Get to know the latest packaging differentiation insights from external experts like Mintel, Nielsen or The Big Picture.

1. Packaging
differentiation
insights from
Big Ideas 2017
Why is differentiation
important?
How can it be
achieved?
What are the top
trends for 2017?

2. Packaging is
important
Packaging is often under-utilised as a
driver for buying decisions. But its
influence is clear…

3. Good packaging is more visible
Across categories, the top-performing
package is seen by approximately 70% more
consumers than the bottom-performing
design.
Decisions are made at the shelf
Consumers decide what to buy at the shelf
58% of the time.
Packaging drives experimentation
65% of consumers say they’ve tried a new
product based only on packaging or visual
design alone.
It can trigger brand-switching
11% of the time, consumers say it is the reason
they change their brand choice.
People want to see new products in person
56% of European consumers say that in-store
is a top source of new product discovery.
Sources: (1) Nielsen cross-category package design audit analysis.
(2,3,4,5) Nielsen Global Innovation Survey, 2015

4. Being noticed and driving
awareness is the first job
a pack has to do.*
- Ben Schubert,
Senior VP, Nielsen
* Ben Schubert: "Why We Buy: Applying behavioural economics to how packaging
drives purchasing decisions"– presentation from the Amcor Big Ideas series

5. When making decisions
at the shelf, age is more
important than gender
05
There are minimal differences when people
are divided by gender*:
57% (women)
vs.
The differences between older and younger
age groups are clear*:
59% (men)
of millennials consider
alternatives in-store.
of those in older
generations do.
68%
54%
Source: Nielsen Global Innovation Survey, 2015
* Q. “The last time you purchased a product in each category, did you consider more than one product at the shelf before making your selection
(versus simply seeking a specific product without considering others)?” (n=500 Millennials; 1548 consumers from older generations)

6. How can you
differentiate your
packaging to appeal
to consumers?

7. Adopt a
consumer-centric
approach
Be certain: Is there
a consumer-centric
reason for change?
01 Be mindful: Does
the redesign spell
out the change and
its benefit to the
consumer?
02
Be succinct: Use
colour carefully to
call attention to a
specific product
attribute or
packaging function.
03
Be a solution: Focus
on meaningful
disruption (vs.
disruption for the
sake of disruption).
04
*Ben Schubert: "Why We Buy: Applying behavioural
economics to how packaging drives purchasing
decisions"– presentation from the Amcor Big Ideas series
At the front end of the product
development and package design
process, brands should ask what
product and package benefit they
hope to bring to a consumer.*
- Ben Schubert,
Senior VP, Nielsen

8. Apply a method
that works:
Design to value
Design-to-value (DTV) is an integrated
approach to product development and
redesigns that will benefit consumers
and raise your margins.
Sources: www.mckinsey.com/business-functions/operations/how-we-
help-clients/product-development/design-to-value
Three key DTV
perspectives:
What do consumers want?
How are competitors meeting their
needs?
What are the manufacturing
/distribution costs?

9. 09
5 ingredients for
DTV success
Deep insights into
consumer preferences.
An understanding of
new technologies.
A cross-functional
approach, with
marketing involved from
the outset.
A target jointly owned
by operations and R&D.
A focus on optimising
the whole product.
Sources: Mckinsey & Company – Design to Value: a smart asset for
smart products

10. Strong design is
based on…
Quantitative consumer assessment.
Inspiration from outside the category.
Business-wide collaboration.
A ‘mini-billboard’ approach – treat each
pack as an ad for your brand.
Source: Ben Schubert: "Why We Buy: Applying behavioural economics to how packaging drives
purchasing decisions"– presentation from the Amcor Big Ideas series

11. Top differentiation
trends 2017

12. 15
01
Show what you’ve got
Transparent packs inspire trust and raise
product appeal:
of consumers agree packaging that
allows them to see the product would
motivate them to select one product
over another.
Sources: (1) Food Packaging Trends – US - June 2016, (2) Household
Care Packaging Trends – US - January 2017
12
38%
56%
of household care product purchasers
agree that it’s important to see the
product.

13. 02
‘In-the-home’ is the new
‘on-the-go’*
*Credit: Benjamin Punchard: " Shape Shifting: Engage consumers using innovative
structural packaging strategies"– presentation from the Amcor Big Ideas series
Source: Household Paper Products – US, February 2016
of 25-34 year olds are willing to
pay more for products such as
refillable containers that match
their home décor.
42%

14. 14
03
Waste breeds distaste
60% of consumers say they don’t
like to waste and 26% agree that
selecting packaging that helps them
to waste less food is an important
factor when buying fresh fruit and
vegetables. Consider these two
methods of reducing waste:
Resealability features – These have already been
incorporated into packaging across the food industry.
The opportunity remains to improve the ease of use
and effectiveness of these features.
Portion packs – An effective way to reduce food
waste that resonates well with concerned
consumers.
Sources: (1) The Green Consumer – UK - March 2014 (2) Fruit and
Vegetables – Ireland - March 2015

15. 04
Accessibility for all
Easy opening features are part of “mindful”
design for seniors, says Benjamin Punchard of
Mintel, but they should be incorporated in a
way that appeals to all age groups.
While easy open features seem to be more
important for consumers over 55 (59%), 42%
of all consumers also find them useful.
Source: Lightspeed GMI/Mintel

16. Appealing to the
newest generation of
consumers: Gen Z

17. Who are Gen Z?
Comprising those born between the
mid-1990s and the early 2000s, this
group has access to USD 44bn of
spending power.
Source: https://www.forbes.com/sites/ibm/2017/01/12/move-over-millennials-
generation-z-is-the-retail-industrys-next-big-buying-group/#7233ea52f0a5
Gen Z live their lives online.
They’re highly visual, socially
aware and quick to debunk
brands they don’t trust.*
* Liza Murphy: The Next Generation: Principles of designing for Gen Z” –
presentation from the Amcor Big Ideas series
Liza Murphy,
Associate Director,
The Big Picture

18. 5 rules for
engaging Gen Z

19. Rule 1
Engage them
with design
It influences 90% of their purchases.
Choose minimalist branding, clean
aesthetics and basic colour schemes.
www.bigpicture.co.uk

20. Rule 2
Respect their
gender fluidity
Offer gender-neutral products and
take a nuanced approach to gender-
orientated designs. Some 81% of
Gen Z say gender doesn’t define a
person as much as it used to.
www.bigpicture.co.uk

21. Rule 3
Be omni Reflect their dynamic online lives
with immersive messages that meet
them where they are.
www.bigpicture.co.uk

22. Rule 4
Be transparent Clarity, authenticity and honesty rule.
Genuine ethics matter.
www.bigpicture.co.uk

23. Rule 5
Make them look
good
Think of your brand as a social
‘badge’ that can help consumers tell
their personal story.
www.bigpicture.co.uk

24. 24
Differentiation tips
to remember
Packaging is a key driver in purchasing decisions and can
trigger brand-switching.
DTV can reduce costs and add consumer value.
Pack designs should address consumer challenges.
Gen Z favours brands that are visual, authentic and ethical.

25. 29
Sources
Big Ideas presentations used to create this
document:
Why We Buy: Applying behavioural economics
to how packaging drives purchasing decisions
(Ben Schubert, Nielsen)
Shape Shifting: Engage consumers using
innovative structural packaging strategies
(Benjamin Punchard, Mintel)
The Next Generation: Principles of designing for
Gen Z (Liza Murphy, The Big Picture)
To download the
presentations or watch
the recordings……
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