Abstract
Introduction
Packaging plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase. Therefore, packaging that creates differentiation and identity in the relatively homogenous consumer packaged goods industry is highly important.
Scope of this report
- Comprehensive analysis of how key consumer trends are shaping the role of packaging both in product positioning and in consumers' lives more generally
- Identifies the intrinsic and extrinsic packaging functions that consumers most value through qualitative and quantitative analysis.
- Detailed recommendations showcasing leading innovations and offering practical strategies based on the trends and insights uncovered in the report.
- Covering eight core countries across Europe and North America; France, Germany, Italy, Netherlands, Spain, Sweden, UK and US.
Research and analysis highlights
The total volume of packaging has grown enormously and now contributes a very significant proportion of the domestic waste stream. Packaging will continue to be targeted as wasteful. Therefore, eco-friendly sustainable packaging that is recyclable, reusable/refillable, and/or made of biodegradable materials will be more sought after.
An increasing interest in their health is driving consumers to check package labels with greater regularity. Labelling should not be unnecessarily confusing or misleading in order to hide the poor nutritional/ingredient profile of certain products.
The decrease in consumer confidence in food safety is not a result of the number of recalls, but instead the high-profile, long-lasting nature of the safety incidents. Packaging is integral to boosting perceptions of safety and will therefore be an important part of more concerted efforts to regain consumer trust going forward.
Key reasons to read this report
- Access a blend of quantitative and qualitative data aggregating the most compelling and recent research in this increasingly important topic.
- Gain a detailed insight into consumer views towards packaging and understand the implications for design.
- Improve your marketing by following best-practice guidelines enabling more effective targeting with on-trend products and relevant communications.
Table of Contents
- Overview
- EXECUTIVE SUMMARY
- Sustainability is becoming a key lifestyle priority and impacts shopper
attitudes towards packaging
- Health benefits attributed to packaging are especially important in food
and drinks
- Convenience is still vital to consumers' packaging needs
- Aging populations have stimulated the need for ' universal design' in
packaging
- Packaging design is important in captivating consumer interest and
initiating buying behavior
- Action Points
- Table of Contents
- Table of figures
- Table of tables
- The future decoded
- INTRODUCTION: The role of packaging has evolved with consumer trends
- TREND: Sustainability is becoming a key lifestyle priority and impacts
shopper attitudes towards packaging
- Consumers have moved into a more reflective and concerned phase of
consumption
- Environmental consumerism is becoming more sophisticated and is driven
by five consumer segments
- Environmental consumerism is driven by five consumer segments
- Environmental/ ethical attitudes do not always translate into actual
behavior
- Consumers require more education about sustainability led initiatives
- Packaging has a direct link to environmental consciousness as more
consumers look to reduce waste
- Governments across the globe have set new targets to battle help
waste management
- Consumers are becoming increasingly conscious of waste management
and the role packaging plays
- Consumers are recycling more of their waste
- Consumers believe products are over packaged
- Consumers desire less clutter in their lives
- ' Light-weighting' is helping to reduce the volume of packaging waste
- Consumers are often unable to detect light-weighting
- Consumers display contradictory attitudes towards the role of
packaging
- Key take-outs and implications: packaging has an important role to
play as environmental consumerism gains momentum
- INSIGHT: Health and sensory benefits attributed to packaging are
especially important in food and drinks
- Food and beverage safety is increasingly important for shoppers
- Packaging is perceived as being integral to maintaining product safety
- Consumers are showing extremely favorable attitudes towards, and
increased consumption of, fresh food and drinks
- Freshness is a highly valued packaging attribute
- Increasing interest in fresh food has only recently being matched by
more new product launches
- Consumers value packaging that enhances the quality or pleasure
experienced on consumption
- ' Smart packaging' innovation can help address consumers health and
sensory demands
- Health concerns are driving increasing interest in, and usage of,
packaging labels
- Consumers are spending more time checking labels for nutritional advice
- Packaging labels can also help to regain consumer trust
- Key take-outs and implications: packaging offering enhanced freshness,
safety and the effective provision of on-pack information will be
increasingly desired by consumers
- INSIGHT: Convenience is still vital to consumers' packaging needs
- A number of convenience trends impact consumer packaging desires
- The ready meals market is growing in every global region
- On-the-go occasions are increasing creating a need for packaging
that facilitates such occasions
- Consumers are increasingly making use of ' top-up' shopping
- Consumers value packaging design that helps to overcome choice
complexity
- In a bid to reduce choice complexity consumers embrace ' speed
shopping'
- Key take outs and implications: convenient packaging is about both
functionality and aesthetics
- INSIGHT: Aging populations have stimulated the need for ' universal
design' in packaging
- Populations are aging across Europe and the US thereby increasing the
need for ' universal packaging'
- The physical abilities of many consumers are diminishing or simply
hindered
- Chronic rheumatic conditions are becoming more common in older
adults and greatly impair consumer ability to use and open products and
packaging
- ' Design for all' encompasses a wider range of consumers and will
become imperative for future success
- Key take-outs and implications: universal design should be the basic
blueprint against which packaging design is scrutinized
- INSIGHT: Packaging design is important in captivating consumer interest
and initiating buying behavior
- Packaging design heavily influences overall perceptions of a product
and hence brand positioning
- Upscale packaging designs can add perceived value to the product
- Packaging designs heavily influence consumer perception of ' cool'
- Packaging cues are important in creating the "wow factor" for Kids
