Trend Packaging 2011

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PACKAGING TRENDS 2011

TREND PACKAGING 2011By Danny Damar Swasonodjati Packaging and Design Dev Head PT Sari Enesis Indah Indonesia 2011 +62 21 - 8161122890

Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011

07/02/2011

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PACKAGING TRENDS 2011

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What will be the big packaging trend for 2011?As we enter 2011 Euromonitor International reflect on the trends that are expected to dominate the year and the impact these may have on packaging. While many consumers will have placed cost as the primary purchase decision maker, sustainability still retains an important place in the consumer consciousness. Consumers have had their confidence shaken and as such are looking for brands that build a feeling of trust. Looking for good value has developed beyond wanting the cheapest item. Consumers are now measuring value in the trust they have in the brand, in the story the brand can tell and how that fits into the consumer's ideals. A strong environmental message tells the consumer that the brand has values beyond the profit sheet, and packaging that can deliver a green message takes this right into the hand of the consumer. Whilst legislation has been a key driver for environmentally positive, but often covert, packaging changes such as lightweighting, 2011 will see the consumer as the key stakeholder who needs to be satisfied. Those consumers are now more educated than ever about green issues and so packaging will need clear benefits with hard evidence and to avoid any possibility of being seen as greenwashing. Look for: More prominent positioning of environmental claims on packaging and in brand advertising Look for: The growth of simple logos to show recyclability and compostability and the movement of these symbols from back of pack to front of pack The stories that brands tell are increasingly dependent on provenance. Consumers want to connect back to the producer, particularly for food and beverages products, to satisfy themselves that what they are consuming comes from a source they feel secure with. Stories that offer a connection to 'local', 'traditional', 'handmade/crafted', 'bespoke' and 'natural' speak to those consumers who are increasingly wary of highly processed foods. Those that focus on the people behind the product, the producers and farmers etc, will be developing a social connection that can then be developed further, for example through blogs or twitter feeds. Look for: Packaging that offers a link to the producer, with an increase in visible traceability so consumers can link their product back not just to a farm but to a particular animal, milked at a particular time Look for: Increase in mainstream organic purchase and need for responsible packaging that complements the product's organic contentsDanny Damar S/ My Documents/ WORLD TREND PACKAGING 2011

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PACKAGING TRENDS 2011Many consumers are now permanently attached to the virtual world through smartphones and increasingly expect this platform to deliver to all their needs. As this trend grows brand owners will increasingly be looking for ways to leverage the app-enables world and packaging is likely to emerge at the key interface between the virtual and the real. Already Tesco's iPhone app enables consumers to scan a product's bar code at any time and have that item dropped into a virtual trolley extending the packaging as a sales tool. Other features such as QR codes, which again can be scanned by smartphones, give brand owners the opportunity to direct consumers to relevant online information. However simply linking from the pack to a website will not excite today's consumers, brands need to find ways to make become part of the consumers online world linking through to Facebook and other social networks. Look for: QR codes to become a regular feature on packaging, for example in categories such as confectionery perhaps linking to online cartoon content and online tailored storyboards that feature the kid consumer, the product and popular cartoon characters Look for: The development of brand apps that leverage social networks, for example a Marmite app that enables your online identity to 'love' or 'hate' the product.

Packaging Trends in 2011 and beyond31 January, 2011Steeman & ex managing director at Simpack Engineering)

Written by Anton Steeman (Packaging Technologist and Technical Writer at Wessley Murylo de Souza

Easy-to-Grow Mushroom Garden was launched in the hopes of bringing a sustainable urban mushroom farm into the kitchen This is the last day of the first month of the new year, the first month of a new decade. Within three days, February 3, it is the first day of the Chinese new year. So it is time to take a look at the trends and forecasts in packaging related affairs for this year and beyond. It is my personal vision, substantiated with the results of market surveys and research projects. It took me a month to interpret what I saw in the crystal ball. Dont blame me for the results.

Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011

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PACKAGING TRENDS 2011Sustainability is for the 21st century, what technology was for the 20th century In a previous article I stated that Sustainability is for the 21st century, what technology was for the 20th century. And, more importantly, that the term sustainability is defined by the consumer, consequently the industry has to understand that their interpretation of the word sustainability isnt dominating. It is the definition of the consumer which counts and that means that the industry has to turn around its thinking process and realize that profits for shareholders arent the ultimate goal. Its the satisfaction of the consumer, the consumer will be king again, and he wants to see green and healthy products manufactured by sustainable production processes. This statement is underlined by the report Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies from The Hartman Group, which found that consumer understanding of the term sustainable is changing, moving away from more literal or dictionary meanings, such as ability to last over time and self-reliance, toward wider concepts like green, responsible farming and production methods, and conserving natural resources.

New label design for Tagus Creek includes Braille and QR technology. The back label is reshaped and includes simple new symbols with short text descriptors and Braille to explain more about each wine Greenwashing will mercilessly be punished and telling fairy tales will be counter-productive. The captains of industry have to grasp that. I, for me, foresee quite some changes in management behaviours and attitudes towards the consumer. An interesting era has started with this new decade. 2011 and beyond will be the era of consumer information One of the reasons why I am very sure about the above statement is the fact that this will be the era of the consumer information. According to Mintel: With smartphones becoming the dominant mobile force, QR codes and app technology will pique interest, provide portals into unique experiences and improve our quality of life.Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011

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PACKAGING TRENDS 2011In the US, sales of smartphones grew 82% from 2008 to 2010. In the UK, 28% of consumers own a smartphone and by 2015 iPhones will make up 11% of all total devices used in the UK. As consumers are empowered like never before, 2011 will see people take a deeper interest in where they are: from the city to a specific store. Geography and status can be redefined through retail, presenting savvy brands with an opportunity for increased location based services, promotions and solutions. To capitalise on consumer awareness of technology, brands will need to take QR codes beyond niche understanding, using it to explain and offer exclusive content. Rather than displacing our interaction with the physical, this technology has the potential to reinvigorate our relationships with brands, retailers and with each other.

One of the most important features of QR codes is that the consumer has instant access to product information, the moment he walks in the supermarket aisle and considers buying a product he visions. But not only that, the eco-credentials of product and packaging will be able to be checked via the websites of non-profit eco-organizations or governmental agencies. There is more: Braille will be mandatory, colour changing shelf life labels and sensors will be common good, companies as well as consumers will be able to trace the product to its origins and companies will have the opportunity to inform the consumer electronically in cases of recalls. And this is only the beginning. Growing organic food and drink sales push bio-packaging According to Organic Monitor, the global market for organic food and drink is recovering from the economic slowdown, with revenues of some USD 60 billion last year. Although growth has slowed from previous years, revenues have expanded over three-fold from USD 18 billion in 2000.

Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011

07/02/2011

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PACKAGING TRENDS 2011

The North American market continues to show healthy growth. It has overtaken the European market last year to become the largest in the world. The market for organic products in other regions is also showing healthy growth, especially in Asia and Latin America. Growing consumer awareness of organic agriculture and increasing distribution are the major drivers of market growth in these regions. Organic foods are becoming widely available in large food retailers, with some l