Tips to Cope with Changes in Market Demands and Build Innovative Packaging Brands

The key obstacle for modern brands is how to deal with the increasing lack of consumer loyalty. One of the best solutions is to distinguish yourself from competitors, establish a highly recognizable and attractive image, and approach customers more personally, which is why many brand experts rely on packaging. the reason. But pleasing consumers is like fighting Hydra, especially to cater to the ever-changing packaging design in the market.

Therefore, the brand building team is constantly striving to bring innovation and additional advantages to the company's packaging. Given this situation, Mintel revealed six key trends that will dominate the 2016 global packaging market.

1, emerging digital printing

Digital packaging printing brings personalization to the brand based on surveys of purchase motivation, which is an important aspect of the millennial generation. Mintel stressed that 2016 is a turning point in digital printing and it will become mainstream and will no longer be a limited, personalized solution, but a catalyst for economic assets. Mintel estimates that digital printing currently accounts for 10% of total packaging and has significant growth potential in the coming year. Its research shows that one-fifth of Millennials in the United States are seeking to personalize and customize packaging. At the same time, almost one-quarter of Chinese consumers are willing to pay extra for personalization of soft drink packaging.

2, tend to environmental protection

Ying Minte's investigation and research shows that, although packaging recycling is due to the brand's good intentions, it is far from fulfilling its potential. Eco-friendly or reusable properties are flagged as an important purchase factor. Mintel stressed: "When the prices of products and products are nearly equal, consumers will increasingly use these ecological and alternative properties as factors in deciding whether or not to purchase."

3, transparency

The exchange of information on the packaging is an excellent way to convey the key information of the brand, and it has a great influence on whether the consumer decides to purchase an item. According to research conducted by Mintel, 58% of UK consumers check ingredients on product packaging, and 76% are concerned about the use of artificial preservatives. Adding too much information or showing wrong attributes on the packaging may confuse potential customers, so Mintel expects the concept of clean (concise) labels to be used more effectively.

4, smart packaging

Mintel pointed out that this kind of mobile end is increasingly involved in packaging, and it is also important to integrate modern technologies into the brand image to gain the trust of potential shoppers. Mintel emphasized that Near Field Communication (NFC) and Bluetooth Low-Energy (BLE) are important aspects that capture consumers.

5, flexibility

Ying Minte said that 32% of consumers think of flexible packaging as a modernization, but the key to the problem lies in how to combine the flexibility and rigidity of packaging to achieve innovation and brand market awareness.

6, the size of the problem

This trend represents the size of the packaging. Studies have shown that 39% of UK consumers tend to be more small vials of alcoholic beverages, while 50% of health-conscious snack lovers will be willing to try small-sized, tasting packaged products. Mintel stated that brand owners should design package sizes based on consumer tastes and offer a variety of different sizes of products.

Case Studies

Existing packaging designs have adopted some of the trends listed above. For Coca-Cola, they used digital printing in the “Share a bottle of Coke” campaign, allowing consumers to print their name on the bottle, which also shows consumers' direct participation in packaging.

When it comes to reusable packaging, the wine box used by wine producer Aquilegia can be re-used to fold into an instant wine rack. Another example is Amazon, which has been planning for a five-year effort starting in 2013 to replace the almost airtight, sealed flip-top packaging with smaller, easy-to-open recyclable cartons. This new solution will reduce excess packaging as a whole, but it can still protect internal goods.

McDonald's recently experienced a brand-new change of face, launching the smallest take-away bag. They seem to have given up on adding random ingredient information to their bags. Most of the information is to consumers licking "It's not junk food!" But now, when McDonald's finally realizes that it's impossible to salad with arugula salad or acai berry When the health foods were successful in the war, they introduced more fashionable products. Most consumers go to McDonald's not for a healthy diet, but as a way to occasionally entertain themselves with delicious fast foods, and consumers know what they are immersed in. This kind of indulge makes the food taste better, then Why bother to persuade them to give up?

One of the largest whiskey brands, Johnnie Walker, released a smart bottle of blue label whisky last year. This bottle uses NFC printed sensor tags, through which consumers can find the brand's data information on their smart phones. By using this technology, Johnnie Walker can personally communicate with customers, and at the same time make the brand understand how customers use the bottle itself, such as when to open the bottle. This is a good example of how to introduce new technologies into market strategies to demonstrate creativity and strive to increase consumer loyalty.

For brands, innovation is a double-edged sword, which can bring about many criticisms and harms to their own image, or bring about more satisfactory endings, thus making consumers aware of the close relationship with the brand. In the coming years, will these above trends become reality? Markets as dangerous as the sea will have the final say.