Packaging design and innovation - ConTech 2015
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Presentation to ConTech 2015 in Melbourne about understanding consumer insights, social trends and demographic changes and how they might influence packaging design and innovation.
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Packaging design and innovation - ConTech 2015
- 1. Didn’t you know…it’s about the packaging ConTech 2015 Stewart Gunn – GM Corporate Business, Orora Australasia Melbourne - 13 May, 2015
- 2. Orora Limited 2015 Agenda • Packaging today and in the future • An overview of social and consumer trends • Identifying social trends • Identifying consumer trends and opportunities 2
- 3. Packaging today and in the future 3
- 4. Orora Limited 2015 The global packaging industry 2012 US$431bn 2014 US$453bn Market growth = 2.5-3% in 2015 • Global demographic changes in rising demand for processed foods • Where is this all heading and what do we do about it? • What do we look for when developing packaging solutions that fit? • Where do we begin? 4
- 5. Orora Limited 2015 The role of packaging WHY IS PACKAGING SO IMPORTANT? CORE FUNCTIONS OF PACKAGING • Preserves the integrity • Protects its contents • Promote, inform, educate and advise ADDITIONAL FUNCTIONS OF PACKAGING • Convenience • Environmental 5
- 6. Orora Limited 2015 The role of packaging PACKAGING TYPES There are three key categories of packaging: • Primary Packaging • Secondary Packaging • Tertiary Packaging 6
- 7. Orora Limited 2015 Consumer trends and their influence on packaging Understanding consumer trends and insights is vital for packaging suppliers, brand owners and manufacturers, in order to: • Help to identify relevant packaging opportunities to meet consumer needs and challenges • Help guide packaging machine investment strategy • Help guide food and beverage manufacturers in their machine and packing investment strategy • Influence and develop strategic business partnerships and collaboration between packaging suppliers, brand owners and food and beverage manufacturers • Influence Research & Development (R&D) project investment into new forms of packaging 7
- 8. Orora Limited 2015 The future of the packaging market – an overview • The consumer packaging market is a relatively strong market as it is able to benefit from the rise in demand for consumer goods worldwide. • As long as the global economy continues to grow the packaging market will also continue to grow. • It is important that the packaging market grows in order for packaging innovation to develop to meet consumer needs. Understanding consumer trends and insights will become ever more popular to identify specific consumer packaging opportunities. • A growing packaging market will also mean manufacturers will be able to invest in developing new packaging materials and designs to meet the needs of the changing consumer. • More advanced packaging materials will be used in packaging such as nanotechnology and smart-packaging. • Packaging solutions will need to continually adapt to meet changing consumer needs and challenges. A greater focus will be on sustainability, recycling and added-value packaging that bring tangible benefits to the consumer. • Technically smart packaging will be an important growth sector in packaging, together with innovative design that will be central to moving the industry forward. 8
- 9. An overview of social trends and consumer trends 9
- 10. Orora Limited 2015 An overview of social trends and consumer trends • Success within the consumer goods market is heavily reliant on delivering what the consumer wants, when the consumer wants it, where and how the consumer wants it. • Social trends are important to capture the bigger picture trends that ultimately describe human behaviour. • Identifying consumer trends and analysing these unique insights will provide us with structure, clarity and perspective in understanding consumer behaviour. • Understanding consumer trends and the packaging opportunities that these create will not only help shape the future of packaging, but will help packaging and confectionery manufacturers develop investment strategies for packaging solutions. 10
- 11. Orora Limited 2015 Identifying future consumer trends & opportunities 11 SOCIAL TRENDS Guiding Trends that describe human behaviour. MEGA TRENDS Trends that influence consumer behaviour and drive change across the consumer packaged goods industry. RETAIL ENABLERS Enablers that bring trends to life and utilise opportunities that are created in the marketplace via Advertising, Channels, Packaging, Social Media and products.
