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FLEXO Magazine : January 2009
INDUSTRY INDICATORS TABLE 1. CLASSIFICATION OF TOP 25 CONSUMER MEGATRENDS BY THEIR IMPACT ON PACKAGING DEMAND POSITIVE TRENDS ??Aging population/growing number of senior citizens/ people living longer ??Smaller household size ??Increase in consumption ‘on the go’ ??Higher share of single person households ??Boomers defy retirement ??Rise in obesity ??Growing awareness of health and wellness issues ??Growing number of asset rich / time poor consumers ??Growing number of middle to high income people ??Globalization ??Growing ethnic diversity ??Higher female participation rate in labor force ??Higher share of single parent households ??Desire to look and feel good NEGATIVE TRENDS ??Rising energy costs squeezes disposable income growth ??Agro-inflation curbs demand for non-essential products ?? Public concern about excessive packaging ??Slowdown in economic activity reduces income of low to middle-income families ??Eco-awareness ??Post-consumer waste recycling ??Food provenance and authenticity ??Internet retailing ??Development of renewable energy resources ??Product saturation ??Concern about product safety and security Source: Pira International Ltd Consumer Packaging Megatrends in North America he current economic crisis has thrown a fresh light on how major, underlying forces can have a significant impact on a range of industries, including packaging. Pira International, has conducted an exhaustive review of consumer megatrends and the likely impact on packaging over the next five years. A megatrend is a large social, economic, political, environmental or technological change that is slow to form. Megatrends can have a big influence on governments and societies, possibly for decades. They are the underlying forces that drive trends. For example, some of the main factors that are driving packaging developments are social and cultural shifts, economic dynamics, demographic changes, technology developments and the political climate. In late 2008, Pira published three studies looking at mega- trends in North America, Europe and Asia. This article is based on some of the research from the Megatrends in North America study. The study identifies the key consumer trends that will have an important influence on the packaging industry in North America over the five years to 2013. A comprehensive list of more than 100 consumer megatrends was grouped under five headings: demographic shifts, political conditions, science and technology, economic dynamics, social and cultural shifts. The list was compiled from a wide range of published information sources, including official sources such as census data, consumer research and consumer surveys. This list was then presented to a panel of packaging experts, including brand owners, packaging converters and packaging consultants. The experts were asked to select the top 25 consumer megatrends for their impact on consumer packaging over the next five years. Using the feedback from this panel, Pira International T 14 FLEXO JANUARY 2009 identified and ranked the top 25 consumer trends. Each consumer trend selected by the panel was given a percentage based on the number of selections as a fraction of the number of respondents. This full list of consumer trends was presented to a panel of packaging experts and they identified the top 25 (see Table 2). These are briefly outlined in rank order. Table 1 contains roughly equal numbers of positive and nega- tive trends. Positive trends are defined as those that will lead to growth in packaging use or will influence pack design. Negative trends will lead to a decline in demand for packaging and tradi- tional packaging materials. Factors connected with ageing populations rank highly among the positive trends. Demographic factors, including smaller household size and growing number of single-person house- holds, are also rated important in shaping packaging develop- ments. Health awareness, eating away from home and ethnic diversity are other key trends. Seven out of the top 10 trends can be classified as negative for the packaging industry. ? Pira International is a leading publisher, conference organizer and research organization specializing in graphic arts, packaging, media and technology-led industries. Pira was established 75 years ago and is based near London, UK. It publishes over 40 off- the-shelf and multi-client reports annually, which are based on extensive research and provide customers with quantitative mar- ket forecasts and value-added analysis. For more information, please visit www.pira-international.com or call Neil Johnston on +44 (0) 1372 802 262, firstname.lastname@example.org www. f le xography. org
End of Year 2008