{"id":242312,"date":"2018-03-13T00:00:00","date_gmt":"2018-03-13T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/trends-2018-market-and-packaging-intelligence\/"},"modified":"2021-11-05T18:10:59","modified_gmt":"2021-11-05T18:10:59","slug":"trends-2018-market-and-packaging-intelligence","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/fr\/trends-2018-market-and-packaging-intelligence\/","title":{"rendered":"Tendances 2018 : Intelligence du march\u00e9 et de l'emballage"},"content":{"rendered":"

Annual Pro Carton Trends Report : Consumers have more power than ever before. They are also prepared to spend more money on genuine added value. \u201cPro Carton has compiled the most interesting comments from leading consumer, economy and packaging trend researchers relating to our business\u201c, says Pro Carton General Manager Tony Hitchin.<\/strong><\/p>\n

One of the most important target groups in the coming years will be made up by the Millenials born in the 1990s. Together with their higher purchasing power, they will be adding an entirely new digital experience and a change in lifestyle which will influence the majority of consumers. Conventional advertising will continue to lose in importance. This will be supplanted by the perfect communication \u2013 online as well as offline, in other words \u201cURL\u201c and \u201cIRL\u201c [In Real Life] \u2013 of interesting, tailor-made offers with fascinating, healthy and sustainable experiences.<\/p>\n

1. Marketing: Transparency<\/strong>
\n\u201dBrands and marketing are navigating an increasingly sophisticated consumer landscape where they are assessed on the nuances of their visual language, the diversity of their representation, 360-degree ethics and complete transparency\u201c, says Lucie Greene, Worldwide Director, The Innovation Group, J. Walter Thompson\u2019s trend forecasting, consultancy and innovation unit. The agency Trendwatching confirms this: \u201dA revolution in transparency is just getting started. Today, a business is a glass box. Outsiders can easily see inside. They can see the people, the processes and the values. If something happens inside the box that will be of interest to those outside, eventually it will be seen. That shift is thanks to the radical transparency made possible by a connected world. And it brings with it an equally radical implication: your internal culture is becoming part of your brand.\u201c<\/p>\n

2. Marketing: Feminine styles<\/strong>
\nSlogans like \u201cBe the CEO your parents always wanted you to marry\u201d or \u201cLosing weight is not your life\u2019s purpose\u201d increasingly add substance to the female perspective. Entrepreneurs are the new celebrities\u2014and women are the fastest-growing group. According to a report by the Kauffman Foundation, 40.6 % of all new businesses are started by women. \u201cBFF [Best Friends Forever] marketing\u201d also speaks to the rising influence of social media\u2019s language, style and informality on commerce.
\n\u201dAs more soothing pastels and soft edges move into the spotlight in 2018, packaging design is trending toward a more feminine overall aesthetic. As a result, we\u2019re likely to see fewer hyper-stimulating, explosive design styles more closely associated with masculinity in the coming years\u201c, writes Pamela Webber in the Packaging Digest.<\/p>\n

3. Marketing: Silver Surfer<\/strong>
\n\u201cThat we are experiencing a demographic change in society is certainly not a new insight, nonetheless, packaging designed with elderly people in mind can be seen as a trend\u201c, points out Angela Hengsberger of Lead-Innovation-Management. Brand owners have discovered the growing importance of elderly people \u2013 also known as \u201cBest Agers\u201d or \u201cSilver Surfers\u201d \u2013 as a new target group. And there is already a wide range of products designed to meet the specific needs of elderly people, for example, in cosmetics.
\nBy 2040, roughly a third of all packaging will be purchased by senior citizens in Germany. Only a small part of today\u2019s packaging is designed adequately for elderly people, the fonts are too small, the contrasts difficult to distinguish, the opening flaps are too small, too much force is required to open packaging making handling difficult, and so on. If one considers that approximately 60 % of seniors complain about opening problems with \u201cproducts sealed in plastic\u201c this just shows that there is a considerable need for action by the industry.<\/p>\n

4. Design: Sustainability<\/strong>
\n\u201dIn today\u2019s world, more people than ever are keen to be green. If your packaging is excessive or particularly damaging to the environment, you can be sure to turn a lot of customers off\u201c, says Paul Marsh from The Packaging Experts. \u201dMaking sure your packaging is as recyclable as possible is far more likely to win customers over and shows you\u2019re doing your bit for the planet.\u201c \u201dBeing able to add a compelling sustainability message can help rebuild the differentiation and brand equity that would otherwise be lost\u201c, adds packaging consultant Bob Lilienfeld.
\nAccording to Cone Communications, 91 % of global consumers expect companies to operate responsibly and 71 % would pay for more sustainable products. Demand for sustainability, clean processing and sustainable sourcing is higher than it has ever been. Richard Parker, Principal Analyst at GlobalData, explains why people don\u2019t always act on that impulse to put something in the recycling bin. \u201cRecycling really needs to be easy and quick. If it isn\u2019t for any reason, then it\u2019s easy for consumers to give it a miss.\u201d<\/p>\n

5. Design: Embracing E-Commerce<\/strong>
\nIt took them a while, but brands are finally starting to embrace e-commerce shoppers by adapting their packaging designs to better fit the online retail environment. That means: Removing detailed imagery (which becomes illegible at thumbnail size), making the brand logo the main image, introducing more sturdy and compact shapes as well as opting for temperature-resistant packaging materials. Products look different online than they do on a store shelf, and it\u2019s a different experience for customers to interact with a product for the first time by taking it out of a box, rather than picking it up in a store.
\nWhen designing packaging to be viewed online, and transit packaging to be opened upon delivery in the home, the experience of e-commerce packaging must reflect consumer expectations from shopping with that brand in-store. David Luttenberger, Mintel’s global packaging director: \u201eThe unboxing experience must really reflect what the consumers expect from their brands.\u201c<\/p>\n

