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A global view of consumer trends &
implications for FMCG packaging innovation:
Packaging Trends 2017
Dr. Benjamin Punchard,
Global Packaging Insights Director, MINTEL
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Packaging Trends 2017
Packaging that Navigates the Store
Packaging Gets Smart, Active, and Intelligent
Extend My Brand
Experience is All
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PACKAGING THAT NAVIGATES THE STORE
Consumers have different expectations as they navigate the
store environment. Can packaging reinvigorate the centre of
the store?
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Consumers are
increasingly moving to
smaller, faster, more
frequent shopping
Sainsbury’s trialing new
‘mission based’ store
layouts in 6 UK
supermarkets Centre of the store
(ambient, frozen), giving
way to perimeter of the
store (fresh, baked)
Millennials least likely to
venture into the centre of
the store
4 Source: Allison, Carman. “Reinvigorating the Center of the Store.” Nielson, October 2015
• According to research by Nielson, while 36% of Baby Boomers shop the perimeter of the store on all or
most of their shopping trips, 48% of Millenials do
• In the US over the past 2 years, food sales at the centre of the store lost 1.6% share of total purchases,
while the perimeter gained share
Shoppers migrating away from the centre of the store
US Total Store Volume Growth by Department
5
‘Eat Fresh, Keep Fresh’
In the UK, Tesco British Chicken Breast Fillets have been repackaged in a newly designed, recyclable 300g
twin pack. The new two-compartmental tray features a tear seal between them, which allows consumers to
either refrigerate or freeze one of the fillets for later usage. Tesco is the first retailer to launch such packs,
which can help consumers to reduce food waste, as the fully sealed tray section claims to keep the remaining
chicken breast fresher for longer. Moreover, the shape of the individual packs features serpentine line that
separates the trays, which adds a touch of visual premiumization versus a straight line, which could be
conveyed as more of a "value" look.
Source: Mintel GNPD
Brand Tesco PRIVATE LABEL
Country UK NOT IMPORTED
Price £2.50 / $3.72 / €3.41
Pack Size 300.00 g / 300.00 g
Date Published Aug 2016
Packaging POV ‘Freshness’ is a product quality claim,
but such claims delivered through
resealability and portion-packs also
speak to consumers concerns over
product waste. At point of purchase this
can appeal to consumers who see
added value in packaging that ensures
the all the product will keep until it is
needed.
6 Source: Mintel
Mintel research confirms that food shoppers believe that it’s important to be able to see the food inside
the packaging. This most resonates with younger consumers with 60% of those 18-34 agreing that it is
important to see a product through it’s packaging. Transparent food packaging can help build trust and
increase purchasing confidence by enabling consumers to evaluate the product with their own eyes.
Food packaging with a cut-out window accounted for 12% of all new carton-based packaging launches in
the first five months of 2016 in Mintel’s GNPD, up from 8% in 2013.
Transparent packaging builds trust
Brand Pain Is Good
Country USA
Price $3.68 / €2.75
Pack Size 15.50 oz / 439.09 g
Brand Sel Magique
Country USA
Price -
Pack Size 2.15 oz / 60.91 g
Transparent Batch/Individually Numbered Windows
Brand Eroski SeleQtia
Country Spain
Price €2.55 / $3.30
Pack Size 500.00 g / 17.65 oz
7
Mintel Reports, COOKING SAUCES, PASTA SAUCES AND STOCKS GLOBAL ANNUAL REVIEW 2016. Base: 1,439 British internet
users aged 16+ who have bought cooking sauces in the last six months. Source: Economist Intelligence Unit, Bureau of Labor Statistics,
U.S. Department of Agriculture, Information Resources, Inc., Progressive Grocer, Ministry of Internal Affairs and Communications of
Japan, Mintel
41% of UK 25-34 year olds enjoy experimenting with flavours and recipes, the highest of any
age group. Nearly a quarter of the UK population eat non-chilled sauces at least once a
week, with usage peaking at 34% of 16 to 24-year-olds.
“We understand that increasing numbers of consumers are seeking authentic,
genuine food experiences, and we know that they are sceptical of the ability of
large, long-established food companies to deliver them.”
Campbell Soup Co. CEO Denise Morrison
Flexing brand strength
8
Directional Analysis
Source: Mintel
• Freshness can be an attribute associated with
ambient products but packaging needs to support
this claim.
• Millennial shoppers are looking for authenticity and
trust in the products that they buy. Directed on-pack
communication supported by ‘open’ packaging
design attributes will reach out to this demographic.
• Smaller pack sizes, portionability, and packaging
for on-the-go consumption opportunities will best
fit smaller, more frequent shopping occasions.
• Retailers will themselves begin to respond to
changing shopping habits so expect the barrier
between centre and perimeter of store to blur.
