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Food Packaging Trends - UK - January 2016

Food Packaging Trends - UK - January 2016

“Packaging concepts which disrupt the norm and offer an alternative to the homogeneity of the mass-market food market resonate with many young consumers. Here, both unique packaging designs and customisation can win favour, lending even large brands a personal feel.”

– Emma Clifford, Senior Food and Drink Analyst

This report examines the following areas:

Unique designs, designs influenced by the public and customisation present big opportunities for brands

More incentive is required to build digital interaction with brands

The ageing population will fuel demand for “mindful” packaging desi


OVERVIEW
Definition
EXECUTIVE SUMMARY
Market factors
Rising consumer spending bodes well for added-value packaging
The ageing population puts demands on packaging functionality
Household food waste continues to be a huge problem
Launch activity and innovation
New packaging launches jump to five-year high
Figure 1: New product launches in the UK food market, by launch type, 2011-15
The consumer
Room to boost recycling among the younger generation
Figure 2: Behaviours relating to food packaging, October 2015
Eagerness for more help with recycling from retailers
Figure 3: Attitudes towards food packaging and the environment, October 2015
Resealability and being easy to open are most useful features
Figure 4: Features which are/would be most useful to consumers, October 2015
The appearance of packaging is seen to reflect on the product
Figure 5: Attitudes towards the visual aspects of food packaging, October 2015
Discounts are the number one draw for using QR codes
Figure 6: Interest in things that QR codes on food packaging could be used for, October 2015
What we think
ISSUES AND INSIGHTS
Unique designs, designs influenced by the public and customisation present big opportunities for brands
The facts
The implication
More incentive is required to build digital interaction with brands
The facts
The implications
The ageing population will fuel demand for “mindful” packaging design
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Rising consumer spending bodes well for added-value packaging
The ageing population puts demands on packaging functionality
Household food waste continues to be a huge problem
New packaging launches jump to five-year high
The pouch format goes beyond baby food and rice
The rise in environmentally friendly packaging claims continues
Personalisation becomes more prevalent
MARKET DRIVERS
Rising consumer spending bodes well for added-value packaging
Figure 7: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-September 2015
The ageing population puts greater demands on packaging functionality
Figure 8: Trends in the age structure of the UK population, 2010-15 and 2015-20
Smaller packs fit well with smaller households
Recycling rates have plateaued
Household food waste continues to be a huge problem
The Courtauld Commitment
LAUNCH ACTIVITY AND INNOVATION
New packaging launches jump to five-year high
Figure 9: New product launches in the UK food market, by launch type, 2011-15
Flexible packaging stays at the top
Figure 10: New product launches in the UK food market, by packaging type, 2011-15
The pouch format goes beyond baby food and rice
The rise in environmentally friendly packaging claims continues
Figure 11: New product launches in the UK food market, by selected environmental claims, 2011-15
Growing focus on convenience
Figure 12: New product launches in the UK food market, by claims related to ease of use, 2011-15
Personalisation becomes more prevalent
Brands look to packaging to reach men in traditionally women-oriented categories
THE CONSUMER – WHAT YOU NEED TO KNOW
Room to boost recycling among the younger generation
The younger generation are leading digital interaction
Eagerness for more help with recycling from retailers
More clarity is needed with recycling
Resealability and being easy to open are most useful features
The appearance of packaging is seen to reflect on the product
A move away from standard mass-market packaging appeals to the younger generation
Discounts are the number one draw for using QR codes
BEHAVIOURS RELATING TO FOOD PACKAGING
Room to boost recycling among the younger generation
Figure 13: Behaviours relating to food packaging, October 2015
Interest in packaging concepts offering tangible rewards
The younger generation are leading digital interaction
Figure 14: Selected behaviours relating to food packaging, by age, October 2015
ATTITUDES TOWARDS FOOD PACKAGING AND THE ENVIRONMENT
Eagerness for more help with recycling from retailers
Sainsbury’s takes the lead with Easter egg packaging
Figure 15: Attitudes towards food packaging and the environment, October 2015
Refill packs have wide appeal
More clarity is needed with recycling
An interest in finding out more about the recycling process
FOOD PACKAGING FEATURES DEEMED USEFUL
Resealability is the most useful feature
Easy open is important for older consumers
Figure 16: Features which are/would be most useful to consumers, October 2015
Interest in packaging technology to help preserve freshness
On-the-go packaging is important for under-25s
ATTITUDES TOWARDS THE VISUAL ASPECTS OF FOOD PACKAGING
The appearance of packaging is seen to reflect on the product
A homemade feel can build associations with naturalness
Figure 17: Attitudes towards the visual aspects of food packaging, October 2015
Individuality holds strong appeal…
…as does personalisation
Members of the public can have an input
Barriers to processing on-pack information
Consumers are also rushed in-store
INTEREST IN CONTENT ACCESSED THROUGH QR CODES
Ongoing debate about the future of QR codes
Discounts are the number one draw
Figure 18: Interest in things that QR codes on food packaging could be used for, October 2015
Access to recipes is also an attractive prospect
Over-55s most interested in finding out more about product origin
Games and entertainment appeal to 16-24s
APPENDIX – ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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