Future Of Packaging Report

Future of packaging from a european consumer perspective report 2012

Final report, Future of Packaging from a European Consumer Perspective

TABLE OF CONTENT

Table of content introduction 4 3 INTRODUCTION • About the study and the report • A few trends on the market today • What role does packaging play for consumers?

results consumer research RESULTS CONSUMER RESEARCH • • • • • • •

Consumer behaviors – from conscious to image driven Specific consumer practices – nitty-gritty stuff and everyday rituals Hassle free packaging – intuitive all the way Love and hate – the importance of great function and aesthetics When does the packaging make me change my mind? Previous experience and recognizable brands What is society today affects my preferences of packaging? Values and attitudes Country specific findings

conclusions, opportunity areas and ideas CONCLUSIONS, OPPORTUNITY AREAS AND IDEAS FOR FUTURE for futue development DEVELOPMENT • • • •

Conclusions Opportunity areas Ideas for future development A few last words…

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1213 13 17 21 25 31 35 40

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APPENDIX

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• Appendix 1: List of respondents • Appendix 2. List of expert interviews • Appendix 3: Notes from the round table discussion

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3

Introduction

INTRODUCTION INTRODUCTION

The world is changing rapidly. In the early 80´s the media landscape in most European countries was regulated to a much greater extent than today and no one had a mobile phone. 30 years later over 100% of the population in several European countries have a mobile phone (due to double subscriptions), during an hour’s surfing we areinexposed to about 500 The world is changing rapidly. In the early 80´s Internet the media landscape most European commercial messages, a regular supermarket contains over 25 000 items and there is phone. a general countries was regulated to a much greater extent than today and no one had a mobile overload of information in society. Hence, consumers today have a reverse problem compared 30 years later over 100% of the population in several European countries have a mobile phone to 30to years ago;subscriptions), they have to protect from the abundance alternatives rather than (due double during themselves an hour’s Internet surfing we areof exposed to about 500 having too little to choose from on the shelves in the stores. commercial messages, a regular supermarket contains over 25 000 items and there is a general overload of information in society. Hence, consumers today have a reverse problem compared This affects and has led to an ever-increasing importance for companies and to 30development years ago; they havesales to protect themselves from the abundance of alternatives rather than brands to be “for real” and to be authentic. Old marketing theory, like Philip Kotler’s 4Ps from having too little to choose from on the shelves in the stores. 1967, is getting down to the basics – you do not win consumers unless you have a good product dressed in good packaging. Thisand putshas much more focus on branding and packaging, since and This development affects sales led to an ever-increasing importance for companies packaging has the biggest impact at the moment of purchase. brands to be “for real” and to be authentic. Old marketing theory, like Philip Kotler’s 4Ps from 1967, is getting down to the basics – you do not win consumers unless you have a good product Packaging suddenly the focal of many discussions: dressed in is good packaging. Thispoint puts much more focus on branding and packaging, since packaging hasmarketing the biggest impact at the moment of purchase. • A strong tool – should we move marketing spending to packaging development? • Packaging is seen as waste – how can we turn it into a hero? Packaging is suddenly the focal point of many discussions: • Food waste is the worst waste – good protection (packaging) is key. •• Consumers can filter all marketing but the packaging – you cannot zap awaydevelopment? from a physical and A strong marketing tool – should we move marketing spending to packaging packed product. • Packaging is seen as waste – how can we turn it into a hero? • Food waste is the worst waste – good protection (packaging) is key. The• role of packaging is changing bit bybut bitthe andpackaging makes it–important understand Consumers can filter all marketing you cannottozap away fromwhat a physical and Knowledge for the further development of smarter packaging European consumers really think of packaging today and tomorrow. This is the reason why packed product. Billerud and NINE initiated this research project in June 2011 focusing on the role of packaging in everyday retail stores. The project consists comprehensive desk research, expert The role of packaging is changing bit by bit andofmakes it important to understand what interviews, a unique ethnographic consumer study and a round table discussion. We have European consumers really think of packaging today and tomorrow. This is the reason why followed andNINE interviewed in five countries, Germany, and Billerud and initiatedconsumers this research project in JuneFrance, 2011 focusing onSweden, the role Turkey of packaging the UK, while they are shopping, getting home with the goods, using them at home or on in everyday retail stores. The project consists of comprehensive desk research, expert the go and finally recycling or disposing the packaging. What kind oftable packaging do they interviews, a unique ethnographic consumer study and a round discussion. Welove haveand hate? What is hassle free packaging for them? And what in their everyday lives affect them followed and interviewed consumers in five countries, France, Germany, Sweden, Turkey andto take specific decisions about packaging and products when they are in store to shop? Those the UK, while they are shopping, getting home with the goods, using them at home or on the are examples of questions we have the sought to answer. go and finally recycling that or disposing packaging. What kind of packaging do they love and hate? What is hassle free packaging for them? And what in their everyday lives affect them to This is the fulldecisions report containing all results from the research project areas take specific about packaging and products when they are including in store toopportunity shop? Those are and specific ideas for future packaging development. An executive summary focusing on the examples of questions that we have sought to answer. conclusions, opportunity areas and ideas is also available for those readers who are short on time. This is the full report containing all results from the research project including opportunity areas and specific ideas for future packaging development. An executive summary focusing on the conclusions, opportunity areas and ideas is also available for those readers who are short on time. This research project has been conducted by NINE on behalf of BillerudKorsnäs. NINE offers services in the fields of consumer behaviour, brand strategy, and graphic and structural design as well as innovations.

www.nine.se

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Final report, Future of Packaging from a European Consumer Perspective

about the study the report About the study andand the report This report report builds builds on on the the results results from from a study study conducted conducted during during June-December June-December2011 2011 focusing This on understanding understanding what whatrole role packaging packaging plays play for on forconsumers consumers in ineveryday everyday retail retail environments. environments. Focus has has been been on on trends trends and and development developmentin in3-5 3-5years yearstime. time.More Morespecifically specificallythe thestudy studyaims aims Focus at exploring exploring 44 different different research researchquestions: questions: at

• • • • • • • •

What Whatisishassle hasslefree freepackaging packagingfor forconsumers? consumers? What Whataspects aspectsofofpackaging packagingdo doconsumers consumerslove loveand andhate? hate? Whendoes doesthe thepackaging packagingmake makeconsumers consumerschange change their theirminds? minds? When Whatfactors factorsininthe thesurrounding surroundingworld worldaffect affectconsumer’s consumer’spreferences preferencesofofpackaging? packaging? What

In order order to to seek seek answers answers to to our our questions questions we wehave haveused usedseveral severaldifferent differentmethods methodsininthe thestudy. study. In First, extensive desk research research was was carried carried out out in in order order to to understand understand the the most most important important First, extensive desk changes and and trends trends that that we we already alreadyknow knowaffect affectconsumers consumer’sfrom relationship to packaging. Based on changes five European Cities; Stockthe desk research the final research questions were defined. These were and further explored in an holm (Sweden), Berlin (Germany), Paris (France), London (Great Britain) Istanbul (Turkey). ethnographic study of 34 strategically selected consumers from five European cities; Stockholm In addition, we also carried out 7 expert interviews with professionals with different perspecti(Sweden), Berlin (Germany), Paris and (France), London (Great Britain) andwere Istanbul (Turkey). ves on the subject. Finally, experts BillerudKorsnäs representatives gathered for In addition, we also carried out 7 expert interviews with professionals with different perspectives a round table discussion of the results in the end of January 2012. on the subject (please see appendix 2 for a list of all the experts). Finally, experts and Billerud representatives were gathered for a round table discussion of the results in the end of January 2012.

STOCKHOLM

LONDON PARIS

8 respondents

6 respondents

6 respondents 6 respondents

ISTANBUL

6 respondents

The ethnographic consumer study was carried out in 5 European cities.

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BERLIN

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Ethnography is a qualitative method that aims at understanding why and how consumers think and act the way they do. It is valuable to use when we already have good knowledge about what consumers say that they do on an aggregated level. With this approach we can discern problems, needs and behaviors that tell us something about how our respondents relate to and feel about packaging. In this study, this has been attained through several meetings with each respondent: • • • •

Shop-a-long in an everyday retail store and follow home to observe the unpacking and storage of goods. One long interview, approximately one hour. One photo-elicitation exercise using pictures that stimulate the respondents’ imagination and associations, approximately one hour. • Follow-up interview, approximately 1/2 hour. The respondents in the study were selected in order to fulfill a number of criteria that we had set up as seen in the table below. The criteria were set in order to identify a group of consumers that can be characterized as “early adopters” or “trendsetters”, i.e. people that are ahead of others when it comes to trying and using new products, services, technology, fashion, news etc. It is among these types of consumers that we will find behaviors and values that will trickle down to larger consumer groups in the future. You will find a complete overview of all the respondents in Appendix 1.

Criteria

Rationale

A mix of men and women between 25 and 40 years old

Strong group of consumers now and in 15 years time

Have a higher education and be working more or less full time

Group of consumers with strong purchasing power and likely to have relatively more knowledge about environmental issues compared to the average consumer.

Be an owner and user of a smart phone

To capture early adopters open to new and innovative ideas.

Analysts at NINE have analyzed the results from the study. Based on the conclusions we have formulated opportunity areas and generated ideas for successful packaging development. These are presented at the end of this report.

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a snapshots the ethnographic consumer study A few few snapshots from thefrpm ethnographic consumer study

It is important to have packaging that is really airtight and protects from humidity, especially in a country like Turkey.

A general understanding among consumers is that they throw away a lot of food. One of the reasons is that bad packaging that doesn’t keep the product fresh and the lack of packages designed for the increasing amount of single households.

Sebastian in Berlin likes to buy his meat over the counter, as do many of our other respondents as well.

Lisa from Germany shops at her local grocery store in Berlin.

Many of the respondents use a shopping list to remember what to buy and make shopping more efficient.

The idea of recycling is popular among consumers but most find it too much of a hassle and items for recycling tend to take up too much space in the home, which deter people from acting in accordance with their ideals.