- 12. Orora Limited 2015 Social trends 12
- 13. Orora Limited 2015 Social trends - Youniverse Oreo – Oreo Cookie brands campaign features personalised emojis Click Here 13
- 14. Orora Limited 2015 Social trends – Better Business Kit Kat Chocolate Bars - Rail fares paid with candy bar wrappers Click Here 14
- 15. Orora Limited 2015 Individualism and expression OPPORTUNITIES • Develop innovative products that are aimed at those consumers who have allergies or intolerances towards specific ingredients i.e. gluten-free alternatives that meet the health and lifestyle needs of consumers. • Personalise products so that they that are aimed at a specific target audience i.e. Occasion specific, demographic specific, need specific or attitude specific. 15
- 16. Orora Limited 2015 Smart and connected OPPORTUNITITIES • Social networking is being used more and more by consumers to share thoughts, opinions, and publishing textual, audio / visual content (influencing anything from product name to package design). • Consumers adopt the mentality that technology will make their lives easier and more comfortable. Therefore emphasising these benefits in association with new products and services will increase the chances of success. • The increase in smart shoppers, will mean opportunities will increase for manufacturers to better interact and stimulate consumer demand. 16
- 18. Orora Limited 2015 Pillars of technical design and innovation 18 The six key pillars of packaging innovation • Convenience • Shelf Presence • Cost • Safety • Functionality • Sustainability
- 19. Didn’t you know…it’s about the packaging ConTech 2015 Stewart Gunn – GM Corporate Business, Orora Australasia Melbourne - 13 May, 2015
Notas do Editor
- In 2012 the Global Consumer Packaging industry was valued at approx. US$431bn. In 2013 the market grew to US$441, in 2014 the market grew to US$453bn. Big Business. This market is expected to grow by between 2.5% and 3% in 2015 due to the increase in the global demographic changes and the rising demand for processed food is resulting in more packaging being used. Increase in global population – World population in 2010 was 6.9 billion and is forecast to rise to 7.7 billion by 2020 The number of people worldwide aged over 60 in 2012 was 810 million this is forecast to increase to over 2 billion by 2050 according to UN thematic think piece on population demographics FURTHER FACTS REQUIRED
- Packaging plays an essential role in the production, preservation, distribution and marketing of manufactured consumer goods and other products. We can use the 3 P’s of packaging – Preserves, Protects and Promotes
- Whether it be directly or indirectly consumers will have an influence on all of these packaging types. Primary packaging – Primary packaging is packaging that constitutes a sales unit to the final user or consumer at the point of purchase. Secondary packaging – Secondary packaging is packaging constitutes, at the point of purchase, a grouping of a certain number of sales units, whether the latter is sold as such to the final user, or consumer or whether it serves only as a means to replenish the shelves at the point of sale. It can be removed from the product without affecting its characteristics. Tertiary packaging – Packaging designed to facilitate handling and transport of a number of sales units or grouped packaging in order to prevent physical handling and transport damage. Transport packaging does not include road, rail, ship and air containers.
- Important for solid growth in the packaging market so that this underpins what could be expensive R&D Programs in the future for packaging solutions
- Demographers come up with some pretty weird and wonderful ways of describing our behavours in our every day lives don’t they!
- In May 2014, Oreo launched a social media campaign designed to engage Chinese families. The US based cookie brand unveiled a branded WeChat experience enabling people to create and share fun personalised emojis (ideograms or smileys) featuring their own faces – or those of friends or family members. At Oreo Bus stations across the country consumers could project their emojiis onto big screens or print out personalised stickers. Promotional Oreo wrappers also allowed customers to unlock further emoji related content.
- As part of the effort to rejuvenate tourism in northern Japan after the 2011 tsunami, the Sanriku Railway network teamed up with Nestlé to allow customers to pay their fares with special KitKat candy bar wrappers. The initiative was developed after Nestlé discovered that the railway's reconstruction team had received KitKat bars from the public as a form of encouragement. The promotion launched in June 2014, with tickets valid until May 2015. http://www.nestle.com/media/newsandfeatures/kitkat-for-japan-railway-recovery
- 2014 Germany and UK Zero Zebra Cool School Letter Shaped Organic Chocolate Targeted towards young children who have just started going to school the gluten-free product offers 26 alphabet-letters-shaped chocolates and are also free from all 14 allergens, recognized by the European Union. 2015 UK The Grown Up Chocolate Company Targeted exclusively at adults, this firm's "grown up" chocolate bars claim to be "reminiscent of the chocolate bars we ate as children but with an adult twist.¹" The brand creatively capitalizes on Datamonitor Consumer's Retrophillia sub-trend but with a quirky modern angle: all product packaging features images of kids with the tagline "Nice try kid, but it's not for you.¹"
- Tesco Virtual Store, Seoul South Korea. Train network order your groceries at the beginning of your train trip and have them delivered to your house when you arrive home. (South Korea) Japanese design agency TO-GENKYO has designed an innovative hourglass shaped label for packaged meat which uses a special ink that changes colour as ammonia is released inside the package. As the meat ages, it releases increasing amounts of the substance, obscuring the barcode at the bottom. Customers can quickly see if the meat is going bad – and when the barcode becomes completely covered, it can’t be scanned. Ballantine's finest whisky featuring electroluminescent label charge through a battery that sits in an enclosed compartment at the base of the bottle. Smart labelling include examples around nano technology used in smart labels and packaging, track and trace, smart labelling for product interaction and enhancement, scented packaging opportunities EXAMPLES REQUIRED
- IN CLOSING – I OFFER YOU THIS DIRECTION FOR IN THE DEVELOPMENT OF YOUR NEXT WINNING PACKAGING DESIGN; Our observations across the packaging world observed there are six pillars of packaging innovation The six key pillars of packaging innovation include; Convenience Shelf Presence Cost Safety Functionality Sustainability TO DESIGN AND EXECUTE THESE WITHOUT THE CONSIDERATION FOR THOSE TRENDS AND ENABLERS WE TOUCHED ON TODAY MAY INDEED SEE YOUR INNOVATION LASTING ONLY A SHORT PERIOD UNTIL THOSE THAT HAVE ADAPTED AND CONSIDERED ALL THESE COMPONENTS BRING THEIR PRODUCTS TO LIFE AND CONTINUALLY ADJUST TO THE CHANGING WORLD WE LIVE IN TODAY AND WE HOPE FOR TOMORROW.