heightening the consumer experience with improved pouch ...€¦ · key consumer research findings...
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Heightening the Consumer Experience with
Improved Pouch Functionality
Sal Pellingra
VP Global Application and Innovation Development
ProAmpac
June 2019
Functionality
Functionality refers to the capability and suitability
of a thing
Functionality in packaging is that which is
designed to provide value-added consumer
benefits, such as greater convenience or ease of
use..
Why is functionality so important?
FUNCTIONAL PACKAGING MATTERS
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
Freshness Packaging that provides a secure seal to ensure
product lasts longer1
of consumers felt
freshness was an
important factor
when food shopping
82%Lightspeed/Mintel study
of consumers
identified freshness
as a key packaging
feature
68%Avery Dennison omnibus study
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
FUNCTIONAL PACKAGING MATTERS
Freshness Packaging that provides a secure seal to ensure
product lasts longer1
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
reclose features
barrier films
hermetic sealsbreathability
oxygen absorbers
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Ease of Use Packaging that does not require the use of
scissors or other tools to open and can be easily resealed2
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
of consumers remove
food products from
store packaging after
purchase
82%of consumers sought
packaging features
with the ability to
reseal and close
58%Avery Dennison omnibus study Avery Dennison omnibus study
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Ease of Use Packaging that does not require the use of
scissors or other tools to open and can be easily resealed2
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
peel reseallinear tear films
wide open formatslaser scoring
“scoopable” packaging
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Sustainability packaging that minimizes or eliminates waste3
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
of consumers wanted instructions on
how to dispose or recycle packaging
on the back of the packaging for
products they purchased
58%Avery Dennison omnibus study
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Sustainability packaging that minimizes or eliminates waste3
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
recyclability
improved product to package ratio
renewable materials
compostability
post consumer resin
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Storability packaging that provides adequate storage and
protects contents inside4
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
of consumers stated ease
of storage as a desired
packaging feature44%
Avery Dennison omnibus study
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Storability packaging that provides adequate storage and
protects contents inside4
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
easy to carry
packaging that cubes out
right sized
not overpackaged
reclosable
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Convenience packaging offers on-the-go and single size5
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
of shoppers look for
packaging that delivers
lifestyle convenience45%
Avery Dennison omnibus study
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
FUNCTIONAL PACKAGING MATTERS
Convenience packaging offers on-the-go and single size5
Avery Dennison 2018 Omnibus and Consumer Focus Group Research Studies, in conjunction with MarketVision © 2017 Mintel Group Ltd.
multipacks
dosing
right sized
one-handed packaging
portioned
Top 5 of 7 key consumer research findings that make
functional packaging a trend worth paying attention to…
Market Trends Influencing SUP GrowthPortability, reclose, clean dispensing and convenience are key enablers for spouted pouches
Functionality Examples
Molson Coors – 12 pack cooler bag• Reusable• Portable• Water resistant
Ice Melt ShakerPak• Easy carry• Unique dispensing• Easy storage
Improved Functionality and Sustainability
Non-food applications growing in health and beauty
L’Oreal “3Rs” • Respect for the
consumer & environment,
• Reduction of the volume and weight of packaging, and
• Replacement of high-impact materials.
When it comes to packaging, what do you find the most annoying?
55%
19%13%
8%4%
Packaging that is
hard to open
Excessive
packaging
Damaged
packaging, but
not the item
Non-recyclable
packaging
Ugly packaging
Schorr Packaging Survey
SustainabilitySustainabilityFunctionality
Sustainability
Obesity - People
Product Solutions Healthy ingredients, less fat, less sugarPackaging Solutions Improved barrier, portioning/dosing
The real solution to
childhood obesity lies in
changing our built
environment. There’s no
other way to approach it.
Dr. Goutham Rao
Obesity - Packaging
Obesity - Packaging
PACKAGING 52.3%
BEVERAGE 47.7%
PACKAGING 6.1%
BEVERAGE 93.9%
Flexible Packaging Europe (FPE)
Using Less Packaging is More SustainableReusable vs. Disposable Bags:
What's Better for The Environment?
https://terngoods.com/blogs/learn/reusable-vs-disposable-bags-whats-better-for-the-environment
414
173
Paper Polypropylene
Woven
Cotton
Breaking even: number of
uses to be better than plastic
single use plastic single use paper
PP woven cotton
Innventia
The packaging paradox
Excess Product Waste Excess Packaging
Under-designed packaging Over-designed packaging
Amount of packaging
Environmental impact
Minimum environmental impact
Flexible Packaging Market
FPA – Euromonitor – Tim Trovillion
Global Flexible Packaging Retail units
The lack of infrastructure to collect waste contributes to
litter and ocean waste, much of which is recyclable!
The most significant reduction in the impact to the environment is
by reducing packaging.
PackagingPreventing litter is key! Minimizing packaging is essential!
Less than 0.1%Very little flexible packaging in Europe is ending
up in the ocean. The contribution is similar from
North America. This still needs to be tackled but
focus should be on collecting and minimizing
packaging and product waste.
Awareness and educationRaising awareness and education among
consumers and lawmakers is key. The biggest
impact to the environment is the volume of
packaging and even more so the volume of
food and product waste.
Global IssueMarine litter is a global issue and must be tackled at the source. Infrastructure is needed for
collection where the packaging is coming from. In areas not contributing, the focus should be on
minimizing what is going to the landfill. The solution needs to be multi-faceted. Some wrong
solutions could lead to deforestation and more. Food waste is more critical than packaging waste.
Excellent study on sustainable choices here - https://www.oregon.gov/deq/mm/production/Pages/Materials-Attributes.aspx
Functionality encompasses much more than convenience
End of life is part of a packages functionality
Functionality trumps sustainability
Reducing packaging significantly reduces the impact on
the environment more than any other sustainable feature
Building in functionality builds sales
Fact based education and legislation is sorely needed
Takeaways
Flexible Packaging
Use Less – Save More
Benefits of Flexible Packaging Videohttps://www.youtube.com/watch?v=en8fcqpL90g
Thank You!!!