by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
FLEXO Magazine : January 2013
Industry Indicators Packaging’s Heroic Role: Building Brands & Business shopping’s Eco-system has Witnessed Dramatic changes By Jim Lucas Looking to 2013, there is a great deal of potential for packaging. Shopper/consumer trends, as reviewed here, offer opportunity. Each is based on providing something that is useful or valuable. And, with that in mind, we can look to five areas for potential: Sustainability, Authen- ticity, Branding, Budgeting and Wellness. Sustainability continues to be an important theme for consumers globally, but with some twists. Today ’s value chain often obscures the connection between food products and their origins. Standing-out on store shelves (diversification) remains essential. Retail formats are adapting to consumer FIVE FORMIDABLE FACTORS • Sustainability: “Green” is not the stand-out dif- ferentiator it once was. ... The expectation is that companies will be green. Consumers have become more skeptical and need help determining whether a product delivers on its claims • Authenticity: Packaging is an opportunity to provide information about locale and traceability, re-estab- lish the connection between the consumer and food brand. ... Provenance can serve to communicate premium quality and unique, distinctive taste • Branding: Packaging allows marketers and retailers to amplify a brand’s essence, connect with a brand’s heritage, pique interest in trial/purchase, demon- strate brand premium value, and allow consumers to express themselves through choice • Budgeting: Shopping behavior has changed in re- sponse to the economic situation. There is more “just- in-time” purchasing--e .g. , fil l-in or top-off trips--taking place, and less pantry loading • Wellness: Key to success is focusing on the informa- tion that is most crucial in the minds of shoppers ultru infant Formula 400g, cNy78, Hologram (source: Mintel GNPD, Dec. , 2012) 16 FLEXO JaNuary 2013 www.flexography.org