Mondi makes for innovations with its Zipper Pouch for easy opening and re-sealing. Photo: Mondi Group
US $975 billion turnover generated with packaging
Study on packaging trends
Experts around the globe study demographic change and shoppers’ changing demands made on packaging time and again. Hectic workdays, an ageing population, a rising number of single households and growing environmental awareness, higher safety requirements, advancing technology and the desire for ease of handling confront packaging producers with new tasks.
A glance at global packaging markets shows how important it is to stand one’s ground in the face of the competition. The turnover expected by experts to total some US$ 975 billion next year is constantly on the rise. Those wanting to assert themselves will have to attract attention at the POS and clearly define their brand message.
Results of the Mintel study
The multi-national market research company Mintel sees a need for action in a total of five categories if companies do not want to “miss the boat” for future packaging trends. The evaluation of the study produced the following results:
- Packaging structure and trademark: Not only generate attention at the POS but also create a lasting image and thereby foster long-term shopper loyalty.
- Two-thirds shop online: In Great Britain alone two thirds of all polled consumers expect to make their purchases – including food - predominantly online within the coming decade. Innovative design as well as swift and safe shipping boost confidence in a brand.
- Smart Packaging: Software, QR codes and real-time interaction options integrated into packaging are considered a priority.
- Building loyal customers with entertaining qualities: Packaging should also be fun! Authenticity and a sense of community influence purchasing decisions.
- Brand trust: Shape, colour and material of packaging create a basis of trust with consumers and extend the customer’s relationship with the original product line.
33% infer a high-quality product from high-quality packaging.
50% want to see a scan function to immediately access product data.
52% feel attracted by extraordinary
21% want to prevent and reduce food waste by re-closable packaging.
26% would like to buy dishes offered at restaurants as test portions at supermarkets first.
44% take an interest in personalised packaging for carbonated drinks.
Social Media and the Internet
In general, the Mintel experts expect purchases in bricks-and-mortar retail to decline and online shopping to rise instead. This is why packaging design should be impressive rather than expansive and make for safe shipping. This means compact dimensions as well as durable material that withstands any kind of weather.
In contrast to this, others see a trend towards yesteryear: emotional attachment to products should be focused on and feelings of nostalgia awakened. A comeback of hand-written labels and vintage packaging is expected.
Asia drives packaging market
Market research company Smithers Pira has taken on the task of studying the global packaging market. Total sales are expected to reach some US$ 975 billion next year. While figures are stagnating in North America and Western Europe, emerging nations such as South and Central America as well as Eastern Europe are fostering positive expectations. However, it is especially Asia that is considered one of the principal reasons for steady growth: this continent already generated some 36% of worldwide turnover as early as 2012.