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PACKAGING GETS SMART, ACTIVE & INTELLIGENT
Mobile-enabled packaging is making clear and measurable
connections with consumers, whilst active packaging
technologies promise novel product benefits
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10 Source: whatech.com; acutemarketreports.com/Stratistics MRC; bakeryandsnacks.com/Visiongain; Mintel Packaging
The Smart/Active Packaging Landscape
Visiongain
US$24.6bn
by 2021
Stratistics
MRC
US$32.7bn
by 2022
GLOBAL
FORECASTS
• Electronic, chemical/atmospheric, mechanical triggers
• Presents audibly, visually, or as a transmitted signal
• Presents actively or passively, overt or covert
Alerts/informs, rewards, enables, thwarts, entertains
• Often paired with smart devices or readers
• Primary opportunities lie in food safety, Rx/OTC
compliance, authentication, anti-counterfeit
• Fun is important but trending toward functional
• Drives FMoT engagement, PoS decision-making
• Promotes alternative engagement opportunities
• Builds confidence, trust, loyalty, and
repeat purchase intent
• QR codes: active/intelligent packaging technology?
• There are smart applications for QR codes
11 Source: http://www.youtube.com/watch?v=k0kpOoe-42g / Mintel Reports
Freshness indicators highly rated
“I think a freshness color code would be VERY useful, because I think sometimes companies push those sell
and use by dates. And sometimes refrigeration has failed and no one knew, but you couldn’t hide a color
change! Of course I would trust a color code more than a date on a package, because it would correlate to the
ingredients even if the sight and smell check turned out fine.”
US Man, aged 35-44, online discussion group participant
Insignia’s Nova color-change label is intuitive
in that the color of the dot changes with time
and corresponds to the on-pack freshness
messaging. It is extremely simple but highly
effective for consumers. It eliminates the need
to interpret otherwise confusing “sell-by/use-by”
date codes.
28%
of UK consumers find
labelling about how long a
product will keep for
confusing, whilst 24% rate
packaging that monitors
the level of freshness of
food as being most useful
12
The value of smart packaging decisions
That only 15% of people would be prepared to pay more for a product with an on-pack indicator is likely to in
part stem from the fact that a high proportion of the population currently choose to trust their own senses
rather than the on-pack guidance dates for deciding whether food is safe to eat.
Attitudes towards the labelling and design of food packaging, by demographics
Source: DeltaTrak.com/ Mintel Reports
14%
5%
8%
7%
13%
15%
9%
8%
5%
7%
12%
11%
65+
55-64
45-54
35-44
25-34
16-24
Would pay more forsmart packaging thattells me food has beenstored at a safetemperature
Would pay more forsmart packaging thatlet's me know food issafe to eat
15%
of UK consumers would
pay more for on-pack
freshness indicator in
2015, increasing from
10% in 2014.
DeltaTrak/FlashLinkL
Single-use
temperature recorder
13
Engagement at point of sale (POS)
Mineral Fusion introduced its 2015 Cosmetic Collection by incorporating Avery Dennison’s DirectLink near
field communication (NFC) labels into its point-of-service (POS) displays. With the swipe of a smartphone,
consumers can engage with the POS displays to load dynamic video content about the products.
Source: http://label.averydennison.com/en/home/about-us/press-releases/9-1-2015.html/ Strategy Analytics/ Mintel Reports
50%
of consumers preferred
using NFC to retrieve
product information vs. 23%
for QR codes and 10% for
BLE beacons according to
research by Strategy
Analytics
14
Enabled packaging technologies instil consumer confidence
Qolpac OtCM
A smart-phone application and smart
medication packaging, which
communicate together.
Med-IC Smart Pack
Med-ic is a medication event
monitoring system in the form of a
Smart Package
The rapid expansion of technology in today’s age has been seeing some extensive application in the
healthcare sector, targeted at the elderly in particular. For instance, we’ve seen a Japanese start-up that is
utilizing the Internet of Things to help worried children monitor their elderly parents, while in Mexico, a new
nurse robot named RAMM was designed by students to assist the sick and elderly with daily functions.
Source: http://www.phsfund.com/ http://www.informationmediary.com/ Mintel Reports
Base: 2,000 internet users aged 18+ who have children under 12 years old
74%
of US parents with
children under the age
of two would be
interested in an app
that allows them to
track their child’s
dosages and
treatments
15 • Source: Mintel, Eink, ThinFilms, www2.imec.be
• Similar to QR codes, text codes, and even augmented reality
applications for packaging, smart, active, and intelligent technologies
paired to packaging are in a period of transition – from fun to
functional.
• Smart, active, and intelligent technologies used on-pack can serve
overt and covert purposes
• High-tech solutions can be perceived as too complex and expensive,
leaving the brands to absorb the cost, which may include loss of
consumer loyalty and repurchase consideration.
