Packaging as an experience

Space-age technology

Looking to foreign shores, new technological advances will start translating into revolutionary new packaging in more developed markets. From thin film to printed batteries and paper-thin video screens, these new technologies will have a massive impact on customers at their purchasing decisions. Adding sound, light, colour and movement to packaging will allow early adopters to capture significant consumer attention share, leading to increased sales.

Another key trend will be the rise of self-adhesive labels, replacing the glue-applied labelling lines with more modern technology. These provide brands with a greater scope for innovation. The new technology makes it possible to design, print and die-cut labels in complex shapes and sizes that were not possible before. Global beer brand Heineken is an example of the new self-adhesive labelling technology at work, where the use of new labelling on the same product in the same bottle has resulted in a different consumer experience.

Going green

A major trend of 2011 will be a focused drive for the use of sustainable materials. This will remain as one of the main consumer drivers. The demand for sustainable, environmentally-friendly packaging will be greater this year than ever before, as it meets consumers' desire for their purchases to serve a greater purpose. According to market research company Freedonia, demand for sustainable packaging is expected to reach $41.7-billion by 2014 in the US alone.

A related trend is the rise of reusable packaging. We expect a big demand from brands for reusable packaging, as it affords them an extended brand presence with consumers. From takeaway boxes that can be used as pots for houseplants to reusable carrying cases for lip balm, reusable packaging will be a big trend for the foreseeable future.

Legal matters

Locally, one of the major trends will be compliance with the new labelling and advertising of Foodstuffs Regulations, which requires brands to amend their packaging and more honestly reflect the benefits of using the product. Food-related brands will be forced to change their packaging to comply with this new legislation. Instead of seeing it as a costly legal requirement, brands should grab this golden opportunity to revolutionise their product packaging and so gain a competitive edge over their rivals.

The space restrictions on food labels that the new legislation will cause will require brands to be more innovative with their packaging. Technologies such as the Fix-a-Form Leaflet Label can add significant real-estate to the brand packaging, enabling brands to give their customers value-adds such as recipes, marketing messages, coupons and competitions. This will become essential for brands wishing to distinguish themselves from their rivals and so grab consumers' attention.