reason to why I chose a qualitative method instead of a quantitative was foremost because I

wanted answers that was restricted to specific targeting groups, also it was more convenient and

manageable. Carrying out a more extensive investigation would require more time and involve

more participants, but would give a more general understanding of their opinions of mechano-

active packages. However a quantitative study might be interesting after mechano-active packages

have been introduced to the public. In this study it is more relevant to find out what a smaller

amount of specific targeting groups think about the idea of mechano-active packages, so that it can

be taken into consideration when developing packaging solutions based on consumer needs.

I introduced the participants to mechano-active materials by letting them fill in a questionnaire,

then I continued the study with a workshop that consisted of three brainstorming sessions, see

chapter 4 Empirics, p. 19 for more details.

2.1 Selection The targeting groups have been selected in consultation with my supervisors at Innventia; they are

based on categories of consumers that we assumed would be interested in mechano-active

packages. The three targeting groups consist of the categories: Youth of today, Older with reduced

mobility and Parents with small children. We decided that the number of participants would be

suitable from six to eight in each targeting group, giving a total number of 18-24 participants.

Through the three categories of targeting groups we assumed we had a wide and varying consumer

segment with different consumer needs of packages. I asked conceivable participants if they

wanted to participate in a consumer based study about a new packaging material, those who

answered yes gained information either by phone or by e-mail. The participants were informed

about date, time and location; they were also given a timetable and a concise description of

mechano-active materials (see Appendix 1 and figure 3.1 on p. 13). By giving them a brief

summary of what was expected of them I considered that they would have all the information


necessary for the upcoming event. The participants have been selected among students, colleagues,

friends, neighbours, sports associations, parents' associations and pensioners' associations.

2.1.1 Exclusion

Through this selection we have tried to cover three major consumer segments, which on the other

hand means that we have ignored other segments of consumers. This reduction can be seen as an

intentional choice since we wanted to do a qualitative study with specific targeting groups, in order

to make the study manageable and to achieve its purpose.

2.2 Workshop planning and questionnaire The study with the targeting groups was carried out as a workshop. In a group, individuals will take

more or less space and the risk that some might not share their opinions is relatively high. In order

to get more opinions from the participants I chose to divide the workshop into one individual and

one common part. In the first part the participants individually filled in a form and reflected more

freely about the topic, while they in the second part were discussing and answering structured

questions together as group. (Consider Appendix 1 and 2)

The question form for the workshops has been developed in consultation with my supervisor

Hjalmar Granberg. We agreed that the purpose with the form was to give the participants a gentle

introduction to mechano-active materials but at the same time give us valuable answers to

questions less suiting for group interviews. The group interview is similar to brainstorming

sessions; the moderator requires much creativity from the participants, to generate ideas for

mechano-active packages. (Consider appendix 4 and 5) Since the meeting with each targeting

group depends upon effectiveness and creativity during a limited amount of time there is need of

management and creative tools, that’s where the role of the moderator comes in. In the book

“Ideas: Creative tools and methods for concept developing” by Dorte Nielsen I found the

inspiration to these tools. The book brings up dependable methods and in this consideration they

have been excellent and useful tools.

2.2.1 Collecting data

Data has been gathered by having the participants filling in forms and through group interaction,

which was recorded and taken notes upon. Before recording, the moderator explained to the

participants that the purpose with the recording is to make the documentation easier; its content

will only be used by the moderator and is restricted for this purpose only. After approval from the


participants the group interactions were recorded. The files were later transferred to the

moderator’s computer for reading and transcription.

2.2.2 Use and analysis of data

I analysed the data by first evaluating how the participants answered individually within the target

group. Through this analysis I could see how similar and how different the participants within the

same targeting group answered, I could also see how similar and different the three targeting

groups answered in comparison. From this analysis I have been able to make conclusions and

summarize what the majority think. Then I made an analysis of how the three targeting groups

discussed and answered questions during the workshops. The participants’ discussions have given

me a clear picture of what they generally and in detail, think of the selected packages. Their

opinions and answers have also given me arguments to why, and ideas on how packages can

improve and become mechano-active.

2.2.3 Publication

The answers and the results from the study are published as a report, either described directly in the

text, as figures, in tables or as quotations.

2.3 References criticism Whilst new packaging materials are going through a developing process there is yet limited access

to printed sources about the topic. However I found reliable information in the book “Smart

Packaging Technologies for Fast Moving Consumer Goods” by Joseph Kerry and Paul Butler, also

in the book “Innovations in Food Packaging” by Jung H. Han. Dr Joseph Kerry is a college

lecturer and head of the food packaging research group in the Department of Food and Nutritional

Sciences at University College Cork. He is also a qualified member of the Institute of Packaging

and is very involved in national and international research projects both at fundamental and applied

levels. His co-editor Dr Paul Butler is a materials science specialist with interests in

nanotechnology, biomimetics, smart materials and smart packaging, currently an academic visitor

in the Department of Materials at the University of Oxford and consults on smart materials and

smart consumer packaging. Jung H. Han is a specialist in food processing and packaging. The

authors have extensive knowledge in packaging and technology and I therefore find their work

trustworthy and relevant. As for my electronic sources I find them mostly important and they can

be seen as a necessary complement to the literature.


3 Theory Smart packaging is a continuingly expanding research area. Theories along with innovations and

developments can be found within a wide range of different areas, from raw material to end use and

recycling. Aspects interesting for this study extend over the fields of intelligent packaging,

interactive packaging materials, consumer benefits, regulations and future outlook.

3.1 Intelligent packaging Terms like smart, active, intelligent or interactive are used to describe new packaging methods,

these terms lack a clear definition and vary in some literature. (Han, 2005, p. 138)

The term smart packaging is sometimes used to describe both intelligent and active packaging;

although these terms exist in a certain grey area they do have different meanings. Intelligent

packaging can be described as packaging with external or internal indicators that provide

information about history and quality of the package. Simplistically it refers to packaging that

senses and informs. Active packaging on the other hand is not synonymous with intelligent

packaging since it changes the condition of the packaged goods e.g. to extend its shelf life. (Butler,

2008, p. 2) A package being active means that it changes when influenced by a certain stimuli such

as moisture, temperature, electricity or chemicals. (Granberg, Hjalmar, senior research associate,

Innventia, phone meeting, 31 March 2010)

Packaging can do so much more than simply brand a product or keep it fresh; the applications of

intelligent packaging are almost endless. From virtually zero this market was expected to have sped

up to Euro 500 million in sales by 2007 (http://www.pira-international.com/Intelligent-

Packaging.aspx). Smart packaging technologies were initially considered to offer huge market

potential and benefits for producers and consumers and there has been good growth in active

packaging technologies over the past five years, but several factors have restrained market growth:

its relatively high cost, consumer resistance and restrictions imposed by food safety legislation,

particularly in the EU. Nevertheless, the trend for consumers to demand more convenient packaged

foods will drive the development in active packaging, including use of moisture scavengers, self-

venting films and microwave susceptors.

(http://www.pira-international.com, 29 July 2010)

At iPACK there are almost 60 people working to find new, unexpected applications for a

combination of organic chemistry, traditional electronics, paper technology and biomedicine,

among other fields. The iPACK Centre, also a research partner to Innventia, was founded to


advance the ability of Swedish industry to compete in the market for intelligent packaging by

developing innovative electronics in vision of internet-of-things, through close collaboration with

industry, leading research centres, and early adopters internationally. The overall goal is to have

iPACK internationally recognised as an important research centre for intelligent package solutions.

(http://www.kth.se, 28 July 2010)

“An important part of the smart package concept is the experience itself as well as the

use of it.” We are constantly searching for such applications for new, smart

packaging”

Li-Rong Zheng, director of the research centre iPACK

When the concept of smart packaging has been discussed in recent years, a common example has

been milk cartons that can indicate whether the milk has gone sour, but the technology use for

intelligent packaging area is much larger than this. Even though it has a potential area of use

according to Lars Sandberg, chairman of the board for first-stage iPACK, it is unlikely that the

technology will first be used for this application. The technology will be used primarily in more

expensive products such as packages for perfume or toys, where it can be a competitive edge in

comparison with other similar products. There are also many possible applications in the

medicine/technical area. One example is packages that can keep track of when a person has taken

their tablets. (http://www.kth.se, 28 July 2010)

3.1.1 Mechano-active materials

Through their research Innventia has succeeded in creating a variety of mechano-active papers

capable of moving in exciting ways. Mechano-active materials alter their shape in response to

various stimuli such as moisture, water, temperature (heat and cold) or electricity, see figure 3.1

below. (http://www.innventia.com, 8 April 2010)

One can imagine that the applications of this invention are numerous, from moving decorations to

new packaging solutions. Mechano-active materials can be used in creative marketing, in safety

aspects e.g. to oppose piracy, to create self-opening packages, as an interactive building and

inspiring design material.

(http://www.innventia.com, 9 April 2010)


Mechano-active materialsA mechano-active material can bend, twist, swell, shrink, change shape/stability/stiffness whenexposed to different stimuli. When exposed to a stimuli the mechano-active material enable packagesto be opening, closing, isolating (heat and cold) and shape-able.Example stimuli: moisture, water, heat, cold and electricity.

Example of common objects and phenomenon that provides stimuli:Fridge, freezer, oven, microwave oven, radiator, air-condition (e.g. in the car or indoor a hot summer day),hot food and beverage, cold food and beverage, ice, snow, season, breath, body temperature, simple electricdevices like cash register, mobile phone etc.

