Adding Value Through Packaging: Dairy - Identifying pack formats and features that make a brand worth paying more for

Adding Value Through Packaging: Dairy - Identifying pack formats and features that make a brand worth paying more for

Summary

Dairy is a busy sector with a huge and varied selection of products on the retail shelf. With many of the same pack formats used by both private label brands and brand leaders, it can be difficult for brand owners to keep ahead of the game and offer something unique to consumers. A wider range of pack sizes and new packaging formats offer greater opportunity for addressing the changing requirements of consumers who are looking for perceived healthier alternatives to processed foods, particularly for snacking.

Shape and decoration are typical ways to differentiate and should be used to enhance the sensory appeal of a product, but for modern consumers, with their on-the-go lifestyles, packaging also needs to offer added value in terms of convenience and an improved consumer usage experience.

In an era when food shortages are prevalent in some regions and the global population is increasing every year, consumers in more developed nations are conscious that they should try to reduce their own household food wastage, and expect packaging to help them do so by preserving freshness and product quality. Smaller pack sizes and single-serve portions are an obvious way to minimize wastage and are likely to have particular appeal for the growing number of single person households or for use on the go.

Packaging plays an increasingly important role in creating a sensory experience associated with a particular brand or product. The look and feel of the pack forms part of the consumer experience and can help to drive loyalty. Vivid, high-quality graphics create a more premium, indulgent feel and enhance shelf presence.

The report Adding Value Through Packaging: Dairy explores new packaging formats and value-added features in the dairy category, using examples from our Pack-Track innovation tool. Additionally, this report helps to understand the relevant consumer trends that drive and support innovation so you can tap into what is really impacting the industry and appreciate the importance of the sensory element of packaging in the overall consumer experience of a product and how this can help to drive brand loyalty.

Companies mentioned in this report: Hain Celestial Group, Danone, Waitrose, Yoplait, Synnove Finden, Gebrueder Woerle , Kraft Heinz Foods, Fromageries Bel, Egidio Galbani, Yeo Frais, Emmi, Morinaga Milk Industry, Weetabix, Daisy Brand, Skanemejerier, Farmhouse Fare

Scope

• In order to be more successful brand owners are adjusting their packs to different lifestyle needs of consumers.
• Convenience is key and enhanced functionality through packs that allow easy usage in the home or easy consumption on the go is a noticeable trend.
• Packaging that allows greater interaction, or encourages play and fun, has appeal for younger consumers.
• The sensory appeal of packs can be utilized to achieve stand-out in the sector and attract consumers looking for products that fit in with their values and lifestyle aspirations.

Reasons to buy

• Use GlobalData's Added Value Through Packaging reports to inspire innovation.
• Understand the relevant consumer trends that drive and support innovation so you can tap into what is really impacting the industry.
• Appreciate the importance of the sensory element of packaging in the overall consumer experience of a product and how this can help to drive brand loyalty.