Future choc: confectionery packaging trends ahead

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trends ahead in confectionery packaging © M eridian Speciality Packaging insight, 2011 w w w .m eridiansp.co.uk w w w .chocolatepackaging.co.uk

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Meridian Speciality Packaging forecasts key trends for 2011/12 in confectionery packaging. Please note - feedback is really important to us. So tell us how we've inspired you - what you agreed with and what you disagree with - and other trends you feel we've missed. Please go to Facebook and search for Meridian Speciality Packaging to leave fedback there - or likewise find us on Linkedin and leave feedback on the company pages.

Transcript of Future choc: confectionery packaging trends ahead

Page 1: Future choc: confectionery packaging trends ahead

trends ahead in confectionery packaging© M e r id ia n S pe cia lit y P a ck a g ing insight , 2 0 1 1

w w w .m e r id ia nsp .co.uk

w w w .chocola t e pa ck a ging .co.uk

Page 4: Future choc: confectionery packaging trends ahead

SEEKING SIMPLIFICATION NEONS FADE PASTELS RISE

ARTISANS SETTING THE AGENDAGOOD FOR ME GOOD FOR THE WORLD

- Lightweight, minimal packaging structures

will be the goal but product protection will

be key issue

- Modern cubism will see minimalist visual

design and good use of white space in cartons

- Curves will meet straight edges for visually

arresting packaging design

- Sustainable materials will be demanded by

consumers and businesses alike

- Health benefits of chocolate will be a key

focus

- Packaging designs in artisan chocolate will be

inspired by the origin of raw materials –

Moorish, Indonesian, African and Latin-

American styles will emerge

- 50s retro styling will return

- Earthy, pastel tones will return in fashion,

interior and product/packaging design

- Retro patterns and interesting colour

combinations will lift muted tones

KEY CONFECTIONERY PACKAGING TRENDS AHEAD IN 2011/12

Page 5: Future choc: confectionery packaging trends ahead

LUXURY BITES BACK ME-THREE INNOVATION

SUPPLY CHAIN ISSUESTHE SHAPE OF THINGS TO COME

- Packaging will be required to offer an

exciting opening experience in line with the

pleasure of indulgence

- Artisan chocolatiers will continue the upward

trend into super-premium and packaging will

reflect this

- Carton board ‘wraps’ for bags will be widely

used in place of cartons or boxes

- Cartons and boxes will use windows with

additional, integrated layers beneath to

create depth and shadow

- Curves will meet straight edges in

innovative carton shapes

- Folding box board (FBB) will be in short

supply so dialogue in agreeing packaging

specifications will be essential

- Compromises on material grade may be

forced so innovative design will be required

- Consumers will demand perpetual adaptation

to remain interested

- Short (trial) runs will focus on delivering

innovation and excitement and

responsiveness to demand changes

KEY CONFECTIONERY PACKAGING TRENDS AHEAD IN 2011/12

Page 7: Future choc: confectionery packaging trends ahead

So expect to see the following in the best

confectionery packaging in 2011/12:

• Interrupted and false creases allowing curves to

compliment angular straight edges

• Increasing use of white space to offer crisp, clean,

simple, modernist visuals

SEEK

ING

SIM

PLIF

ICAT

ION

From a consumer perspective the

move towards simpler packaging

will resonate with the return in

fashion and design of modern

cubism

The latest wave of major food manufacturers to sign

up to the revised Courtauld Commitment 2

underlines the fact that packaging minimisation is

here to stay and with a renewed focus on carbon

reduction.

The balancing act that can be forgotten is ensuring

that packaging waste reduction doesn’t ultimately

lead to food waste increase: currently in the UK

only 3% of food is wasted before it reaches the

shops (source: Advisory Committee on Packaging)

but this could increase with an undue focus on

lightweight packaging.

Designing protective primary packaging with an

eye on lightweight, minimal structures will be

have to be a source of great innovation. Some early

examples include Chesapeake‟s much talked about

Cadbury‟s Roses tin replacement of 2009 which

suffered initial rejection at the hands of the consumer

due to a love of the iconic tin but surely represents

the future of weight reduction. This will continue to

challenge the consumer’s loyalty to traditional

packaging formats.

From a consumer perspective the move towards

simpler packaging will resonate with the return in

fashion and design of modern cubism (source:

Trendhunter). In packaging this will mean use of

white space in design and an extension of some of

the thrilling combinations of angular lines and

unexpected curves brought about through the

designing in of scalloped edges, and false and

interrupted creases.

