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Toby Coates
MMR Research Worldwide
Key Consumer Insights & Trends
in Food & Drink Packaging
© MMR Research Worldwide. All rights reserved. 2
MMR works at the interface between conceptual and physical branding
The consumer perspective we provide allows our clients to develop
optimum brand experiences
A brief introduction…
© MMR Research Worldwide. All rights reserved. 3
Majority of work in validation
Ideation Development Optimisation Validation
Increasingly
moving online
/ automated
Opportunities for increased success by
utilising consumer insight earlier in the
packaging development strategy
© MMR Research Worldwide. All rights reserved. 4
Packaging – a great opportunity for experiential marketing
The Brand
Communications Packaging Product
© MMR Research Worldwide. All rights reserved. 5
The Brand
Consumers
increasingly immune
to traditional
marketing
Packaging Product Communications
Packaging – a great opportunity for experiential marketing
© MMR Research Worldwide. All rights reserved. 6
The Brand
Consumers
increasingly immune
to traditional
marketing
Packaging Product
Increasingly
difficult to
differentiate – no
BAD products
anymore
Communications
Packaging – a great opportunity for experiential marketing
© MMR Research Worldwide. All rights reserved. 7
The Brand
Consumers
increasingly immune
to traditional
marketing
Packaging
Plays pivotal role in
building brand
experience
Conduit from
brand promise to
product
experience
Product
Increasingly
difficult to
differentiate – no
BAD products
anymore
Communications
Packaging – a great opportunity for experiential marketing
© MMR Research Worldwide. All rights reserved. 8
Packaging touch-points in consumer experience
1. TV on Friday night 2. Supermarket
Saturday morning
3. Handling the product –
reaffirmation of promise
leads to purchase
4.Product trial –
promise realised
5.Pack stored - reinforcing
brand values in home
6.Pack disposed of –
repeat purchase
If influential
enough, we may
© MMR Research Worldwide. All rights reserved. 9
1. TV on Friday night 2. Supermarket
Saturday morning
3. Handling the product –
reaffirmation of promise
leads to purchase
4.Product trial –
promise realised
5.Pack stored - reinforcing
brand values in home
6.Pack disposed of –
repeat purchase
If influential
enough, we may
Packaging touch-points in consumer experience
© MMR Research Worldwide. All rights reserved. 10
A few facts
© MMR Research Worldwide. All rights reserved. 11
Packaging is longest surviving
physical touch-point of the
brand.
A lot of consumer face time!
Arguably the most
cost effective marketing
medium available
A few facts
© MMR Research Worldwide. All rights reserved. 12
Survey conducted amongst 650 UK
grocery shoppers
Investigate consumer perceptions of packaging in the UK
food & drink sector and consumer drivers of efficacy
© MMR Research Worldwide. All rights reserved.
© MMR Research Worldwide. All rights reserved. 13
Overall, food and drink packaging in UK is in pretty good shape!
Consumers are generally satisfied - only 5% dissatisfied.
Packaging still plays a
predominantly functional role in
the conscious mind of the
consumer – 88% claim it is purely to
keep the product safe.
© MMR Research Worldwide. All rights reserved. 14
Headlines
NOT ENOUGH THOUGHT GOES INTO PACKAGING OF FOOD & DRINK 35%
MANUFACTURERS USE TOO MUCH PACKAGING 80%
41% CLAIM TO HAVE BOUGHT NEW PRODUCTS BASED ON THE PACK
25% DON’T BUY AGAIN WHEN PACKAGING FAILS
© MMR Research Worldwide. All rights reserved. 15
Food & Drink packaging - must have benefits
Looks different
Looks exciting Looks good enough to leave out the cupboard
Clearly showcases the brand
Visually appealing Easy to find on the shelf
Shows the contents inside
Clearly displays nutritional facts
Provides individual portions Product has been packaged locally Easy to hold Easy to transport
Product is easy to decant Easy to store Is easy to dispose of
Packaging can be re-used
Is sustainable
Is made of recycled materials
Easy to open Is recyclable The amount of packaging limits waste
Protects the product
Keeps the product fresh
Functional / Structural Aesthetic
Product key
© MMR Research Worldwide. All rights reserved. 16
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Ready Meals (Refridgerated)
Other Fresh Baked Goods
Frozen Desserts
Frozen Ready Meals
Biscuits
Fresh Meats & Fish
Carbonated Soft Drinks
Bread
Fresh Fruit & Veg
Cooking Sauces
Soups
Cheese
Rice & Pasta
Yoghurts
Juices
Cereals
Beers & Ciders
Wines & Spirits
% rating packaging as Very Good
How are the different categories performing on packaging?
