PACKAGING – THE GOOD, THE BAD AND THE FUTURE

Mike Love – Category Manager, Essentra

Dr Alaster Yoxall –Principal Research Fellow,

Lab4Living, Sheffield Hallam University

Everybody Shops, London, 21st of March 2014

THE WORLD IS GOING THROUGH

UNPRECEDENTED DEMOGRAPHIC CHANGE

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45–49

50–54

55–59

60–64

65–69

70–74

75–79

80–84

85 & over

a) 1951

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

5–9

10–14

15–19

20–24

25–29

30–34

35–39

40–44

45–49

Few births during W2

Post WWII baby-boom

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50–54

60–64

70–74

80–84

b) 2001

Population ageing

Post WW2 baby-boom

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

10–14

20–24

30–34

40–44

1960s baby-boom

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45–49

50–54

55–59

60–64

65–69

70–74

75–79

80–84

85 & over

c) 2031

Population ageing

1960s baby-boom

Males Females

-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500

0–4

5–9

10–14

15–19

20–24

25–29

30–34

35–39

40–44

Sustained low fertility

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AGEING RESULTS IN LOSS OF STRENGTH,

DEXTERITY AND COGNITION

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THE BAD

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Most frustrating pack

formats

#1. Clamshell’s

#2. Cardboard box

#3. Bag/packet

#4. Tray with lid#4. Tray with lid

Source: JRA Research &

Essentra, 2012

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85% identified some

frustration with frustration with

packaging

Q1. Thinking about packaging you have used recently please recall any features / functions that you found frustrating.

Firstly please write in the type of product / pack:

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Difficult to open

/ Had to use

knives or

scissors or other

Messy

when

opening

8%

scissors or other

tool to open

81% Too much waste/ too

much packaging

49%Difficult

to close /

reseal

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OPENABILITY – FRUSTRATIONS

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“Give up...

Walk away...Walk away...

Throw the product in the bin... ”

And in some extreme instances

“..not buy the product again…”

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THE GOOD

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OPENABILITY = JOY!

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”Achievement”

“Satisfaction”

“Happiness”

“Relief”

”It makes me feel like I have got control...I feel like I can control what I am doing with it”

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THE FUTURE

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ESSENTRA POSITIONING – PACKAGING RESOLVED

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THANK YOU

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