A general question among the respondents is: why some vegetables are packed but others are not?

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Rainer from Berlin likes to buy vegetables but at home he often forgets about them. “I really have to eat more fruits so I place them on the table because it stimulates me to eat more of it.”

The semi-cooked meals are popular among the respondents. It is very important that they are hasslefree, look appetizing and are as natural as possible, which means no additives. It is also preferable that they’re serveready, you should not even have to use a plate.

Anne-Marie from Kent, UK, likes to buy space-saving and portion packed groceries.

The idea of buying locally produced products in season is popular but most have the perception that these groceries are more expensive.

According to Sebastian in Berlin “everything looks the same” in the grocery stores.

The “package in a package” is not very popular according to the respondents.

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a trends on market the market A few few trends on the today today What are the most important packaging trends that we can see? This was the underlying question that guided the work in the desk research phase. The desk research was carried out using four different perspectives: 1. 2. 3. 4.

Consumer driven trends Retail/FMCG driven trends Politically/societally driven trends Technology driven trends

The consumer driven trends are of particular interest in this report since we are mainly interested in the future of packaging from a consumer perspective. However, it is important to have the other trends in mind as well since all trends can potentially affect each other. For example, a change in EU’s directives on packaging would affect all market players and ultimately the consumer as well. But trends and changes such as this is not the focus of this study; instead we have chosen to focus on the trends where there is more potential to differentiate and offer consumers a better alternative.

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PERSPECTIVES

Consumers

Retail /FMCG

Politics & society

Economic concerns

Prepare for the worst; economic uncertainty makes consumers less likely to spend money

Increase of score cards such as 3Rs/7Rs (e.g. Walmart) Increased focus on in-store merchandising

Continued financial crises in the developed world, especially in PIIGS countries

Increased focus on light -weighting/downgauging Increased focus on reusable packaging

Environmental concerns

Increased demand for environmentally friendly packaging Increased interest in less food waste Continued strong perception of packaging = waste Increased demand for easy certifications/ labelling

Increased interest in reducing food waste Focus on fulfilling EU Packaging Directive Continued focus on easy disposal/recycling Increase of score cards such as 3Rs/7Rs Focus on increased shelf life Focus on the issue of material vs. energy recovery

Increased focus on less food waste Packaging & packaging waste directive higher on the agenda REACH directive for chemicals Plastic bag bans energy recovery

Longer shelf life (e.g. MAP) Better barriers Lightweighting/ downgauging Focus on environmentally friendly packaging (e.g. renewable, biodegradable, reusable)

Individualization

Increased demand for identity boosting packaging Increased demand for authentic packaging Packaging should be an experience

Private label goes premium to lure consumers Portion control packaging Precise measurement

Globalization

Increased consumer blindness due to overflow of information and choices

Increased retail power Rebirth of retail Point of Sales/ communication through packaging/product

Product info/labelling BPA Bans etc. Increased education level

Introduction of technology in packaging (e.g. traceable pkg)

Urbanization

Increase of smaller households Increased authenticity strive (back to basic, locally produced)

Single portion packs Pack size divergence

Packaging & packaging waste directive EU vs individual countries Food contact legislation

Recyclable pkg Functionalities & convenience Renewable pkg Biodegradable pkg

Demographics (Ageing)

Continued importance of “power of habits” Increased importance of easy opening/reclose Increased demand for healthy options

Functionalities & convenience

Lack of time

Increased demand for “all-in-one-packaging” Continued importance of “power of habits”

Functionalities & convenience

Technology development

Technological development leads to “apps in everyone’s hand” Increased consumer blindness

DRIVERS

RFID tracking Increase of e-commerce

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Packaging materials & technology

Functionalities & convenience Increase of customized solutions

Traceable pkg Customized pkg Smart/active pkg

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what role does packaging play for sonsumers? What role does packaging play for consumers? Before going into the specific results from the study it is useful to ask ourselves what we already know about the role packaging play for consumers. As mentioned in the introduction, one important fact to be aware of is that the public tends to have a negative perception of packaging as being equal to waste (for example, a study from INCPEN/Valpak in 2008 among British consumers found that 74 percent see packaging as waste). Previous research has also shown that approximately 70 percent of purchase decisions are made inside everyday retail stores; hence consumer behavior is to a great extent affected by the environment in the store. However, this does not mean that it is easy to catch the consumer’s attention as the figures show below: • Everyday retail stores contain thousands of items (ranging from about 10 000 up to 40 000 depending on the size of the store). • Consumers regularly buy about 50 products, i.e. products that are bought on a regular basis for example every week or every month. • In a standard British supermarket, consumers pass about 300 different brands per minute. Hence, the key to success for a product is the ability to cut through the clutter and the packaging can play an important role since it is the interface between the consumer and the product. There are several elements of perception when consumers look at a product in the store: the product, the brand and the packaging. However, consumers tend to see these elements as part of a whole, but their relative importance can vary depending on the situation and type of product.

PACKAGING PACKAGING

Elements of perception

BRAND

BRAND

PRODUCT PRODUCT

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Elements of perception in the consumer´s mind

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For example, good packaging design can enhance the perception of the quality of the product. There are also products that consumers recognize in the store because of the packaging rather than the brand name. The quote below from a Swedish respondent illustrates this well. "If I buy flour I buy something that I recognize, Axa or whatever it’s called." Sebastian, 27, Stockholm, Sweden

The point is that the Swedish brand Axa does not sell flour, something that the respondent cannot recall, but when he stands in front of the shelf in the store he will know which brand he usually buys. In short, the packaging has the potential of being a powerful tool in the store in order to catch the consumer’s attention. This is no easy task, but we hope that the results and subsequent ideas and visualizations of this report will provide the reader with insights and inspiration that make it easier to make better packaging that consumers will love.

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RESULTS CONSUMER RESEARCH

Results consumer research Let us look at the results from the ethnographic study, which constitutes the most interesting research material in this study. The results have been broken down based on the four research questions described in the introduction. But we will also describe consumer behaviors and practices in this section of the report as well as a brief comparison of the most important differences between the countries in the ethnographic study. consumer behaviors: conscious image driven Consumer behaviors: fromfrom conscious to image to driven How do consumers’ actual behavior influence how they relate to and feel about packaging? By constructing five different types of behaviors that we can identify in the ethnographic study we have aimed at understanding possible answers to that question. Since this is not a quantitative study it is important to point out that the compilation does not illustrate “consumer types”, but it is an interpretation of how our respondents are actually acting and behaving in the research material. Hence, each respondent can incorporate all or several of these behaviors depending on the situation. For example, in some situations a specific consumer acts in a stressed way while in others he or she acts more according to an image driven behavior. The behaviors give important clues to what factors that play a role for consumers depending on how they behave in different situations. The five behaviors are described in the table below. For each behavior we have also aimed at identifying the relative importance of brand, product and packaging respectively.

”Consumers say one thing but do another. Environmental issues are ranked high but the consumers do not shop like that.” Julian Carroll, Managing Director for EUROPEN

”In spite of the economic depression premium products still sell incredibly well. The middle class shops cheap when buying staple groceries which allows them to buy ‘the more luxury’ products occasionally. The polarization is increasing and the typical is to shop both Lidl and market hall.” Sofia Ulver Sneistrup, Assistant Professor, Consumer Culture at the University of Lund, Sweden

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BEHAVIOR

Characteristics

Likes

Dislikes

STRESSED

Lack of time Habit driven Focused on product, brand and packaging

Quick and easy solutions

Redesign makes products difficult to find

SKEPTICAL

Distrustful of companies and systems Wants to make their own decisions (do not want to be ”fooled”) Focused on product

Classical brands Products/packaging perceived as ”truly honest”

Large corporations, PR/marketing campaigns Everyone who dictates the terms to them

”VALUE-FORMONEY”-DRIVEN

Focused on getting the most out of their money Focused on product Illoyal

Concise and accurate information/labels Packaging well in congruence with product

Feeling of being fooled or paying too much

IMAGE-DRIVEN

Open for new products Focused on brand and packaging

Products/packaging with added-value Authentic/retro lifestyle touch

Discount brands, private labels

CONSCIOUS

Aware about health, environmental and/or ethical aspects Knows the complexity of health/ env./ethical issues

Chooses the perceived most healthy/env.friendly/ ethical out of 2 options

Dishonest packaging and brands

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Henry in London is aware of eco-labeling as a successful way of marketing ones product. “When I see a mark, organic or something I feel that it is extra quality. In fact, it doesn’t say that the quality is any better. Still, if I were to choose between products I would choose the one with a mark. I think about animal welfare for example.”

“You want the stuff that’s stored visibly to reflect your identity, the way you are and the way you want people to see you. I don’t buy Jack Daniel’s because it’s a good whiskey, it’s because it’s Rock’n’Roll.” Sebastian, 27, Stockholm, Sweden

“We have to pay attention to the price tags otherwise we’ll go bankrupt in a year. But we don’t buy inferior products, we try to buy the best products for a given price level and we follow the discounts. When a product we use is at discount, we buy multiple package unless it is a food product that can lose its freshness.” Alper, 37, Ankara, Turkey

Sanna from Stockholm thinks it’s too much that she’s supposed to consider each time she’s shopping for groceries. Though she would like to, she doesn’t have the time to sort out what’s good or not for her and the planet. “Eventually, all products that exists are supposed to be good.”

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Caroline from Paris likes a “cute” package. She is open for new things but is always careful when choosing a product. She prefers packaging that has an added value, something authentic she can reuse at home.

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“A brand is the devil itself. A brand is about building an image around the product and that is exactly what I dislike. And packaging is a means for that. It is not about improving the product itself but the image of it. It is just about selling more, more, more. And this is what is destroying our planet.” Sebastian, 34, Berlin, Germany

Hanna in Berlin describes herself as a very visual person. ”You buy an image with the brand. In this case it says that I only buy cheap products and my life is very poor and cheap as well. That’s bad [laughing]!” Hanna, 33, Berlin, Germany)

Vera in London is a very busy person, studying and working at the same time. It is very important that her grocery shopping is quick and convenient. “When I shop at night after work, all I want to do is just get my products and leave. I don’t want to talk to anyone.”

