Table of Contents
Executive Summary
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- 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
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- 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
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- Figure 2: Behaviours relating to food packaging, October 2015
- Eagerness for more help with recycling from retailers
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- Figure 3: Attitudes towards food packaging and the environment, October 2015
- Resealability and being easy to open are most useful features
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- Figure 4: Features which are/would be most useful to consumers, October 2015
- The appearance of packaging is seen to reflect on the product
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- Figure 5: Attitudes towards the visual aspects of food packaging, October 2015
- Discounts are the number one draw for using QR codes
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- Figure 6: Interest in things that QR codes on food packaging could be used for, October 2015
- What we think
Issues and Insights
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- 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
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- 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
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- Rising consumer spending bodes well for added-value packaging
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- 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
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- 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
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- New packaging launches jump to five-year high
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- Figure 9: New product launches in the UK food market, by launch type, 2011-15
- Flexible packaging stays at the top
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- 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
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- Figure 11: New product launches in the UK food market, by selected environmental claims, 2011-15
- Growing focus on convenience
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- 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
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- 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
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- Room to boost recycling among the younger generation
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- Figure 13: Behaviours relating to food packaging, October 2015
- Interest in packaging concepts offering tangible rewards
- The younger generation are leading digital interaction
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- Figure 14: Selected behaviours relating to food packaging, by age, October 2015
Attitudes towards Food Packaging and the Environment
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- Eagerness for more help with recycling from retailers
- Sainsbury’s takes the lead with Easter egg packaging
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- 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
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- Resealability is the most useful feature
- Easy open is important for older consumers
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- 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
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- The appearance of packaging is seen to reflect on the product
- A homemade feel can build associations with naturalness
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- 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
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- Ongoing debate about the future of QR codes
- Discounts are the number one draw
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- 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
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- Abbreviations
- Consumer research methodology
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