Figure 3:1 “Crib – Mechano-active materials”, freely reproduced from Hjalmar Granbergs description of mechano-active materials. (Granberg, 2010-03-20)

The effect of paper showing motion when exposed to different stimuli has been called “paper

muscle”. In 2008 Veronica Holmberg’s study “Creating temperature stimulated paper muscles by

printing and lamination”, was carried out as a part of a larger effort at Innventia, with the aim to

find new applications for paper, in that study specifically by giving motion to paper by using a

bilayer system, when the bilayer is exposed to stimuli such as heat, it will start to expand in all

directions. (http://www.uppsatser.se, 27 July 2010)

Figure 3:2 “A bilayer system of mechano-active paper”. Illustration by Veronica Holmberg (http://www.uppsatser.se, 27 July 2010)

3.2 Introduction of a new consumer product For smart packaging targeted at the consumer, the consumer benefits need to be central for a

successful new consumer product introduction. A general mistake when introducing a new

technology or a product, in packaging just as any other sectors, is forgetting what are the important

factors to the consumers at each stage of a products lifecycle. An efficient way of evaluating the

benefits of a new product is by identifying where and how the new product will affect consumers.


The results can then be displayed as a matrix of utility versus the various stages of buyer

experience. For packaging the most important stages are generally purchase, use and disposal, so

by placing a new smart packaging concept in one of these stages, innovators can clearly see how a

new idea creates a different utility proposition from existing products.

(Butler, 2008, p. 234)

3.2.1 Consumer benefits and convenience aspects

One of the most driving aspects in the development of smart consumer packaging is user

convenience. It is important that the package follows at least one out of three essential themes:

saving time, saving money or making things easier for the consumer. Today’s consumers are tired

of packages that are craving too much time and effort. First and foremost they want improvements

that save time and are easy to use, without causing more stress in an already busy lifestyle.

People’s increasingly hectic lifestyles are creating new demands on packaging, the consumers

expect packages to be lightweight, portable, reseal-able, easy to open and use without the aid of

tools. Even at the end of its lifetime packages need to be safe and easy to handle, consumers expect

packages to be reusable, or to be easily cleaned or crushed. If a package fails to live up to these

expectations it will create one last negative experience for the consumer. Our hectic lifestyles show

no signs of slowing down, most likely consumers will be even more mobile and time pressured in

the future. This tendency creates opportunities for smart packaging to offer new and improved

solutions that matches the consumer needs and demands on convenience.

(Butler, 2008, s. 245)

3.2.2 Improving open-ability

The new term “wrap rage” is used to describe the built-up frustration that can occur when packages

are too difficult to open. The frustration is just one part of the problem, it can lead to injury whilst

consumers trying to use knifes and other sharp tools to open difficult packaging. Packages that are

difficult to open are also discriminating against consumers with reduced mobility; it creates a

barrier since it hinders certain types of consumers to choose freely among products, which

negatively affects repeated purchasing. Easier-to-open packages are generally about good design,

vaguely increasing the total package cost. Usually it deals with very small changes, but the

message is that these small design changes can make large differences to open-ability and improve

the user convenience significantly. These types of re-design; with focus on improving consumer

open-ability, certainly fit into the category of smarter packaging.

(Butler, 2008, p. 242)


3.2.3 Reuse-ability and additionally functions

Smarter packaging could simply be about a great package design that is well suited for its original

purpose but provides additional convenience and usefulness once it is empty. This way of making

packages smarter would not only give the consumers new benefits but would also support

sustainability and reusability, reducing the amount of packaging going to waste.

Although the opportunities are many, the examples today are few. Naturally, everyday packaging

has its limits to be reused, since how many yoghurt pots does one household need? Nevertheless

already today there are packages with the possibility of fulfilling dual purposes and functionality.

In the future smart packaging technology is expected to have some tear-offs with focus on reuse-

ability. (Butler, 2008, p. 244-245)

3.3 Regulations and guidelines Compared with countries like Japan and USA the use of active and intelligent materials in Europe

is still limited. It is difficult to identify why this is the case but cost and consumer interest are

believed to be some reasons. The introduction of active and intelligent packaging will progress

along with the growing consumer interest for safe and convenience food. With the publication of a

specific regulation on active and intelligent materials, a system of authorisation will be enabled;

this may also increase the use of active and intelligent materials. (Butler, 2008, p. 320)

3.4 Framework Regulation (EC) No. 1935/2004 In the European Union the general requirements for food contact materials (FCM) are set through

Framework Regulation 1935/2004, particularly important is paragraph 3 stating that the packaging

material should not endanger human health. (Butler, 2008, p. 317)

Within the framework there are also regulations stating that consumers should not be mislead by

labels, advertising or presentation. (Butler, 2008, p. 309)

The framework describes active and intelligent packaging by the following definitions:

“Active food contact materials and articles mean materials and articles that are intended to extend the shelf-life or to maintain or improve the condition of packaged food. They are designed to deliberately incorporate components that would release or absorb substances into or from the packaged food or the environment surrounding the food”

“Intelligent food contact materials and articles mean materials and articles which monitor the condition of packaged food or environment surrounding the food”


The definition of active packaging distinguishes active materials from passive packaging materials

whilst it also excludes all packaging materials from natural sources. The definition of intelligent

materials is restrictive as it refers to packaged foods only. This means that an ordinary thermometer

or recording equipment used in food production or storage is not considered ‘‘intelligent’’ articles.

(Butler, 2008, p. 309)

A specific regulation, paragraph 14 on active and intelligent packaging is under preparation and

resembling its final stage. The document can be taken as a starting point for requirements on active

and intelligent packaging. The draft regulation deals in particular with the authorisation procedure

for active and intelligent components. So far the European Commission has announced that active

and intelligent packaging shall act in accordance with the requirements of paragraph 5; they should

be suitable and effective for the intended purpose, also the active and the intelligent components

shall be included in the Community list. An active or intelligent packaging is only considered to be

following the draft regulation if these requirements are fulfilled. (Butler, 2008, p. 311)

3.5 Future outlook Packages available today are doing an excellent job in preventing waste and getting products to

customers in good condition. Even so there are a number of reasons why packages need to become

smarter in the future. The world of consumer-packaged goods is mature and the market saturated,

at least in a developed world, so a new paradigm is necessary. We live in a rapidly changing world

where yesterday’s status quo is no longer good enough. Future packaging must offer and deliver a

more valuable proposition to the consumer, particularly dealing with convenience and on the go

support that our increasingly hectic lifestyles are demanding. (Butler, 2008, p. 233)

Consumers are seeking after faster, easier and more convenient high quality foods. This means that

consumption with focus on convenience most likely will be central in the future. (Han, 2005, p.

141) Conveniences may be considered within manufacturing, distribution, sales, marketing and

environment. It may also be related to productivity, processibility, traceability, ware housing, easy

opening and cooking preparation. (Han, 2005, p. 10) Another continuing trend within packaging is

research and developing of new materials with higher safety functions. (Han, 2005, p. 10)

In the future we are likely to see developments in low peel-force adhesives, even smart packages

that are self-opening but still tamper-proof. Just to keep in mind, there is a fine line between easy to

open and easy to tamper with. (Butler, 2008, p. 243)


Anyone claiming that today’s packaging is perfectly tailored to meet the needs of the older

generation is mistaken. This statement is based on the results of Pro Cartons study about packaging

requirements of consumers over 60’s. Today life expectancy is rising while birth rate is falling; in

fact society is getting older every year. Back in 1950, the number of people under 20 was

approximately twice as high as the number of those aged 60 or above. By 2050, however, this ratio

will have been reversed, then there will be more than twice as many over 60’s as young people.

The older generation yields new power, and they want to be offered packaging that meets their

needs. It is people who don’t want to be classified as “the elderly” by advertisers and marketing

specialists but instead expects being allowed to maintain the consumption and lifestyle habits of

their middle years.

The results show that less than one-fifth of older consumers are completely satisfied with the

packaging designs that exists today, Meanwhile 81 % is either satisfied only to some degree or else

they are completely dissatisfied. They are especially critical of: packaging that is difficult to open

and difficult to re-close, packaging that does not allow the product to be stored for an appropriate

length of time and packaging designs that do not allow the contents to be served in portions. It is

time for the packaging arena to adjust to this new power of the older generation and recognise the

dynamic potential for innovation offered by the reversal in society’s age profile.

(http://www.procarton.com, 7 March 2010)

The developments in smarter packaging also require a new look upon how paper is being used; at

Innventia they have a vision of paper 2030. This vision is based on the following trends divided

into four major categories:

InnovationSustainabilitySustainability

Globalisation

Innovation

Individualisation

Increased security needs

Think globally act locally

Selforganising networking communities

Mass customisation

Customer as a producer

Lifestyle

InteractivityEverybody is a potential customer

Growth assumption

Ethics

Emotional content

Added valueMaterial research

Brand value

Figure 3:3 “Vision of paper 2030”, freely reproduced from Hjalmar Granbergs illustration. (Granberg, Hjalmar, senior research associate, Innventia, phone meeting, 31 April 2010)


By 2030 it is possible that:

• People express themselves by personal inventions based on inspiring sustainable materials

• Paper should have built-in latent interactive properties, e.g. opto-active and mechano-

active papers

• Fibre-based materials should be available ‘‘building blocks’’

(Granberg, Hjalmar, senior research associate, Innventia, phone meeting, 31 April 2010)


4 Empirics In this part I am describing the choice of targeting groups and choice of packages. I am also

describing the realization of the study with the three targeting groups and how the ideas to

developing a prototype concept were chosen.

4.1 Choice of targeting groups In order to answer the question what types of consumers are interested in mechano-active

packages, a phone meeting with my supervisors at Innventia: Hjalmar Granberg and Beatrice

Buzsaky-Johansson were arranged 15 April 2010. We had earlier decided to work with different

targeting groups, during the meeting my instructors presented that they would like one of the

targeting groups to contain individuals with reduced mobility, because they believe that mechano-

active packages could improve their everyday life. I agreed but also expressed that because of the

increasing older population today, even older people without reduced mobility could be interesting

participants. We agreed that one of the targeting groups should consist of older with reduced

mobility. Parents with small children represented another targeting group; they felt like a natural

choice because when taking their children outside the home they are often carrying lots of

necessary packages. Finally the category youth of today was chosen as another targeting group, this

because we would like to think that younger people are mostly open-minded and could provide a

different input to the study.

