Even though the origins of packaging can be traced to the leather, glass, and clay containers of the earliest Western commercial ventures, its economic significance has increased dramatically since the start of the Industrial Revolution.
With the rise of E-commerce and developmental strides ongoing in IOT and blockchain, packages on the contemporary market are now designed to protect goods from the hazards of handling and environmental conditions; to provide a manageable unit of the packaged product for the producer, distributor, and consumer; and to identify the product in a way that appeals to the potential purchaser. Packages must also be easy to manufacture and to fill, and they must be inexpensive relative to the price of the final packaged product- especially with regards to sustainable packaging.
CONSUMERS PACKAGING INTEREST
The global call for renewable packaging, the rise of e-commerce trade and logistics and automated tracking devices have greatly influenced the packaging industry and has massively changed the perception of consumers towards packaging.
According to an exclusive report by pacakaging industry giant Smithers Pira, some of the most sought after packaging qualities by consumers worldwide include:
TOTAL CONVINIENCE
Increasingly busy lifestyles mean that consumers are seeking ease of use and convenient transportation from their packaging. Smaller, lighter and more easily disposable packaging makes consumption-on-the-go easier. Innovations such as no-mess applicators and dispensers eliminate the need for additional packaging, further adding to a no-fuss and disposable approach.
This need for convenience is particularly visible in the supermarket chilled foods sector. Tesco has recently introduced reseal-able packs among a variety of their savoury snacks, successfully balancing convenience with perceived freshness. Another innovation by Tesco is their Tomato and Chicken Pasta Salad, which has shifted from plastic to paper board, leading to increased visibility of the product which aids in impulse buying decisions.
ECONOMICAL SHOPPING COST
There's no avoiding global economic uncertainty. Understandably, consumers don't want to pay any more than they have to for their packaged goods and that is why cost is and will be one of the key packaging market trends. Cost is one of the first considerations made when making buying decisions.
There is a growing tendency for consumers to make purchases when they are running out of a specific product, as opposed to taking an in advance, 'pantry-loading' approach as has been the norm. Smaller and easier to carry types of packaging therefore hold the greatest potential for these money-conscious, last minute shoppers.
SUSTAINABLE PACKAGING
Consumers are becoming increasingly more aware of global environmental issues and are changing their buying habits accordingly. These days, it's 'cool to care', and consumers are actively seeking out semiotic signs on packaging that manufacturers have a green conscience (but are wary of green washing). Understanding how commitment to sustainability can be communicated in an engaging way on the packaging is key to attracting, relating to, and keeping consumers.
Sustainable Packaging: Myth or Reality, an expert white paper by PWC, explains how sustainable practice has become essential to the perception and identity of a brand. In line with their ambition to be the 'most sustainable and desirable sportswear brand', Puma worked with PWC to produce an environmental profit and loss account, highlighting a €145 million environmental impact across their supply chain. Recognition of this allows them to build a more sustainable and resilient model for the future, and to communicate their green achievements to consumers.
It seems that sustainability is no longer an optional add-on - it's an essential part of future business planning for those in the packaging industry. The complete story of a product is becoming a key factor in purchasing decisions - where does it come from, how was it made, what are its recycling credentials?
AUTHENTICITY AND TRUST
As a result of several global food scandals, such as the discovery of horsemeat in beef burgers in many UK supermarkets, there is now more demand for transparency between manufacturers and consumers.
Origins of products need to be traceable back to their source to re-establish trust throughout the supply chain. Advertised provenance on packaging increases perceptions of credibility and authenticity, and reassures consumers of high quality and truthful produce. The Brand Owner Trends Report by Smithers Pira goes one step further by linking local provenance to sustainability, stressing that brands should communicate the carbon footprint benefits of consumers buying a local brand. This is particularly effective in the yellow fats and butter market due to increased demand for natural ingredients in high fat foods.
HEALTHY LIFESTYLE
The health and wellness sector is booming and has become a key packaging industry trend, reflecting a wider public desire to understand what is and isn't good for us. Consumer packaging trends now demand the display of health credentials of the product both quickly and concisely allowing consumers to make informed choices about their food. Regulations often stipulate how this information must be displayed, and packaging must balance these needs.
The healthy living market is crowded, and it can be difficult to attract (and maintain) attention from the shelf. It's therefore important for packaging to focus on unique benefits, such as natural ingredients and formulations, offering transparency on the label. Innovative methods of displaying and preserving fresh food will also be key for short and long term success.
Healthy snacking alternatives may be a way of overcoming this issue. Increased consumer snacking encourages product innovations offering healthy snacks in smaller pack formats, such as Snack-a-jacks; light snacks in small packets with an advertised low fat content.
In conclusion, as the packaging world evolve, so the interest of consumers and modifications by industry players alike change- thus, in the coming years, as the consumers and packaging ecosystem relationship grows, the packaging industry will continue to develop the best methods to satisfy the ever growing needs of the consumers, as it is said "customers are always right".
Open Packaging Network is disrupting the packaging industry with world's first decentralized marketplace for sellers, buyers, validators, delivery agents, suppliers and other ecosystem participants.
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