As Augmented reality and the virtual world begin to take over, how do traditional retailers and co-packers remain relevant?
“The ability to interact with a product is not simply a gimmick or a novelty but is fast becoming a driver of consumer loyalty and sales growth. In fact, business consultants Frost and Sullivan have projected that by 2020 customer experience will overtake price and product as a key brand differentiator.”
According to Smithers Pira (smitherspira.com), the combined active and intelligent packaging market is forecast to grow at an annual average rate of 5.9 percent, hitting $7.56 billion by 2023. Although active packaging is a mature market and shows slower growth, its counterpart is at a developmental stage. The research firm says that five trends are pushing brands toward intelligent packaging:
- Consumer engagement through smart packaging
- Smart phones for brand protection
- Printed electronics for packaging
- Food waste and food energy
- Pharmaceuticals traceability regulation
AIPI’s Manly adds that brands are realizing the potential of their packaging as a marketing tool. “We see a lot more AR and VR coming on stream in 2019. With Apple’s new phones now being NFC-enabled, this whole area is set to explode as the number of users is huge and global.”
The expansion of e-commerce is making it easier to sell fake products, which means the need to authenticate products is even greater, he says. The regulatory landscape is also changing, as the FDA and DCA laws come into force in the EU and USA this year.
The AIPI has seen more interest from retailers regarding active packaging, as the universal need for less waste grows and the regulators start to “circle the wagons.” According to Manly, the biggest opportunity is in changing the way consumers use packaging and engage with the product (brand) through it. The following are a few examples of active and intelligent packaging solutions on the market today.
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© 2017 BLOOMBERG FINANCE LP, Oui brand French style yogurt
While consumers anticipate the latest food trends in the new year; how food is packaged and presented is important as well. Consumer Packaged Goods (CPG) trends for 2019 will help shape food shopping habits, purchases and consumption. From transparent packaging to seaweed delivery systems, food packaging gives consumers gifts in 2019 with ever-evolving new technologies, innovations and products.
Shoppers are exploring new packaging alternatives like edible fruit straws or the simple return to more familiar packaging options like glass and transparent containers. While consumers may not always consider the “how” of food packaging, 2019 looks to be a year when packaging is a focus. As CPG moves into 2019, innovation and practicality will work together to create packaging that is more appealing, functional and sustainable.
In 2019, a continued transparency in food packaging is seen as trending again. Going beyond just the listed ingredients on the label, consumers also want to see the physical product before purchase. Yogurt maker Yoplait took the yogurt market by storm with its Ouiglass yogurt containers showcasing their product in a return to simple glass containers. That trend toward clear glass, plastic containers or transparent window packaging will be big in 2019’s CPG.
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When we came across this top 50 list at Canva.com we knew we needed to share it!
“Think about your most recent purchase.
Why did you purchase that specific brand? Was it an impulse buy, or something you genuinely needed?
Now that you’re thinking about it, odds are, you bought it because it was interesting. Yes, you may have needed shampoo, but did you need that specific brand? The one with the sleek, expensive looking bottle? No, but you bought it because you thought it would make you feel fancy, even if it’s the same product as what’s in the discount bin.
This is the purpose of packaging. Packaging, when done correctly and creatively, is ultimately what sells your product. It’s more than just putting your logo on a package. It draws attention, sends a message, and makes consumers feel a certain way.
Knowing how to make your product stand out amongst all the others on the shelves can be hard, so take a look at these 50 creative and unique packaging examples and tips to draw inspiration and learn how to make your packaging appeal to the masses.”
Check out those top Fifty here: Canva Inspiration!
Savvy CPG marketers know that packaging is one of the most powerful mediums for conveying a brand’s message. In the natural products industry, it’s sometimes niche brands who are the biggest packaging disruptors on the shelf. Packaging is an invaluable way for a small brand just starting out to stand out in an increasingly crowded marketplace—and to attract the core consumers who identify most with the brand. In short, packaging is an effective way for smaller brands that may not be able to rely on name recognition to make that critical initial connection with a consumer.
Without question, unique, disruptive branding is one of the biggest assets a company, big or small, can have. Representatives from branding firms interviewed for this story tell Nutritional Outlook that no matter the size of the company, the type of packaging likely to find success with both a niche audience as well as a mainstream audience is packaging that clearly conveys a brand’s values and voice and that reflects the kind of marketing trending in natural product packaging these days, driven by a generation of Millennials who appreciate boldness, cheekiness, and sustainability.
Of course, first figuring out what that unique brand message should be can be a challenge. Today’s consumers, including those in the mass market, want to feel a personal connection with a brand. Determining how best to appeal to the individual on a personal level, while also appealing to the masses, is a tricky line to walk.
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How to Reach the Mass Individual
In custom product manufacturing there is a wide array of options to choose from. Thankfully today’s consumer has been quantified and digitized to provide us with their exact requirement for a successful product.
When you’re at the grocery store, a product’s packaging can make all the difference between putting it in your cart or placing it back on the shelf. Packaging is really important, and not just because it keeps your food safe—it can also subtly affect your purchasing decisions. Here are eight facts you may not have known about food packaging.
Check out more at the official article below!
More Surprising Facts
Whether a brand is selling multivitamin gummies in blister packaging, a functional beverage in aluminum cans or pre-workout powder in a plastic bottle, these trends bring forward important considerations to incorporate into packaging design and marketing strategy.
Millennials, who make up about one-quarter of the world’s population, are leading the way in changing packaging. They want packaging that fits an on-the-go lifestyle, contains detailed information about nutrition and looks pretty enough for an Instagram post, but is also made with the environment in mind.
Read more below!
Guide to Millennial packaging
The Natural product Insider provides a great overview of successful packaging design that “increases the chances that your products will stand out and grab consumer attention.”
“When consumers walk into a supermarket or store, they’re faced with an endless array of options. With smart packaging design, brands can increase the chances that their products will stand out and grab consumer attention, so it ends up being the one they buy.
Packaging design can be used as a marketing tactic in many ways, and brands can keep playing with the look if they like. However, the focus needs to be on long-term usability. What’s trendy today may not be popular tomorrow. Besides, constant changes to packaging design could have negative effects.
So, how can brands stay consistent while also maximizing the appeal of product packaging? Go back to the basics, with these six must-follow rules of packaging design:”
For the full article read the Natural Product Insider below.
Six Rules for Successful Packaging Design
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