4.2 Choice of packages To answer the question what types of packages are interesting to make mechano-active my

supervisors at Innventia gave me the task to choose ten packages that I thought would be

interesting to make mechano-active. We decided that the theme for the mechano-active packages

should be determined to the following stimuli: moisture, water, heat, cold and electricity. From the

beginning I choose ten packages within the following categories: beverages, dairy products, canned

food and cleaning and hygiene articles. After consultation we decided that I should choose two

packages to each targeting group, I selected packages within the category food and beverage since

it is primary packages that each and one can relate to. (Consider Appendix 3)


4.3 Study with targeting groups - realization After establishing targeting groups and packages I continued my work by carrying out the study

with the chosen targeting groups, to answer the question: how can these packages improve and

become mechano-active?

The first study was accomplished with targeting group 1: Youth of today, represented by six

participants within the ages of 20-25, of which three were women and three were men. Half of the

participants knew each other from earlier. The study took place in a study room at Malmö

University, School of Technology. All of the participants were taking an active part in the

discussions; they seemed comfortable whilst showing a vivid interest.

The second study was set out with targeting group 2: Older with reduced mobility, represented by

an equal division of altogether six men and women within the age of 55-82. Two of the participants

knew each other from earlier. Most of them had stated that they were suffering from aching joints

or were having rheumatic pains in joints. The study took place at the moderator’s home. The

atmosphere was cheerful and lively; the participants expressed their opinions with a great interest.

Although the discussion at sometimes had a tendency to slip outside the topic, the moderator

managed to lead it back to the primary discussion.

The third study proceeded with targeting group 3: Parent’s with small children, represented by

three men and three women within the ages of 25-32. Two of the participants knew each other

since earlier. Once again, the workshop took place at the moderator’s home. The discussion was

self-moving and the participants expressed similar opinions.

Each targeting group has participated in a workshop divided into three parts. In the first part the

participants were introduced to the purpose of the investigation, they were then presented to the

timetable and to mechano-active materials. After the introduction they were asked to fill in a form,

the form was expected to give an idea of the consumers living conditions and how they generally

handle every day packages. Simultaneously the form gave the participants an introduction to

mechano-active materials and it gave them a chance to independently reflect about packages before

they start discussing. (Consider Appendix 1 and 2)

In the second part of the study the participants took part in mind mapping, to define the chosen

packages. Each targeting group discussed two packages in relation to use, functions, sustainability,

reusability, recycling and problems. The chosen packages are found within the category beverage

and food, and have been adapted to the consumer needs of each targeting group. The discussion


started with the moderator placing the package on the table and encouraged the participants to

examine the package by looking at it and touching it. The participants were then asked to discuss

the package out of the earlier mentioned concerns while the moderator filled in templates of mind

maps. (Consider Appendix 3 and 4)

In the third part the participants were allowed to act as innovators through two different

brainstorming sessions. First they were asked to imagine what would happen if the package were

mechano-active, once again the moderator reminded the participants about the behaviour of a

mechano-active material. Within this part the participants could define the use of mechano-active

materials and imagine what a mechano-active package would look like, in addition to this they

could also predict problems that might occur. (Consider Appendix 5).

Finally the moderator asked the participants to imagine that they are the idea, the mechano-active

package. The participants were spontaneously expressing their opinions on how they felt, where in

the shop they were placed and why the customers should choose them among others. They were

also giving ideas on colours and shapes. This part is filling a marketing purpose, to give an idea on

how the consumers feel about mechano-active packages. (Consider appendix 6)

4.4 Choice of ideas for concept and prototype As previously mentioned we agreed to make 1-5 concepts and (or) prototypes of mechano-active

packages based on the consumer needs from this study. Throughout my work I realized that the

time limit would allow me to focus on one concept only, in order to develop a more proper

mechano-active solution. The results from the three workshops generated plenty of ideas; some of

them have been of great importance for the process with developing a concept and a prototype of a

mechano-active package. I thought it would be more reasonable to choose one of the packages

discussed among the participants from the study. Among the packages presented for the

participants, I felt that there was particularly one package that was in desperate need of

improvement: the paper mug. It was a package that a lot of the participants seemed to be

dissatisfied with. It was brought up and mentioned as a difficult package several times in the

questionnaire. And during the discussion with targeting group 1, Youth of today, it became clear

that its construction is poorly designed to live up to the consumer needs and expectations of today.

The paper mug is daily used by a wide range of consumers; therefore I thought it was ideal to see

what improvements could be done to the paper mug if it became mechano-active.


4.4.1 Concept and prototype developing

To come up with a packaging solution and design of a mechano-active paper mug I had to define

the problems with its contemporary equivalent. Through the group interview the participants had

given me answers to why the paper mug is difficult to handle, as expected, some of their answers

were similar to my definition of problems. Generally they thought that the lid was causing

problems because of its inability to attach to the mug properly. The participants would like to see a

better construction of the lid; so that it attach properly to the mug, which lead to my conclusion that

the main focus should be on improving the open and close ability. In fact I found interesting and

useful ideas from all the targeting groups, I used it as inspiration and transferred these ideas into

my concept of a mechano-active paper mug.

Ideas used as inspiration:

“Cans where you make the lid swell or expand to make the opening or closing easier”.

A participant from targeting group 1. Youth of today, when answering the question: What package would you like to be mechano-active?

“It is convenient that it is shaped as a mug, which makes it easier to stack, and storage, also easier to hold. Maybe the lid could self-close with the influence from the stimuli heat and steam from the hot beverage”.

Targeting group 1. Youth of today, when discussing the paper mug

“Almost like a package for micro wave popcorn, it is flat and takes little space but when heated it starts to expand”.

Targeting group 2. Older with reduced mobility, when discussing the frozen ready meal

“Maybe the lid is a bowl, put on the can, after heating you turn the can upside down to release the lid that has expanded to a bowl”.

Targeting group 3. Parents with small children, when discussing the canned baby food

The concept is being described with two sketches, one sketch shows the function and the other

visualise the concept. I also made a full scale drawing of the mug construction, describing all the

parts of the mug and their measurements, to use when constructing the prototype. The essential of

the design is that the lid has a 2-3 mm deep cut in which layers (a bilayerstructure) of mechano-

active materials are being placed. On the top of the paper mug there is an edge with the size of 5x2

mm that is rolled inward. After the mug is filled with hot beverage e.g. coffee the lid is put on the

mug, the edge inside of the mug fits into the cut and holds the lid. When influenced by heat and

steam from the hot beverage the mechano-active cut in the lid expands/swells, the expansion

secures the hold and prevents the lid from coming loose. (Consider Appendix 7)


5 Results In this part the results from the study with the targeting groups are being presented. I am here

reproducing essential information that has emerged. Please observe that only content relevant for

the report is being brought up.

5.1 Questionnaire Altogether the study consisted of 18 participants. Here are the essential results of what has emerged

from the questionnaire:

Civil status:

Of the total amount of participants

39 % are singles

39 % have a partner

22 % are married

Of those who were singles, 43 % are found in the targeting group Youth of today, of those who had

a partner, 28,5 % are found in the targeting group Older with reduced mobility and of those who are

married, 28,5 % are found in the targeting group Parents with small children.

Number of children:


39 % have no children

28 % have one child

11 % have two children

11 % have three children

11 % have four children or more

In the targeting group Youth of today none of the participants have any children, in the targeting

group Older with reduced mobility the majority have three children and in the targeting group

Parent’s with small children the majority have one child.

Accommodation:


61 % lives in a rented flat

22 % lives in a house


11 % lives in a co-operate flat

6 % still lives with their parents

Occupation:


39 % are full-time workers

22 % are part-time workers

22 % are students

17 % are pensioners

Income:


28 % have an income of 200 000 – 300 000 SEK/year

28 % have an income of 100 000 - 200 000 SEK/year

22 % have an income of 50 000 - 100 000 SEK/year

11 % have an income of 0 - 50 000 SEK/year

11 % have an income over 300 000 SEK/year

Those with the highest income/year are found in the targeting groups Older with reduced mobility

and Parents with small children, those with the lowest income/year are found in the targeting

groups Parents with small children and Youth of today.

Purchases of provisions:


28 % state that they are taking care of the purchases

56 % state that they together with their partner, are taking care of the purchases

17 % state that somebody else is taking care of the purchases

The majority of the participants, 89 %, state that they sometimes are handling packages with

difficulties. Only 11 % (2 of 18, both of them men) state that they are handling packages without

any difficulties.

Why are these packages difficult to handle? What makes them difficult? The majority of

the participants are answering this question by stating that it’s because you often need

tools, like a knife or a scissor to open up the package.

Of those packages being described as difficult, the majority of the participants within each

targeting group could identify the following:


• Media and electronic products packaged in plastic

• Cans made of glass for e.g. jam and pickles

• Milk cartons

The participants shared the opinion that the most problematic with those packages is that they are

difficult to open.

Of those packages being described as difficult, the following were brought up by several of the

participants:

• Paper mug

• Margarine

• Gruel

• Food put on bread to make a sandwich e.g. spread and filling

• Packages for bread, rice, porridge and cereals

• Shopping bags

The participants shared the opinion that the most problematic with those packages is that they are

difficult to re-close or storage.

They are also mentioning other reasons to why packages are difficult to handle, e.g.:

”The paper mug is worthless when it comes to multitasking, just a simple thing like walking and drinking at the same time, which is the actual purpose with coffee-on-the-go”. ”If a package requires too many detailed instructions to follow or understand, then the packaging design has failed”. ”A Media product within a plastic package can be pretty challenging to open up without getting injured on the sharp edges, and you have to be careful not to damage the package too much if you want the guarantee to remain valid “. ”Milk cartons are complicated because of their design, it is difficult to pour milk without splashing, I want the milk to flow smoothly”. ”The lid on cans for jam etc. often requires aid in order to open up”. ”Packages that are supposed to be opened up with a tear of, usually doesn’t work. You have to use much power on a tiny surface and once the package has been opened, it is stuck with sharp edges and unable to be re-sealed”. ”Sometimes there are too many layers of unnecessarily packaging material before you get to the content”.

