bake - March 2016 - 14

labor front

Why Packaging Matters
According to just released research from Mintel, brands

opportunities. But at what point will ﬂexible packaging, espe-

and manufacturers are innovating packaging to keep global

cially pouches, become non-differentiated? Truly innovative

consumers, not only engaged, but to develop brand loyalty

brands will be looking to the next generation of rigid/ﬂexible

which is becoming more and more intangible in this modern

hybrids that offer functional and environmental beneﬁts along-

age where consumers have more choices than ever before

side great shelf presence.

across all packaged goods.
More Than "Just" Green Packaging
These are the six key themes that Mintel claims will resonate

Despite brands' best efforts, package recycling is well below

most with consumers in 2016.

its potential. What's more, 63 percent of US consumers have
stated that reusable and repurposable packaging is a key

Digital Evolution

purchasing driver. Going forward, when product price and

Digital printing is capturing brands' attention by creating

perceived product quality are equal, consumers will be increas-

opportunities to engage consumers on a local, personal and

ingly turning to these eco- and alternative-use attributes as the

even emotional level. With nearly one quarter of Chinese

deciding purchasing factor, and brands cannot afford to ignore

consumers indicating they would pay more for personalized

this as they develop their brand positioning and marketing

soft drink packaging, digital printing is positioned to grow

strategies.

well beyond industry estimates. In 2016 we will experience
the tipping point for digital package printing, as brands move

Size Matters

beyond using it for limited editions and personalization, and

American families are seeking value in larger container sizes for

capitalize on its economic and speed-to-market advantages for

milk; British consumers are asking for more choices in size for

mainstream package decoration.

alcoholic beverages. What's more, as evident by the 50 percent
of health-conscious snackers saying they would be willing to

Show Me The Goods

try a new product if it comes in a small, trial-size pack, the

With the growing number of on-pack claims competing for

ability to reach consumers in time-shifting use occasions means

shoppers' attention, consumers are demanding more informa-

brands must offer a greater range of pack sizes. In 2016, brands

tion about what they are really buying but seeking less on-pack

must deliver packaging that consumers see as right-sized for

clutter that confuses their purchasing decisions. This is perhaps

themselves and shifting use-occasions in order to overcome

nowhere more apparent than in food, where clear and concise

the growing lack of brand loyalty.

information about ingredients, functional product attributes
and safety must be communicated with total transparency.

Packaging Mobil-ution

Looking ahead, the concepts of clean labeling and clear

There's a revolution happening in mobile-engaged packaging.

on-pack communication are set to converge.

Unlike the previous generation that included clunky QR and
text codes, this time around brand owners are tapping near-

Phenomenal Flexibles

ﬁeld communication (NFC) and bluetooth low-energy (BLE) as

No longer is ﬂexible packaging (speciﬁcally pouches) consid-

primary engagement technologies. Moving forward, as brands

ered a tradeoff. Almost one third (32 percent) of consumers

clamor for innovative ways to engage with shoppers, the

associate ﬂexible packaging with being modern and brands

mobile environment will become the new front line in the battle

are tapping into ﬂexibles' nearly unparalleled marketing

to win consumers' hearts, minds and wallets.

14 < MAR 2016 | bakemag.com
http://www.bakemag.com
bake - March 2016

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