Page 9: Future choc: confectionery packaging trends ahead

This year will be about the beginnings of a

dampening down towards more pastel shades

(source: MPD Click) from the neon flare of the 80s

retro chic which seems to have persisted recently for

almost a decade in its own right – but which more

recently developed into full-blown electro in all its

shiny glory. Even if this develops into a duly rational

electronica revival the general design trend will be

towards the more muted tones, particularly as the

summer turns into autumn (source: Pantone).

Ever the industry‟s colour bible, Pantone‟s suggested

colours for Autumn 2011 are shown below.

How will this manifest in packaging? – we expect a

higher demand for understated colours, earthy,

pastel tones, print to the uncoated face of the board

and also matt finishes.

So expect to see the following in the best

confectionery packaging in 2011/12:

• Artful colour combinations using contrasting

colours to accentuate more subtle pastel shades

• Even more demand for uncoated print finishes

• Retro patterns, styling and nostalgic, homely

imagery in tune with the geriatric couture movement

which is embracing embroidery, bygone, feel-good

sentiment and vintage fabrics

The trend towards uncoated print

and textured finishes is also

expected to continue as colours and

coatings become increasingly subtle

NEO

NSFA

DEPA

ST

ELSR

ISE

Autumn 2011

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During the global financial crisis consumers and

businesses alike could be forgiven for beginning to

turn blue as they saw themselves drawn towards the

red; but as the global outlook improved

(temporarily?) so the agenda turned green once

more in 2011. (sorry!)

Unilever set an admirable and ambitious agenda

with the unveiling of its Sustainable Living Plan

which details hard-edged targets based on reduced

carbon footprint, reduced waste, water conservation

and ethical trading. Of course Marks and Spencer

had already made headlines with its Plan A which

details 180 commitments to achieve by 2015. Some

of the early impact can be seen with the adoption of

corn starch vac-formed trays and the use of sleeves

instead of cartons in many cases.

Although as a carton maker we have an advantage

through using materials sourced from sustainable

forests, there is still so much more we can do – the

minimisation of our environmental impact is a key

strategic focus as part of our route to 2014 action

plan. We are also very keen to get involved in our

customers‟ packaging waste reduction plans where

innovation in material selection and pack design

can make an enormous difference.

Another major trend for 2011/12 is the drive for

increasing transparency in ingredients (source: Food

Business News) and a focus on the health benefits the

food we are consuming (source: Business Insights).

Indeed 1-in3 Europeans now want chocolate with

health benefits (source: PRNewswire)

The most innovative confectioners will therefore

seek to harness the health benefits of chocolate in

the coming years and will combine this with

reduced packaging from sustainable sources.

So expect to see the following in the best

confectionery packaging in 2011/12:

• Sustainable materials will be a must – and

energy from waste may place a greater emphasis

on using materials with strong fuel/ignition

potential rather than recycling.

• Cut-aways to reduce weight, sleeves instead of

cartons, and increasing focus on compostable

materials

The m in im isa t ion o f our

e nv ironm e nt a l im pa ct is a

k e y st ra t e g ic f ocus a s pa r t o f

our rout e t o 2 0 1 4 a ct ion p la n .

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Page 13: Future choc: confectionery packaging trends ahead

UK chocolate making is now beginning to contribute

to the global agenda for excellence and innovation,

driven by artisan chocolatiers and the arrival in the

UK of bean-to-bar transparency in ingredients

sourcing (source: seventypercent.com)

Catalysed by increasing focus on fine dining, and the

UK popular culture idolisation in of culinary experts,

this is driving a wave of demand and recognition

for premium chocolates and establishing new

expectations in confectionery.

The intense focus on ingredients entered the

mainstream when Cadbury (then still UK-owned)

launched an advertising campaign centred around

the glass-and-a-half of fresh milk that it puts into its

Dairy Milk bars and through Channel 4‟s Willy‟s

Wonky Chocolate Factory documentary in 2008.

Packaging inspired by the product ingredients is

certainly a continuing trend for 2011 as the drive

for differentiation in this increasingly fashionable

and keenly competitive segment is ever increasing.

Chocolatiers and their designers are drawing

inspiration from on the ingredients themselves and

from the culture and art of the origin of the cacao,

meaning that Moorish, Indonesian, Ivorian and Latin-

American infused flavourings and visual designs will

increase. Chocolate may be the new creole cuisine.