All of the participants believe that mechano-active packages can improve today’s

packaging. They are giving a variation of examples on how packages could improve by

made mechano-active; some examples are being explained more detailed than others:

”Absolutely, the material would improve packages to be more sustainable and easy to open, the lid to a package could e.g. swell with moisture or water”. ”Plastic packages to media products could have mechano-active edges for a more convenient and easier opening, maybe by sinking the edges in water for a couple of seconds”. ”A paper mug could react on heat or moisture, in order to be shape-able, maybe if only the lid was mechano-active to create a solid self-sealing lid, maybe with the heat and steam from the hot coffee”.


”Milk and other diary products like yoghurt would have a better sustainability if they could be properly resealed without leaking in air”. ”Packages for spread and fillings could be re-close able, when the package is being stored in the fridge it closes, because of the cold”. ”Margarine could be self-opening in room temperature and self-closing in the fridge”. ”A milk carbon that was shape-able, for better grip and pouring”. ”A self-opening lid for cans, maybe with the help of body temperature, with heat and pressure from the hand, you press your hand on the lid and after a short while it opens up ”. ”The milk carbon could self-close when being exposed to cold, e.g. in the fridge, so it remains fresh longer”. ”Just imagine being able to heat the gruel without a microwave, maybe by just the heat from your hands or simply by shaking the bottle”. ”A bottle that was self-cooling would be smart when transported outside the fridge, maybe this could be working with electricity instead, from the mobile phone, everybody is carrying one today so it would be very comprehensive”.

What package would you like to be mechano-active, e.g. self-opening, self-closing,

shape-able etc? How would the mechano-active package make it easier for you?

”I am always carrying a banana in a banana case inside my bag so that it doesn’t get mashed. But I find the existing cases today poorly designed because I have to choose bananas after the shape of the case; I think it would be clever if the case were shape-able ”. ”Packages that requires aid from tools, so they became easier to open”. ”For lunch I often buy a salad, I would appreciate if the salad could stay cold and fresh longer. ”Self-closing lids for example soft drinks”. ”I think that shape-able packages would be great, I am imaging that they would help creating more space in e.g. the fridge and the freezer, they would make storing easier” ”Self-heating food that could be heated directly inside the package would be great e.g. during the lunch break when everybody waiting in line to microwave their food”. ”Baby canned food and gruel could be self-heating, sometimes I find myself in situations where I have no access to a microwave e.g. in the car when driving long distances, then it would be ideal if the food were self-heating”. ”Beverage that could be kept chilled longer”. ”Paper mugs that could keep the coffee heated longer, without having the lid causing any difficulties”. ”I would like packages for bread to be resalable so that they stayed fresh longer and didn’t become dry”. ”Cans were you make the lid swell or expand to make the opening or closing easier”.

Are there any other packages, except the ones you mentioned that could be mechano-

active? If so, what packages would that be?

”Within the army during field training I experienced that the food conditions were pretty bad, the packages for meal were impractical to handle and reseal, I think mechano-active packages could be interesting for the Army”. ”Generally packages with fragile content and packages that are uneasy to handle and transporting”. ”Packages to ice cream, chocolate and butter could all be self-cooling”. ”Reseal-able bags that can keep its content fresh longer”. ”Perhaps there could be shape-able napkins and sanitary towels”.

44 % of the participants would buy a mechano-active package if it improves

the packages appearance. The majority of these participants are found in the targeting group

Parents with small children. All of the participants would buy a mechano-active package if it


improved the packages functions and made it easier to use.

72 % of the participants would buy a mechano active package if it improved both the packages

appearance and functions but to a slightly higher cost than today. Of those who answered no on this

question, the majority are found in the targeting group Youth of today.

5.2 Workshops

5.2.1 Mind map

Here are the essential results of what has emerged during the workshops with the targeting groups:

Through Mind map (consider appendix 3) the targeting groups define the chosen packages

(consider appendix 6) according to: use, functions, sustainability, reusability, recycling and

problems.

Targeting group 1. Youth of today

Package: Paper mug

Definition:

• Use

“Mostly by adults but sometimes also by children”. “Usually during morning or lunch, when you are on the go from somewhere to somewhere else”. “At work during meetings, in school in the classroom, in the car (with varied success)”.

• Functions

“The opening in the lid is not ideal for drinking because it is too small”. “The lid lack the ability to attach to the mug properly and often falls off. “It is convenient that it is shaped as a mug which makes it easier to stack and storage, also easier to hold”.

• Sustainability

“The construction is weak and fragile, it is not designed for it is purpose on the go. Because the lid often falls off it is easy to spill and burn yourself (or others). “Sometimes the hot coffee dissolves part of the paper mug and you get paper particles in your coffee which is unpleasant”.

• Reuse-ability

One of the participants state, “The paper mug can be used as an ordinary mug once or twice to be filled with e.g. water” but the majority of the participants state, “Once the paper mug is empty it has fulfilled its purpose”.

• Recycling

“The paper mug should be sorted as paper, carton and plastics but it is hardly anyone that sorts it properly, it is more common that it is thrown away in the closest trash can or just left behind in the classroom, meeting room etc.”.

• Problems

“The most problematic with the paper mug is that it is poorly designed and doesn’t live up to the expectations to use on the go”. “It simply doesn’t feel up do date, it is not convenient or


user friendly enough”. The participants would like to see a better construction of the lid; so that it attaches properly to the mug, also they would like the opening to be better, perhaps shaped as a spout that is close able.

Package: Frozen ready meal

Definition:

• Use

The participants state that mostly adults use the ready meal, mainly as lunch at work but even as lunch at home sometimes, especially by single households that wants one-portion meals. They believe that people choose the ready meal because it is convenient and fast. “Of course, you need access to a microwave or an oven also you have to storage it in the fridge or the freezer, but it is still convenient”. “Sometimes you need tools to open the package, e.g. a scissor when the strip doesn’t work”.

• Functions

One of the participants stated, “It fills the function fast and convenient”, whereupon another participant stated “But it doesn’t fill the functions of satisfying hunger or being nutritious enough”. The participants are also discussing whether the foil is filling a function or not, the majority of them state that the foil is unnecessary because it can’t be heated in the microwave or oven, “The foils function is actually to hold the pie and make it maintain its shape”, “it feels like you could find a better solution than using foil because it is not environmentally friendly”. “If the outer package would have been appropriate there would be no need of an inner package”. “The rip on this particularly package is working flawlessly but there are other ready meals with more difficult opening, like some being packed in bags”.

• Sustainability

“The Package is relatively fragile because it is being defrosted pretty fast”. “It is sensitive for over-heating but at the same time it is difficult to have it even heated, sometimes it is still cold in the middle”. “It should not be put to the freezer and being heated too many times”.

• Reuse-ability

The participants share the opinion that this package can not being used for anything else but one participant add, “Well if you are creative you could always find use for it”.

• Recycling

The participants define that the package should be sorted as paper, carton, plastic and metal.

• Problems

The participants are questioning the use of foil and whether it can be replaced with something else. They are also mentioning that the heating can be difficult because it is affecting the consistency of the food, sometimes when overheated the food loosens its consistency and when not properly heated it could still be cold in the middle.

Targeting group 2. Older with reduced mobility

Package: Concentrated juice

Definition:

• Use

“Mostly by older, because of tradition but also by younger more environmentally conscious people”. One of the participant state, “The concentrated juice is more environmentally friendly because you mix the concentrate by adding water yourself, readymade juices and drinks means that there are a huge amount of water being transported on our roads everyday when we have fully access to fresh water at home, we need to use our resources better”. “Also it is cheaper to


buy concentrated juices than ready made juices, for the price conscious”. “Sometimes you need tools like scissors or knifes to open up the package, it is not always that the strip works flawlessly”. The participants agree that the package is mostly used at home where you have all the tools necessary: water, measuring cup and carafe.

• Functions

“The package is not ideal to hold when tearing of the strip because it sometimes requires a lot of strength, the opening could be made easier for those who have problems with hurting joints”. “Sometimes you don’t use all of the content at once, then you would like the package to be reseal-able, especially considering the many single households of today”.

• Sustainability

“After opening the package can be storied a couple of days in the fridge but it wont stay fresh unless you use all of it and storage it in a pot or carafe”. “It is common that people use clips or even plastic bags to reseal the opening”. “What is good about the design and the shape is that is it solid and ideal for storing and transporting”.

• Reuse-ability

“Sometimes the package itself is being used to fill the carafe with water”. In general the participants believe that most people throw away the package once it is empty.

• Recycling

The participants state that the package is being sorted as paper and carton. “The package is easy to squeeze together and takes little space in the trash can”.

• Problems

The participants agree that the opening is in need of improvement, especially suited for older people with reduced mobility. They would also like the package to be reseal-able.


Definition:

In the categories use, functions, reuse-ability and recycling the answers were too similar to targeting group 1 to be brought up again. However in the categories sustainability and problems new and interesting information was gained.

• Sustainability

“The package is solid and ideal for storing in the freezer”.

• Problems

“Frozen ready meals are expensive, considering what you get in amount of food and quality”. “What is negative about frozen ready meals is the missing feeling of actually cooking and all the scents that whets the appetite”. “The meal doesn’t deliver the feeling of pure joy of food”. “The taste and the consistency after heating also lower the standard of the food”. “The elderly still wants to experience the same feelings of joy and happiness about food, they want to be able to “cook” ready meals that feels and tastes like homemade food, it is something that a lot of elderly misses when having home-help service”.

