Guide: In order to cater to the market demand, the brand is constantly changing the packaging design. In 2016, the global packaging market showed several major trends. But for the brand, will these trends become a reality in the next few years? A market as dangerous as the sea will have the final say.
The key barrier to modern brands is how to deal with the growing lack of consumer loyalty. One of the good solutions is to differentiate yourself from the competition, create a highly recognizable and attractive image, and approach the customer in a more personalized way, which is why many brand experts rely on packaging. . But pleasing consumers is like fighting the Hydra, especially in order to cater to the market's changing packaging design.
As a result, the brand building team is constantly working to bring innovation and additional benefits to the company's packaging. In light of this situation, Mintel has unveiled six key trends that will dominate the global packaging market in 2016.
1. Emerging digital printing digital packaging printing brings personalization to the brand according to the purchase motivation survey, which is an important aspect close to the millennial generation. Mintel emphasizes that 2016 is a turning point in digital printing and will become mainstream and will no longer serve as a limited, personalized solution, but as a catalyst for economic assets. Mintel estimates that digital printing currently accounts for 10% of total packaging and has the potential to grow significantly over the next year. Research shows that 1/5 millennials in the United States are looking for personalized and custom packaging, while at the same time, almost a quarter of Chinese consumers are willing to pay extra for the personalization of soft drink packaging.
2. Trends in environmental protection Mintel survey shows that although packaging recycling is based on the good intentions of the brand, it is far from its potential. Eco-friendly or reusable attributes are marked as an important buying factor. Mintel emphasized: “When product prices and product textures are nearly equal, consumers will increasingly turn these ecological and alternative properties into factors that determine whether or not to buy.â€
3. The exchange of information on transparency packaging is an excellent way to convey key brand information, and it has a huge impact on whether consumers decide to purchase an item. According to research by Mintel, 58% of UK consumers check the ingredients on the product packaging, while 76% pay attention to the use of artificial preservatives. Adding too much information to the package or showing the wrong attributes can confuse potential customers, so Mintel expects the concept of clean (clean) tags to be used more efficiently.
4. Smart Packaging Mintel pointed out that this mobile terminal is increasingly involved in packaging, and it is also important to integrate modern technology into the brand image to gain the trust of potential shoppers. Mintel emphasizes that Near Field Communication (NFC) and Bluetooth Low-energy (BLE) are important aspects of capturing consumers.
5. Soft Yingmin specifically said that 32% of consumers regard soft packaging as modern, but the key issue is how to combine the flexibility and rigidity of packaging to gain market recognition of innovation and brand.
6. Size issues This trend represents the size of the package. Studies have shown that 39% of UK consumers tend to prefer smaller bottles of alcoholic beverages, while 50% of health-conscious snack lovers will be willing to try small-sized, tasting packages. Mintel pointed out that brands should design packaging sizes based on consumer tastes and offer products in a variety of sizes.
Case Sharing Existing packaging designs have adopted some of the trends listed above. For Coca-Cola, they took advantage of digital printing in the “Share a bottle of Coke†campaign, allowing consumers to print their names on the bottle, which also shows the consumer's direct involvement in the packaging.
When it comes to reusing packaging, the wine box used by wine producer Aquilegia can be folded again into an instant wine rack. Another example is Amazon, which has been planning to spend five years from 2013 to replace the almost airtight sealed clamshell package with a smaller, easy-to-open recyclable carton. This new solution will reduce the overall packaging as a whole, but still protect the internals.
McDonald's has undergone a brand new makeover and has launched a small takeaway bag. They seem to have given up on the packaging of ingredients on their bags, most of the information is sipping to consumers "this is not junk food!" But now, when McDonald's finally realized that it is impossible to salad with arugula or acacia When the victory of the health food war, a more fashionable product was introduced. Most consumers go to McDonald's not for a healthy diet, but for a way to treat themselves occasionally with delicious fast food, and consumers know what they are immersed in. This sense of intimacy makes the food taste more delicious, then Why bother to persuade them to give up?
One of the big whisky brands, Johnnie Walker, released a smart bottle of blue-label whisky last year. The bottle uses NFC printed proximity tags, which allow consumers to find the brand's data on their smartphones. By using this technology, Johnnie Walker can personally communicate with customers and let the brand know how customers use the bottle itself, such as when to open the bottle. This is a very good example of how to introduce new technologies into market strategies to demonstrate creativity and work to increase consumer loyalty.
For the brand, innovation is a double-edged sword, which can bring a lot of criticism and injury to its own image, or bring a more satisfactory ending, so that consumers realize the close connection with the brand. Will these trends become a reality in the next few years? A market as dangerous as the sea will have the final say.
