As Spring arrives, innovation continues to be addressed in shows, be seen in product launches, and to shape 2014.
With the continuing trends towards globalisation, mass customisation and variability leading to enormous possibilities for targeting brand communications and speeding up brand owners' and retailers' ability to react to fashions and trends, it's a very exciting time for the industry.
In our recent March edition, I spoke with Pack2Go's secretary general Eamonn Bates about convenience packaging in 2014 and the dangerous precedent being set with the upcoming EC directive on reducing 'single-use' plastic bag usage. The full article can also be found in the features section online: this is a fascinating look at what is happening from a pan-European regulatory perspective, and I urge you to read the article as Eamonn phrases the situation and action needed far better than I could.
Also available in the publication and online is the Viewpoint from Leo Bianchi of Burton's Biscuits on trends in food and beverage packaging. What I found most compelling is that the trends are not changing between the markets and sub-markets – dairy packaging shares similar trends to soft drinks, which is the same as food service and so on.
Consumers can now require variable data printed in digital quality on their packaging. With social media, any issues with a product go global in an instant, so brands must be honest, clearly communicate to consumers and provide value.
Whether that value is appealing to our ego, wealth or health is less important. That it is apparent and communicated correctly is vital.
WIth the globalisation of brands and the individualisation of markets and marketing, the trends mentioned by Leo will continue to inform and shape packaging through 2014.
I welcome comments on this or other parts of the website, and can be reached at:
matthew.rogerson@globaltrademedia.com