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“I enjoy the idea of recycling. When I carefully dispose recyclable items, I know that it is useful for the nature, for the economy and there are those poor people making money out of it.” [In Turkey waste is collected by people who earn a living from sorting the waste and selling it to companies.] Dilek, 34, Istanbul, Turkey

Bertrand in Paris likes the classical brands. He is very careful with brands that want to place their product in an eco-friendly and bio corner. “Many bio labels are a simple scam, as the methods used to produce the product are not necessarily less eco-friendly than the ordinary ones.”

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specific consumer practices: nitty-gritty stuff and everday rituals Specific consumer practices: nitty-gritty stuff and everyday rituals Besides the above described general consumer behaviors we have also identified specific consumer practices on a “micro-level”. The everyday rituals and sub-conscious actions that characterize all consumers. Our German respondent Katrin in Berlin throws away muesli that does not fit into her own container. Vera in London consciously buys small packaging of food since it helps her to vary her meals. There are hundreds of examples of specific and individual consumer practices from the ethnographic study. Just like the above mentioned consumer behaviors, these micro-level actions are valuable since they give us an increased understanding about what people actually do with their products and packaging. When we find these types of practices in our small sample of respondents we can also be sure that they exist in similar ways among larger groups of consumers. In order to make sense of them we have categorized the identified practices depending on the underlying motive. Why does Katrin throw away the muesli? Probably it is a way of handling “order” in her cupboards; to have a package of muesli with only a little left inside is a bit annoying and disturbing. This specific practice has hence been placed in the category “order management”. All 12 identified categories and practices are displayed in the following table.

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Health management

Order Management

Sceptical motive

Final report, Future of Packaging from a European Consumer Perspective

Buys small pkg to vary her Categorizes packaging Tried to boycott plastic food (Vera, UK) after itsManagement colour (Alper, TR) but it didn’t motive work (SebasHealth management Order Sceptical tian, GE)

Waste managment

Reuseability management

Aesthetic motive 17

Washes the glass jar and Never throws away a pkg Reuseability if it’s “cute” (Caroline, keeps it for jam, rice or Aesthetic motive FR) management other foods, can’t throw away glass jars (Funda, Buys frozen pizza even if Buys small pkg to vary her Categorizes packaging throws away a pkg Tried to boycott plastic Would rather throw away Washes TR) the glass jar and Never it is trash beacause of the food (Vera, UK) after its colour (Alper, TR) but it didn’t work (Sebas- packaging than reuse it if it’s “cute” (Caroline, FR) keeps it for jam, rice or photo (Hannes, GE) tian, GE) (Jessica ,UK) other foods, can’t throw away glass jars (Funda, Buys frozen pizza even if Throws away muesli Washes the glass jar and TR) Looks for 0% fat & Doesn’t buy stuff from Reuses all kinds of jars, it isEats crisps from the bag if trash beacause of the because it didn’t fit the keeps it for jam, rice or amount of salt on Ulker for ideological including metal jars pretty otherwise photo (Hannes, GE)she puts container (Katrin, GE) other foods, can’t throw youghurt pkg among reasons (Seray, TR) for pearls, and hangs it in a bowl (Hanna, GE) away glass jars (Funda, others (Laetitia, FR) necklaces on beer bottles Throws away muesli Washes Looks for 0% fat & Doesn’t buy stuff from all kinds of jars, Eats crisps from the bag if TR) the glass jar and Reuses (Caroline, FR) Poors milk, oil and because it didn’t fit the keeps it for jam, rice or amount of salt on Ulker for ideological including metal jars pretty otherwise she puts vinegar, otherGE) bottles container (Katrin, GE) other foods, can’t throw youghurt pkg among reasons (Seray, TR) for pearls, and hangs it in a bowlinto (Hanna, and carafes (Emma, SE) away glass jars (Funda, others (Laetitia, FR) necklaces on beer bottles TR) (Caroline, FR) Poors milk, oil and Chooses on how Tries to avoid plastic Never buys products with He unpacks his groceries Mineral water she buys vinegar, In the fridge she has evintoproducts other bottles the packaging is designed & puts all packaging in in PET bottles, which she and containers because she erything faced the same heavy advertising (Vera, carafes (Emma, SE) the same bin immediately can reuse and fill with wa- (Hanna,GE) feels she can taste the UK) way (Anne-Marie, UK) when coming back home ter or milk when on picnic chemicals...like posion Chooses products on how unpacks his groceries Tries to avoid Never buys products with Heafter In the fridge she has evshopping (Gregoire, Mineral (Lina, water SE) she buys (Seray, TR) plastic packaging is designed & puts in PET bottles, which she theBuys containers because she erything faced the same heavy advertising (Vera, Jack Daniel´s whisFR) all packaging in the same bin immediately can reuse and fill with wa- (Hanna,GE) feels she can taste the UK) way (Anne-Marie, UK) key because it is rock n’ when coming back home ter or milk when on picnic chemicals...like posion roll, not because it tastes after shopping (Gregoire, (Lina, SE) (Seray, TR) good (Sebastian, SE) Buys Jack Daniel´s whisFR) key because it is rock n’ Chooses products where Spends up to 10 minutes Uses and stores products Never buys smoothies, Gets anxious from the “We reuse our milk glass roll, not because it tastes because they come in she(Sebastian, can see theSE) contents in front of a shelf compar- at home in the original mixed materials in butter bottles for e.g. Juice. good plastic bottles (Rainer, through the pkg (Jessica, ing the list of ingredients packaging (Seray, TR) packages, so she just We also put clothes in GE) UK) of cleansing agents (Jesthrows it all instead of the nappy cardboard Spends up to 10 minutes Uses and stores products Never buys smoothies, Gets anxious from reuse our milkUK) glass Chooses products where sica, FR) waste sorting as the she usu- “We boxes.”(Richard, because they come in she can see the contents in front of a shelf compar- at home in the original mixed materials in butter bottles for e.g. Juice. ally does (Lina, SE) plastic bottles (Rainer, through the pkg (Jessica, ing the list of ingredients packaging (Seray, TR) packages, so she just We also put clothes in When he sees a ”bio” Stores products in tetra Hanna assumes that Reuses all kinds of jars, GE) UK) of cleansing agents (Jesthrows it all instead of the nappy cardboard label he actively refuses it pak in an arranged way the products take on the including metal jars sica, FR) waste sorting as she usu- boxes.”(Richard, UK) on the shelf on the fridge and chooses a competitor smell of the plastic. If for pearls, and hangs ally does (Lina, SE) instead (Betrand, FR) door (Maria, SE) she buys a whole piece necklaces on beer bottles When he sees a ”bio” Stores products in tetra Hanna assumes Reuses all kinds of cheese in a that plastic (Caroline, FR)of jars, label he actively refuses it pak in an arranged way thepackaging products she takeplace on the including metal jars it smell plastic.for If stor- on the shelf on the fridge and chooses a competitor for pearls, and hangs intoofa the container instead (Betrand, FR) that (Maria, sheage, buys whole on beerwith bottles Would skipSE) to buy a Bought a packaging Sort material to make Buys packages Pixar I reuse cans and boxes necklaces to askip the piece plastic. door of (Hanna, cheese inGE) a plastic product if it was so large said to be refillable, but it easier for ”collectors” cars andFR) other cartoons with lids because I can (Caroline, packaging she place it that it wouldn’t fit in the it wasn’t, hence he will (People earning their on packages becuase her easily close them and into a container for storfridge (Anton, SE) never buy it again (Rainer, living through collecting child likes those characstore hair ties, bobby Would skip to buy a Bought a packaging that Sort material to make Buys with Pixar I reuse cans and boxes age, to skip the plastic. GE) waste). Has a door man terspackages (Dilek, TR) pins, any type of kitchen product if it was so large said to be refillable, but it easier for ”collectors” cars and other cartoons with lids because I can (Hanna, GE) who takes care of the tools, tea bags, cookies that it wouldn’t fit in the it wasn’t, hence he will (People their them and sortedearning material and puts easily etc. close I reuse metal boxes toon packages becuase her fridge (Anton, SE) never buy it again (Rainer, living likes those characstore hair ties, it inthrough a place collecting where the preserve teabobby and cookies child Occasionally When there is little left in GE) Tries to avoid plastic waste). Has apick door man ters (Dilek, TR) she buys any typeFR) of kitchen collectors it up (All pins, (Caroline, soft drinks just because cornflakes-packages she containers because she who takes care in of Turkey) the tools, tea bags, cookies respondents they look cool. If they removes the plastic bag feels she can taste the sorted material and puts etc. I reuse metal boxes to taste bad she simply from the carton to save chemicals...like posion it in a place where the preserve tea and cookies Occasionally buys When there is little to avoid never buys she them again space (Lina, GE) left in Tries (Seray, TR) plastic collectors pick it up (All (Caroline, FR) soft drinks just cornflakes-packages she containers because she (Caroline, FR)because respondents in Turkey) they look cool. If they removes the plastic bag feels she can taste the taste bad she simply from the carton to save chemicals...like posion If the packaging of a He directly takes off and Refuses to buy product never buys them again space (Lina, GE) (Seray, TR) product FR) looks ugly she throws away the cardfrom Nestlé and Coca(Caroline, put the product into a board from his Cordon Cola. They destroy small nicer looking container Bleu cheese in order to retailers/local markets If the of a Hesave directly takes off and Refuses to buy product butpackaging not if the packaging space in the fridge, (Rainer, GE) product looks uglyappealing she throws away the cardfrom Nestlé and Cocais aesthetically (Eudes FR) put(Hanna, the product board from his Cordon Cola. They destroy small GE) into a nicer looking container Bleu cheese in order to retailers/local markets but not if the packaging save space in the fridge, (Rainer, GE) She buys coffee in certain Hanna assumes that Keeps all products standis aesthetically appealing (Eudes FR) cans, where she can store the products take on the ing up in her bathroom (Hanna, GE) smell of the plastic. If other stuff in her pantry. cupboard, so that she can she buys a whole piece The pantry has a pipe easily see and find all her Hanna assumes that She buys coffee in certain Keeps all products standof cheese in a plastic inside and the cans fit things, actively chooses products she takeplace on the cans, where(Lisa, she can ingthe up types in herof bathroom it perfectly GE)store thepackaging hygien prodsmell plastic.for If storother stuff in her pantry. cupboard, that she can intoofa the container ucts thatsohas this function sheage, buys whole The pantry has a pipe easily see TR) and find all her to askip the piece plastic ( Ayse, of (Hanna, cheese inGE) a plastic inside and the cans fit things, actively chooses packaging she place it perfectly (Lisa, GE) the types of hygien prod“I reuse cans and boxes Keeps all products stand- into a container for storucts that has this function with lids ing up in her bathroom age, to skip the plastic ( Ayse, TR) because I can easily close them and cupboard, so that she can(Hanna, GE) store hair ties, bobby easily see and find all her “I reuse canstype andofboxes Keeps all products standpins, any kitchen things, actively chooses with lidstea because can ingthe up types in herof bathroom tools, bags, Icookies hygien prodeasily them and cupboard, that she can etc. close I reuse metal boxes to ucts thatsohas this function store hair ties, easily seeTR), and find all her preserve teabobby and cookies. (Ayse, pins, any typeFR) of kitchen things, actively chooses (Caroline, tools, tea bags, cookies the types of hygien prodetc. I reuse metal boxes to ucts that has this function preserve tea and cookies. (Ayse, TR), NINE / Billerud 2011-2012 (Caroline, FR)

