Future choc: confectionery packaging trends ahead
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Transcript of 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
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
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
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.
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
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 .
“
”
GO
OD
FO
RM
EG
OO
DFO
RT
HEW
OR
LD
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
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
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
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
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
+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
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
© 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]