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© 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. A global view of consumer trends & implications for FMCG packaging innovation: Packaging Trends 2017 Dr. Benjamin Punchard, Global Packaging Insights Director, MINTEL © 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
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Page 1: Packaging Trends 2017 - Smurfit Kappa Corporate Websiteresources.smurfitkappa.com/Resources/Documents/Dr_Benjamin_Punc… · implications for FMCG packaging innovation: Packaging

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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

Page 4: Packaging Trends 2017 - Smurfit Kappa Corporate Websiteresources.smurfitkappa.com/Resources/Documents/Dr_Benjamin_Punc… · implications for FMCG packaging innovation: Packaging

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

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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• 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.

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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

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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.

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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

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• 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

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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

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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.

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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

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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

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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

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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.

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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%

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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.

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FRESH

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REFERENCED

Page 32: Packaging Trends 2017 - Smurfit Kappa Corporate Websiteresources.smurfitkappa.com/Resources/Documents/Dr_Benjamin_Punc… · implications for FMCG packaging innovation: Packaging

© 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

[email protected]

David

Luttenberger, CPP

Global Packaging

Director

New Jersey, USA

[email protected]

Twitter: @packaginggeek

Regina

Maiseviciute Haydon

Packaging

Research

London, UK

[email protected]

Sarah

Jedla

Packaging

Analyst

Chicago, USA

[email protected]


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