What are the latest packaging trends and how can we measure packaging?

Wrapping up a fish in a newspaper or using a lot of plastics for packaging is no longer acceptable to consumers. Governments have also introduced strict environmental legislation and rules concerning hygiene. But.. companies not only have to think of the governmental rules, they also wish to communicate their brand and product.

Modern consumers want to be seen as individuals. They don’t want a “one size fits all” approach, but something more personal. Companies also want to be recognised, so personalized packaging is becoming more popular. Companies can use personalized packaging to create an identity that they want consumers to see. Consumers want to feel unique, so products that contain their name, or products that they can assemble themselves will be highly appreciated.

Example: last year Ferrero used a specially developed algorithm to make 650.000 unique designs for their jars of Nutella®. All 650.000 jars had an unique number and different colors and patterns.

The use of modern technology will become more integrated in the near future. Being able to scan a product and find for example ingredients, instructions or recipes will be a benefit for consumers. Companies can profit from new technologies as well: products promoted in popular channels like SnapChat or other Social Media will attract a lot of (free) attention and consumers can be contacted in a lot of (individual) ways, such as chatting or messaging.

Modern technology can also help in giving clients a feeling of uniqueness by opening up new forms of contact, for example by adding a QR-tag that allows a consumer to get in touch, to share a review or to obtain a reward.

Example: augmented reality gives consumers the possibility to read information about ingredients from Albert Heijn products and to find recipes for the items they want to buy.

Of course, both consumers and companies want to feel good about the products that they make / buy. This means that packaging has to be designed in a way that it is not only attractive, but also as sustainable as possible. Making use of reusable materials or biobased packaging is a good way of showing that a company cares about the environment.

Example: CocaCola® uses bottles made from 100% recycled plastic, fully recyclable materials, plant-based materials or hybrid innovations.

The Open World Standard Solution for packaging is our Buy One Pack Test, a test that measures the appeal of your pack relative to competitors. It also unveils the key drivers of appeal (and detractors) and highlights the improvements required for your packaging. Results can be harnessed both at national and at international levels.

The latest Open World project on LAUNCHING new packaged food goods is based on the 2 levels that clients may look for in international research:

  • A tried and tested technical protocol allowing aggregating results from one country to be compared to another … for the clients looking for solutions,
  • A clear demonstration of our food testing laboratories and kitchens … for the clients looking for a reliable representation of their own protocols.

This brochure will be mailed to the food industry. If you are interested in receiving the brochure, please contact us at mail@open-air.fr

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