© 2007 e&s global 1 e&s global. © 2007 e&s global 2 e&s global what is happening?...
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© 2007 E&S Global2 E&S Global
What Is Happening?
Consumer Focused Age appropriate Bi-Lingual Ethnic Foods
Convenience Health/Wellness Safety/Tamper Evident Sustainability and
Minimization
Value Communication Flavor Catchers Physiology vs.
Psychology Colors Shapes
Customer Focused Channel specific Chain specific
© 2007 E&S Global3 E&S Global
Consumer Focused
Age Appropriate – mainly focused on the aging of the US population 80% of disposable income is
over 55 years of age
So what does this mean? Larger fonts – easier to read Larger caps – easier to open Serving size – dinner for two
or one – not four to six “Traditional” now has a new
meaning
© 2007 E&S Global5 E&S Global
Consumer Focused
Bi-Lingual Hispanic origin is the
fastest growing ethnic segment
Largest minority in the US
Closing the gap on all non-Latino groups
Need to communicate on shelf and at shelf
Ethnic Products Flavors and spices from
all over the world Influx of various ethnic
groups has led to expanding cuisine
New aisles and products to hold all of the merchandise
“Traditional” consumers looking for flavor excitement
© 2007 E&S Global6 E&S Global
Convenience
Balanced by a return to eating at home – means convenience at many levels
© 2007 E&S Global7 E&S Global
Convenience
Ready to Eat Grab and go Single serve “Eating Friendly”
packaging Portion control Inner packages Variety packs Lunchables Healthy snacks
Ready to Heat Microwave ready Just add water (to
original package) Dual ovenable Microwave reflector
material – crisp crust or outer layer
© 2007 E&S Global9 E&S Global
Health and Wellness
Health Low Fat Trans Fat Free Gluten Free Sugar Free Fat Free Allergen Free
Peanut Dairy Egg
Wellness Organic All Natural Whole Wheat Oat based Heart Healthy Vitamin Water
© 2007 E&S Global11 E&S Global
Safety and Tamper Evident
Balance between ease of opening and safety Redundant systems
Sealed box Plastic sealed bottle Foil sealed bottle top
Nitrogen flush Counterfeiting – damage to brand equity Taken for granted in the US – but should it be?
© 2007 E&S Global12 E&S Global
Safety and Tamper Evident – Australia
Film wrappers Blister or strip packs Bubble packs Heat shrink bands or
wrappers Pouches, sachets or form
fill seal packs Container mouth inner seal Sealed two-piece capsules
Tape seals Breakable caps Tear away caps Sealed metal tubes Sealed plastic laminate
tubes Cans In-built tamper evident
controls (color change)
Very strong foundation of protection!
© 2007 E&S Global13 E&S Global
Sustainability and Minimization
Sustainability - Recycling Paperboard Cardboard and corrugate Plastic bottles Plastic products/resin Grocery bags and sacks New corn-based resins
Cereplast Biocom Durability questions
© 2007 E&S Global14 E&S Global
Sustainability and Minimization
Minimization Glass to PET Box to Bag Box elimination Outer packaging –
shrinking and/or disappearing
Recycling
© 2007 E&S Global15 E&S Global
Value Communication
Proper design for value position “Cheap” looking labels can not be on premium
productsGreat design can exist in the price and value
tier Be wary of over promising on quality Be wary of de-valuing high quality and innovative
packaging Over engineering will not pay dividends
Packaging can be a competitive advantage
© 2007 E&S Global17 E&S Global
Flavor Catchers
Quick food use to always mean poor taste New technology can help trap flavor Varying substrates can keep texture as it should
be Opportunity to vary heating and texture with
innovative packaging Resins, vapor barriers, crisping technology – all
play a role in improving overall flavor Goal – quick food the consumer enjoys
© 2007 E&S Global19 E&S Global
Physiology vs. Psychology
Physiology – shape impacts image and value Innovative shapes earn
higher sales (quality expectations must be met)
Private label tends to follow – not very innovative
Manufacturer/Retailer partnerships are necessary to change this
Customers (retailers) are wary of the very new
Psychology – color and other triggers grab attention Primary vs. Pastel Variation on shelf Non-linear design Shelf configuration Link use to emotion
Children Pets Seniors
Nostalgia
© 2007 E&S Global21 E&S Global
Customer Focused
Channel Specific Club packs Co-branding Multi-packs/Band-packs Dollar items Gift packs Co-marketing
opportunities
Chain Specific Size to price point Exclusive relationships Movie based marketing New item or pack
introduction as “Test Market”
Character licensing
© 2007 E&S Global23 E&S Global
Conclusions
Consumers More savvy than ever More time pressed than ever Understand their needs Understand their triggers Design product to entice
their senses Design product to appeal to
their lifestage Do not hold onto trends too
long Work today for five years out
Customers Spend time with the
innovators Build relationships with the
visionaries Invest resources in the
groups who will grow for the long term
Deliver to them consumer insights – and your solutions
Remember – packaging is really tomorrow’s garbage!!
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