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What’s new in packaging
insight + impact^1 © 2008 Mintel International Group. All rights reserved.
Presented at: FISPAL Tecnologia June 5, 2008
Prepared by: Lynn Dornblaser, Director Research Consultancy Mintel International
Mintel’s trend tracking tools
- Inspire: uncovering consumer drivers behind behavior
- Mintel Reports/Oxygen: understanding the “why” behind the trends
- GNPD: tracking new products around the world
- GNPD IRIS: marrying performance with trend tracking
- Product retrieval: delivering products to your door M I i ht li t d i fl i di t
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- Menu Insights: revealing trends in menus, flavours, ingredients
- Mintel Research Consultancy: bringing it all together
Today’s presentation
- First, an overall look at the new product numbers
- Key trends in packaging:
- Sustainability
- Convenience
- New ways to convey health & wellness
S th ht f th f t
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- Some thoughts for the future
Europe, Asia have strongest growth
Food and nonfood introductions, global, by region, 2005-
60,
70,
80,
90,
100,000 (^) Europe Asia Pacific North America Latin America Middle East & Africa
insight + impact^4 © 2008 Mintel International Group. All rights reserved.
Source: Mintel GNPD
0
10,
20,
30,
40,
50,
2005 2006 2007
Food and personal care show strong increases
150,
200,
250,
Pet Healthcare Household Drink Beauty and Personal Care Food
0
50,
100,
150,
2005 2006 2007
Source: Mintel GNPD
Most active categories: Cosmetics, Skincare, Drinks
New product itntroductions, global, most active categories, 2005- 2005 2006 2007 Total Colour Cosmetics 18,639 21,090 30,893 70, Skincare 16,275 18,753 26,135 (^) 61, Non-Alcoholic Beverages 14,162 16,478 20,164 50, Bakery 11,472 14,515 17,110 43, Confectionery 11,143 11,995 15,194 (^) 38, Dairy 9,000 10,412 12,886 32, Sauces & Seasonings 8,147 10,546 13,272 31, Snacks 7,864 10,191 12,504 30, Haircare 8,683 9,096 11,791 29, Processed Fish, Meat & Egg Products 6,690 8,120 9,575 24, Meals & Meal Centers 5,895 8,055 8,554 22, Soap & Bath Products 5,439 6,477 8,335 20, Healthcare 5,143 6,216 6,884 18, Desserts & Ice Cream 4,974 5,869 6,687 17, Alcoholic Beverages 4,506 3,192 4,095 11, Side Dishes 2,885 3,579 4,468 10, Fruit & Vegetables 2,715 3,438 4,127 10, Fragrances 2,826 2,834 3,469 9, Spreads 2,332 2,716 3,216 8, Diapers & Feminine Hygiene 2,311 2,583 3,248 8, All Others 21,209 25,743 31,685 78, Total 172,310 201,898 254,292 628, Source: Mintel GNPD
Sustainability
- Sustainability means many things: formulation, ethical considerations, and packaging
- Today, we are looking at packaging through the “green mantra”:
- Reduce: moves in package reduction
- Re-use: packages that have a life beyond their primary purpose
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- Recycle: use of recycled materials, promoting recyclability
- Also renewable materials and compostable packaging
- Closely aligned to environmentally friendly packaging: carbon footprinting
Reduction
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Angora fabric softener, “packaged to reduce plastic waste”, USA; Unilever’s All Small & Mighty laundry detergent, USA, triple concentrated; Kadac’s Nature’s Path Kamut Krisp Flakes cereal, Australia, in a box that is 10% smaller than the previous package, yet contains the same amount of cereal
Reduced materials: lightweight flexibles
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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; Calon Wen milk in a 1 litre flexible pack claimed to use “75% less packaging”, UK
Reduction via refills
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Rossmann’s Isana Pflege liquid soap in a 500ml refill pouch, Germany; Reckitt Benckiser’s Glass Plus cleaner refills, in a pack of two soluble refills that make 1.9 liters of cleaner, USA
Reusable
GlaxoSmithKline’s Horlicks Chocolate Malties, Hong Kong, in a tin that can be reused as a money box; Modern Bath all-natural, handmade soaps in a reusable travel tin, USA
Repurpose
Cargo Plant Love lipstick, USA, in a tube made from PLA from corn starch, and the outer box embedded with real flower seeds; Pangea Organics facial mask, USA, box made from 100% post-consumer paper with organic seeds
Carbon footprint calculation on specific products
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PepsiCo’s Walkers Cheese & Onion Crisps, UK, with a carbon label
Controversy surrounding bottled water
- As concerns about the environment grow, so does the concern over bottled water packaging
- Some restaurants in London, New York, and San Francisco are no longer serving bottled
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are no longer serving bottled water, but instead are serving filtered tap water