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Would rather throw away packaging than reuse it Waste managment (Jessica ,UK)

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Final report, Future of Packaging from a European Consumer Perspective

Functional and conventience motive

Non-optimal problem solving management

Taste management

Safety management

Image management

Authentic & sentimental motive

Cheese packaging is not reseleable so I have to reluctantly use another plastic bag to store it in (Erika, SE)

Buys shower gel that can stand upside down (Rainer, GE)

Chooses products on how Buys small pkg to vary her Chooses products on how Buys brown paper bags to the packaging is designed put vegetables and homthe packaging is designed food (Vera, UK) (Hanna, GE) (Hanna,GE) made bread in (Henry, UK)

Buys cheese in foil, which often breaks, therefore he asks for extra paper to keep the cheese in at home (Rainer, GE )

Mostly buys products that he consumes the same day (Eudes, FR)

When uncertain on mate- If he wants a product that rials she looks it up on the is really fresh, he will go internet (Seray, TR) to a bakery or to a fishmonger (Bertrand, FR)

Poors milk, oil and vinegar, into other bottles and carafes (Emma, SE)

Buys products that resemble old products, since there are no old products available (Sebastian, SE)

Puts packages with thick liquid (like youghurt) upside down to avoid a layer of water on the top (Sebastian, SE)

Uses the plasticbox from cocktail tomatoes as a strainer when she washes them (Lina, SE)

Prefers and buys Kellogg’s cornflakes because she is used to them (AnneMarie, UK)

Puts rice in a jar and make it airtight with a piece of cloth that she tightens from the inside with a rope (Funda, TR)

Stores his cheese in a plastic bag, says he’s no “cheese box lad” (Anton, SE)

I always buy Findus fish-sticks, I think it’s becasue we had them at home when I was a kid (Sandra, SE)

Gets anxious from the mixed materials in butter packages, so she just throws it all instead of waste sorting as she usually does (Lina, SE)

She buys mineral water in PET bottles, which she can reuse and fill with water or milk when on picnic (Lina, SE)

If he doesn’t know a product, he reads very carefully on the packaging (Rainer, GE)

Buys cheese in foil, which often breaks, therefore he asks for extra paper to keep the cheese in at home (Rainer, GE)

From time to time he buys soft-drink just because the can looks cool (Caroline, FR)

Always throws away vegetables that are a bit old, when he was a kid his father forced him to eat a bit older products (Anton, SE)

Uses and stores products at home in the original packaging, despite overfull cupboards. Never poors over into other containers (Seray TR / Hanna, GE)

She buys coffee in certain cans, where she can store other stuff in her pantry. The pantry has a pipe inside and the cans fit perfectly (Lisa, GE)

If he wants a product that is really fresh, he will go to a bakery or to a fishmonger (Bertrand, FR)

Buys soda in cans, and sometimes in glass bottles, says it tastes better (than PET) and she has done this since childhood (Lina, SE)

Buys products that resemble old products, since there are no old products available (Sebastian SE)

Buys soda in cans, and sometimes in glass bottles, says it tastes better (than PET) and she has done this since childhood (Lina, SE)

“I always have to find a solution on my own to seal the bag, like these clips. This works somehow, but when the packaging tips over, I have muesli everywhere on the shelf anyway” (Katrin, GE)

Keeps all products standing up in her bathroom cupboard, so that she can easily see and find all her things, actively chooses the types of hygien products that has this function (Ayse, TR)

Looks at the seal of the bottom of plastic containers to detect dangerous plastics, changed to new bottled water brand because of this (Seray, TR)

Hanna assumes that the products take on the smell of the plastic. If she buys a whole piece of cheese in a plastic packaging she place it into a container for storage, to skip the plastic (Hanna, GE)

I reuse cans and boxes with lids because I can easily close them and store hair ties, bobby pins, any type of kitchen tools, tea bags, cookies etc. I reuse metal boxes to preserve tea and cookies (Caroline, FR)

I reuse cans and boxes with lids because I can easily close them and store hair ties, bobby pins, any type of kitchen tools, tea bags, cookies etc. I reuse metal boxes to preserve tea and cookies. (Caroline, FR)

Puts her liquid detergent in a container with a pump because the bottles you buy in stores are too hard to grip with soapy hands (Funda, TR)

Spends up to 10 minutes in front of a shelf comparing the list of ingredients of cleansing agents (Jessica, FR)

Puts packages with thick liquid (like youghurt) upside down to avoid a layer of water on the top (Sebastian, SE)

Buys Jack Daniel’s whiskey because it is rock n’ roll, not because it tastes good (Sebastian, SE)

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Alper from Ankara stores his products in their original packaging.

Funda in Istanbul pours her detergent into another container.

Gregoire in Paris puts all packaging in the same garbage bin immediately after shopping.

Jessica in from Paris reads information thoroughly on a product.

Rainer in Berlin buys shower gel that can stand upside down.

Richard in Surrey reuses milk bottles for juice and other beverages.

Lina in Stockholm uses the plastic box from cocktail tomatoes as a strainer.

NINE / Billerud 2011-2012

Maria from Stockholm puts all her packaging facing the same way in the fridge.

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hassle free packaging: intuitive all the way Hassle free packaging: intuitive all the way What is hassle free packaging to European consumers? Ultimately what we are looking for with this question are the factors that make packaging hassle free “all the way” during the life time of packaging: on the shelf in the store, to carry home, to unpack, to store, to use and to dispose of. We have summarized what constitutes hassle free packaging under the headline Intuitive Packaging since this is what best describes the ultimate packaging experience that consumers seek.

Intuitive Packaging Is it possible to make the iPhone of packaging? This analogy came to us after analyzing the results in the ethnographic consumer study since it was clear that consumers are looking for the type of packaging that is as intuitive as possible. With this we mean several different aspects of packaging that all act to create a comfortable and functional experience for people. The traditional brown paper bag (used for e.g. sugar and flour) is an example of packaging that is positively perceived. It is effective, feels environmentally friendly, it gets smaller the more you use of the product and it takes up very little space in the garbage bin. The negative aspects are that it is easy to spill when pouring and that it is not protective enough against moisture (which is a frequently mentioned problem in Turkey).

“ It’s easy to take the amount you want, you get it all out and then you simply crumple it up and throw it away.” Sanna, 38, Stockholm, Sweden, talking about paper bag packaging

“It is perfect, the paper bag is plain and it reduces the material consumption. It is not super functional, it can happen that you spill some flour, but that is not important.” Sebastian, 34, Berlin, Germany

“It is simple and clear […] it has a message, organic and natural and the package tells that message by being simple.” Yetkin, 34, Istanbul, Turkey, talking about paper bag packaging

A particularly challenging task is how to create “intuitive” packaging when it comes to finding a product on the shelf in the store. On the one hand we know that many consumers are “blind in the store” so there is a need for greater differentiation but on the other hand new and unexpected shapes, colors etc. can make it difficult or confusing for shoppers and they might end up not understanding/finding the product. Hence, it is of utmost importance to work thoroughly with differentiation of packaging so that the end result is attractive to the user.

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“I recognize the things I already know. I am on the hunt for standards that we use to have at home. I don’t even see the things we never buy.” Sebastian, 34, Berlin, Germany

”When I get home late from work I don't have time to cook if I want to go out with my friends that evening. Hence I tend to buy products that can be easily warmed up in a microwave, or salad that I can eat right away. I prefer products with packaging with a function I understand right away.” Eudes, 28, Paris, France

“Sometimes it can be difficult to understand what is inside newly designed water bottles, is it regular water or is it carbonated? If you are my age and have small children you don’t have time to go around and look and choose but you want to take the product that signals to you clearly and directly: non-carbonated water. But it should of course also be functional and good-looking.” Sanna, 38, Stockholm, Sweden

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Intuitive packaging is intuitive “all the way” Creating intuitive packaging, factors to BOOST:

• • • •

Aim for intuitive “all the way”: to find, carry, open, use, store and dispose of. Create “no frills” packaging – packaging that is effective and fulfills its purpose without “trying too hard” Create serve ready packaging where no extra steps are needed to prepare and serve Create added value packaging, elements that make packaging even more hassle-free; e.g. ketchup and shower gel that stand upside down, spouts that make it easier and less messy to pour.

