Three current trends are driving innovation in packaging, according to Benjamin Punchard, senior global packaging analyst at Mintel speaking at last month's PCHi 2014.
Three current trends are driving innovation in packaging, according to Mintel. Speaking at last month's PCHi 2014, senior global packaging analyst Benjamin Punchard said these are convenience, trust, and engagement and delight.
Convenience –
Time-poor consumers are increasingly looking to packaging for solutions to the busy world they find themselves in. Pacakging solutions that eliminate difficult steps or simply ensure that the product is where it needs to be when the consumer needs it are increasingly important.
Capsule recipe pack by innisfree and Avocado+OatGrain by McGirly are two examples in Asia market.
Trust –
With the sluggish economy, consumers are more careful about where they spend. This, along with recent food scares, has dented consumer confidence in family brands. However packaging is providing the route to bring back that trust.
For example, The Ultimate Wrinkle Solution by Tata Harper Supernatural and Eye&Lip Serum by Caudalíe resort to airless packaging for "less harm preservatives" in the products.
Engagement and delight –
Brands are recognising that it is not enough to just deliver the product; today’s consumers are looking for something more. This is where packaging can be the route to building memorable brand experiences.
A good example of expressing yourself is a limited edition packaging of Play for Her fragrance. While the famous graffiti artist, Andre, took care of the perfume’s box, the bottle is left for your own creativity as a "blank canvas" that you can customize yourself.
Off White X Max 180-90
Access
Login/Register
Supplier Login