We can also expect to see more 50s retro designs

(source: Trendhunter) as our desire for nostalgic

retreat as an antidote to the gloomy financial

environment increases (source: Euromonitor).

So expect to see the following in the best

confectionery packaging in 2011/12:

• Deep, interesting colour combinations and

detailed patterns inspired by Moorish, Latin-

American art and design.

• 50s retro/kitsch styling, muted colour patterns

and the use of uncoated, brown card and paper.

• Focus on ethical sourcing coming through in

packaging material selection not just in ingredients

UK chocolate making is now setting

the global agenda for excellence

and innovation

“”

ART

ISA

NSSET

TIN

GT

HEA

GEN

DA

Page 15: Future choc: confectionery packaging trends ahead

Fears of a double-dip recession still haven‟t

disappeared but we’re not very good at austerity

any more and signs of the re-emergence of luxury –

albeit luxury for 2011 with a slightly muted edge –

have started to show (source: Trendhunter).

In particular the growth of retailer own brands in

the UK and their vertical expansion into premium

confectionery categories is forcing chocolatiers with

truly fine ingredients and artisanal processes to

follow the upward trend from premium into new

speciality-gourmet or super-premium segments

(source: Business Insights). The focus here is on

indulgence – satisfying consumer needs with a less-

for-more approach to quantity but a more for the

same quality message.

This periodic small-scale indulgence in luxury

foods chimes with the significant health trend for

2011 and those that can combine the message that

a little of what you like is good for you with the

delivery of appealing luxury will succeed in

convincing even austere consumers to treat

themselves.

In packaging this will not come through in

ostentatious luxury, so the use of rigid boxes will

continue to drop in favour of lighter-weight

cartons, but we will see the use of elegant finishes,

combinations of matte and gloss materials and

coatings, the use of embossing to add further texture

definition and a focus on small detailing that adds

value for the consumer.

So expect to see the following in the best

confectionery packaging in 2011/12:

• Packaging that allows the product to provide the

key impact through apertures, windows or bag

components

• Focus on experiential aspects of packaging -

providing an exciting opening experience

The focus is on indulgence –

satisfying consumer needs with a

less-for-more approach to quantity

but a more for the same quality

message

LU

XU

RY

BIT

ESBA

CK

Page 17: Future choc: confectionery packaging trends ahead

Increasing numbers of brands are responding to the

release of “me-too” innovations in the confectionery

market by adapting their marketing mix through

playing with the original concept, offering twists that

engage the consumer: what we‟re calling me-three

innovation for 2011.

The perpetual small adaptations (source:

Trendhunter) appeal greatly to change-hungry

consumers who love to try different things.

Challenger brands and those in innovative segments

can adapt by using short-run specialists to keep the

innovation flowing at the lowest possible cost.

This “me-three” approach has similarities to mass

customisation – see www.chocomize.com - (source:

Crenk.com) whereby new manufacturing techniques,

responsive design and packaging companies – or

indeed artisanal hand-finishing – allow last minute

trend-based changes to ingredients, appearance

and packaging to react to consumer demands.

Examples of me-three innovation that works can be

seen when considering Zotter, and the apparent holy

trinity of organic, fair-trade, bean-to-bar chocolate.

Go*Do Chocolate‟s recent launch combined organic

(me-too), sustainable (me-too), and bean-to-bar

(me-too), adding solid insights on indulgence-on-the-

go, quality, and a focus on distinctive branding.

However, Zotter trumps this through “me-three”

innovation - offering an incredible diversity and

range of flavour options and the opportunity to

customise the packaging in low volumes.

This is not just about being a me-too fair trade

brand, but about demanding ethical trading within

a brand which is based on experimentation and a

celebration of tasting chocolate.

So expect to see the following in the best

confectionery packaging in 2011/12:

• Innovation! Perpetual adaptation through short-

runs to keep the consumer interested.

• Challenges in commoditised categories through

packaging innovation, e.g. pack-size alterations

and rip off sections for indulging on the go.

