New trends in packaging at Interpack 08 Dusseldorf.
Even standard household products are trying out a new look in the kitchen. Because packaging sizes have been deregulated within the European Union, some manufacturers are refocusing on the power of packaging and investing in an attractive exterior. Even household sugar is being offered in pretty dispensers and practical portion sticks. For 70 products such as coffee, flour, cocoa and even sewing thread, a new world of individual packaging shapes is opening up. This new freedom is also placing the spotlight on packaging among staple product manufacturers. The only exceptions at present are some dried products as well as milk and butter, for which long transitional periods have been agreed.
In the past, packaging has often been underestimated as a means of communication. However, the brand article industry is now becoming more and more aware of its importance as purchasing decisions are mostly made at the point of sale. It’s not only design factors which are important. The packs must meet the needs of the fillers and therefore always conform to the latest trends in consumer behaviour. In the food area, in particular, product innovations have in the past smoothed the way for new packaging solutions. The megatrends in nutrition are significantly increasing the variety of packaging solutions, as will be underlined by the world’s biggest packaging trade fair, interpack 2008 from 24 to 30 April in Düsseldorf.
Convenience, health, wellness and sustainability are the developments in society which are influencing packaging. Wellness is a growth engine in stores, as is chilled food. Convenience food, for example, prepared – i.e. cleaned and chopped – salad portions, are becoming a customary feature in refrigerated food cabinets. The idea of convenience is illustrated even more sharply by apple cuttings in plastic bags. Functional food has become an everyday product. Following the food industry, now the beverage industry is also stepping on board. Vitamin-containing ACE drinks have already become firmly established. Now, cholesterol-lowering products or low glycaemic index drinks which promise a slower increase in blood sugar levels are arriving on the scene.
The international market research company Datamonitor in London presented a Europe-wide study on packaging trends in September 2007. According to the study, sustainability, health aspects, convenience, the ageing of society and packaging design will determine the near future of packaging.
The carbon footprint as today’s determinant of sustainability is increasingly influencing consumers’ purchasing decisions. In summer 2007, almost 54 percent of respondents in Europe and the USA said that they do not buy products which are visibly not eco-friendly. And almost 55 percent said they would be willing to pay more for packaging if it were designed sustainably.
This does not exclude the need for adequate packaging. With one eye on the growing waste mountain, there are increasing calls for “less is more”. It’s a problem which is not new and has already been tackled firmly by the packaging industry. A number of packs today (10 percent in 2006) signal the environmental awareness of the manufacturer. Recyclable, refillable containers or biodegradable materials are moving more firmly into the public consciousness. At the same time, the packaging industry will have to communicate ecological successes more conspicuously, because usually consumers don’t notice them at all.
Health and fitness have become more and more important for consumers in recent years, and this has not been without its effects on packaging. According to the Datamonitor survey, there are four main aspects in packaging. Customers urgently want to know more about nutritional information. Initiatives in some countries are reinforcing this trend. In the future, more use will be made of easy-to-grasp information (e.g. high in fat or sugar) and nutritional information (meets … percent of your daily carbohydrate requirements). This will increase the informational character of the packaging even further.
Permasafe: Preserves are being packaged in new shapes and containers: Plastic containers allow long shelf lives. Photo: Weidenhammer Packaging
Wishes for freshness, product protection and safety are more of a technical challenge. Under these conditions, packaging classics such as the preserves container are enjoying a renaissance in different materials, because today plastics permit steam- and gas-tight solutions with long storage lives which compete directly with cans and jars. The fact that they are unbreakable and permit increased shape variety as well as their suitability for microwave ovens are product features of the next generation of preserves containers.
The need for guaranteed freshness and end-to-end cold chains will be met in the future by time-temperature indicator (TTI) labels which change colour to indicate how fresh food is. In the study, Datamonitor says: “Freshness is becoming more and more important to consumers. For many, it is the key feature of the packaging. Consumers are willing to pay more for packaging which guarantees freshness. It can therefore be assumed that freshness-related packaging innovations will be a major part of the industry’s development.” Printed circuit boards are emerging in the background as a solution for smart packaging, their low prices and robust durability making them suitable for the mass market. Other developments include RFID and intelligent ink.
The third key factor for the future development of packaging variety is the continuing trend towards convenience solutions in which functionality and aesthetic aspects are to the fore. Their development will be determined by various consumer habits: The popularity of ready-made meals will increase further, as will eating on the move, which will be increased even more by a health-conscious component.
Time pressure, hectic urban life as well as increasing stress will promote this trend among consumers who need to divide up their time efficiently. For the packaging industry, it is synonymous with a trend towards situation-related eating habits which require additional smaller packaging sizes or portion packs. Reflecting the zeitgeist, unconventional ideas are in demand. As the number of products grows, there is a need to untangle their variety. Successful packaging excels through simplicity and memorability. The time people spend shopping will decrease. And even during shopping, speed will be of the essence. Packaging can contribute to the success of a product through stronger communication, bright colours and distinctive forms.
Faller-Pantozol: Patient compliance is significantly increased if people can take the pack with them. A wallet containing several individual packs is the solution. Photo: August Faller
One particularly important aspect will be sociodemographic trends in the high-consumption regions: In terms of average age, people are growing noticeably older. So far, the packaging industry has not paid enough attention to this. According to numerous experts, around 80 percent of senior citizens are frequently unable to cope with existing packaging. Small writing, especially for the best-before date, complicated opening mechanisms, particularly with child locks, the amount of force needed, difficulty of handling, poor portionability: The list of complaints from well-off older folks (Woofs) is endless. This could have dire consequences for manufacturers. Fifty-seven percent of older consumers will switch to a different product if they are not satisfied with the packaging.
For packaging developers, this means they must pay more attention to the serviceability of their packaging. As many consumers as possible, regardless of age, physical and mental condition and regardless of external circumstances, should be able to use the content. Simple handling will increasingly become a key factor for packaging in view of our ageing society. Requirements such as easy, intuitive use, legible information, fault tolerance, low force requirements and easy-to-handle sizes are at the top of the agenda for packaging designers.
Designers will also have to confront the issue of increasing infirmity. Whereas Braille on pharmaceutical packs already seems to have been dealt with, other packaging manufacturers are thinking about more user-friendly solutions. For example, multi-page booklet labels have been developed for containers and bottles on the one hand and blister packs on the other. on blister packs, the special labels prevent unintentional opening because removal is only possible after opening the label booklet. Another advantage is that the patient information leaflet remains attached with the medication. For the blind and visually impaired, Braille solutions can be implemented directly on these booklets. Up to now, it has been difficult for these patients to identify the right medication without the associated box and embossed symbols.
A different medication concept combines use, production and packaging aspects. In cooperation with a pharmaceutical producer, a design has been developed which meets the requirements of marketing even in high production runs. The solution consists of an outer packaging and up to twelve wallets. Each wallet contains a blister with five or seven tablets of the medication. Easy to carry and safe to use, the wallets will accompany their users everywhere. This will significantly increase compliance.
These functional requirements are accompanied by the advertising and selling power of the packaging which is coming more and more to the fore. According to marketing experts, roughly 70 percent of purchasing decisions in retail stores are made within seconds. Depending on the study, the numbers vary between 50 and 85 percent, but the influence of packaging on the purchasing decision is not contested anywhere. In large stores, there may be more than 50,000 products vying for the attention of buyers, most of the time in vain. Eighty-four percent of products are ignored. Colours, graphic design, textures, shapes and materials can shape brands and widen packaging variety. one thing cannot be changed, only accommodated into packaging design: According to market research, even in the store, consumers prefer to look at other people.
Industrialmedia S.A
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