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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
Conclusions
Opportunity areas
Ideas for future development
A few last words
5
9
11
1213
13
17
21
25
31
35
40
4748
48
50
52
62
APPENDIX
62
Introduction
INTRODUCTION
INTRODUCTION
The world is changing rapidly. In the early 80s 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 hours
surfing
we areinexposed
to about 500
The world
is changing
rapidly. In
the early
80s 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 hours 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
Kotlers
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 Kotlers 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 itimportant
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 BillerudKorsns.
NINE offers services in the fields of consumer
behaviour, brand strategy, and graphic and
structural design as well as innovations.
www.nine.se
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
affectconsumers
consumerspreferences
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
consumersfrom
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
BillerudKorsns
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
BERLIN
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
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.
a
snapshots
the ethnographic
consumer study
A few
few snapshots
from thefrpm
ethnographic
consumer study
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.
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 EUs 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.
PERSPECTIVES
Consumers
Retail /FMCG
Economic
concerns
Continued financial
crises in the developed
world, especially in
PIIGS countries
Environmental
concerns
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
Individualization
Globalization
Increased consumer
blindness due to
overflow of information
and choices
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)
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
Functionalities &
convenience
Technology
development
DRIVERS
RFID tracking
Increase of e-commerce
10
NINE / Billerud 2011-2012
Packaging materials
& technology
Functionalities &
convenience
Increase of customized
solutions
Traceable pkg
Customized pkg
Smart/active pkg
10
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 consumers 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
11
Elements of
perception in the
consumers mind
11
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 its 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 consumers 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.
12
12
13
13
BEHAVIOR
Characteristics
Likes
Dislikes
STRESSED
Lack of time
Habit driven
Focused on product,
brand and packaging
Redesign makes
products difficult to
find
SKEPTICAL
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
Feeling of being
fooled or paying too
much
IMAGE-DRIVEN
Products/packaging
with added-value
Authentic/retro
lifestyle touch
Discount brands,
private labels
CONSCIOUS
Chooses the
perceived most
healthy/env.friendly/
ethical out of 2
options
Dishonest packaging
and brands
14
15
14
15
16
16
17
NINE / Billerud 2011-2012
17
Health management
Order Management
Sceptical motive
Waste managment
Reuseability
management
Aesthetic motive
17
18
18
Non-optimal problem
solving management
Taste management
Safety management
Image management
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)
If he doesnt know a
product, he reads very
carefully on the packaging
(Rainer, GE)
Spends up to 10 minutes
in front of a shelf comparing the list of ingredients
of cleansing agents (Jessica, FR)
19
19
20
20
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).
Its 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.
21
21
22
22
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.
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.
23
23
24
24
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.
Functional benefits
Reusable
Easy disposal
Looks fresh
Transparent
Trust/honest benefits
Recyclable
No plastic
Preferably paper/cardboard
Reduced and efficient
Easy disposal, easy recycling
Sentimental benefits
25
25
26
26
27
27
Functional disadvantages:
Breaks
Not resealable
Not possible to use all of the product
Fake feeling
Environmental disadvantages:
Horrible colors
Waste of materials
Waste of resources
Bad photos/illustrations
28
28
29
29
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 NINEs
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
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.
30
30
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
31
31
Previous experience
Childhood sentiments
Attractive design
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.
Ethnographers note and quote from Richard UK.
32
32
33
33
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
Sandra from Stockholm does not buy the brand Zetas 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.
34
34
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
hard facts
35
NINE / Billerud 2011-2012
35
36
36
Skepticism
Blaming
Choose to trust
Producers/brands do their best to deliver good
products and packaging.
37
37
38
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 shouldnt 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 cant think of any examples but sometimes it feels like some products have
too much unnecessary packaging, its 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 Im 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: Its not towards anyone else [ ], but when I think about where does all the
garbage go? You have no idea really, you dont really understand what happens
with it, there is so much garbage you dont 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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39
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 doesnt affect the taste it is also
reliable, I have some jars Ive 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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40
The more packaging the cheaper a product gets sometimes. Why use plastic plus
cardboard for example? It doesnt make sense. I also think the UK could do a lot more
to help people recycle more easily. Sometimes I just cant do anything about it.
Vera, 25, London, UK
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41
I havent 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. Theyre 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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43
TURKEY
FRANCE
44
NINE / Billerud 2011-2012
44
UK
SWEDEN
45
NINE / Billerud 2011-2012
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NINE / Billerud 2011-2012
47
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
consumers
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
consumers
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 whats
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 whats 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 pointlessthe
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.
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48
You could look at packaging this way: its 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
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49
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 consumers 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 dtre 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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50
CONCLUSIONS
Consumers prefer
good for me and the
world packaging.
Consumers are
hard to convince
with packaging.
Consumers seek
intuitive packaging.
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.
51
51
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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53
NINE / Billerud 2011-2012
54
53
54
55
55
56
56
57
57
58
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.
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58
59
60
60
61
61
a
last
words...
A few
few last
words
BillerudKorsns
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
newofand
asand
today
of the
same.
Consumers
era,
where
we more
see much
more
thenot
new
notmore
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
jon.haag@nine.se
www.nine.se
62
2013-02_Widn & Co
BillerudKorsns, PO Box 703, SE-169 27 Solna, Sweden. Tel. +46 8 553 335 00 www.billerudkorsnas.com