False promises can affect brand perception Creating intuitive packaging, factors to AVOID:

• Packaging that “tries too hard”, there is nothing more annoying than a “clever” function that does not work, and packaging that is perceived as overdesigned. It takes focus from the product.

• Packaging that breaks, either the packaging breaks the shopping bag or the packaging itself breaks when opening.

• Packaging that needs tools to be opened, e.g. scissors to open, packaging that is so difficult to open that there is a risk of getting hurt.

“Yogurts and cream packaging, for instance. I always have to put them on top of my shopping bag, otherwise they break. Or this cheese in the plastic packaging with sharp edges, it often destroys the plastic bag […].” Katrin, 34, Berlin, Germany

NINE / Billerud 2011-2012

Too much packaging - especially hard plastic - annoys Anne-Marie from London: “Excessive packaging is often not very functional. I often end up breaking a nail because I can’t open it – and that certainly adds time and money.” Anne-Marie, 38, Kent, UK

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Hanna from Berlin doesn’t like the packaging of expensive chocolate brands. ”It is just too much, too pretentious. I would always opt for something that is less elaborated and not trying so much. I don’t think that the quality is so much better as the packaging tries to suggest.” Hanna, 33, Berlin, Germany

“Everybody is annoyed by this kind of packaging because it very hard to open. Only the producers and the shops profit from this, because it makes a product easy to handle, secure and present, but this is no packaging that we, the consumers, have any advantage of.” Sebastian, 34, Berlin, Germany

“When it is hard to open a package I think that the designer haven’t given a proper thought to human dimension of the issue, it is humans using these products and you should be able to design a userfriendly package as a human.” Yetkin, 34, Istanbul, Turkey when talking about one of the photos showed in the photo-elicitation exercise.

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love and hate: importance offunction greatand function and aesthetics Love and hate: thethe importance of great aesthetics What aspects of packaging do consumers love and hate? This is the next question that we have aimed at answering in this study. We have divided the “love-aspects” into different categories in order to capture the ultimate packaging that consumers seek. Evidently, the “hate-aspects” mainly consist of the opposites. The consumers in our study mainly talk about the importance of functional and aesthetical benefits of packaging. Functional benefits are easy to categorize and understand since they tend to be similar across individuals and countries. Resealable and reusable are two frequently mentioned properties. Aesthetical benefits on the other hand are more difficult to make sense of; they tend to be individual and sometimes culturally related. For example, we have seen that our respondents in Turkey have a very positive attitude towards almost all packaging made out of glass, while for the respondents in France it is relatively more important with nice illustrations and photos of the packaging (you can read more about country specific findings in the chapter with that name). Authentic and “old-school” graphic design is appreciated across countries, but modern and clean design is also attractive. Packaging that looks fresh and stands out on the shelf are also mentioned in a positive way.

Aspects of packaging that consumers love: Aesthetical benefits

Functional benefits

• Authentic, retro, traditional, old-school

• Keeps products fresh (resealable), protects against humidity and/or odor

• Modern, clear and simple design

• Reusable

• Unique; easy to recognize from distance

• Easy disposal

• Stylistically pure, elegant, classy

• Packaging that gets smaller the more you use

• Looks fresh

• Easy to use; right amount when pouring, easy to

• Transparent

pile, no waste of space at home Environmental benefits

Trust/honest benefits

• Recyclable

• Packaging that reflects the content; if unhealthy product then packaging should look ”unhealthy”, if organic claims than packaging should feel and be organic/natural etc.

• No plastic • Preferably paper/cardboard • Reduced and efficient • Easy disposal, easy recycling Sentimental benefits

• Reminds of specific countries, e.g. Italy, France, India

• Reminds of childhood and youth

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Trust/ Honest benefits: “Candy often is packaged in plastic bags in aggressive, unnatural colors. I like that, because I like the artificial taste of some candy. And I think that it feels more honest if the companies don’t pretend that their products are healthy, but communicate that they are synthetic and artificial.” Hanna, 33, Berlin, Germany

Functional benefits: “I prefer to buy this one with a squeezable plastic tube because it is easier to use. I mean it is easier to pour it, when I for example put honey into tea”. Ayse, 34, Istanbul, Turkey

“They’ve done well. I think this design is appealing to Swedes because it is stylistically pure. The water looks fresh and the label is stylish.” Emma, 27, Stockholm, Sweden

“This one stands out, I like the fact that it is in metal and this retro style. They also have really cool names for the different flavors.” Sebastian, 27, Stockholm, Sweden

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“The color and the design of the coffee can reminds me of Italy, which is a very positive connotation.” Caroline, 26, Paris, France

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Final report, Future of Packaging from a European Consumer Perspective

Anne-Marie in Kent likes the pizza box in cardboard but also the one for fish cakes. “These are easy to recycle and can easily be stacked in the fridge or freezer.” Anne-Marie, 38, Kent, UK

“The others look boring. I believe that with the Italian name and look of packaging - this pasta will taste better.” Jessica, 36, Kent, UK

Sanna in Stockholm defines healthy food as food that she knows what’s inside and clearly can see and feel the ingredients. She mostly prefers perishables. Sanna therefore dislikes pre-packed food, she wants to feel and taste the products she buys: “It feels more luxury to buy products that aren’t packed, the stuff you buy at the counter”. Ethnographer’s note and quote from Sanna, Sweden

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Aspects of packaging that consumers hate: Trust/honest disadvantages:

Functional disadvantages:

• Under-deliver on expectations, e.g. look high-quality

• Spills when using • Risk of getting hurt when opening

outside, but is not.

• Misleading; Organic/eco product in combination with

• Breaks

perceived environmentally unfriendly packaging.

• Not resealable • Not possible to use all of the product

Fake feeling

• Hard to understand what the product is for/how to • use it.

Need for additional tool to open Aesthetical disadvantages:

Environmental disadvantages:

• Excessive packaging perceived as bad for the

• “Horrible” colors

environment and a hassle to handle.

• Looks and feels cheap • Ugly design

• Waste of materials • Waste of resources

• Bad photos/illustrations

• Too much garbage

• Doesn’t look fresh

• Too large; too much air inside

Sanna from Stockholm thinks that the plastic carton is extreme waste of material. Instead the chicken skewers should be packed in just a piece of paper or just a bit of plastic. “The carton ends up in the garbage when I get home anyhow.”

“This produces so much waste and is unnecessary. You see this very often with fruits and vegetables. It is enormous how much plastic wrapping and styrofoam padding and foil can be used just to package an apple […] If an apple is wrapped in a lot of plastic it is not from around the corner. That’s for sure.” Rainer, 33, Berlin, Germany

“This is just a plastic thing, it doesn’t feel like real food.” Erika, 30, Stockholm, Sweden

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“It is horrible because it lets the tooth paste pouring out even if you are not pressing and it is leftovers of the paste retained in the opening. After a while it makes a dry substance in the opening, which makes it look bad and and feels less sanitary to use.” Ayse, 34, Istanbul, Turkey

“They could remove the cardboard and put the picture on the plastic.” Nathalie, 35, London, UK

NINE / Billerud 2011-2012

“Bad packaging means too much cardboard, too much plastic, simply too much waste for no reason.” Bertrand, 28, Paris, France

In Laetitia's view both the photo/ animation and the colors used for the wrapping are disgusting (Ethnographers note). ”I was interested in the product because I know and trust the brand and since it is not sold in France. I wanted to taste it. That was the only reason though, normally I would have ignored it totally.” Laetitia, 26, Paris, France

“The material consumes a lot of energy and resources while producing, it is not biodegradable [Sebastian checked that] and it is hard to recycle. All this stands out even more negative as the product is an organic muesli. I would expect that a company that produces organic products has a sustainable mindset regarding the packaging as well.” Sebastian, 34, Berlin, Germany –––– 29

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A quick look on love and hate in different countries – eco-interested Germans and aesthetical Frenchmen The comparison demonstrates the relative difference between countries based on NINE’s interpretation of the research material. The results most probably reflect the maturity levels in the different markets as well as cultural differences and attitudes related to packaging and products. For example, the interest in environmental benefits is the lowest in Turkey, while it is the highest in the UK. It is also interesting to note that the attitudes seem to be rather similar across countries when it comes to what aspects that consumers love, while the attitudes diverge much more when it comes to aspects that consumers hate. Overview of "love factors" in different countries VERY FREQUENTLY MENTIONED

SWEDEN GERMANY UK FRANCE TURKEY

NEVER MENTIONED FUNCTIONAL BENEFITS

AESTHETICAL BENEFITS

TRUST/HONEST BENEFITS

ENVIRONMENTAL BENEFITS

SENTIMENTAL BENEFITS

Overview of "hate factors" in different countries VERY FREQUENTLY MENTIONED

SWEDEN GERMANY UK FRANCE TURKEY

NEVER MENTIONED TRUST/HONEST DISADVANTAGES

FUNCTIONAL DISADVANTAGES

AESTHETICAL DISADVANTAGES

ENVIRONMENTAL DISADVANTAGES

* The graph is based on an exercise where the respondents in the ethnographic study were asked to chose three packaging that they love and three that they hate and motivate their choice.

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when doesthe the packaging me change myprevious mind? previous When does packaging makemake me change my mind? experience and experience and recognizable brands recognizable brands When can the packaging have a decisive impact on consumers’ purchase behaviors? With this question we mean: all else equal when can the packaging be the factor that makes a consumer buy a certain product (or deter him or her from buying that product). Hence this question focuses on decision criteria. We can discern three types of decision criteria that consumers tend to use: 1. Decision before purchase. Preconceived attitudes towards the packaging or material. 2. Decision in the store. The actual decision that happens in front of the shelf in the store. 3. Decision at home. Positive experience leads to repeated purchases and negative experiences to suspended purchases. This chapter focuses on number 2 and 3 while decision criteria related to preconceived attitudes is the focus of next chapter. What we know from the desk research and confirmed in the ethnographic study, is that most consumers tend to buy the same type of products on a regular basis. In this context it is the previous experience that is decisive for consumers; if they are satisfied with their “regular” choices they will most likely continue to buy those products. Many times they cannot explain why they started to buy a certain product in the first place; it is an automatic behavior. When new products are put in the shopping basket consumers tend to choose products from well-known brands or products with an attractive design. We can also discern that products with packaging that has a “second life” are appealing. In Sweden, we have seen examples of respondents that buy ice-cream based on the packaging; certain ice-creams comes in plastic containers, which are very convenient to put left-over food in and use as lunch boxes.