- We could see a shift in thinking—water for refreshment is from the tap, but water for any other reason has added ingredients and functionality
Nestle’s Natural Spring Water, Canada, in a new “Eco-Shape” bottle that uses 15% less plastic than previously
Environmental issues—implications
- Concerning environmental issues, packaging and formulation go hand in hand - Responsible packaging helps enhance the environmental formulation, and vice versa
- Packaging issues:
- Keep to that green mantra
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- Experimentation will continue with alternative packaging materials and forms
- The next step for carbon footprints: Promoted on corporate websites rather than on individual products
- Future for bottled water: Additional benefits, reduced materials, alternate packaging materials
News in convenience
- Will convenience packaging suffer due to the increased focus on sustainability? - Convenience packaging continues to develop - Products focus on enhanced functionality
- Portion control, via 100 calorie packs, is one of the hot new industry trends
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- Portion control goes much further, to other types of applications
- Targeted delivery of benefits
- Convenience of single portions (rather than a specific calorie count)
- This trend also includes indulgent, small treats
100 calorie packs: Simple convenience
ConAgra Foods’ Orville Redenbacher’s Smart Pop! 100 Calorie Mini Bags; Unilever Klondike Slim a Bear; Oberto Oh Boy! Beef Jerky, all USA
Stickpacks: New delivery method for benefits
Kraft Food’s Crystal Light Metabolism + Mango Green Tea mix, USA, with a claim of helping to increase the body’s metabolism; Kraft Foods’ Crystal Light Focus Citrus Splash beverage mix, USA, positioned as having caffeine to enhance mental energy
Small treats help consumers control indulgences
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General Mills’ Betty Crocker Warm Delights Minis Molten Cake Mix, USA, in single-serve two-packs; Hershey’s Bliss chocolate pieces, USA, said to offer an indulgent treat in a small size
100ml bottles: Targeted nutrition
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Dannon’s DanActive probiotic drink, USA, with a claim to improve immunity; Unilever’s Becel pro-activ and Promise activ fermented dairy drink, Europe and USA, with a claim to reduce cholesterol
Portion control in new applications
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General Mills’ Breakfast Breaks Breakfast Kit, USA, with wholegrain Cherrios, juice, raisins, spoon, and towelette (consumers add milk); Sara Lee’s Jimmy Dean D-Lights Canadian Bacon, Egg White and Cheese on whole grain muffins, USA
Portion control + additional health benefits
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Kraft Foods’ Planters NUT-rition Nuts on the Go! Heart Healthy nut mix, USA; Plus Viva Vital Portioned Wholemeal Bread Slices, Austria
Convenience—implications
- Long term, for convenience packaging to thrive, it must:
- Provide functional benefits beyond just portability
- Health & wellness attributes most likely to continue strong
- Try when possible to use environmentally friendly package materials
- We should see in the future a blending of sustainability and i convenience
- Easy ways to refill small packs
- More multi-packs of individual portions
Conveying health & wellness benefits via packaging
- This area is less about specific formulations and more about what a product does to simplify consumer choices
- On the package:
- “Spots,” marks, official designations communicate key information quickly
- Promotion of “clean labels” increases consumer confidence
- Packaging also conveys strong messages regarding product purity and wholesomeness
Clear packaging also conveys purity
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Peaceworks’ Kind bars, USA; Bear Naked’s All Natural Appalachian Trail Mix, USA; Taylor Fresh Foods’ Steam Cuisine chilled meals, USA
Conveying health & wellness—implications
- Consumers rely on the package to tell them what is important about a product
- With time-pressed lifestyles and confusing benefits regarding health, it is essential that packaging provide information in clear, concise ways
- Expect more clear packaging to show consumers exactly what is in th k th b i
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the package they are buying
Overall conclusions
- Although sustainability is today’s hot packaging topic, it is not the only important area for consideration
- However, virtually all packaging should convey information about sustainability where possible
- Convenience increasingly is combined with additional benefits (e.g. functional formulations)
- Package graphics play a key role in conveying important benefits about a product
www.mint e l.com
www.mint e l.com
Lynn Dornblaser +1 312 450 6117 [email protected]