Targeting group 3. Parents with small children

Package: Gruel

Definition:

• Use

“Exclusively by parents with small children”.” Even some adults and older people drinks gruel”. “Sometimes you need tools like a scissor to open up the package”. “There are several


things you need to prepare the gruel; a tablespoon, water, a feeding bottle, and microwave or oven to heat it, and then you need a can to storage the gruel because it needs to be storied dark and dry”. The majority of the participants state that they rather keep the gruel inside a can because the package is too sensitive. “The gruel is mostly used during morning and evening”. “After preparation it is easy to carry the gruel in a feeding bottle whenever you are leaving home”. One of the participants state, “There are also ready made gruel in the shop if you want it more convenient”, but in general the participants agree that it is more price conscious to choose big pack when it comes to gruel.

• Functions

“It is difficult to pour the gruel from the package because the paper is thin and the gruel sticks to the glued opening”. Altogether they believe the pouring function is in need of improvement. “It would be an good idea if the big pack had handles for easier carrying”.

• Sustainability

“The gruel is sensitive to moisture, that is why you rather keep it storied in a can than in the original package (bag)”.

• Reuse-ability

All of the participants agree that the package can’t be used to something else when it is empty.

• Recycling

The participants’ state that the package is being sorted as paper and (or) soft plastic.

• Problems

“There are several steps to prepare the gruel, you need a lot of tools. It would be smart if the package was reseal-able and made of a more resistant material, so that the gruel could be stored directly inside the package.”

Package: Baby canned food

Definition:

• Use

“Mostly by parents with small children”. “It is being used up to 1-2 times a day as lunch, dinner or in between meals”. It can be used either at home or outside the home”.

• Functions

“You need access to a microwave or oven and sometimes you need a can opener but today’s cans are relatively easy to open”. “This specific can has a smart click sound that appears when opening, to secure that it hasn’t been opened before use ”. “The can is made of glass which is convenient because you can heat it directly in the microwave, but you have to make sure you don’t burn yourself because it gets really hot”. One of the participants state, “You need a spoon and a bowl if you don’t want to feed the baby directly from the can but when you are about to teach them to eat themselves you would use a bowl” whereupon the others agree: “You don’t want them to handle the can by themselves because it is made of glass”.

• Sustainability

“The can is made of glass which makes it fragile for transportation, it can easily break”.

• Reuse-ability

“The can is ideal for storing of all kinds of things e.g. spices”.

• Recycling

The participants state that the lid needs to be separated from the can and then sorted as metal whilst the can is being sorted as glass.

• Problems


“The main problem is that the can is made of glass, which makes it fragile for transporting and

sensitive for heating, it is easy to burn your hands when holding the can”.

5.2.2 What if

After defining their chosen packages the targeting groups were asked to reflect over how these

packages could improve. This was done through What if, where they imagined what would happen

if the packages were mechano-active.


Package: Paper mug

Use and functions:

• Opening and closing

“The opening in the lid could open with help from moisture from your lips, when you don’t put your lips to the opening it stays closed”.” Maybe the lid could self close with the influence from the stimuli heat and steam from the hot beverage”. “Actually the lid is causing most problems, what if only the lid was mechano-active”?

• Shape-able

”The mug could be shaped after the hand, curved, so that I became more grip-friendly”.

• Isolating (heat, cold)

”Wouldn’t it be smart and practical if you shake the mug then the content becomes heated again”? ”Or if the heat from your hands could warm up the beverage and keep it warm while your drinking”. ”A mechano-active package that keeps beverage chilled longer, when taken from the fridge”.

Appearance:

”It would have been more ideal if the lid was mechano-active, when put on the paper mug it attaches properly” ”The paper mug could still look the same but be more grip-friendly”

Problem:

”If the mug is Shape-able with e.g. heat from your hands it is important that it is only Shape-able on a certain area, so that the lid doesn’t go off when you squeeze it, because that is what happens today when you squeeze it. ”The material, or the paper can’t be too sensitive for stimuli”


Use and functions:


”The package could unfold itself when being heated in the microwave or oven”. ”The package could have an indicator that shows when it is ready, or help you to control the right temperature”.

• Shape-able


”It would be practical if the package unfold and transformed into a plate or bowl during heating”.” Almost like a plate that is serving itself “.


”If the package somehow could even out the heating when being micro waved, to guarantee that the meal gets equally heated”. ”If it was possible for the package to keep the food warm longer, maybe if it unfolds into a plate that keeps the content warm a little longer”.

Appearance:

”I want it to look fresh and tasty, slightly transparent so that you can see the content”. ”I would buy it just because of the fact that it unfolded itself and became a plate or bowl, it would be both fascinating and practical”. ”Almost like a package for microwave popcorn, it is flat and takes little space but when heated it starts to expand, and you can eat directly from the bag”. ”Today many are using lunchboxes made of plastic to heating their food, but it has been discussed whether this is healthy or not, it would have been genius if you could heat your food in a paper carton instead”.

Problem:

”It wouldn’t be ideal if the package was too sensitive to stimuli, so that the package opens up when you don’t want it to.” Then you need some sort of security aspect that controls stimuli”. ”Maybe this problem can be solved if there was a certain heat required for the package to open up”. ”The paper has to remain stiff as a plate or a bowl, so that it doesn’t subside all of a sudden, it needs to have a long lasting shape”.

Targeting group 2: Older with reduced mobility


Use and functions:


”Maybe if it opened up with the body temperature from your hands, maybe when you squeeze the opening, the package senses the heat, like a sensor”. “But don’t you think people would try and open the packages inside the shop if it was that easy”? “ To avoid that somebody open up the package inside the shop the package gets activated first when scanned through the cash register, at least then the stimuli can’t affect it before leaving the shop”. “The package could self close when kept somewhere cold, like inside the fridge”.

• Shape-able

”It can change shape after your hand when holding it” ”To empty the content from the package you wring it like a cloth, twist and pour”.


”The package could self-cool maybe if you charge it like a mobile phone, with electricity”. ”Maybe when you mix the concentrate with water it automatically gets cold, no matter what temperature the water has”.

Appearance:

The participants agree that the square shape is practical for many reasons e.g. for storing and transporting but they think the package could be Shape-able and more grip-friendly”.

Problem:


”It is mainly security related problems, if a package is mechano-active and influenced by stimuli such as heat from your body temperature I believe that people would feel tempted to tamper with them, even if just for fun”. ”In that case you have to solve that problem with some sort of security measure”. ”Maybe if the package was inactive in the shop and didn’t become active before getting scanned through the cash register, like we mentioned before”. The participants share the opinion that something should be done to make the package be user-friendlier when it comes to opening and pouring.


Use and functions:


”When influenced by heat from the microwave or the oven the package could unfold itself”.

• Shape-able

”It would be smart if the package were shaped as a bowl or a plate to be eating from directly”.

• Isolating /heat, cold)

”The material, or the paper could be kept heated longer when taken from the microwave”. ”Or why not kept cold longer too, would be smart when transporting sensitive food like e.g. ice ream, so that it doesn’t melt”.

Appearance:

”If the package itself already were shaped as a pie there would be no need for an inner package, like the foil in this case”. ”I would like the package to be made of paper or carton as long as it is durable to heat and transporting“. ”Actually I find it quite boring that all the packages for ready meals look the same; a square box with a picture of the food perfectly served, even though the picture is just a suggestion one can’t help to feel disappointed when opening the package”. “Well since the food is frozen it would be kind of difficult to estimate what it would look like when heated even though I prefer to see what is in the box too”.

Problem:

The participants described that it is important to secure the mechano-active packages so that they don’t open up before they are expected to. They also thought it is important to understand how the package works; therefore they want the instructions and the design to be crystal clear.


Package: Gruel

Use and functions:


”A self-closing or reseal-able package is desirable”. ”What if the package opened and closed by friction when you rub your fingers along the opening”? “Maybe if it opened and closed when exposed to certain temperatures, e.g. opened up in room temperature and closed when storied somewhere colder”?

• Shape-able

”It would be convenient if the ready made gruel that we brought up before, were shaped as a feeding bottle, or maybe it gained the shape of a bottle when getting heated”. ”It would be more suiting if the big pack (5 litre) had handles, or if the opening was shaped as a spout to make the pouring easier”.


”What if the package was shaped as a pipe and already portioned, then it would be easier to estimate how much you had left.” ”That would be practical for smaller packages but I believe that a 5 litre pipe would be pretty difficult to storage, so why not letting it have the shape of a ring or a tube”?


”Sometimes it can be difficult to tell when the gruel is ready and not too hot, maybe the package could indicate when it reached the right temperature”. ”But it is easy to check that yourself by tasting it before giving it to the baby, and perhaps you wouldn’t trust the technique entirely when it comes to your child”. ”What if it was possible to heating the gruel by shaking it”?

Appearance:

”I could still be a bag but with a better mechano-active solution for the opening and closing”. ”I think that the new appearance can’t drastically change from its original familiar look; it must still correspond to what people are used to, else they might be afraid to try it”.

Problem:

“The package is sensitive to moisture, sometimes when you put the package on the kitchen sink it get wet, it needs to be more convenient to use around the kitchen”. The participants share the opinion that the mechano-active package can’t be too easily influenced by stimuli so it open up etc. when not wanted to.


Use and functions:


”Maybe when heated to a certain temperature the lid opens”. ”Since the package contain one portion the closing isn’t as important as the opening but sometimes when you have leftovers it would be great if the lid resealed better.

• Shape-able

”I am imagining the can being a bowl with an including spoon, maybe the spoon is placed in the lid”. “Maybe the lid is a bowl, put on the can, after heating you turn the can upside down to release the lid that has expanded to a bowl”.


”Just like the gruel the baby canned food could be heated when shaking it”. ”Maybe the label could react with a receiver inside the can, so that the food is heating inside the package”. “This sounds futuristic but what if the food is heated up with electricity from the mobile phone, you light the label with your display and it activates the heating”. ”That would be fascinating but I don’t think it has to be that complicated, what if you don’t have the mobile phone nearby or if the technique is failing”?