“Everything is about trust, people just take things for granted if they trust your brand. This is much stronger than all types of logos.” Mark Caul, Packaging Innovation Manager at Marks and Spencer

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When the packaging makes me buy a product: Environmentally friendly packaging

Previous experience

• Not decisive, but can make a consumer change

• If good enough functionality and good enough

his or her mind if comparing two otherwise equal products.

product for a good enough price consumers will continue buying that product.

Childhood sentiments

Reuseable/”Second life” packaging • Glass, plastic boxes, cardboard etc. that can be used after the original product is finished.

• Packaging (and products/brands) that invoke feelings of the past.

Attractive design

The brand (logo, color, shape)

• The ”best” indicator of a product’s quality.

• Can be decisive when buying a completely new product or a gift, or when comparing to otherwise equal products.

Richard in Surrey loves packaging that can be reused and thinks more packaging should be made for this purpose. His kitchen is full of jars and bottles that are used for products such as dishwasher liquid, pasta and juice. They get milk delivered and these glass bottles are then reused for orange juice for example: “Instant coffee jars have really nice shape and looks nice. We also put clothes in the nappy cardboard boxes”, he says. Ethnographer’s note and quote from Richard UK.

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“When I buy something in a packaging that looks cheap and ugly, I usually try to put the product into a nicer container. But if the packaging already looks nice, I don’t do this, so a good-looking packaging has an extra value to me […] And mostly I have the feeling that products with a nice packaging also have a better quality.” Hanna, 33, Berlin, Germany

“Brand comes first, before the packaging and price because it is the most reliable clue to a product’s quality. Sometimes I come across a brand that I extremely unfamiliar and I say I should have heard this one if it was a good brand. Sometimes I see the brand or the name of the manufacturer this gives me an idea about the quality of the product.” Alper, 37, Ankara, Turkey

“I think it’s because we always ate this when I was a kid […]." Sandra, 38, Stockholm, Sweden when asked to motivate why she chose these specific fish-sticks.

When the packaging deters me from buying a product Just as packaging can have a positive impact on purchase behavior it can also have the reverse effect and deter consumers from buying a certain product. With the expression “Packaging out of place” we refer to when the packaging is not in congruence with the other important factors when buying a product: the brand message, the product or the price. In many ways this finding is similar to the result above that consumers hate “dishonest” packaging that does not correspond to the content or brand promise. Interestingly, what we can see is that consumers tend to see an obviously bad function as a stronger incentive not to buy a product rather than that a good function triggers a purchase. Possibly this has to do with a perception among consumers that packaging can only have a limited function and that most packaging functions pretty well already. The packaging of a product that a consumer regularly buys needs to be very bad in order for him or her to change to another product. At the same time however, consumers appreciate straightforward and easy packaging solutions that function well.

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Another important aspect to keep in mind is that consumers do not agree with redesign without a clear purpose. One explanation is that consumers’ attention span is short and if they cannot find the usual product on the shelf quickly they will buy something else. Many consumers also find it pointless with a redesign of what they see as perfectly well functioning packaging. Hence, the reasons behind a redesign need to be well communicated. When the packaging deters me from buying a product Redesign without clear purpose

“Packaging out of place”

• ”If I can’t find the usual product on the shelf, I will

• Packaging and communicated message • Packaging and product • Packaging and price

pick something else”

Obviously bad function

• When the function of packaging is obviously bad.

”The Philadelphia was redesigned and now it has this silvery blingbling packaging. I liked the old packaging, it looked old-school and it was a reason for me to buy just Philadelphia and no other brand. But now I cannot really stand up for buying something which is more expensive, has less content and does not even look nice anymore.” Hanna, 33, Berlin, Germany

Sandra from Stockholm does not buy the brand Zeta’s new pasta products because she assumes that they are too expensive, but when she checked she discovered that the price difference compared to the regular pasta that she buys was negligible. Ethnographers note on Sandra, Sweden.

“[…] Shampoo bottles, for instance. They always look a little different to make me think that the product has developed, too. I prefer it when things are consistent and have found a design that works in the long run.” Lisa, 34, Berlin, Germany

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what in society today affects my preferences of What in society today affects my preferences of packaging? Values and attitudes packaging? values and attitudes Consumers are affected by many things around them; it may be other people, information campaigns or a debate in media. When it comes to preferences of packaging this is also subject to influence from the surrounding world. Our attitudes follow us into the store all the way to the shelf. We have discerned three main categories of value-statements that we can see affect consumer’s choice of packaging and products: health statements, environmental statements and ethical statements. These three categories represent complex systems of beliefs, facts and values that are often difficult for consumers to grasp and understand. Due to their complexity many consumers are open to new ideas and opinions on these issues and this is most probably why they appear clearly in our research material. Evidently, consumers are affected on other issues as well. A popular magazine featuring an exclusive coffee in a well-designed packaging probably affects our respondents’ behavior. But status and image related aspects are not something that consumers talk explicitly about in our study. Probably because we are focusing on “everyday packaging” where lifestyle aspects are of less importance. Where do consumers get their opinions from? Previous research has shown that when it comes to the most important channels of influence for people these are family and friends. Our study confirms this; if a family member or a close friend give advice or tell his or her opinion on a specific topic, consumers tend to listen to them and take their opinion to the heart. However, research reports and scandals brought up by large media players also have an effect on people’s behavior.

“There are too many logos, which blurs product understanding for consumers. There must be easy environmental credentials.” Mark Caul, Packaging Innovation Manager at Marks and Spencer

“In Turkey, recycling rates are higher than official figures, due to that poor people collect metal, glass and plastics and sell to recycling companies. Not always on ‘white business basis” Oktay Aral, Packaging R&D manager at Ulker, part of Yildiz group

Environmental statements, examples of:

• More about an intuitive feeling than labels and

• • • •

hard facts

• Generally difficult for consumers to make choices • Consumers expect the brands/retailer to make the best possible choice Ethical statements, examples of:

• Interest in caring about other people, locally produced products etc.

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Health statements, examples of: Research reports and scandals brought up in media “Plastic shouldn’t touch food” ”You can get cancer from water bottles” “All natural = good for me”

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“My mother is obsessed with health as my father had a heart attack and she suddenly became conscious about our health. Two years ago, she called me to say that some plastic containers could cause cancer and told med how I could tell the difference between those that cause cancer and those that are healthier by looking at the seal on the bottom of plastic containers. I changed my choice of bottled water depending on that.” Seray, 27, Ankara, Turkey

Sanna in Stockholm defines healthy food as food that she knows what’s inside and clearly can see and feel the ingredients. She mostly prefers perishables. Sanna therefore dislikes pre-packed food, she wants to feel and taste the products she buys: “It feels more luxury to buy products that aren’t packed, the stuff you buy at the counter”. Ethnographer’s note and quote from Sanna, Sweden.

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Dilek in Istanbul does not like to store her food in plastic containers for a long time because of the chemicals. She prefers paper or glass though sometimes paper bags can carry a heavy smell like a paint odor and that seems chemical to. Ethnographer’s note on Dilek, Turkey.

”I may be a little paranoid when it comes to food packaging, I guess this is rooted in the fact that I accidentally bought damaged packaging (meat for example) and had to throw it away. I also care a lot about cleanliness in a time where we hear so much about lethal viruses and bacteria.” Caroline, 26, Paris, France

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Strategies to handle the complex environmental/health/ethical issues As we have noticed in this study, it is extremely difficult for consumers to sort and judge the veritable flood of messages and “truths” related to what is right and wrong related to health, the environment and ethical issues. We can discern five main strategies that consumer’s use to handle these issues when they chose products and packaging (many consumers mix at least two of these depending on the situation). Some consumers believe that only legislation will make people (as well as producers and brands) change their behavior to a more environmentally friendly one. This is to large extent correct; most consumers express an interest in caring for a sustainable development but they are not ready to change their own behavior. In short it is clear that consumers want easy and straightforward choices. One of our respondents said: “there should only be good products in the end” and this reflects the general conclusion we can draw from the study. The producers and brands need to take the responsibility to deliver reliable everyday products that are good from all three perspectives: the environment, people’s own health and other people’s well being (ethical). Convenience

Skepticism

• “The system doesn’t work, normal products are just as

most environmentally friendly one.

good as ecological/fair trade/locally produced”.

Blaming

Choose to trust • “Producers/brands do their best to deliver good products and packaging”.

• ”It’s not my responsibility, I cannot change much”.

Perception of logical production and consumption chain • “I have made up my mind on how the system works and I stick to this belief and act accordingly”. • Often local rather than organic. • “Fair trade” is perceived as a good choice.

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“I am fed up with eco because politics and associations keep harping on about it. I do not buy bio, which is close to eco. For me eco means environmentally friendly, products and packaging that respect the environment. Yet, when I buy something I do not care about it. I recycle my waste, this is my contribution to thinking environmental friendly.” Jessica, 27, Paris, France

“Words on packaging, less fat, low carbs make me think it’s healthier. No packaging or lack of packaging. But I think it is my knowledge or lack of knowledge that let me know if it’s healthy or not. One example is donuts that you pick up yourself - or donuts that are put in a bag with lots of flashy text such as ‘cooked in sun flour oil’ etc. I still know that neither of them is healthy and it is limited what packaging can do to make me think something else. Main contributor to health is my knowledge. Of course I could be sold an healthier option by packaging, but only if it’s moderately healthy in the first place.” Richard, 34, Surrey, UK “So my motivation is very egoistic, it is not so much about doing something for society or minimizing the exploitation of our planet. Ok, this also plays a role, but when I am honest the advantage for myself is more important.” Hanna, 33, Berlin, Germany

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Where does all the garbage go?