• Smart, active, intelligent, and mobile-enable packaging drives FMoT
engagement, PoS decision-making; promotes alternative
engagement opportunities; builds confidence, trust, loyalty, and
repeat purchase intent
Directional analysis
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EXTEND MY BRAND
Packaging is performing a pivotal role in helping brands gain
entry into and acceptance in new categories
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53% of Chinese
consumers say they
are quite loyal to a
brand they like
26% of Canadian
consumers would be
interested in trying
restaurant branded lunch
options available at retail
stores
36% of UK food buyers
are more likely to buy a
new product if it is from a
familiar brand rather from
one they do not know
69% of U.S. teens tend
to stick with the same
brands for their beauty
and personal care
products
Brand Familiarity and Trust Worldwide
17
• Source: Mintel Reports, Attitudes Towards Innovation in the Food Market - UK, July 2015 Base: 1,756 internet
users aged 16+ who have bought food in the past month
What’s Driving Packaging’s Role In Brand Extensions
44
44
43
32
24
16
10
A new product from my favorite brand
A small/trial-size pack
A new flavour from my favorite brand
A limited edition flavor
A seasonal variety of a product Ialready buy
A money-back guarantee
A limited edition packaging
“Which, if any, of the following are most likely to prompt you to buy a new food product?”
Packaging Analyst
POV: Across multiple
food sub-categories,
consumers become
excited about new
product launches from
their favorite brands.
Brands that exploit
trial-size packaging,
either as a stand-alone
product or bundled to a
larger size of an allied
brand, can motivate
purchase intent among
more than 4 of every
10 consumers.
18 • Source: http://www.carlsberg.com/#!beer-beauty
Don’t Just Drink Your Beer
Understanding that men were in serious need of masculine grooming products, Carlsberg
leveraged the “beautifying properties” of their beer’s main ingredients along with a packaging
line-up that tied directly to their famous green beer bottle and logo display.
40% 67% of UK men use their
girlfriends’ or wives’
grooming products
weekly
of Carlsberg drinkers are
interested in grooming
products that contain beer
19
Tony Moly, a South Korean beauty company,
continues to appeal to younger consumers with
enticing brand extensions. Beginning in cosmetics,
the company has made its way into skin care
offerings, using eye-catchingly delicious packaging
that showcases the product’s naturally derived
ingredients.
Packaging Good Enough to Eat
Can you show packaging from
cosmetics? Is it standard type
packaging or fruit-like.
Tony Moly, a South Korean
cosmetics company, who’s
name translates to “putting style
into packaging” continues to
entice teenagers with
deliciously packaged brand
extensions. The brand, already
complete with a wide array of
stylish cosmetic products and
packages, has further
expanded its range into skin
and haircare with sensory-
erupting packaging.
Showcasing the unique and
natural ingredients, the
disruptive packaging appeals to
teens and the young at heart
with a fresh and flavorful
approach.
20
Food companies continue to push past their core products and extend into new categories.
Pre-portioned and portable packaging has enabled such companies as Oscar to bring
portable and healthy snack options to the health conscious consumer.
• Mintel Reports, Snacking Motivations and Attitudes – US – April 2015 Base: 2,000 internet users aged 18+
Packaging Helps Extend Healthy Snacking To On-the-Go
94%
33%
of U.S. adults snack at
least once daily,
with 50% snacking
an average of 2-3
times per day
of U.S. adults snack at least
once daily, with 50% snacking
an average of 2-3 times per day
21
• Source: Mintel GNPD
Packaging’s Reach Outside The Box
Best recognized in a yellow paperboard carton for over 100 years, Arm and Hammer’s Baking
Soda is known for its powerful deodorizing ability and wide array of cleaning and home care
solutions. The use of aerosol formats makes expanding into foot and shoe care, a logical next
step for the mega brand, an easy to understand concept for consumers. Improving ease of use
and product application through packaging – while maintaining key brand cues, makes for a
conspicuous extension.
Arm and Hammer Baking
Soda Ad Circa 1927
22 http://www.packagingoftheworld.com/2016/08/heinz-bloody-mary-cocktail-concept.html
http://www.packagingoftheworld.com/2016/07/brand-stretch-extensions-that-should.html
What If? Brand Extension Packaging Concepts
23
Packaging’s Role In Brand Extensions: Directional Analysis
• Package structure, functional components, even unique,
use-occasion-appropriate sizes can help extend a brand beyond
its traditional categories or aisles.
• Leveraging a familiar logo on a new or unique package
format can help maintain extend brand trust while
maintaining brand familiarity (if not loyalty).
• When a brand looks to extend its
reach, consumer engagement is
paramount. Prominently placed on-pack
messaging regarding a package function,
convenience, or lifestyle can help ensure
shoppers/consumers both see and
understand what benefits or advantages the
new brand has vs. entrenched offerings.