Appearance:

”I think that if the package were just able to move in exciting ways it would be appealing to both children and adults”. ”It would be appealing if the mechano-active paper package actually reminded about a can, so it is recognizable”. ”Maybe if it wasn’t as fragile as the glass can”.

Problem:


”Just like with the gruel it is important that the material isn’t too sensitive to stimuli”.

”I think you have to convince the parents that mechano-active isn’t anything dangerous for their

kids, because I think some parents might hung up on the word mechano-active and maybe they

somehow associate it with danger”.

”When you carry the baby food outside the home you have to rely upon others to heat the food for

you, in a microwave at e.g. a restaurant, usually they don’t mind but sometimes I have actually

been refused to use the microwave unless I buy something”. “And sometimes you find yourself in

situations where you have no access to a microwave or an oven”.

5.2.3 You are the idea

Finally the targeting groups are imaging that they are the mechano-active package, they are

answering questions on how it feels to be a mechano active package.


Package: Paper mug

• Spontaneously, how does it feel?

”Confident, trendy, smart”. ”Like why didn’t they think of this before”? ”I am in the centre of attention”. ”I am easy to understand, I make sense”. ”User-friendly”. ”Futuristic but still recognised”. ”Stable”. ”Drink me”.

• What would you look like? (Colour, shape etc.)

”Like a cup” ”Colourful, I would come in different colours”. ”Transparent so you can see the content, but not entirely transparent more like frosted, and not made of plastics”. ”Black and brown but more softened and tinted”. ”Fresh and new, a little different shape but still round”. ”Good-looking and simple; not too many decorations, not too many colours, but still attracting attention”.

• Where in the shop are you located?

”At the entrance, so that I am being seen and is easy for the personnel to demonstrate”. ”At the exit so that the customers think: right, don’t forget about the coffee”. ”I am still able to be stacked so that I don’t take up unnecessary space”.

• Why would the customers choose you?

”I am practical and user-friendly”. ”Because I am corresponding with their expectations”. ”I keep the coffee warmer longer”. ”The customers avoid burning themselves”. ”Because of the wow-factor”.




”Fresh and tasty”. ”Reliable” ”Hygienic”. ”Easy to understand and use”. ”Fast and simple but smarter”. ”Unique, as if I have a special charisma”.


”A flat package that after heating transformed into a plate or bowl”. ”I would expand to a plate when heated”. ”A lunchbox that can be heated and directly eaten from”. ”I would have an outstanding design that made me easy to understand and use”. ”Why does a pie have to be round why can’t it have the shape of a square instead”?


”In the freezers so that they are easily being recognized by the customers”. ”But it is not only frozen ready meals that can be mechano-active, other ready to eat food like grilled chicken or salads could also be mechano-active”. ”So mainly by placing them where the customers expect to find them”. ”But maybe in the beginning when mechano-active packages first are being introduced to the consumers they should be placed somewhere else, perhaps at a display were they can be demonstrated”.


”Because the package is smarter and they know what they get and pay for”. ”The package is fulfilling their needs and doesn’t contain unnecessary layers of packaging”. ”The quality of the package is better and offers more benefits”. ”The consumers can now transport their food longer because the package keep it cold for a longer amount of time”. ”Because it is new and exciting as well as practical”. ”The package is easy to use and it is easy to understand how it should be used as soon as you see it”.

Targeting group 2. Older with reduced mobility



”Revolutionary!” ”Safe”. ”Remarkable and new”. ”Attractive”. ”Superior”. ”Radiant”.


”Familiar, you would immediately understand how to use the package”. ”I would have a symbol that show that I was mechano-active, just like all these quality symbols being used today so people can make healthier choices etc. when consuming, so that the consumers that were looking for mechano-active packages would easily find them”. ”Why not, that makes sense, maybe just an “M” for mechano-active, maybe in some notable colour like orange, lime or cerise?”



”Among the other beverages, so I am easy to find”. ”Perhaps all mechano-active packages could be kept at the same place during their introduction”.


”Because my functions are smart and easy”. ”Because they are saving time and solves problems”. ”The consumers think I look interesting and gets curious”. ”Because I feel like an obvious choice once the consumers understand my benefits”. ”Because I have a reasonable price”.



”Try me”. ”Fresh”. ”Homemade”. ”Appealing”. ”Simple and tasty”. ”Smart and new”.


”Like a plate you simply feel like picking up as soon as you see it”. ”I would have nice colours that made me stand out among the other packages”. ”I would be illuminated, not just in the shop but the colours would remind you of pure daylight so that you react in response to it, almost like I am having a pearly gloss”. “ I would have a trendy symbol that shows I am mechano-active”.


The participants agree that it is most suiting if the package is found among the other frozen ready meals”.


”Because my functions are practical”. ”I make it easier for the consumer”. ”I make the other packages appear old-fashioned”. ”I stand out among the crowd because of my unique design and functions”. ”Because I am irresistible”. ”I make it easier for them”.


Package: Gruel


”Competitive”. ”Natural choice”. ”New but confident”. ”Solid”. ”Easy to use”. ”Practical”.


”I would look like a reseal-able bag”. ”I would be ecological and modern”. ”More alive, not as boring as today’s packages, happy colours”.


”Great and informative design that says it all”. ”I would drag your attention immediately through my design, colours and functions”.


”I would be found among the children’s section, where you as a parent go to find gruel”. ”In a section were I am being demonstrated”. ”Among the baby articles, maybe at a podium”. ”Among the ecological products”.


”Because I am practical and functional”. ”I save time and have unique benefits”. ”I have better quality”. ”The customers understand my benefits”. ”Simply because I am smart”.



”Popular”. ”The kids themselves want to pick me up”. ”Happy and funny”. ”Smart”. ”Exciting”. ”Tasty, healthy and trendy”.


”Like a can but made of paper, carton”. ”I am imaging a funny and easy font”. ”Special and simple, appealing to both parents and the children”. ”Like a toy”. ”Like a fairytale, a happy experience for the whole family”.


”Close to the entrance to be demonstrated”. ”Among the section for baby canned food but on my own shelf”. ”I am being demonstrated in a playful and appealing way”.


”The kids love me because I am funny and tasty”. ”Because the parents think I am smart and practical”. ”I make cooking funnier and easier”. ”The food-experience is funnier and you avoid burning yourself”. ”It is simple and suitable for children”. ”Because I have the solution for their everyday problem”.


6 Ideas to mechano-active packages Here the targeting groups ideas to mechano-active packages are being summarized through tables.

Ideas from the questionnaire:

PACKAGE PROBLEM STIMULI

SOLUTION

Media and electronic productspackaged in plastic

Di!cult to open

What? Why?

A mechano-active package that openswhen in"uenced by moisture and cold

e.g. from your breath or from water

Opening with moistureand cold

Opening with heat

Opening with moisture

Cans made of glass fore.g. jam and pickles

Di!cult to open A mechano-active lid that opens throughheat or the heat preasure from your hand

A mechano-active lid that expands withmoisture e.g. water

Di!cult to reseal A milk carton that reseals whenput in the fridge

Shape-able with cold

Milk cartons Di!cult to openand pour

A more grip-friendly package that alsomakes it easier to pour the milk

Shape-able with heat

Paper mug Di!cult to reseal A mechano-active lid that attachesproperly to the mug when

in"uenced by heat

Resealed with heat

Margarine Di!cult to reseal The package reseals when put in the fridgeResealed with cold

Gruel Di!cult to reseal and pour,several steps to prepare

A package for gruel that can be heatedthrough body temperature e.g. from yourhands or gets heated when you shake it

Shaping with heat

Food put on bread e.g.spread and #lling

Di!cult to reseal Packages that can reseal inside the fridgeReseal-able with cold

Packages for bread, rice,porridge and cereals

Di!cult to reseal Resealable packages that prevents thefood from getting dry

Resea-lable

Shopping bags Di!cult to reseal, handlesthat tears o$

A mechao-active shopping bagthat is reseal-able

Reseal-able

How? How?

MECHANO-ACTIVE

Figure 5.3 Ideas from the participants when answering the question: “Are there any packages you find difficult to handle and do you think these could improve with mechano-active packages”?



SOLUTION

Case to bananas Di!cult to store andtransport

What? Why?

Mechano-active case that shapes afterthe banana

Shape-able

Reseal-able,Isolating (cold)

Soft drinks Di!cult to transport,reseal and keep chilled

Mechano-active bottle that keeps thedrink chilled longer and preserve thecarbon dioxide

Ready meals Di!cult to have aneven heating

Ready meals that can be heated directlyinside the mechano-ative package

Isolating (heat)

Canned baby food and gruel Di!cult to heat Mechano-active packages with smarterheating and better functions (e.g. anunfolding plate or bowl)

Isolating (heat)

Salads Di!cult to keepfresh and cold

Mechano-active packages that managesto keep the content fresh and cold longer

Isolating (cold)

How? How?

MECHANO-ACTIVE

Figure 5.3.1 Ideas from the participants when answering the question: “What package would you like to be mechano-active and how would the mechano-active package make it easier for you”?


SOLUTION

Field packages withinthe Army

Di!cult to heat,reseal and transport

What? Why?

Packages that can be smarter whenit comes to heating and closing

Isolating (heat),reseal-able

Isolating (cold)Ice cream Di!cult to transportand keep cold

Mechano-actve packages thatmanage to stay chilled longer

Snacks Can’t be resealed Reseal-able bags for snacksReseal-able

Napkins and sanitary towels Uncomfortable "tting Mechano-active napkinsShape-able

Chocolate Di!cult to close/reseal Reseal-able choclate barsReseal-able

How? How?

MECHANO-ACTIVE

Figure 5.3.2 Ideas from the participants when answering the question: “Are there any other packages that could be mechano-active”?

