Web retailing:
Current packaging has not been developed to address web retailing logistics and distribution, as such bespoke solutions that maximize cubic efficiencies in deliveries may become more important. Graphic/print may become more relevant than structural design as the consumer can't hold or touch the package in the digital environment, so visual appeal: attention, branding and communication means everything.
Mass customization:
The use of flexible computer-aided manufacturing systems, such as digital printing, can produce custom output, specifically tailored for individual consumers. Digital printing in certain instances can combine the low unit costs of mass production processes with the flexibility of individual customization. Though the technology has been in the market for more than a decade already, last year we have seen the first true global marketing campaigns reaching billions of consumers using traditional and digital printing technologies. For example the Coca-Cola "Share a coke campaign" saw seven digital printers utilised to produce a volume of more than one billion custom labels.
Globalization:
Managing a brand globally requires balancing some level of global continuity with enough local customization to account for differences in shoppers, retail environments, and competitive situations. In today's world, there is value to having some consistent "equity elements" (colors, shapes, icons, etc.) globally. The use of fixed colour palettes and finger printing techniques are now essential to guarantee consistency in brand printed packaging globally. But brands also need to be careful that they don't mandate uniformity, which often translates into global mediocrity. For instance, brand owners need to understand how consumers in different local markets feel about certain packaging structures and how they relate to the package in both the retail and home environments.
The retail/brand owner relationship:
The dynamic between retailers and brand owners continues to evolve dramatically. Retailers are pushing their own portfolio harder and often doing a good job of it through better packaging. And consumers are responding as retailer brands are growing faster than traditional ones. This means brand owners have to work even harder on their packaging to help justify price premiums. Print quality on the packs it is a very important element to maximizing shelf presence to win the battle in the retailer environment, across both primary and secondary packaging (SRP's: Shelf ready packaging). Brand owners need to do this through graphic and structural innovation, supported by good IP coverage (such as proprietary "ownable" shapes, colors, etc. that leverage an emotional connection with shoppers) or by value-added features, such as re-sealability and transportability. But it is important that on-pack messaging works hard to highlight these features or many shoppers won't become aware of them.
Chemicals replacement:
The Natural Colorants and Inks market witnessed an increase demand from the Confectionery segment of the Food industry. However, the degradation of natural colors could pose a challenge. The same applied for adhesives, new technologies and EB (electro-beam) are currently being deployed to replace solvents used by the industry.
Public Health - Obesity:
While this initially doesn't appear to be related to the printing industry, it is relevant to packaging as pack sizing can play a role in limiting consumption. For example, 100-calorie packs encourage portion control, which brings value to both consumers and the broader public health effort. However, marketers need to ensure that any change in packaging isn't perceived negatively as downsizing or providing less value. There's increasing pressure on manufacturers to educate people about making healthier food and beverage choices, through clear, informative on-pack information.
These are the key macro trends that FMCG brand owners should focus on to add value, drive sales and optimize packaging. It really begins by understanding their consumers, their shopping experience and the usage experience, to identify barriers and opportunities for innovation. If there's a solid foundation of understanding, brand owners are more likely to invest in the right packaging innovations and ultimately to improve their success rates and return-on-investment.
