Pack it up, pack it in

17 August 2015



Pack it up, pack it in


Pack it up, pack it in

The enormous and highly visible retail packaging industry is subject to some of the fastest-moving trends in the packaging world. With shelf-appeal a huge influence on the success or failure of a new product, retail packaging specialists play an important role in market trends. Emma-Jane Batey spoke to industry decision makers to appreciate the latest developments in this area.


Retail psychology and consumer behaviour analysis is carefully integrated into the seemingly benign world of supermarket shopping. Own label packaging that looks suspiciously like the leading brand name and fancy eco-packaging for a newly-launched lifestyle product is no coincidence: every decision is consciously and strategically made, from the raw materials to the font. But who decides what these trends are, and how factoring them into packaging will be both cost-effective and highly appealing to customers?


People like Sarah Greenwood, from Greenwood Packaging Consultants, have a big part to play. An independent packaging consultant, Sarah spends her time assessing the market, talking to suppliers and developing innovative packaging solutions that will be profitable for her customers. With 15 years of experience working in all aspects of the packaging industry, and a strong technical background, Sarah promises to save manufacturers time and money by supporting their team across the supply chain. She has extensive hands-on experience, coordinating line trials in factory environments, and has worked with each of the UK's major supermarkets to develop packaging for new products.


Sarah spoke to Packaging Today about retail packaging's latest trends and her view on where the market is going.
"In recent years," she says, "the focus has very much been on the environmentally sustainable elements of packaging, such as reducing weight and ensuring easy recyclability, but this has reached maximum levels now, really, which is great news. Of course, all the supermarkets are keen to make sure that any other ways to be more environmentally friendly are implemented, so I'm always on the lookout for new materials and innovative design ideas to further reduce weight.


"What I'm finding now is that buyers have the most influence over packaging designs. Many of the packaging decisions have already been made and defined, with strict developments and guidelines in place."


Time for innovation?


Sarah notes that the speed of products going to market is so fast now that what she calls "true packaging development" is often less possible, unless there is a huge marketing budget for a new product launch. She continues, "For own label, especially, there is simply not the time to do true packaging development and quickly get the product on the shelf. Print lead times have a big influence on this, so if you can cut them out and just print what you want with digital printing, that's great. But retailers expect three months of packaging in stock, so that's another challenge.


"That's why it's really exciting when you see people doing something really innovative, like the partnership between Iceland and Lincolnshire's Ultimate Packaging, using digital printing on demand. Trying to be innovative against the demands of the packaging industry can be frustrating, but it's also hugely rewarding when you see something that really works."


Chris Tonge, sales director at Ultimate Packaging, is understandably proud of this future-focused partnership and its potential for future growth. "Ultimate uses digital print to produce short runs of flexible packaging," he explains. "The decision to add digital print to the business has been heavily influenced by our customers, who told us they needed a cost-effective option to produce short runs of packaging, to enable them to be reactive to market conditions. The digital press can also be used to print mock-ups, ideal for use in presentations prior to product launch, or to finalise a new design.


"Our team has produced digitally printed packaging for brand and retail clients, following comprehensive migration testing. The majority of films can be printed digitally, but our technical team are on hand, should there be any additional testing required. We've really gotten to grips with digital print during the last two years, working on our narrow web NPD press, and now the business is ready to move onto wide web, full production runs. We've collaborated with major brands and retailers to develop the digital technology, and we expect it to really take hold over the next 6-12 months."


Branding our own brands


Bradford-based big five supermarket Morrisons is also open-minded about new retail packaging developments. As the UK's fourth largest supermarket, Morrisons' 'value added' and 'savvy' reputation is reflected in its own label M Savers brand, which has recently undergone a complete overhaul in response to consumer feedback. Appointing respected design and marketing agency Coley Porter Bell to create a whole new visual identity for its increasingly-important own label, Morrisons believes it now offers a 'realistic alternative' to branded goods for its cost-conscious, or indeed value-conscious, customers.


Previously named Value, and with very basic packaging, the Morrisons own label was, according to Coley Porter Bell's research, "dated and generic. Our challenge was to create a new, fresh, modern look for the Value pillar. Something current that would lend well to the times we live in." So, the team, alongside key decision makers from Morrisons, created the new M Savers identity.
A Coley Porter Bell spokesperson explains, "consumer research told us that customers were embarrassed to be seen with value brands in their trolley, so we wanted to create a brand that made people feel good about saving money. Our design solution moved Morrisons away from the cheap approach adopted by many supermarket value ranges, instead reflecting their values of quality and humanity. The new designs, incorporating hand-drawn illustrations with a quirky bespoke typeface, contribute to the feeling that even Morrisons' most humble products have been cared for by people.


"It's a design that will hopefully make people smile! M Savers has surpassed all expectations: it is the only brand among its competition to grow in value. Sales increased by a huge 48% after the relaunch (without cannibalising other ranges,) and it soon became the fastest growing food brand in the UK. Definitely, no longer a brand to be embarrassed of."


Trend for value


Own brand product manufacturers increasingly reflect the understanding that this ongoing demand for better value does not mean that quality and style can be forgotten. With consumers across all income levels expecting value for money while still enjoying a variety of foods, own brand manufacturers are responding with enthusiasm.
SK Foods is one of Teeside's largest employers, and manufacturer of 'international snack foods' such as onion bhajis and spring rolls. SK foods supplies to a huge number of UK supermarket chains, both in own brand and branded ranges, and is a perfect example of manufacturers taking the market shift in their stride.


Paul Mackay, SK Foods purchasing manager, understands that the packaging of its products is a key element, saying, "curiosity is a valuable asset, and we encourage our teams across the departments - from ingredients, to packaging, to customer services - to look at new ways to do things, improve things and search for solutions. Research is a huge part of how we keep ahead of what's happening now to look forward to what's coming up, and our operational efficiency is industry-leading.
"We work with our customers to create foodie solutions that are both delicious and visually appealing, and the right packaging is certainly part of that. It has to look good on the shelf and be easy to open and store at home, while reflecting the quality and brand image."


Premier Foods, whose brands include popular UK favourites Bisto, Loyd Grossman, Ambrosia and Mr Kipling, agrees that innovative packaging can bring a fresh take on a favourite brand. With a £767 million turnover in 2013 and over 4,000 employees, it has a lot of experience in what builds a brand and keeps it relevant. One example of retail packaging innovation is Premier Food's new Loyd Grossman Pan Melts, with a fresh take on packaging that has really helped launch the format. A spokesperson explains that they developed the new range "using innovative new technology, and working closely with Loyd himself in our kitchens. Each pack contains two easy-to-open foil-lidded 38g pots, perfectly portioned to reduce waste. It's a completely new platform in the valuable cooking sauces sector."


With retail packaging trends driven by finding the sweet spot between shelf appeal, ease of use and perceived value, the consumer's ever-growing demand for more-for-less must be reflected in packaging as well as the product within. Consumers are careful with every pound they spend; they want their trolley or online order to look good and taste great, but cost less. Basic ranges demand more than basic packaging, and a huge industry is booming to make sure that is being delivered.



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