Packaging innovation: How to take a strategic approach to the evolution of packaging
Product packaging is a focal point of innovation for many consumer categories. Sustainability goals are key, but brands are also keen to maintain the vital role packaging plays in consumer engagement, education, and retention, which is evolving thanks to the application of digital technologies. Furthermore, the functional properties of packaging can also be enhanced with new technical developments enabling pack designers to delight consumers with new experiences. With so many potential avenues to explore, it’s important to take a methodical and comprehensive approach when implementing packaging innovation in your business.
In this whitepaper, we look at how organisations can take a strategic approach to the evolution of product packaging. We’ll describe three critical checkpoints which together form a checklist that brings shape and structure to the innovation journey.
The packaging innovation journey
Consumers’ expectations of, and interactions with, product packaging are changing. Megatrends such as sustainability and digitalisation are having a significant impact. Meanwhile, packaging functionality remains important. There are many complex – sometimes conflicting – requirements at play here and balancing them is not always easy.
What consumers want
Approximately 80% of UK and US consumers express that they want more sustainable packaging. Over 60% of consumers would reconsider the purchase if the packaging was not environmentally friendly, and they also claim they would pay more for sustainable packaging - whilst being willing to explore re-fill and return packaging solutions
However, the value-action gap needs to be acknowledged here. Consumers don’t always behave in the way they say or believe they will. 92% state that they want to achieve a sustainable life and are prepared to act towards achieving it, but only 16% are acting on it.
Different surveys show that consumers prefer plant-based, compostable, and paper/cardboard packaging due to perceived sustainability and recyclable plastic can often be perceived negatively but the reality is often more nuanced.
In this whitepaper, we look at how organisations can take a strategic approach to the evolution of packaging. We describe three core actions which together form an assessment to bring shape and structure to the innovation journey. We aim to help you to:
- Define the purpose
- Consider your material and design choices
- Reimagine the end of life
To read and download the full white paper, click here: https://www.sagentiainnovation.com/insights/packaging-innovation/