6. Design: Smart packaging<\/strong>
\nIn the Internet of Things era, packaging has to be smart and connected. Intelligent packaging uses specific technology (such as sensors, devices, etc.) to share information with customers. Some packaging is now connected to a company\u2019s Cloud and provides consumers detailed information on a product such as allergens, portion sizing, consumption recommendations, etc. According to Mintel\u2019s packaging study, \u201c50 % of US consumers are interested in scanning food packaging to learn more about the provenance of fresh produce\u201d. Food traceability and complete transparency has become more important than ever for consumers.
\nIn a recent article, Charles D. Yuska, President and CEO, PMMI (The Association for Packaging and Processing Technologies) said, \u201c37 % of U.S. consumers find it important to understand ingredients on food labels while 91 % believe that products with recognisable ingredients are healthier\u201d.<\/p>\n

7. Retail: Experience<\/strong>
\n\u201dCustomers are increasingly expecting retailers to link the online and offline worlds to create a seamless, intuitive customer experience that makes buying products quicker, easier and more enjoyable. Far from annihilating the brick-and-mortar retail sector, major e-commerce brands are revitalizing it through creative concepts that merge URL and IRL experiences in new ways\u201c, asserts The Innovation Group of JWT in its \u201dTop 100\u201c study. Consumers still enjoy the thrill of seeing, touching and engaging with a product. E-commerce brands are leading the way in merging the two in unique ways.
\nConsumers are increasingly looking for new experiences. Vanessa Henry, Shopper Insight Manager IGD Retail: \u201dThe Millennials are more likely to try new products. Any innovation needs to stand out on shelf. Two thirds love trying new flavours, and they are looking for meaningful inspirations from stores in the future. More than 90 % want to know more about food and drink, and they want to find out about it online, on product packaging and in social media. And they want to learn about it in an engaging way: brands have a big role to play here.\u201c<\/p>\n

8. Retail: Glocal<\/strong>
\n\u201dMore than ever, marketing global and local combine seamlessly. Trend globalisation is driving mass fragmentation, as consumers can establish networks and discover niche subjects, products and ideas way beyond their borders,\u201c say the experts from JWT Innovation Group.
\nDespite shoppers being globally minded, the desire to have links to local regions and buy local products will increase over the next year. This approach will result in retailers selling produce that will only be available for a short period of time, due to seasonality, creating uniqueness and increased shopper desire to get these products when available. This will introduce greater variety for shoppers but create more complexity within the supply chain.<\/p>\n

9. Retail: Convenience is King<\/strong>
\nAgain to quote Vanessa Henry: \u201dShoppers are increasingly turning to online to do their grocery shopping, but this doesn\u2019t mean stores are dead! Physical stores are still crucial to meet shoppers’ fickle food and grocery shopping needs! And in particular, convenience stores. Virtually all (90 %) of British grocery shoppers say they use convenience stores on a regular basis. I’m one of them, even though I do a lot of my grocery shopping online as well. 43 % of British grocery shoppers say they go to the nearest store to them even though they know it’s a bit more expensive.\u201c
\nWithin the non-grocery category, achieving omnichannel proficiency is an even more significant priority for retailers as the role of the physical store changes to meet evolving shopper behaviour. These stores are becoming a place for experiential shopping while transaction-only purchases continue migrating online due to greater convenience.<\/p>\n

10. Retail: Time is Money<\/strong>
\n\u201dThe millennials look at any opportunity to save time in store. We see much less use of larger stores for the millennials. They complain about excessive time spent in these larger stores\u201c, says Henry. So it\u2019s about communicating time-saving benefits. Millennials are more willing to spend extra to save time.
\nTrendwatching goes even further: \u201dBecause in 2018, shoppers with more important things to do \u2013 and that\u2019s all of them \u2013 will embrace the outsourcing of certain retail experiences to algorithms and smart devices. That means the automation of hunting, negotiating, purchasing, delivery arrangements and more. As millions of consumers come to expect their online retail to be truly automated, they’ll bring heightened expectations of convenience with them to your physical locations. In the end, this trend is about a shift that’s about as deep as it gets: towards a world in which you\u2019ll be selling to algorithms as well as humans.\u201c<\/p>\n

 <\/p>\n

Sources:<\/em>
\ngo.euromonitor.com<\/em><\/a>
\nwww.thefuturelaboratory.com<\/em><\/a>
\nwww.gartner.com<\/em><\/a>
\nigd.com<\/em><\/a>
\nwww.jwtintelligence.com<\/em><\/a>
\ninfo.lead-innovation.com<\/em><\/a>
\nwww.mintel.com<\/em><\/a>
\nwww.packagingdigest.com<\/em><\/a>
\ntrendbuero.com<\/em><\/a>
\nwww.trendwatching.com<\/em><\/a>
\nwww.zukunftsinstitut.de<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Rapport annuel sur les tendances de Pro Carton : Les consommateurs ont plus de pouvoir que jamais. Ils sont \u00e9galement pr\u00eats \u00e0 d\u00e9penser plus d'argent pour une v\u00e9ritable valeur ajout\u00e9e.<\/p>","protected":false},"author":1,"featured_media":242313,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,44],"tags":[],"class_list":["post-242312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-marketing-trends"],"yoast_head":"\nTrends 2018: Market and Packaging Intelligence - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/fr\/trends-2018-market-and-packaging-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trends 2018: Market and Packaging Intelligence - Pro Carton\" \/>\n<meta property=\"og:description\" content=\"Annual Pro Carton Trends Report : Consumers have more power than ever before. 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