- The use of certain colors lead to differing emotive responses
- Color and emotions are also synonymous with words and expressions
- Color contrast in packaging is key to ensuring shelf stand-out and
capturing consumer attention
- Package pictures can shape consumer perceptions more rapidly than
textual information
- The structural elements of packaging reflect product personality
thereby shaping consumer expectations
- Key take-outs and implications: ensure that packaging design is at the
forefront of brand positioning efforts
- ACTION POINTS
- ACTION: Integrate sustainability principles into all packaging design
- Demonstrate a commitment to reduce packaging your packaging footprint
by reducing material waste
- Use ' light-weighting' alternatives where applicable
- Avoid falling into the trap that premium must be heavily packaged to
stand-out from value offerings
- Give packaging a ' second use' to enhance reusability
- Make packaging work harder by identifying dual-function components
- Educate and inform consumers about your sustainable credentials
- Develop branded initiatives that enable consumers to more easily
identify eco-friendly packages
- Use in-store signage to educate and communicate about environmental
credentials
- ACTION: Use packaging to help regain consumer trust
- Develop recognizable and trustworthy labels that are transparent and
honest
- Embrace ' smart packaging' technology to help re-assure consumers about
product safety
- ACTION: Package products in a way that enhances the quality of the
consumption experience
- Enhance food freshness through packaging formats where possible
- Use packaging to maximize the sensory appeal of the consumption
occasion
- ACTION: Ensure packaging innovations offer convenience and simplicity
- Target new and growing occasions such as ' on-the-go'
- ACTION: Embrace principles of ' universal design' to ensure user-friendly
concepts
- ACTION: Use packaging innovation as a way to engage and interact with
consumers
- ACTION: Burst through the clutter in the retail environment to achieve
shelf standout
- Use color and shape to create contrast with competitors
- Use packaging to create positioning and justify a price premium
- Visually own the packaging dimension which identifies the key benefit
- Create a visual impact that enhances consumer awareness
- APPENDIX
- Supplementary data
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Municipal waste generated and recycled by country, Europe
& US, 1996, 2001, 2006
- Table 2: Consumer agreement with statements conveying different
attitudes toward packaging, UK
- Table 3: Consumer survey: the extent to which European and US
consumers used nutritional information on product packaging to help make
food and drink choices, by country, 2006
- Table 4: Overall and per person number of on-the-go eating occasions
(million), Europe & US, 2006-2011
- Table 5: Overall and per person number of on-the-go drinking occasions
(million), Europe & US, 2006-2011
- Table 6: Population by age group (m), Europe and US, 2001-2011
- Table 7: European and US consumer and industry opinion concerning the
influence of various factors on (re)gaining consumer trust
- Table 8: Consumer response to the question: "In general, how
influential are the following packaging functions when choosing FOOD
products?", Europe, US, 2007
- Table 9: Consumer response to the question: "In general, how
influential are the following packaging functions when choosing BEVERAGE
products?", Europe, US, 2007
- Table 10: Consumer response to the question: "In general, how
influential are the following packaging functions when choosing
PERSONAL/HOUSEHOLD CARE products?", Europe, US, 2007
- List of Figures
- Figure 1: Packaging innovation is now aligned with a number of
consumer mega trends
- Figure 2: Ethical consumerism is becoming more sophisticated over time
- Figure 3: Over a third of Europeans and Americans can be considered
' Green Thinkers'
- Figure 4: A lack of education and clarity creates a bottleneck slowing
the migration of consumers toward groups which are willing to seek and pay
extra for sustainable products and packaging
- Figure 5: Positive attitudes towards ethical consumption are beginning
to translate into actual behavior
- Figure 6: Over a quarter of Europeans rank growing waste and the
depletion of natural resources as being a main environmental issue
- Figure 7: Waste management is the environmentally focused action that
Europeans are most willing to do
- Figure 8: Recycling is the third most desirable option for dealing
with waste
- Figure 9: European and American consumer rank eating fresh food as an
important dietary approach
- Figure 10: There are a number of new smart packaging/label innovations
entering the market
- Figure 11: High usage of microwaves reflects consumers' need for
convenient solutions
- Figure 12: Consumers seek products which are both convenient AND
healthy
- Figure 13: European and American consumers are increasingly exhibiting
' top-up shopping' behavior
- Figure 14: A feeling of ' choice paralysis' often influences shoppers
- Figure 15: Speed shopping is contributing to a more passive approach
to shopping
- Figure 16: Packaging that incorporates these attributes will appeal to
convenience orientated shoppers
- Figure 17: A number of illnesses and diseases can affect various parts
of the body which inhibit consumers' ability to effectively use products
and packaging
- Figure 18: Packaging design plays a big part in shaping consumers'
quality expectations, especially when making personal care purchases
- Figure 19: Certain colors are associated to specific words/concepts
- Figure 20: Sustainability-led packaging innovation can take many guises
- Figure 21: Light-weighting lowers waste and raw materials costs
- Figure 22: Educating consumers about sustainability policies increases
awareness and adds impact to the changes being made
- Figure 23: In-store signage increases the visibility of sustainable
products
- Figure 24: Labeling must be well executed, easy to understand and
based on trust
- Figure 25: Smart packaging can improve product safety
- Figure 26: Packaging can be used to enhance the fresh appeal of
products
- Figure 27: On-the-go coffee innovation continues to offer more
convenience
- Figure 28: Packaging developed to facilitate on-the-go consumption
will continue to be desired by shoppers
- Figure 29: Design for all concepts can be easily integrated into
existing packaging concepts
- Figure 30: Contrast can be achieved at the shelf through numerous ways
- Figure 31: Packaging designs can be extremely useful in positioning a
product
- Figure 32: A visual impact can be made by all manner of packaging types
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