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1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Market trends and packaging innovation FDIN Seminar, Putting Packaging.

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Presentation on theme: "1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Market trends and packaging innovation FDIN Seminar, Putting Packaging."— Presentation transcript:

1 1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Market trends and packaging innovation FDIN Seminar, Putting Packaging at the Heart of NPD April 2009

2 2 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Todays presentation Key packaging trends globally Implications of local and regional trends Packaging innovation: – Art versus functionality – Step change or incremental – Complexity versus simplicity – What works, and what doesnt

3 3 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Innovation New brand, new product, new variety, new pack… Estimated 80-90% of all introductions globally are merely tweaks of flavour or fragrance or package size... Are companies playing safe? Is there a dearth of innovation? – Where has all the great NPD gone? Very few products or packs are truly innovative... – …but lots are innovative in one aspect

4 4 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Market trends Until recently we spoke of three major trends that impact all markets: – Health & wellness – Convenience – Indulgence But these trends evolve and change over time And we now add a fourth trend: – Ethics and the environment Look at innovation in the context of those four trends – Identify how companies around the world are developing new packs to meet those trends

5 5 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Health & wellness Low-in claims remain important, but dieting and weight loss are outmoded and marginalised Portion control is emerging as a key trend, with significant impact on packaging Focus now is on natural nutrition: fresh, wholesome, nutritious – values that can be delivered via package design and technology Technology driven solutions provide new delivery systems for health & wellness benefits But clear communication of the health & wellness message is still critical

6 6 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Usage of portion control packaging, USA...The 100 calorie snack package, an industry that went from $0 to $200 million in a three year period... The concept of the 100 calorie package is a winner. Portion control, convenience, familiar and favorite foods, all in one (slightly expensive) package add up to a dieters best friend Source: Mintel Inspire trend report, Portion Control Source: Mintel Oxygen report – Food & Drink Packaging Trends - US - April Calorie Packs, USA100 Calorie Packs, Europe Health & wellness: portion control

7 7 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Health & wellness: freshness, naturalness Innocent Tasty Veg Pot, UK Marks & Spencers Eat Well Steam Cuisine, UK ConAgras Healthy Choice Fresh Mixers, USA Preserving Natural Goodness Freshness: See the Goods Birds Eye Steamfresh rice, USA

8 8 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Health & wellness: new delivery systems Rising Beverage s Activate functional drinks, with vitamins and herbal ingredients stored as a powder in a moisture-resistant chamber inside the cap, released into the water when the cap is twisted, USA Oenobiol slimming drink concentrate, sold as a concentrated mix in a cap to fit any standard PET bottle of water, France

9 9 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Health & wellness: clear communication Schwartaus Fruit2day juice drinks, Germany

10 10 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience Hectic modern lifestyles (jigsaw lives) encourage the development of instant solutions: no mess, no fuss, no measuring, no clean-up Growth in smaller households, and the decline of the formal family meal occasion, lead to expansion of individual or portionable solutions With todays more mobile society, consumers spend more time away from the home – need for portable solutions Technology allows for greater convenience, but note the counter-trend: For the over-optioned consumer, convenience=simplicity Simple to understand, simple to use, product and package

11 11 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience: microwaveable packaging Toros microwave chilled meals that beep when ready, Norway Mars Uncle Bens Heiss auf Reis rice & sauce in duo-tub pack for microwave, Germany Masterfoods Royco microwave cheese sauce in a 200ml pouch with heat-free handle, South Africa 2-Part Packaging More Than a regular microwaveable pack…

12 12 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience: single-serve & portionable Cerebos cooking salt in stick packs, France Kraft Food, Crystal Light On the Go, USA

13 13 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience: resealable Cross-category application Coca-Cola in resealable 33cl can, Germany

14 14 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience: on-the-go Ferreros Pocket Espresso to Go, 21ml cups of espresso coffee with an attached straw, Italy Trencherman wine in 2 x 18.75cl pack of foil-sealed PET glasses, UK

15 15 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience: the role of technology Pears with Ripe Sense indicator that changes colour, Canada Morinaga s Dars chocolate with thermochromic label to indicate when the chocolate is at the optimum temperature (22°C) for texture and flavour, Japan

16 16 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Convenience = simple added value Pfizers Children's Benadryl Perfect Measure On-The-Go Allergy Relief, USA Secouettes seasonings in 25g steel packs with magnets, designed to stick to any metallic surface in the kitchen, France