Ideas from the workshops:



SOLUTION

Paper mug The lid often falls o! and it iseasy to burn yourself.The package doesn’t feel user-friendly enough, it doesn’tmatch the consumer needs ofbeing on the go.

What? Why?

The lid attach to the mug properly withheat and steam from the hot beverage.

The mug could be shape-able, it shapesafter your hand and make the mug moregrip-friendly

Reseal-able,secure closing

Shape-able

It would be practical if the beverage gotheated when you shake the mug

The heat from your hands could keep thebeverage hot, so that it is kept hot untilyou have "nished drinking

Isolating (heat)

A mechano active package that keepsthe beverage chilled longer

Isolating (cold)

How? How?

MECHANO-ACTIVE

Figure 5.3.3 Ideas to a mechano-active paper mug


SOLUTION

Frozen ready meal The problems mostlyconcerns heating andfreezing. E.g. the packagedefrost during transportation. E.g. when the meal is beingheated it is di!cult to controlthe appropriate lenght of heating, sometimes the mealgets overheated and lose itsconsistence, sometimes itdoesn’t get heated even andis still cold in the middle.

What? Why?

The package could unfold when heatedin the microwave or oven

During heating the package couldtransform into a plate or bowl

Opening

Shape-able

It would be practical if the food could bekept heated longer, a certain timeafter heating

Isolating (heat)

The package cold be kept chilled longer,e.g. when during transportation so that itdoesn’t defrost before you put it in thefreezer

Isolating (cold)

How? How?

MECHANO-ACTIVE

Figure 5.3.4 Ideas to mechano-active packages for frozen ready meals



SOLUTION

Concentrated juice The package is di!cult toopen and reseal. Because thepackage is small it is notideal to hold when you aretearing of the rip. Sometimesyou need to use tools e.g. aknife or a scissor to open it.An opened package doesn’tstay fresh for long becauseit isn’t reseal-able.

What? Why?

The package could open with heat fromyour hands.

To make the pouring easier you couldwring the package like a cloth (twistand pour)

Opening

Shape-able

When you put the package in the fridgeit close because of the cold.

The package could be kept cold withelectricity from your mobile phone,like when you are charging it

Isolating (cold)

How? How?

MECHANO-ACTIVE

Reseal-able

Figure 5.3.5 Ideas to mechano-active packages for concentrated juice


SOLUTION

Gruel Sometimes you need a knifeor a scissor to open up thepackage. Because thegruel is sensitive to moistureand light it is common tostore it inside a can. It can bedi!cult to pour from thebag because the gruel sticksto the glued opening.The big pack is ungainly totransport, it could needhandles.

What? Why?

The package could open and close byfriction when you rub your "ngers alongthe opening

The package could have the shape of afeeding bottle or gain the shape of bottle when during heating

The package could have the shape of apipe or ring and already be portioned

Opening,reseal-able

Shape-able

Already portioned packages that could beheated directly in the package, in themicro wave

The gruel could be heated when you are shaking the package

Isolating (heat)

How? How?

MECHANO-ACTIVE

Figure 5.3.6 Ideas to mechano-active packages for gruel



SOLUTION

Baby canned food The package is fragilebecause it is made of glasswhich makes it uneasy tohandle during transportationand it gets easily overheated.

What? Why?

During heating the package unfold intoa plate or bowl

The lid is a bowl, put on the can, afterheating you turn the can upside down torelease the lid that has expanded to a bowl

Shape-able

The canned baby food could be heatedwhen shaking it

Isolating (heat)

How? How?

MECHANO-ACTIVE

When the food has reached the appropriateheating temperature the lid opens andmakes a click sound, so that you knowthat the food is ready

The package can preserve the food longerafter the package has been opened

Opening

Isolating (cold),reseal-able

Figure 5.3.7 Ideas to mechano-active packages for canned baby food


7 Discussion In this part I am presenting my own thoughts and opinions on the results, in relation to the theories

and studies brought up in this report.

The results enlighten us that it is desirable for consumers that packages become smarter in the

future. None of the participants seemed to be fully satisfied with any of the contemporary packages

that were presented to them. Their answers also confirm facts that have been brought up in the

theory chapter of this report, especially concerning improving the ease of opening a package and its

user convenience. The participants (in this study) seem to agree with Butler’s statement, that it is

desirable that packages today manage to do more than just protect, storage and inform. The director

at iPACK research centre, Li-Rong Zheng mentions that an important part of the smart package

concept is the experience itself as well as the use of it. This is a sincere value I felt was represented

among several of the participants. The consumers want packages to be more dynamic rather than

static, to connect with their every day life that becomes more and more hectic. This is why I am

imagining that Innventia’s vision of paper can someday become reality.

I find it relevant to bring up what emerged from Pro Cartons study about packaging requirements

of consumers over 60’s. It explains that the life expectancy today is rising while the birth rate is

falling; this is another view to take into consideration when creating smarter packaging. The older

generation yields new power, and they want to be offered packaging that meets their needs. It is

people who don’t want to be classified as “the elderly”, who expects being allowed to maintain the

consumption and lifestyle habits of their middle years. I felt that the targeting group consisting of

Older with reduced mobility in this study were sympathizing with that statement. When discussing

the package for frozen ready meal they expressed that older today still wants to experience the

same feelings of joy and happiness about food, they want to be able to “cook” ready meals that

feels and tastes like homemade food. It is important to not forget about the older consumers as a

significant targeting group. In Europe the use of smarter packaging materials is still limited in

comparison with countries like Japan and USA, cost and consumer interest are believed to be some

reasons to this. I would like to state that the results from this study certainly indicate that the

consumers have an interest for smarter packages.

It has been an impossible task to try and evaluate and considering all of the ideas that has emerged

from this study, within this work I have only been able to give a few examples of packages that the

participant’s wish to become mechano-active. However I believe that this information might be


helpful for Innventia, in their continuing work with developing mechano-active packages based on

real consumer needs. I consider the next step from here is to take a further look at these ideas, to

evaluate and analyze how they can be used in the process with developing mechano-active

prototypes and packages.

I would like to mention that the purpose and intent with the concept contained within this work was

not to develop a fully working mechano-active packaging solution (we are not there yet) but to

apply the consumer benefits (from this study) into the concept of developing mechano-active

packages. Concept and prototype developing, especially concerning new packaging materials has

been a new experience for me but this entire study have given me the great opportunity to combine

my understanding in production management, process management and packaging design,

including planning of workshops, management during the group interviews and designing a

concept of a conceivable mechano-active package solution.

The concept and prototype developing was challenging, it required understanding in ergonomics

and material behaviour, areas that are somewhat ahead of my knowledge and at sometimes I felt

like I needed a deeper understanding of the physics of different materials. Despite this I felt I had

enough knowledge to accomplish the task with creating a concept of a mechano-active package

solution. From the beginning I assumed that I would be able to create a prototype out of the

concept, it turned out that this process is far more complicated than I imagined, the time limit

simply didn’t allow me to develop a prototype. Nevertheless the concept is a step in the direction of

constructing conceivable mechano-active prototypes based on real consumer needs. Although I

understand that this process requires further developing, experimentation and refinement before an

ideal prototype can come to light.

Butler mentions that easier-to-open packages are generally about good design with small changes

done to the original package; I took this into consideration when re-designing the paper mug into a

mechano-active package. My aim was foremost to create a package solution that lives up to the

expectations and desires of the consumers in this study. The paper mug is being described (by the

consumers in this study) as worthless when it comes to multitasking, they are also expressing that

the construction is poor and fragile, not suited for its purpose to use on the go. The consumers

shared the opinion that the main problem with the paper mug is that the lid doesn’t attach to the

mug properly. Clearly, the contemporary paper mug fails to match the real consumer needs of

today and is in need of improvement. I believe that my concept of a mechano-active paper mug has

potential but I am also aware of its weaknesses: the lid expands when influenced by the stimuli heat

and steam (moisture) but to maintain the expansion it is desirable that the mug has the capability of


isolating either heat or cold. Because what happens when the beverage isn’t hot anymore or if you

want cold beverage with a solid lid? Further experimentation is necessary to come up with an ideal

concept and prototype. A relevant question for a further study with producers emerged: How can

the producers conceivably fill these mechano-active packages?


8 Conclusions Through this current work I have answered my questions by making active choices of targeting

groups and packages relevant for this study. After analyzing the results I was able to develop a

concept of a mechano-active packaging solution based on real consumer needs.

The results bring new and interesting information about consumer needs to the research field,

revealing that 89 % of the participants sometimes find packages difficult to handle. Essential for

this study was that all the participants believe that mechano-active packages can improve today’s

packaging. The participants in this study were very open-minded towards mechano-active packages

and the results indicate that there might be (is) a market for mechano-active packaging solutions

that fulfil real consumer needs. The participants seemed to be aware of their influence as

consumers and were in general environmental and price conscious. What is exceptional about this

study is that the consumers did not only answering questions but also got the chance to act as

innovators, which in respond lead to a more realistic and detailed understanding of some real

consumer needs. I believe that Innventia can find use for this information when developing

mechano-active prototypes based on consumer needs. I suggest that they make use of it in both

their development and marketing research.

The contemporary paper mug fails to match real consumer needs and is in need of improvement.

The consumers (in this study) shared the opinion that the main problem with the paper mug is the

lids inability to attach to the mug properly, I believe that this can be solved with a mechano-active

packaging solution. The concept brought up in this work is just an example and further

experimentation is necessary. The development of a fully working mechano-active paper mug is

yet to come but the concept developed in this current work can be seen as a step in a continuing

effort of bringing mechano-active packages to live, into the packaging arena of smarter packaging.


