Marketing, sales and consumer behaviour - May 2019

29 May 2019

Brands plan to spend more on packaging
Many brands are planning to spend significantly more on packaging in the coming months, according to a new L.E.K. Consulting study. In a survey of 250 brand owners, 75% say they expect to increase packaging spending over the next year. Nearly a third of them will do so by more than 10%. That’s a big jump from both 2018 and 2017, when 65% and 40% expected to increase spending, respectively. You can read more in the executive summary (474 kB).

Global print is in good shape according to the 6th drupa Global Trends Report 2019. The strongest market sectors are packaging and functional. Demand for digital print in packaging is growing, with the number of SKUs specifying digital print up this year by 5% across all packaging types except labels (already at 40%). You can download an executive summary (1.03 MB) of the report. According to research by Smithers Pira in ‘The Future of Digital Versus Offset Printing to 2024’, packaging and labels are the fastest growing end application in the next 5 years. You can read more in a recently published article.

Accessible design: ISO standard on tactile information
Today, many people who are visually impaired or have low vision must cobble together different tools just to use everyday items. But this is set to change thanks to new ISO standard ISO 24508:2019 for accessible design that will bring tactile information to the use of everyday products.

Trends shaping the future of the consumer industry
Hogan Lovells has published Consumer Horizons, the firm’s annual insight into current and evolving trends that are shaping the future of the consumer industry. Last year businesses in the consumer industry saw a wave of unprecedented disruption and transformation, and 2019 promises challenges of similar or greater magnitude. You can download the report after filling in your details.

Consumers’ attitudes toward sustainable packaging
In the report ‘Sustainable Packaging Unwrapped’ GlobalWebIndex looks at UK and US consumers’ attitudes toward sustainable packaging, motivations for supporting this packaging and what this means for brands. You can download the report after filling in your details.

Perceiving food as healthy and/or natural – influence of packaging
Matte surfaces, that is, those that are dull or lustreless (not glossy and shiny), are a current trend in packaging. But does the packaging surface affect what consumers think about the product inside it? Researchers at the Vienna University of Economics and Business found that food in matte packaging can be perceived as more natural. Notably, the effect of matte packaging only holds for rather artificial products. An article about the research is published in Marketing Letters (1.77 MB).
Researchers at INSEAD have found that the type of healthy claims on certain food products can be completely uncorrelated with actual nutritional quality. Yet these messages directly influence consumers’ expectations of taste, healthiness and fattening consequences of their food, as well as food choices. Their article was published in the Journal of Public Policy & Marketing (916 kB).

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