The key barrier to modern brands is how to deal with the growing lack of consumer loyalty. One of the good solutions is to differentiate yourself from the competition, create a highly recognizable and attractive image, and approach the customer in a more personalized way, which is why many brand experts rely on packaging. . But pleasing consumers is like fighting the Hydra, especially in order to cater to the market's changing packaging design.
As a result, the brand building team is constantly working to bring innovation and additional benefits to the company's packaging. In light of this situation, Mintel has unveiled six key trends that will dominate the global packaging market in 2016.
1. Emerging digital printing digital packaging printing brings personalization to the brand according to the purchase motivation survey, which is an important aspect close to the millennial generation. Mintel emphasizes that 2016 is a turning point in digital printing and will become mainstream and will no longer serve as a limited, personalized solution, but as a catalyst for economic assets. Mintel estimates that digital printing currently accounts for 10% of total packaging and has the potential to grow significantly over the next year. Research shows that 1/5 millennials in the United States are looking for personalized and custom packaging, while at the same time, almost a quarter of Chinese consumers are willing to pay extra for the personalization of soft drink packaging.
2. Trends in environmental protection Mintel survey shows that although packaging recycling is based on the good intentions of the brand, it is far from its potential. Eco-friendly or reusable attributes are marked as an important buying factor. Mintel emphasized: “When product prices and product textures are nearly equal, consumers will increasingly turn these ecological and alternative properties into factors that determine whether or not to buy.â€
3. The exchange of information on transparency packaging is an excellent way to convey key brand information, and it has a huge impact on whether consumers decide to purchase an item. According to research by Mintel, 58% of UK consumers check the ingredients on the product packaging, while 76% pay attention to the use of artificial preservatives. Adding too much information to the package or showing the wrong attributes can confuse potential customers, so Mintel expects the concept of clean (clean) tags to be used more efficiently.
4. Smart Packaging Mintel pointed out that this mobile terminal is increasingly involved in packaging, and it is also important to integrate modern technology into the brand image to gain the trust of potential shoppers. Mintel emphasizes that Near Field Communication (NFC) and Bluetooth Low-energy (BLE) are important aspects of capturing consumers.
5. Soft Yingmin specifically said that 32% of consumers regard soft packaging as modern, but the key issue is how to combine the flexibility and rigidity of packaging to gain market recognition of innovation and brand.
6. Size issues This trend represents the size of the package. Studies have shown that 39% of UK consumers tend to prefer smaller bottles of alcoholic beverages, while 50% of health-conscious snack lovers will be willing to try small-sized, tasting packages. Mintel pointed out that brands should design packaging sizes based on consumer tastes and offer products in a variety of sizes.
Case Sharing Existing packaging designs have adopted some of the trends listed above. For Coca-Cola, they took advantage of digital printing in the “Share a bottle of Coke†campaign, allowing consumers to print their names on the bottle, which also shows the consumer's direct involvement in the packaging.
When it comes to reusing packaging, the wine box used by wine producer Aquilegia can be folded again into an instant wine rack. Another example is Amazon, which has been planning to spend five years from 2013 to replace the almost airtight sealed clamshell package with a smaller, easy-to-open recyclable carton. This new solution will reduce the overall packaging as a whole, but still protect the internals.
McDonald's has undergone a brand new makeover and has launched a small takeaway bag. They seem to have given up on the packaging of ingredients on their bags, most of the information is sipping to consumers "this is not junk food!" But now, when McDonald's finally realized that it is impossible to salad with arugula or acacia When the victory of the health food war, a more fashionable product was introduced. Most consumers go to McDonald's not for a healthy diet, but for a way to treat themselves occasionally with delicious fast food, and consumers know what they are immersed in. This sense of intimacy makes the food taste more delicious, then Why bother to persuade them to give up?
One of the big whisky brands, Johnnie Walker, released a smart bottle of blue-label whisky last year. The bottle uses NFC printed proximity tags, which allow consumers to find the brand's data on their smartphones. By using this technology, Johnnie Walker can personally communicate with customers and let the brand know how customers use the bottle itself, such as when to open the bottle. This is a very good example of how to introduce new technologies into market strategies to demonstrate creativity and work to increase consumer loyalty.
For the brand, innovation is a double-edged sword, which can bring a lot of criticism and injury to its own image, or bring a more satisfactory ending, so that consumers realize the close connection with the brand. Will these trends become a reality in the next few years? A market as dangerous as the sea will have the final say.
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