© MMR Research Worldwide. All rights reserved.
© MMR Research Worldwide. All rights reserved. 17
Where is
packaging
excelling?
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© MMR Research Worldwide. All rights reserved. 18
Wines & Spirits / Beer & Cider
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Cereal
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Where could
packaging
work harder?
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© MMR Research Worldwide. All rights reserved. 21
Frozen ready meals / Frozen Desserts
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Refrigerated Ready Meals / Fresh Baked Goods
© MMR Research Worldwide. All rights reserved. 23
Consumer feedback on food & drink packaging
Efficient– space saving
Durable – protects for the life of the product
Accessible – easy to open and effective re-seal
Recyclable – minimum waste and easy recycling
Resealable (that works for duration of product)
Aesthetically pleasing
Can see the product inside
Easy to dispense
Screw tops
Consumers want….
Key themes from spontaneous feedback
© MMR Research Worldwide. All rights reserved. 24
Consumer feedback on food & drink packaging
Too much packaging/plastic
Not recyclable / vague recycling instructions
Easily damaged / splits when opened
Poor resealability. Doesn’t keep food fresh Fruit & veg in unnecessary packaging (sweating) Cardboard packaging going soggy in the freezer Needing scissors or a knife to open packaging Oversized packaging
Consumers don’t want….
Where is consumer
packaging research
going next?
© MMR Research Worldwide. All rights reserved. 26
Product taking centre stage as consumer awareness increases
“It’s just not cool to not
give a damn about what
you put in your mouth
anymore”
© MMR Research Worldwide. All rights reserved. 27
Consumer
Landscape
7%
22%
22%
18% 12%
HEDONISTS
APATHETIC ARMCHAIR WORRIERS
HEALTHY
ON A MISSION
© MMR Research Worldwide. All rights reserved. 28
Packaging changes the way we taste
Dimension 1
Overall orange strength in smell
Smells fresh
Smells artificial
Smells plasticy
Overall orange strength in taste
Tastes citrusy
Tastes zesty
Tastes fresh
Tastes artificial
Tastes sweet
Tastes acid
Tastes bitter
Tastes plasticy
Feels smooth in mouth
Feels thick in mouth Feels dry in mouth
-4
-3
-2
-1
0
1
2
3
4
-7 -5 -3 -1 1 3 5 7
Dim
ensi
on 2
© MMR Research Worldwide. All rights reserved.
© MMR Research Worldwide. All rights reserved. 29
Packaging is multi-sensory
© MMR Research Worldwide. All rights reserved. 30
All of these sensory characteristics carry associated meaning
This meaning will affect consumer experience © MMR Research Worldwide. All rights reserved.
© MMR Research Worldwide. All rights reserved. 31
Understand how multi-sensory triggers drive choice behaviour
Object
Conceptu
alisa
tion
Perc
epti
on
Sti
mula
tion
Behaviour
Em
oti
onal R
esp
onse
Sight
Sound
Touch
Plain White
Heavy plastic
Foil
Matt finish
Kettle Chips
Premium
Homely
Comforting
Genuine
Trustworthy
© MMR Research Worldwide. All rights reserved. 32
Still important to get packs into the
hands of consumers to truly understand
the impact they will have for your
brand
© MMR Research Worldwide. All rights reserved.
Engineer a coherent experience
© MMR Research Worldwide. All rights reserved. 33
Packaging offers brand owners a huge
opportunity to build brand experience for
consumers
Consumers need to be listened to and pack
design needs to ensure that basic needs are
fulfilled
Dig deeper, use smart research and ensure that
your packaging engages the senses.
© MMR Research Worldwide. All rights reserved.
Use packaging to your advantage.