17 17 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Indulgence Consumers have a propensity to treat themselves, and to buy more high performance, luxury versions of everyday items Brands add indulgence values via packaging, as well as other routes

18 18 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Indulgence: design elements Dorset Cereals, UKGodiva biscuits, USA

19 19 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Indulgence: premium package materials Carrefour Selection mini desserts in glasses, France Göttingers frozen chocolate mousse in a multi-layer board tube, Austria

20 20 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Ethics and the environment Packaging plays a critical role in environmental concerns The role of packaging has tended to focus on the green mantra of reduce, reuse, recycle: – Reduction of packaging materials - the largest focus area – important economic + environmental benefits – Reuse of the package – Recyclability, and the use of recycled materials Renewable materials have been a focus, but with limited impact The whole supply chain comes under pressure to consider carbon footprint labelling, but little evidence of activity yet

21 21 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Environment: package reduction Sainsbury's milk in two-pint plastic pouches said to use 75% less plastic than bottles and designed to fit a reusable jug, UK Natures Path cereals, in boxes that are 10% smaller than the previous package, yet contain the same amount of cereal

22 22 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Environment: switching materials Arniston Bay wine in a 1.5 litre pouch with an 80% lower carbon footprint and 90% less waste and landfill than two 750ml glass bottles, UK Nestlé NatureNes baby food in microwave polypropylene pots said to use 25% less greenhouse gases and energy consumption than a glass equivalent, France

23 23 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Environment: reuse Kraft Foods Kool Aid Singles in a refreshingly eco-friendly reusable water bottle containing 10 stick packs, USA Plup spring water, Finland, in a 400ml refillable and reusable PE bottle

24 24 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Environment: rethinking the package Pangea Organics skincare lines in card boxes embedded with flower seeds, to be planted after use to regrow the product s active ingredients, USA

25 25 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. The role of packaging... Packaging needs to: – Contain – Protect – Inform But it also needs to help sell the product, especially in todays increasingly competitive retail environment And it has to be fit for local needs and conditions…

26 26 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. One brand, segmented to many options... Nestlés KitKat: Pop Choc balls in a 140g resealable pouch; Singles in a box of 6 x 15g flow-wrapped sticks (Canada); 155g flow-wrapped Tablet of 12 fingers; Editions in a 45g flow-wrap; carton of 16 individually-wrapped mini KitKats (Japan); 210g and 140g gift tins (China)

27 27 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Local marketing: shape and size... Fanta in 1.25 litre contoured PET and 250ml spherical PET, Europe Coca-Cola in 1 litre single-serve PET, USA; Coca-Cola in 8oz (237ml) 100 calorie cans, USA; in 250ml PET minis, UK

28 28 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. On the left: premium on-the-go package for PepsiCos Cheetos Go Snacks in USA: resealable plastic pack of 71g at $1.29. On the right: value on-the-go package for Cheetos Go Shots in Mexico: flexible pack of 24g at $0.25 On the go snack packaging

29 29 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Maizhichu instant hot cereal in a 40g board cup with a plastic spoon, China; Crown Cup & Zle cereal in a 52g PP cup with a spoon included, South Korea; Uni-Presidents Open cereal with apple flavoured milk, sold chilled in a 240ml cup, Taiwan Breakfast on the go: Asia

30 30 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Kellogg's All-Bran powdered cereal beverage mix, in single-cup stick packs of 25g each, Mexico Breakfast on the go: Latin America

31 31 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Kellogg's Drink 'n Crunch in a Tip 'n Mix pack, including an inner plastic cup containing the cereal while milk can be added up to a fill line in the outer plastic cup; no spoons or bowls needed (USA) Breakfast on the go: USA

32 32 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Conclusions Focus on: – Packaging that clearly communicates the products key attributes – Packaging with improved visibility/transparency – Reduced package sizes – Functional design for ease of use by all consumers – Alternative materials/technologies for stand-out appeal, and to enhance the enjoyment or use of the product

33 33 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Opportunities Look elsewhere for inspiration Identify key focal points for main trends, and consider what they mean for packaging: – Convenient, practical, simple – Authentic, exclusive – More natural Dont underestimate the simple, dont over-engineer innovation – Simple = convenient – Simple = inclusive – Simple = eco-friendly

34 34 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Think Outside the Category! Salty SnacksConfectionery Salty Snacks Chilled Desserts Self-TanSauce Sliced Meat

35 gnpd.mintel.com your new product partner Tel


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