Print in profile

There are key macro trends that FMCG brand-owners should focus on to add value, drive sales and optimise their packaging. It really begins by understanding their consumers, their shopping experience and the usage experience, to identify barriers and opportunities for innovation.

If there is a solid foundation of understanding, brand-owners are more likely to invest in the right packaging innovations and ultimately to improve their success rates and return-on-investment.

Web retailing

Current packaging has not been developed to address web retailing logistics and distribution, and as such, bespoke solutions that maximise cubic efficiencies in deliveries may become more important.

Graphic/print may become more relevant than structural design as the consumer can't hold or touch the package in the digital environment, so visual appeal - attention, branding and communication - means everything.

Mass customisation

The use of flexible computer-aided manufacturing systems, such as digital printing, can produce custom output, specifically tailored for individual consumers. Digital printing in certain instances can combine the low unit costs of mass production processes with the flexibility of individual customisation.

Though the technology has been in the market for more than a decade already, last year we have seen the first true global marketing campaigns reaching billions of consumers using traditional and digital printing technologies.

For example the Coca-Cola 'Share a Coke' campaign saw seven digital printers utilised to produce a volume of more than one billion custom labels.

Globalisation

Managing a brand globally requires balancing some level of global continuity with enough local customisation to account for differences in shoppers, retail environments, and competitive situations. In today's world, there is value in having some consistent 'equity elements' (colours, shapes, icons, etc) globally.

The use of fixed colour palettes and fingerprinting techniques are now essential to guarantee consistency in brand printed packaging globally. But brands also need to be careful that they don't mandate uniformity, which often translates into global mediocrity.

For instance, brand-owners need to understand how consumers in different local markets feel about certain packaging structures and how they relate to the package in both the retail and home environments.

Retail/brand-owner relationship

The dynamic between retailers and brand- owners continues to evolve dramatically. Retailers are pushing their own portfolios harder and often doing a good job of it through better packaging. And consumers are responding, as retailer brands are growing faster than traditional ones.

This means brand-owners have to work even harder on their packaging to help justify price premiums. Print quality on the packs is a very important element to maximising shelf presence to win the battle in the retailer environment, across both primary and secondary packaging SRP (shelf ready packaging).

Brand-owners need to do this through graphic and structural innovation, supported by good intellectual property coverage (such as proprietary 'ownable' shapes, colours and so on, that leverage an emotional connection with shoppers), or by value-added features such as resealability and transportability. But it is important that on-pack messaging works hard to highlight these features, or many shoppers won't become aware of them.

The market for natural colorants and inks has witnessed an increase in demand from the confectionery segment of the food industry. However, the degradation of natural colours could pose a challenge. The same applied to adhesives, new technologies and EB (electron beam) are currently being deployed to replace solvents used by the industry.

Public health - obesity

While this initially doesn't appear to be related to the printing industry, it is relevant to packaging, as pack sizing can play a role in limiting consumption.

For example, 100 calorie packs encourage portion control, which brings value to both consumers and the broader public health effort.
However, marketers need to ensure that any change in packaging isn't perceived negatively as downsizing or providing less value.
There will continue to be increasing pressure on manufacturers to educate people about making healthier food and beverage choices, through clear, informative on-pack information.

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