• In many cases, younger generations are exposed to brands from their
parents early on. Take advantage of that legacy or heritage association by
utilizing specifically designed packaging to engage these younger
generations separately in order to expand new offerings.
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EXPERIENCE IS ALL
Packaging has become a key component to create
memorable purchase and use experiences, building brand
awareness, loyalty driving (re)purchase
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What It Means For
Packaging
Consumers are increasingly
drawn to products that
stand out from the crowd
and offer something beyond
the standard brand
messaging. Good aesthetic
design is being enhanced
with tactile effects and
innovative technologies to
create engaging
experiences that lift the
product and brand beyond
competitors. Globalization has created something of a
monotonous retail experience where corporate
chains dominate and quirky or personal service
gets lost in the chase for speed and efficiency.
25 Source: http://www.packagingstrategies.com/articles/88920-chalkboard-labels-offers-a-modern-twist-for-packaging-labels/ Mintel
Reports
Brand Scratchpad
Category Wine
Country USA
Price $12.99 / €10.27
Pack Size 750.00 ml
Date Published Oct 2015
OnlineLabels.com (onlinelabels.com), a leading retailer of blank and
printed labels, recently introduced chalkboard labels to their product line.
The material is available in several sizes including full sheet, rectangular,
and different decorative shapes.
Scratchpad and Rethink wine companies use undecorated labels to
allow consumers to drink and customize.
of US Millennials
are interested in
personalized
packaging for
beverages
19% 44%
of Chinese consumers
are interested in
personalized packaging
for carbonated soft
drinks
Decorate Yourself
26 Source:http://www.thedieline.com/blog/2016/5/20/the-dieline-awards-2016-outstanding-achievements-coca-cola-bow-
label http://www.adweek.com/adfreak/oranginas-ingenious-upside-down-can-forces-you-mix-pulp-172312
Coca-Cola is constantly using packaging
innovation to create opportunities for a
sharing experience, turning the pack into
a sharing or gifting item.
Packaging Analyst POV: By linking the innovation to a brand
message this moves beyond simply
being a novelty gimmick.
Coca-Cola and Orangina have created packaging experiences
that can begin in the store and extend to anywhere.
Brands Reacting: Coca-Cola & Orangina
27 Source: https://www.youtube.com/watch?v=jEpEO8fTtDY
http://www.agema.gr/en/special-characteristics-of-the-products.html/ Mintel GNPD
AGEMA shampoo and EVITA foaming face wash
features packaging creates irrational connections and practical regimens.
Brands Reacting: EVITA & AGEMA
28
Personalised Sports Drinks
Source: http://www.drinkfinity.com/ http://design.pepsico.com/ Mintel
Drinkfinity system used pods that contain both dry and liquid ingredients. These are
combined with water in a custom drinking vessel and enable portability and customisation.
Going a step further, Gatorade designed and piloted a first-of-its-kind hydration tracking
and personalized sports fuel delivery system. The Gatorade Hydration System includes
formula-specific Gatorade pods, a squeeze bottle with Bluetooth tracking cap, and a
mobile hydration app.
29
Active packaging can build the brand
Polish grocery brand Mila wanted to communicate to consumers that the fish they sold was very fresh. They
worked with Y&R Poland to create a pack that shakes and jumps when a consumer approached in store to
mimic the movement of recently caught (and alive!) fish. The packs are wi-fi enabled and have a proximity
sensor so that they only activate when a consumer is close by.
Source: https://www.youtube.com/watch?v=zd1bdbah1m8/ Mintel Reports
Base: 2,000 internet users aged 16+
36%
of UK consumers agree
that unique packaging
designs make a product
more appealing. Under-25s
are the keenest on one-of-
a-kind packaging, with
agreement reaching 53%
30
Directional Analysis
Source: Mintel
• In an era where price can often seem like the
deciding factor, a focus on experience may be
more welcome than ever.
• Creating memorable packaging that leaves
customers delighted with an experience they will
want to share can help build a brand, drive repeat
business and attract new customers through word
of mouth or via social media.
• Significant opportunity lies simply in good
structural and graphic design, particularly for
younger and male consumers, both groups showing
a higher than average likelihood of being drawn to
attractive packaging.
• Novel technology and linking to online content can
create instant impact. But without clear links to
brand values or consumer benefits, such
innovations will be seen as gimmicks with limited
long term effect.
31
FRESH
TRUSTWORTHY ENGAGING
DIRECTED
UNEXPECTED
MEMORABLE
TRIALLING
REFERENCED
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
The Mintel Global Packaging Team
Dr. Benjamin
Punchard
Director of
Packaging Insights
London, UK
David
Luttenberger, CPP
Global Packaging
Director
New Jersey, USA
Twitter: @packaginggeek
Regina
Maiseviciute Haydon
Packaging
Research
London, UK
Sarah
Jedla
Packaging
Analyst
Chicago, USA