Where will packaging go this year? Are bio-plastic and digitally-printed corrugated cardboard going to dominate? Or is this the year of QR codes, high visibility packaging or social media integration? Is cardboard packaging where the cost savings really are? If you’re still unsure about where to invest your marketing and packaging dollars this year and next, consider some of the possibilities for 2013.
With new trends in packaging technology and consumer preference, you’d wonder how we can choose 7 different unique trends that will impact packaging this year. Well, we’re sticking our necks out to select the ones that will likely make the biggest impact. Hopefully, one of these will generate an impact for your brand or product.
7. RRP. Ready for Retail Packaging maintains a modest growth curve however, as the big box stores grow their influence, the small extra cost of RRP will not deter manufacturers from adopting it. RRPs efficiencies in retail stocking is huge, and it creates neater displays while lowering product damage. For some companies that’s a big profit boost. Customized RRP is purportedly creating 200 to 300% increases in brand visibility – the kind of stats everyone likes.
6. QR Codes. Nearly everyone has a cell phone and many of them have software that allows them to read Quick Response Codes. With the codes come the ability to present promotions, deals, and more information to the consumer. They’ve shown to be effective and retailers will demand QR codes on everything they sell. The fact that product labels are impossible to read now (tiny font size), means consumers will either have to use a magnifying glass or view product details on their cellphone. It’s an opportunity for manufacturers to get consumers more intimate with their brands.
5. Social Media. Printing company websites and social media urls will grow this year. Getting customers to talk about your products on their Facebook page is good viral marketing. The online medium presents a lot of creative marketing opportunities and translates to strong branding and better sales.
4. Digital Printing. Digitally printed packaging is expected to grow 20% over the next few years. It’s a consistent trend driven by improving digital printing technology growth, and by demands for short run printing on customized campaigns. Print on Demand especially, reduces inventory costs.
3. Corrugated. Corrugated board is that which has 3 layers of paperboard and applications for corrugate will continue to grow strongly in developing economies. Global demand for Corrugated Board Packaging will grow 29% by $15 billion to $67 billion by 2017. The demand will push design creativity further and allow brand managers more freedom in using packaging itself as a differentiating element. And ready for retail packaging will provide further support for its use. Demand will be strongest in India and China as their markets modernize and that will spill over into Europe and North America.
2. Stand up Pouches. Demand for pouches in the US is projected to reach $8.8 billion in 2016 driven mostly by its popularity in the food and cosmetic industries. There are cost, marketing and aesthetic advantages in using stand up pouches. You have the option of using 100% recyclable material with resealable zippers or spouts. It’s a simple, economical packaging solution that may deliver better brand visibility.
1. Sustainable. Eco-friendly bio-plastic and recyclable cardboard packaging mesh perfectly with many government’s, retailer’s, and industry association’s mandates to reduce material consumption that ends up in landfills. The packaging industry has accepted sustainability and are committed to reducing energy and water consumption, and continual improvement in materials and reusage processes. New technology is making sustainable packaging look sexy and more functional.
What’s’ the retail landscape looking for this year?