An example of how people talk and think about environmental issues related to packaging Snapshot from a long interview with one respondent, Erika in Sweden Ethnographer (E): What do you think characterizes good packaging? Respondent (R): Well, like, it should take up little space, it should be effective in the fridge and when you throw it away [… ] E: Is there anything else? R: Well, it shouldn’t be too much of plastic because there is so much garbage. That you do not have unnecessary packaging that creates a lot of garbage [… ] Now, I can’t think of any examples but sometimes it feels like some products have too much unnecessary packaging, it’s kind of bad for the environment. E: Bad for the environment? R: There is so mush waste created, like mountains of waste [… ] I think it feels a little bit bad to throw away garbage, I mean how much garbage do you throw away during one week? And we are just two people. E: How do you mean? R: Then I’m a little bit ashamed [… ] E: Where do you throw away your garbage? R: Just outside our apartment. E: You said that you were ashamed? R: It’s not towards anyone else [… ], but when I think about where does all the garbage go? You have no idea really, you don’t really understand what happens with it, there is so much garbage you don’t understand how they can handle everything. E: When do you get that feeling? R: When you put it [the garbage bag] in the waste container. E: When does it go away? R: I guess it disappears the second after [laughs], but you still think about all the garbage.

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country specific findings Country specific findings Below we have collected the country specific findings in a few short paragraphs in order to provide an easy overview of the most visible and notable characteristics in each country. Germany: “Nothing in Germany is well-designed” • General perception that German design is ugly • Relatively high awareness of environmental issues; questioning and problematizing own waste but low readiness to change ones own behavior • General dislike towards plastic as a material • Glass is positively perceived but respondents realize that it might not be the best choice from an environmental perspective • Paper and cardboard feels authentic and environmentally friendly • Respondents are aware of green-washing and are relatively skeptical towards eco/organic claims. Turkey: Visually oriented glass lovers • Moisture is a relatively more frequent problem compared to other countries, packaging is often not good enough to protect the product. • Glass is a favorite material. • Positive perception of paper and cardboard. • In general, very visually oriented when looking for products in the store, receptive to marketing massages. • Likes small portion packed products. • Organic and natural is perceived as positive.

“I love glass jars, they can be used afterwards… I try to pick the products with such packages, otherwise it seems like waste. This way, you consume the product and you are still left with another product… it adds value to the product.” Dilek, 34, Istanbul, Turkey

“Glass is a good material it keeps the food fresh, it doesn’t affect the taste… it is also reliable, I have some jars I’ve been using for more than ten years… an it looks aesthetical, plastic gets scratched in time but the glass always stays glossy.” Alper, 37, Ankara, Turkey

“When I see a glass jar I automatically decide that it can be used again, if there is no major price difference from a product in a glass jar and plastic bag, I would buy the one in glass jar knowing that I can use it again.” Ayse, 34, Istanbul, Turkey

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France: “Rather homemade and natural than organic” • Relatively more keen on buying products that are healthy from a “superficial” perspective (e.g. messages such as “zero fat”). • Visual shoppers; illustrations e.g. photos are very important on packaging. • Good slogans on packaging could be decisive for which product to buy. • General liking towards “natural” but generally not towards “eco/organic”. • Products that are perceived as homemade, traditional and/or French are preferred. • General low interest in eco/organic and tendency to be “fed-up” with the environmental debate. • Very image driven, likes customization.

"A French person would never ever buy wine in a plastic bag, even if the taste is the same! It simply doesn't feel right.” Eudes, 28, Paris, France, in the photo-elicitation exercise when showed a photo of wine in a plastic bag.

UK: Conscious and price sensitive shoppers • • • •

General liking towards organic products. Generally price conscious. Likes modern packaging. Prefers “no packaging at all”; the ideal is to buy meat at the butcher and fish at the fish monger that is wrapped in the store. • Generally very conscious consumers regarding trends, marketing, price and environmental issues.

“The more packaging the cheaper a product gets sometimes. Why use plastic plus cardboard for example? It doesn’t make sense. I also think the UK could do a lot more to help people recycle more easily. Sometimes I just can’t do anything about it.” Vera, 25, London, UK

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Sweden: Mid-price and habit-driven shoppers • Relatively high awareness of environmental issues; questioning and problematizing own waste but low readiness to change ones own behavior; “Laissez faire” attitude. • New research about what to buy and what not to buy makes the environmental issue more confusing and complex. • Prefers “mid-price” products, affordable but with high enough quality. • Convenience is generally an important factor. • Likes the “simple” and the “classic” – packaging “shouldn’t try too hard”. • Very fond of refill packaging. • Positive towards as little material as possible. • Prefers regional and “Fairtrade” in general rather than Swedish eco labels. • “Better safe than sorry” – you buy what you recognize.

“I haven’t gone so far that I stopped eating meat but nowadays I like to buy more vegetables. You feel kind of small in a country like Sweden. Everyone can do something “many a little makes a mickle.” Sanna, 38, Stockholm, Sweden

“Tetra Pak is very versed in, in Sweden anyhow. Tetra Pak is super clever. They’re easy to flat out and easy to open. You have to open it right though, otherwise it might drive you crazy.” Anton, 28, Stockholm, Sweden

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Snapshots from how consumers carry home their groceries GERMANY

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TURKEY

FRANCE

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UK

SWEDEN

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Snapshots from inside consumer’s fridges and cupboards

Alper’s cupboard in Ankara, Turkey.

Sebastian’s fridge in Stockholm

Bertrand’s cupboard in Paris, France

Anne-Marie’s fridge in Kent

Jessica’s fridge in Kent

Sanna’s cupboard in Stockholm

Alper’s fridge in Ankara

Henry’s cupboard in London

Lisa’s cupboard in Berlin

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Gregoire’s fridge/freezer in Paris

Rainer’s fridge in Berlin

Emma’s Cupboard in Stockholm, Sweden

Jessica’s fridge in Paris

Nathalie’s cupboard in London

Rainer’s cupboard in Berlin

Sebastian’s cupboard in Berlin

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47

Conclusions, opportunity CONCLUSIONS, OPPORTUNITY AREAS AND IDEAS FOR CONCLUSIONS, OPPORTUNITY areas and ideasAREAS AND IDEAS FOR FUTURE DEVELOPMENT FUTURE DEVELOPMENT for future development

What are the most important conclusions that we recommend to bring from the study and how inspireimportant future development packaging? Let us summarize thethe findings a Whatcan arethey the most conclusionsofthat we recommend to bring from study in and few short paragraphs. Based on the conclusions we have also identified opportunity areas how can they inspire future development of packaging? Let us summarize the findings in athat should be paragraphs. explored in order better packaging. we present a few concrete few short Basedtoondevelop the conclusions we have Lastly, also identified opportunity areas that ideas on how the opportunity areas could be explored. Three of the ideas that were identified should be explored in order to develop better packaging. Lastly, we present a few concrete as especially for futureareas exploration been visualized in 3D to show whatidentified a possible ideas on howsuitable the opportunity could behave explored. Three of the ideas that were future solution could look like. But we also present a handful of ideas in sketch-format also as especially suitable for future exploration have been visualized in 3D to show what a that possible represent clever solutions and improvements to the packaging solutions on the market today. future solution could look like. But we also present a handful of ideas in sketch-format that also represent clever solutions and improvements to the packaging solutions on the market today.

Conclusions conclusions

Conclusions Consumers still see packaging as waste Packaging stillsee very much considered Consumersisstill packaging as waste as being equal to waste among consumers. We could see this in the desk research as well in the ethnographic consumer study. This Packaging is still very much considered as as being equal to waste among consumers. We is a challenge for the whole industry; how can the perception among consumers be changed? could see this in the desk research as well as in the ethnographic consumer study. This is a The ethnographic study offers many clues to how could beamong fulfilledconsumers and that isbe something challenge for the whole industry; how can thethis perception changed?that The has guided the work with opportunity areas and ideas. ethnographic study offers many clues to how this could be fulfilled and that is something that has guided the work with opportunity areas and ideas. Consumers seek intuitive packaging Another important conclusion is that consumers seek what we have called “Intuitive Consumers seek intuitive packaging Packaging”. This is equal to packaging that is easyseek to find, easy use,called easy “Intuitive to store and easy Another important conclusion is that consumers what we to have to throw away. The whole experience during the lifetime of packaging should characterized Packaging”. This is equal to packaging that is easy to find, easy to use, easy tobe store and easy by reliability and ease of use. But the notion of Intuitive Packaging also includes more abstract to throw away. The whole experience during the lifetime of packaging should be characterized dimensions such as how consumers’ perceive the products environmental, health and ethical by reliability and ease of use. But the notion of Intuitive Packaging also includes more abstract impact. These should also be intuitive since it is difficult for consumers to sort and judge the dimensions such as how consumers’ perceive the products environmental, health and ethical flora of messages and “truths” related to these issues. impact. These should also be intuitive since it is difficult for consumers to sort and judge the flora of messages and “truths” related to these issues. Consumers prefer “good for me and the world” packaging Even thoughprefer the interest forme packaging from a packaging sustainable development perspective varies Consumers “good for and the world” we can still see that consumers tend to appreciate packaging that feels “good” and “friendly”. Even though the interest for packaging from a sustainable development perspective varies Based on the result in the study we would like to broaden the expression “sustainable we can still see that consumers tend to appreciate packaging that feels “good” and “friendly”. packaging” packaging is “good for me world”. the With this we take the notion of Based on thetoresult in thethat study we would likeand to broaden expression “sustainable ecological/organic one-step further to include aspects that also relate to the consumer’s packaging” to packaging that is “good for me and world”. With this we take the notion of health and the ethical impactfurther that packaging on thethat surrounding trick is to ecological/organic one-step to includehas aspects also relateworld. to theThe consumer’s communicate this to consumers in an easy and trustworthy way, since many consumers health and the ethical impact that packaging has on the surrounding world. The trick is toare uncertain of the meaning of logosinand labels. communicate this to consumers an easy and trustworthy way, since many consumers are uncertain of the meaning of logos and labels. Consumers still suffer from consumer blindness Consumers are suffer increasingly blind to what’s going on around them; especially in highly Consumers still from consumer blindness informationand product soaked environments as the everyday retail store. We could see Consumers are increasingly blind to what’s goingsuch on around them; especially in highly in the ethnographic study that consumers tend to buy very much the same type of products; information- and product soaked environments such as the everyday retail store. We could see often they could not even articulate why they had started to buy the product in the first place. in the ethnographic study that consumers tend to buy very much the same type of products; Hence, to cut through thearticulate clutter remains onehad of the greatest challenges forin producers often they could not even why they started to buy the product the first place. and brands alike. How to do this is not an easy task. We have seen that consumers are very Hence, to cut through the clutter remains one of the greatest challenges for producers sensitive towards changes in design and packaging that makes it difficult for them to find their and brands alike. How to do this is not an easy task. We have seen that consumers are very usual product and that are “pointless” in the eyes of the consumers. In other words, it is of sensitive towards changes in design and packaging that makes it difficult for them to find their utmost importance to communicate such changes consumers. usual product and that are “pointless”the in reasons the eyesbehind of the consumers. In to other words, it is of utmost importance to communicate the reasons behind such changes to consumers. –––– 48

