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FLEXO Magazine : January 2013
BUDGETS, BEHAVIOR, BASKETS Packaging has the potential to fit with new shopping behav- iors. The shopping eco-system, comprised of both shoppers and shops, has witnessed some dramatic changes. Research reported by SymphonyIRI’s Time and Trends suggests that shopping behavior has changed in response to the economic situation. There is more “just-in-time” purchas- ing (e.g., fill-in or top-off trips) taking place, and less pantry loading. Retail formats have come to reflect these changes, with different trip types tending to be associated with specific retail formats (e.g., Tesco Extra for big trips, Metro and Express for top-off trips). Many retailers have been experimenting with smaller formats (Tesco Metro and Express formats, Walmart Express, City Target, etc.) Smaller, easier to carry packs with smaller pricepoints hold potential, not only in Europe and the U.S., but in traditional trade retailers in many emerging markets (e.g. , Kirana-India, Changarro-Mexico, Sari-Sari-Philippines, etc.). As shoppers continue to cope with economic situations to stretch their budgets, they are trying to manage their basket! Flexible packaging is poised to play a huge role in Asia in the smaller/traditional retailers (e.g., snacks, bakery, etc.) to help shoppers maintain their budgets. WELLNESS, GOODNESS, NAUTURALNESS Mental shortcuts that shoppers are employing, as well as the information or clues that they are looking for, when facing the shelf, are critical for finding the way through the crowded, ever-changing areas of health and wellness. Key to success is focusing on the information that is most crucial in the minds of shoppers. • Calling out key benefits or ingredients makes it easier for the shopper to find the right product for his/her needs. Mintel’s GNPD database indicates that claims such as “suitable for” (allergen-related claims) and “natural/ organic/bio” confer currency on products. Each of these claims represent nearly 25 percent of the claims on new food/beverage product packaging introductions in 2012, from around the globe. Moreover, ingredients like Vita- mins A, C , E and antioxidants, hold very positive associa- tions for consumers/shoppers • Recent examples include: GlaxoSmithKline’s Ribena Plus drink concentrate (U.K .), with real fruit juice, fortified with vitamins A, C and antioxidant vitamin E; Rewe Frei Von Backmischung für Schoko Muffins (Germany), a gluten- free cake mix for chocolate muffins with chocolate glaze; and Danone’s Activia Peach Nectar (Brazil), with fruit and prebiotic fibers. The goodness, simplicity, and natural- ness of ingredients are important • Beauty and personal care shoppers are more focused on benefits (e.g. , beauty enhancing, brightening, reduced redness, toning, etc.) . There are other “clues” packaging can provide which serve as reasons to believe, and that make it easier to “choose at the shelf ” — free from, natural/ organic ingredients, vitamin/mineral fortified, dermatologi- cally tested, clinically tested or hypoallergenic). Some recent examples include: Tony Moly ’s Clean Dew Broccoli Sprout Cleansing Cream (South Korea), made with blue- berry, tomato, and broccoli extracts, or Drogerie Markt’s Alverde Naturkosmetik Natural Light Make-Up (Germany), light formula with organic papaya and agave extracts for moisturizing. Complicated products require a simple story! CONCLUSIVE CLAIMS & BENEFITS While packaging has long been one of the most efficient marketing/media vehicles (10 percent-25 percent of the cost of advertising, promotion or display programs); technology, innovation, changing views and behaviors of shopper/con- sumers afford large potential for the trade. With so many claims vying for shoppers’ attention at the shelf, providing simple, easy-to-understand claims/benefits on the package, are great help to shoppers. Their presence communicates to shoppers that the brand “gets them”. Finally, more than any other time, packaging is poised to play a heroic role in the building of brand and business. Our Oreo 100th Anniversary Packaging (Mintel: GNPD, December, 2012) 18 FLEXO jANuAry 2013 www.flexography.org