Examples of me-three innovation can

be seen when considering Zotter, and

the holy trinity of organic, fair-trade,

bean-to-bar chocolate

ME-T

HR

EEIN

NO

VAT

ION

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Page 19: Future choc: confectionery packaging trends ahead

Earlier in this trend report we mentioned the use of

interrupted creases to create interesting visuals with

straight edges falling into expansive curves to push

the boundaries of carton making. False creases are

also allowing twists and angles that would seem

impossible but allow machine gluing processes to

ensure cost-effective production with no design

compromise. This will mean that 2011 sees designs

that not only reduce packaging still further but

which offer exciting shapes which challenge

category norms and demand consumer attention.

ISM 2011 and the Packaging Innovations 2011

(Easyfairs) trade shows also highlighted some

common shapes and styles of packaging which seem

set to dominate over the next 12-24 months:

• Carton board „wraps‟ for bags giving a solid base

to allow the bag to stand on shelf and room for

branding but allowing product display through open

sides and thereby minimising packaging

• Carton board choc-bar wraps which unfold to

make even the smaller bars an experience

• Use of windows with additional layers beneath to

create depth and shadow

So we expect an increasing focus on the shape

of the carton to assist in the overall mix -

angularity and efficient use of space combining to

meet the key objectives of protecting, preserving,

presenting and promoting.

UK chocolate making is now setting

the global agenda for excellence

and innovation

“”

TH

ESH

APEO

FT

HIN

GSTO

CO

ME

Page 20: Future choc: confectionery packaging trends ahead
Page 21: Future choc: confectionery packaging trends ahead

Chaos theorists had a field day in 2010 as an

earthquake in Chile, a Finnish dockworkers strike,

falling capacity in Europe and a recovery in

demand saw prices for folding box board continue

to inflate at astonishing levels (+33% in 18 months).

Combined with rising UK fuel prices and no planned

capacity increases through Europe in 2011, the

evidence suggests that the supply-side issues are

unlikely to ease off.

What this means for packaging is that lead-times for

raw materials are increasing significantly at just the

wrong time (see perpetual adaptation in “Me-Three”

Innovation). The onus is on manufacturers to hold

more inventory, leading to potential reductions in

investment in new technology, so design

innovation will almost certainly have to be forced

through traditional channels – true innovation you

could say!

On a more positive note we may see resultant

experimentation in different materials - as prices

rise to levels previously thought impossible, the cost

premium of trialling new materials is proportionally

less, encouraging otherwise difficult trade-offs.

One of the main concerns will be the use of lower

grade carton boards in place of premium folding

box board or even solid bleached board – and this

could result in unacceptable increases in food waste.

It will be important for brands to speak to their

packaging manufacturers to ensure that they are

maintaining standards or at the very least running

difficult compromises past them as they are

squeezed

squeezed by the mills and merchants. Equally, it is

important to attempt to unite against retailer

power and be clear about the necessary price

increases that must be absorbed in order to

maintain the quality of product they demand.

If you want more information on any of the issues

raised in this section, please contact:

Adam Heath, Operations Manager

[email protected]

+44 (0)1684 578441

Combined with rising UK fuel

prices and no planned capacity

increases through Europe in

2011, the evidence suggests that

the supply-side issues are

unlikely to ease off

SU

PPLY

CH

AIN

ISSU

ES

Page 22: Future choc: confectionery packaging trends ahead

DATA

SO

UR

CES

the following sources were used in the creation of this document:

The Advisory Committee on Packaging (ACP Communications)

Business Insights - www.globalbusinessinsights.com

MPD Click - www.mpdclick.com

Pro Carton - www.procarton.com

BPIF - www.britishprint.com

Cadbury - aglassandahalffullproductions.com

Crenk - crenk.com

Euromonitor - blog.euromonitor.com

PR Newswire - www.prnewswire.co.uk

Trend Hunter - www.trendhunter.com

ISM - www.ism-cologne.com

Food Business News - www.foodbusinessnews.net

Packaging Innovations - www.easyfairs.com

Pantone - www.pantone.co.uk

Zotter - www.zotterchocolate.co.uk

Chocablog – www.chocablog.com

Pira - www.pira-international.com

Marks and Spencer - plana.marksandspencer.com

Seventypercent.com - www.seventypercent.com

Unilever - www.sustainable-living.unilever.com

All images adapted from files accessed through morguefile.com

Page 23: Future choc: confectionery packaging trends ahead

© Meridian Speciality Packaging insight, 2011If you wish to re-produce any of the material in this report please contact the author for permission.

www.meridiansp.co.uk

www.chocolatepackaging.co.uk

Report by Adam Heath, Operations Manager: [email protected]