9 References Literature

Butler, Paul and Kerry, Joseph, 2008: ”Smart packaging technologies for fast moving consumer

goods”, Great Britain: Antony Rowe Ltd

Han, Jung H, 2005: ”Innovations in Food Packaging”, Great Britain: Elsevier Academic Press

Nielsen, Dorthe, 2003: “Ideas: Creative tools and methods for concept developing”, Värnamo:

Arena

Wibeck, Victoria, 2000, “Targeting groups, about focusing group interviews as research method”,

Lund: Studentliteratur

Articles Ingram, Bob (2006), A new lease on shelf life, p. 72-75, Progressive Grocer

Sharon, Kate (2006), Packaging with Smarts, p.22-23, PackagePrinting

Electronic sources Holmberg, Veronica, 2008: “Creating temperature stimulated paper muscles by printing and

lamination”

http://www.uppsatser.se/uppsats/19bfe7b5be, 27 July 2010

Innventia:

http://www.innventia.com/templates/STFIPage____6859.aspx, 8 April 2010




http://www.innventia.com/.../Produktblad stimuli-responsiva material_A4.pdf, 9 April 2010

iPACK:

http://www.kth.se/ict/om/organisation/centra/ipack/aboutipack, 28 July 2010

http://www.kth.se/ict/forskning/elektroniksystem/2.14733/nar-forpackningen-blev-en-


konkurrensfordel-1.46314?l=en_UK, 28 July 2010

http://intra.itm.kth.se/kth-informerar/news/smarta-forpackningar-snart-i-var-mans-hand-

1.45383?l=en_UK, 28 July 2010

PIRA:

http://www.pira-international.com/Intelligent-Packaging.aspx, 29 July 2010

PIRA (2009): Market Intelligence Guide for Packaging, pdf;

http://www.pira-international.com/BusinessIntelligence/Packaging.aspx, 29 July 2010

Procarton:

Procarton (2008): Packaging requirements of the over 60’s, pdf;

http://www.procarton.com/?section=reports_and_studies, 7 March 2010

Interviews Granberg, Hjalmar, senior research associate, Innventia, phone meeting, 31 April 2010

10 List of Appendix Appendix 1. Planning agenda

Appendix 2. Questionnaire

Appendix 3. Choice of packages

Appendix 4. Mind map

Appendix 5. What if

Appendix 6. You are the idea

Appendix 7. Documentation of concept (sketches, drawings etc.)


Appendix 1 – Planning Agenda

METHOD WHAT

Presentation

Questionnaire

Mind map

You are the idea

What if?

5 min

15 min

10 min

30 min

30 min

30 min

PLANNING AGENDAWorkshop with targeting groups

CONDITIONS

GOAL/PURPOSE

CONSUMER BENEFITS

TARGETING GROUP

INTRODUCTION

BRAINSTORMING

BRAINSTORMING

TIM

E

PAUS

15 min package 1

15 min package 2

15 min package 1

15 min package 2

15 min package 1

15 min package 2


Appendix 2 – Questionnaire

Man

Age:

Civil status:

Accommodation:

Woman

Married Partner Single

Co-operative !at

Number of adults in the household:Number of children in the household:

Occupation:

Income/year: (SEK)

0-50.000

50-100.000

100.000-200.000

200.000-300.000

over 300.000

Rented !at House Other(e.g. campus, lodger, with parents etc.)

Full-time work Self-employed Disability pension unemployed

OtherPart-time work Student Pensioner

Innventia - cosumer benefis of mechano-active packagesWorkshop with targeting groups

Please fill in the form clearly, mark with cross

turn the page

Who in the household mainly takes care of purchasesof provisions?

How do you handle packages in general?

Me Together with Somebody else

Who?Who?

Without di"culties Sometimes with di"culties

With di"culties I can’t handle packages

Number of children:


Yes No

Yes No

Are there any packages that you !nd especially di"cult to handle, e.g. to open, close, transport etc. If so,what packages are these?

Why are these packages di"cult to handle? What makes them di"cult?

Do you think a package can improve if it becomes mechano-active? If so, how? (e.g. the packageyou mentioned before)

What package would you like to be mechano-active, e.g. self-opening, self-closing, shape-able etc?How would the mechano-active package make it easier for you?

Are there any other packages, except the ones you mentioned that could be mechano-active? If so, whatpackages would that be?

Would you buy a mechano-active package if:It improves the packages appearance?

It improved the packages functions, made it easier to use?

Yes No

It Improved both the packages appearance and functions but to a slightly higher cost than today?




Appendix 3 – Choice of packages Targeting group 1: Youth of today Targeting group 2: Older with reduced mobility Targeting group 3: Parents with small children

Package 1: Paper mug (targeting group 1)

Package 2: Frozen ready meal (targeting group 1 and 2)

Package 3: Concentrated juice (targeting group 2)


Package 4: Gruel (targeting group 3)

Package 5: Canned baby food (targeting group 3)


Appendix 4 - Mind map Workshop with targeting groups Now we are going to make mind maps for two different types of packages. We will look at these packages and you will have a discussion on how they work according to use, functions, sustainability, reusability and recycling. We are also going to define if the packages have any particularly problems. Time: 15 min per package Targeting group 1: Youth of today Package 1: Paper mug (for coffee, tea etc.) If we start with the paper mug (on-the-go), how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any bring up the problems identified by myself: the lid doesn’t always attach to the mug properly, it is easy to spill and burn oneself, It’s difficult to drink and walk at the same time. Ask if they can identify any other problems) Package 2: Frozen ready meal If we continue with this frozen ready meal, how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any bring up the problems identified by myself: the package and its content is sensitive to temperature differences/defrost. When being overheated its consistence and taste changes. Ask if they can identify any other problems) Targeting group 2: Older with reduced mobility Package 1: Concentrated juice If we start with the package for concentrated juice, how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any, bring up the problems identified by myself: difficult to open up you might need tools like a knife or a scissor, sometimes you don’t want to use all of the juice at


once, but when you storage the open package in the fridge it can loose its taste and freshness. Ask if they can identify any other problems) Package 2: Frozen ready meal If we continue with this frozen ready meal, how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any bring up the problems identified by myself: the package and its content is sensitive to temperature differences/defrost. When being overheated its consistence and taste changes. Ask if they can identify any other problems) Targeting group 3: Parents with small children Package 1: Gruel If we start with the package for gruel, how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any bring up the problems identified by myself: you need to storage the gruel somewhere cool and you need access to a microwave oven when you are outside the home. Ask if they can identify any other problems) Package 2: Canned baby food If we continue with the caned baby food, how does it work today? Use? Who uses it? What do you need (any tools)? When is it used? Functions? Opening/closing? Sustainability/construction? Fragile/solid? Is it long lasting? How is it being transported, is it transportable friendly? Reusability? Can it be used to something else? Any examples? Recycling? What material is it made of? How is it being recycled? Problems? Are there any particularly problems with this package? (If they can’t come to think of any bring up the problems identified by myself: you need access to a microwave oven or oven, the can is made of glass, which makes it fragile when transported. Ask if they can identify any other problems)


Appendix 5 - What if Workshop with targeting groups Now we are going to play a game called ”What if”, there are no rules except that no idea is bad, there is no right or wrong. We are going to have brainstorming to generate ideas on how to make the packages mechano-active. Before we start I would like to remind you how mechano-active materials work.



What would happen if the package were mechano-active? (To view the packages for each targeting group consider appendix 3) Use/Functions: What happens if it is self-opening/closing? How does it open/close, with what stimuli? (Heat, cold, moisture etc.) Why should it be self-opening/closing, why would it be good/bad and for who and when? What happens if it is shape able? How does it become shape able, with what stimuli? (Heat, cold, moisture etc.) Why should it be shape able, why would it be good/bad and for who and when? What happens if it is self-isolating? How does it become self-isolating, with what stimuli? (Heat, cold, damp etc.) Why should it be self-isolating, why would it be good/bad and for who and when? Appearance: What would the package look like? What material would it be made of? Improvement and problems: Do you think the package would improve if it were mechano-active, why? Can you imagine any problems with this package being mechano-active, why? How can these eventually problems be solved? Time: 15 min per package


Appendix 6 - You are the idea Workshop with targeting groups Now we are going to play a game called ”You are the idea”, there are no rules except that no idea is bad, there is no right or wrong. We are going to have a brainstorming to visualise what the packages would look like if they were mechano-active. Imagine that you are the idea, the package, e.g. a mechano-active paper mug. Imagine that you are a mechano-active paper mug at a coffee shop. (To view the packages for each targeting group consider appendix 3)



• Why would the customers choose you? (Because of the benefits e.g. values, needs, functionality, convenience etc.)

• What would you look like? What shape, colour etc?

Time: 15 min per package


Appendix 7 - Documentation of concept Concept: Mechano-active paper mug

SKETCH:functionCONCEPT: MECHANO-ACTIVE PAPPER MUG

Spout

Lid

Mug

CutEdge

Bottom

Layers with mechano-active materials

Expansion when exposed to heat and steam

Cut

Edge

Bilayerstructure

Expansion

Sketch 1: Function

SKETCH:visualCONCEPT: MECHANO-ACTIVE PAPPER MUG

1. The edge inside of the mug !tsinto the cut and holds the lid.

2. When exposed to heat andsteam from the hotbeverage, the cut inthe lid expands/swells.The expansion securesthe hold and prevents the lidfrom coming loose.

Cut

Edge

Expansion

3. This becomes possible thanksto layers of mechano-active materials.

Lid

Mug

Lid

Mug

Bilayerstructure

Sketch 2: Visual


MUG :constructionCONCEPT: MECHANO-ACTIVE PAPPER MUGscale 1:1

10 mm outline for edge to be rolled/folded inward to an actual size of : 5 x 2 mm

240 mm

165 mm

120 mm

50 mm

70 mm

spout15 x 10 mm

5 mm thickness

5 mm thickness

60 mm

cut 2-3 mm

= weld or glued

15 mm edge to fold up

waxed carton inside

Drawing: Mug construction (originally in size A3)

Documents

Consumer benefits of mechano-active packagesmuep.mau.se/bitstream/handle/2043/10529/Jenny_A... · scientist formulates a topic in which data is being gathered through group interaction