![]() Mintel anticipates that brands will increasingly look to smart packaging to connect with consumers in real-time. While smart packaging technologies are sophisticated in design, they can offer ease of use and communicate valuable information to customers. It includes active packaging, which provides functionality such as moisture control, and intelligent packaging, which can indicate product status, including temperature exposure, as well as other information. For example, Nutpods incorporated features such as a compact shape for shipping, robust design, and ability to handle fluctuating temperatures into its omnichannel packaging design. Brands are also developing packages that will work well for both E-commerce and general distribution. Case in point, Graze, a food snack offering, has designed a pack that will fit through a mail slot. Look for an increased emphasis on grocery E-commerce packaging that will charm consumers, while offering convenience and functionality. Market segments such as luxury goods have already invested considerably in E-commerce packaging, but Mintel observes that "the majority of grocery brands have yet to capitalize on the role of packaging in the E-commerce shopper moment." While E-commerce is still a niche channel, its potential looms large. Packaging With E-Commerce and Omnichannel in Mind Another example of brands leveraging their identity through brand extension is Carlsberg, which now offers a line of masculine grooming products with packaging linked to its iconic green beer bottle and logo. Mintel notes the global shift toward clean label messaging (messaging which supports attributes such as transparency, simplicity, and less processing).Įxamples of functionality resonating with customers include laundry detergent bottles from Method with a pinch-waist design that provide an ergonomic hand grip, as well as the migration of products such as sour cream from plastic tubs to convenient inverted dispensing pouches. Mintel says now is the time "for brands to roll out unique packaging structures that not only differentiate on shelf, but also help form and support brand identity, as well as give consumers an incentive to spend time with them." Shoppers are more likely to connect with packages that delight while speaking to product quality and provide ease of use. Packaging that Supports Brand Identity and Extensions ![]()
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