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Consumers are hard to convince with packaging Consumers in general are increasingly picky and difficult to convince, and possibly this is especially true when it comes to the role that packaging plays in consumers’ minds. From a packaging perspective it takes BIG disadvantages in order for consumers to stop buying a product that he or she usually buys. Conversely, it also takes BIG advantages in order to convince consumers to start buying a new product. Consumers also tend to be more sensitive towards obviously bad functions (which will deter consumers from buying a certain product) compared to how sensitive they are towards clever functions (which will trigger a purchase). Hence there seems to be a greater downside risk compared to upside opportunities when working with packaging development from a consumer perspective, which we believe is important to be aware of.

“You could look at packaging this way: it’s a material that can be saved, a resource that can be reused”, then you can change the waste image of packaging”. Comment from Julian Carroll, until Dec 2011 Managing Director for EUROPEN at the round table discussion in Jan 2012

“Maybe “fridge life” is more important than “shelf life”? People are annoyed that things last for weeks on the shelf in the store, but once you open it you have to consume it within 5 days”. Reflection from the round table discussion in Jan 2012

“Is it our mission to invent systems that we live within? If you look at what Starbucks is saying – “we take responsibility for the whole loop”. You can become a hero by not only working with packaging itself, but with the larger system”. Reflection from the round table discussion in Jan 2012

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opportunity areas Opportunity areas Develop shrinking packaging Since consumers tend to find packaging a hassle to handle at the time of disposal we believe it is interesting to explore the idea of shrinking packaging or packaging that adjusts to the remains of the content. The utopian goal is to have packaging that “disappears” after the product is gone and even though this might not be attainable it can still be used as a useful objective to strive for in packaging development. Develop system solutions for easier shopping, storage, use and disposal In order to meet consumers’ demand for intuitive packaging, easier waste management and to convince consumers of the benefits of good packaging, focus should be to work on collaborations and development with a system approach. Packaging always exists in a larger context; be it inside a store or inside the consumer’s home and with extensive changes of the context the packaging will be affected as well. Here we believe that the paper and packaging industry could be much more proactive in initiating projects that explore future system solutions together with others, e.g. kitchen suppliers, white goods manufacturers and recycling companies in order to actively influence what the future will look like. Develop packaging that keeps products fresh for longer The most fundamental raison d’être for packaging is that it should protect the product inside, but consumers still find that much more could be done to increase this function of packaging. In addition, we know from the ethnographic study that consumers love packaging that keeps products protected and fresh. Packaging that keeps products fresh for longer is attractive for consumers since such improvements go back to the roots of why we have packaging in the first place. Also, this could be a way to decrease food waste and allow consumers to save money, which will be seen as a very positive development. Develop packaging for situation specific behaviors Consumers are increasingly acting depending on mood and situation. Hence, we believe there is room for more improvements when it comes to developing packaging solutions that fit different types of situations. Packaging sold in places where consumers are stressed should meet the demands of that specific context. Packaging sold in places where consumers tend to be image-driven or more conscious should meet the demands of that context. And so on. Keep it simple – develop “no frills” packaging This opportunity area goes back to the fact that consumers are picky and hard to convince with packaging. In general, consumers prefer packaging that fulfills its purpose without trying too hard. With “no frills packaging” we mean straightforward, easy solutions that feel intuitive and “good for me and the world”. Also, consumers will perceive such packaging as honest. We believe it is an interesting opportunity area to explore, especially for everyday products where consumer engagement is low. Get it right – make sure that functional and aesthetical changes really work From a consumer perspective, there is nothing more irritating than a clever new function on packaging that does not work. Consumers are also skeptical towards aesthetical changes that they do not understand or that are not motivated. Hence we believe it is of utmost importance to really “get it right” when working with packaging development. Functional improvements need to be well motivated and logical. Aesthetical changes need to be communicated so that consumers understand why the changes were made.

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Overview of conclusions and opportunity areas

CONCLUSIONS Consumers prefer “good for me and the world” packaging.

Consumers are hard to convince with packaging.

Consumers seek intuitive packaging.

Consumers still see packaging as waste.

Consumers still suffer from “consumer blindness”.

OPPORTUNITY AREAS

Develop packaging that keeps products fresh for longer.

Develop packaging for situation specific behaviors.

Develop shrinking packaging.

Develop system solutions for easier shopping, storage, use and disposal.

Get it right – make sure that functional and aesthetical changes really work. Keep it simple – develop “no frills” packaging.

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ideas for future development Ideas for future development System solutions for future everyday shopping and storage This idea represents a future system thinking where shopping and storage is done in a new way that also has large effects upon packaging. The system solution idea embraces conclusions from the ethnographic study about making the whole chain of shopping for groceries easier– from the actual purchase to better order management at home and easier ways of handling left-over packaging/waste. This was also among the ideas most frequently discussed and appreciated at the round table discussion. The system solution idea presupposes new types of collaborations and development projects between packaging companies, brand owners, retailers and white goods manufacturers. We believe this idea poses a great opportunity for the packaging industry to take a leading position and actually shape how the future of packaging will look like in a larger context.

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Sketches - system and context adapted packaging and environment

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Smaller and portion-packed packaging 2.0 A big challenge for the whole packaging industry is to change the perception among consumers that packaging equals waste. One way to try to change this perception is to develop smaller and portion-packed packaging in new ways and for new types of products. This idea meets consumers demand for better packaging solutions that keep food fresh for longer (and saves money and reduces food waste as a result). Consumers are especially positive towards portionpacked packaging for infrequently used products.

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Sketches - smaller/portion packs

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Shrinking and self-adjusting packaging According to our ethnographic study Consumers seek “intuitive packaging” with solutions that reduces the amount of waste and for keeping better order by being space saving in fridges, cupboards and pantries at home. This idea can be executed in several different ways and for many different kinds of products (both food and non-food). The whole experience during the lifetime of packaging should be characterized by reliability and ease of use. But the notion of Intuitive Packaging also includes packaging that shrinks the more you use it and that it is easy to dispose, which is what the visualization below shows. Washing powder is one example of packaging that takes up unnecessary space both during the life time of the product and in the garbage bin. Here, the idea is that paper with memory automatically folds the more you use of the product.

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Sketches - shringking/self-adjusting packaging

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Other ideas for future packaging development (sketches only)

New cheese packaging Cheese is a big category with a very uniform structure. Differentiation could be easy and consumers are asking for more functional benefits in order to minimize the plastic and paper needed to keep the product fresh.

“Good for me and the world packaging” Vegetable dyeing or printing on most organic products is one idea that feels good both for “me and the world”.

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“Disappearing packaging” Packaging and wrapping that can be dissolved in the sink or in the toilet. Consumers often find it a hassle to discard of packaging waste; a solution that makes the waste simply “disappear” in an easy and intuitive way would be an attractive solution.

The paper textile bag Consumers love paper and textile. The above image pictures a paper bag with fabric feeling. The pull string is also an intuitive reclosing function that would be recognized across Europe.

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Final report, Future of Packaging from a European Consumer Perspective

Paper bag with magnetic closing Magnetic reclosing is an easy and smart function that consumers would appreciate, especially if it can be made in a sustainable way inside the paper or printed on top of the paper.

Fresher storage in the fridge Packaging for better storage of salads to prevent it from getting brown and soggy.

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New cap on tetra packaging Combining known solutions from different categories could be used much more often. Here we picked ideas from the milk and toothpaste categories in order to create a smart solution in the detergent category.

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Final report, Future of Packaging from a European Consumer Perspective

a last words... A few few last words… BillerudKorsnäs and NINE hope that packaging development willa enter a new Billerud and NINE hope that packaging development will enter new era, where we see much of the new”ofand asand today of the same”. Consumers era, where we “more see much “more thenot new” not“more as today “much more of lovesame”. brandsConsumers and products clearly a position communicate that. And the lovethat brands andtake products that and clearly take a position the best communication toolthe forbest thatcommunication brand promise and is probably and communicate that. And tool perception for that brand the packaging. promise and perception is probably the packaging.

Contact For questions please contact: Jon Haag, CEO at NINE T: +46 (0) 8 5800 9999 [email protected] www.nine.se

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2013-02_Widén & Co

BillerudKorsnäs, PO Box 703, SE-169 27 Solna, Sweden. Tel. +46 8 553 335 00 www.billerudkorsnas.com