FRAMTIDENS FÖRPACKNINGAR OCH DESIGN OM KONSUMENTEN FICK BESTÄMMA

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1 FRAMTIDENS FÖRPACKNINGAR OCH DESIGN OM KONSUMENTEN FICK BESTÄMMA JON HAAG VD, NINE AB

2 NINE JOBBAR MED HELHETEN AV VARUMÄRKESUTVECKLING OFFERING PARTNERSHIP OR PROCESS SUPPORT Visuailizing future concepts Innovation process support Packline, Material & Prototyping Facilitate Blue-Sky Workshops MAKING BUSINESS DECISIONS EASIER Category development Business Case Clear targets Better briefs DISCOVERING FUTURE BUSINESS OPPORTUNITIES Ethnographic studies Trend reports Long-term development Trend trips CREATING THE IDENTITY OF PRODUCTS AND PACKAGING Graphic Design Structural Packaging Design New Concept Development Brand & Product Identity

3 STOR STUDIE I EUROPA OM VAD KONSUMENTERNA VILL SE AV FRAMTIDA FÖRPACKNINGAR DISCOVERING FUTURE BUSINESS OPPORTUNITIES Ethnographic studies Trend reports Long-term development Trend trips

4 BLINDA KONSUMENTER Vi ser och registrerar allt mindre information idag How do I get attention from the consumer for my products? A good try to focus on certain recipies every day

5 ÖVERSIKT AV LOVE FACTORS I OLIKA LÄNDER

6 ÖVERSIKT AV HATE FACTORS I OLIKA LÄNDER

7 EUROPAS MEST HATADE/IRRITERANDE FÖRPACKNING 2012 (Unnecessary). This produces so much waste and is unnecessary. You see this very often with fruits and vegetables. It is enormous how much plastic wrapping and styrofoam padding and foil can be used just to package an apple [ ] If an apple is wrapped in a lot of plastic it is not from around the corner. That s for sure. Rainer 33 years old, Germany

8 FÖRPACKNING PÅ FRAMMARSCH STÅPÅSEN (DOY BAG) FÖRDEL FÖR VARUMÄKRET: - Tydligare i hyllan - Mindre material (än hårdplast eller kartong/well) - Vanligt i små serier - Mer hyllor i butik idag (frys, shelf ready, m.m.) FÖRDEL FÖR KONSUMENT: - Återförslutning - Liten plats i soporna - Annars tveksamt

9 SLUTSATSER FÖR FRAMTIDEN

10 VI HAR TAGIT SLUTSATSER OCH UTFORSKAT ETT ANTAL UTVECKLINGSOMRÅDEN FÖR FRAMTIDEN Conclusions Consumers still see packaging as waste Consumers seek intuitive packaging Consumers prefer good for me and the world packaging Consumers still suffer from consumer blindness Consumers are looking for added value packaging Consumers value fresher packaging at home Create Opportunity Areas Smaller the more you use Order and system mgmt Disappearing packaging Handling and dosage Shelf impact pkg Intuitive and better function Smaller/ minimized pkg Fresh goods Good for me and the world pkg Gift and table ready

11 1. FÖRPACKNINGAR ANSES FORTFARANDE VARA SKRÄP Packaging is still very much considered as being equal to waste among consumers. We could see this in the desk research (74% of Europeans think of packaging as waste) as well as in the ethnographic consumer study. How can the perception among consumers be changed?

12 2. INTUITIVA FÖRPACKNINGAR TACK! Equal to packaging that is easy to find, easy to use, easy to store and easy to dispose / recycle. Also includes more abstract dimensions such as how consumers perceive the products environmental, health and ethical 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.

13 3. GOOD FOR ME AND THE WORLD PACKAGING INGET MER SNACK OM SUSTAINABILITY Broadening the expression sustainable packaging to packaging that is good for me and world. Also include aspects that relate to the consumer s health and the ethical impact that packaging has on the surrounding world. The trick is to communicate this to consumers in an easy and trustworthy way, since many consumers are uncertain of the meaning of logos and labels.

14 AUTHENTICITY OCH AUTHENTICITY WASHING Det måste vara på riktigt Points out trust, quality and nostalgia. Hart s Heritage Seeds in USA. Risk of Authenticity Washing Nuno Mendez Supper club in London with an At my place feeling. Quickly became too commercial.

15 KONSUMENTERNA ÖNSKAR DÄRFÖR Material med hög grad av AUTHENTICITY Tyg och papper i norra Europa Papper och glas i södra Europa

16 KONSUMENTERNA ÖNSKAR DÄRFÖR Papper som visar innehållet

17 PACKAGING = GARBAGE! Dålig PR önskas inte längre av FMCG Still a vast majority of consumers have negative associations to packaging (74 percent negative) CocaCola drives packaging innovation to avoid bad PR

18 KONSUMENTERNA ÖNSKAR DÄRFÖR Förpackningsmaterial som lätt försvinner i hemmet

19 NÅGRA VARIANTER PÅ FÖRPACKNINGAR SOM FÖRSVINNER Toapapper och tampongskydd som kan spolas ner

20 FÖRPACKNINGAR SKA KRYMPA MED INNEHÅLLET

21 NO FUSS PACKAGING GÖR DET ENKELT OCH TYDLIGT Bara naturliga fibrer, tryckt med färg från grönsaksavfall

22 ÖKAD FUNKTIONALITET, INTUITIVT & MINDRE MATERIAL