Key Consumer Insights & Trends in Food & Drink Packaging. Toby Coates MMR Research Worldwide

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1 Key Consumer Insights & Trends in Food & Drink Packaging Toby Coates MMR Research Worldwide

2 A brief introduction MMR works at the interface between conceptual and physical branding The consumer perspective we provide allows our clients to develop optimum brand experiences 2

3 Majority of work in validation Ideation Development Optimisation Validation Opportunities for increased success by utilising consumer insight earlier in the packaging development strategy Increasingly moving online / automated 3

4 Packaging a great opportunity for experiential marketing The Brand Communications Packaging Product 4

5 Packaging a great opportunity for experiential marketing The Brand Communications Packaging Product Consumers increasingly immune to traditional marketing 5

6 Packaging a great opportunity for experiential marketing The Brand Communications Packaging Product Consumers increasingly immune to traditional marketing Increasingly difficult to differentiate no BAD products anymore 6

7 Packaging a great opportunity for experiential marketing The Brand Communications Packaging Product Consumers increasingly immune to traditional marketing Plays pivotal role in building brand experience Conduit from brand promise to product experience Increasingly difficult to differentiate no BAD products anymore 7

8 Packaging touch-points in consumer experience 1. TV on Friday night 2. Supermarket Saturday morning 3. Handling the product reaffirmation of promise leads to purchase If influential enough, we may google 4.Product trial promise realised 5.Pack stored - reinforcing brand values in home 6.Pack disposed of repeat purchase 8

9 Packaging touch-points in consumer experience 1. TV on Friday night 2. Supermarket Saturday morning 3. Handling the product reaffirmation of promise leads to purchase If influential enough, we may google 4.Product trial promise realised 5.Pack stored - reinforcing brand values in home 6.Pack disposed of repeat purchase 9

10 A few facts 10

11 A few facts Packaging is longest surviving physical touch-point of the brand. A lot of consumer face time! Arguably the most cost effective marketing medium available 11

12 Survey conducted amongst 650 UK grocery shoppers Investigate consumer perceptions of packaging in the UK food & drink sector and consumer drivers of efficacy 12

13 Overall, food and drink packaging in UK is in pretty good shape! Consumers are generally satisfied - only 5% dissatisfied. Packaging still plays a predominantly functional role in the conscious mind of the consumer 88% claim it is purely to keep the product safe. 13

14 Headlines MANUFACTURERS USE TOO MUCH PACKAGING 80% 41% CLAIM TO HAVE BOUGHT NEW PRODUCTS BASED ON THE PACK NOT ENOUGH THOUGHT GOES INTO PACKAGING OF FOOD & DRINK 35% 25% DON T BUY AGAIN WHEN PACKAGING FAILS 14

15 Food & Drink packaging - must have benefits Functional / Structural Keeps the product fresh Aesthetic Clearly displays nutritional facts Shows the contents inside Protects the product Product key The amount of packaging limits waste Is recyclable Easy to open Is made of recycled materials Is sustainable Packaging can be re-used Is easy to dispose of Easy to store Product is easy to decant Easy to transport Easy to hold Product has been packaged locally Provides individual portions Easy to find on the shelf Visually appealing Clearly showcases the brand Looks good enough to leave out the cupboard Looks exciting Looks different 15

16 How are the different categories performing on packaging? % rating packaging as Very Good Wines & Spirits Beers & Ciders Cereals Juices Yoghurts Rice & Pasta Cheese Soups Cooking Sauces Fresh Fruit & Veg Bread Carbonated Soft Drinks Fresh Meats & Fish Biscuits Frozen Ready Meals Frozen Desserts Other Fresh Baked Goods Ready Meals (Refridgerated) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 16

17 Where is packaging excelling? 17

18 Wines & Spirits / Beer & Cider 18

19 Cereal 19

20 Where could packaging work harder? 20

21 Frozen ready meals / Frozen Desserts 21

22 Refrigerated Ready Meals / Fresh Baked Goods 22

23 Consumer feedback on food & drink packaging Consumers want. Efficient space saving Durable protects for the life of the product Accessible easy to open and effective re-seal Recyclable minimum waste and easy recycling Resealable (that works for duration of product) Aesthetically pleasing Can see the product inside Easy to dispense Screw tops Key themes from spontaneous feedback 23

24 Consumer feedback on food & drink packaging Consumers don t want. Too much packaging/plastic Not recyclable / vague recycling instructions Easily damaged / splits when opened Poor resealability. Doesn t keep food fresh Fruit & veg in unnecessary packaging (sweating) Cardboard packaging going soggy in the freezer Needing scissors or a knife to open packaging Oversized packaging 24

25 Where is consumer packaging research going next?

26 Product taking centre stage as consumer awareness increases It s just not cool to not give a damn about what you put in your mouth anymore 26

27 Consumer Landscape 7% HEDONISTS 12% APATHETIC 18% ARMCHAIR WORRIERS 22% HEALTHY 22% ON A MISSION 27

28 Dimension 2 Packaging changes the way we taste 4 Smells 3 artificial 2 Smells plasticy Tastes plasticy Tastes bitter 1 Tastes acid Feels smooth in mouth Tastes zesty Feels thick in mouth Feels dry in mouth Overall orange 0 strength in taste Tastes artificial Tastes citrusy -1 Tastes sweet Overall orange strength in smell Tastes fresh -2 Smells fresh -3-4 Dimension 1 28

29 Packaging is multi-sensory 29

30 All of these sensory characteristics carry associated meaning This meaning will affect consumer experience 30

31 Stimulation Perception Conceptualisation Emotional Response Understand how multi-sensory triggers drive choice behaviour Sight Sound Touch Plain White Heavy plastic Foil Matt finish Kettle Chips Premium Homely Comforting Genuine Trustworthy Object Behaviour 31

32 Engineer a coherent experience Still important to get packs into the hands of consumers to truly understand the impact they will have for your brand 32

33 Use packaging to your advantage. Packaging offers brand owners a huge opportunity to build brand experience for consumers Consumers need to be listened to and pack design needs to ensure that basic needs are fulfilled Dig deeper, use smart research and ensure that your packaging engages the senses. 33