Marketing, sales and consumer behaviour – February 2021

01 March 2021

Market information – packaging, packaging machinery, labels
A recent article by PTIS forecasts outcomes for packaging in 2021. The rigors of 2020 have spurred companies to quickly adapt, which is likely to prompt increased innovation and further automation. According to a new PMMI report, packaging machinery suppliers have experienced mixed results in 2020 with some companies declining significantly while others reported record growth. A speedy recovery in all sectors in 2021 and a return to above average growth from 2022 to 2024 is projected. You can download an executive summary after filling in your details. Finat’s annual Radar report looks at key trends affecting the European label industry. You can read more in a recent article.

Market information – paper & board, bioplastics
Preliminary figures (195 kB) from CEPI show that the demand for packaging paper and board continued to grow in 2020, especially materials used for transport packaging and corrugated boxes, as they benefited from the e-commerce boom. PaperChainManagement (in Dutch) also reports a booming demand for waste paper and corrugated board in Europe in 2020.
A new nova report shows capacities and production data for bio-based polymers in 2020 and a forecast for 2025. You can read more in the short version of the report (2.15 MB).

NVC Chair Packaging Design and Management - Two master assignments
Recently two speeches were held as part of master assignments at University of Twente. Myrthe Berg: ‘The exploration of a packaging solution for dosing probiotics to ready-to-feed infant formula’ and Marianne Visscher: ‘Optimization of packaging usability for consumers with Rheumatic and Musculoskeletal Diseases.’ Chairman of the assessment committee was prof. Roland ten Klooster who holds the NVC Chair Packaging Design and Management.

Consumers and purchasing behaviour
In a recently released article (342 kB) published in Sinergie, University of Parma researchers study the role of different packaging materials in consumer purchasing decisions. In an article (1.12 MB) published in Sustainability, UCL researchers study what motivates people to buy or avoid biodegradable plastic packaging. Four out of five respondents said they would buy products with packaging marked ‘compostable’ or ‘biodegradable’, but some were put off by confusing terminology and lack of detail on how to dispose of the packaging.
Scientists at Campden BRI recently ran a virtual supermarket experience using virtual reality (VR) technology to better understand which on-pack sensory claims motivate consumers to purchase products. 46% of those questioned in a survey (in Dutch, 42 kB) by the Dutch Consumers' Association (in Dutch) say they do not believe all of the information on labels.

Consumer trends
Wunderman Thompson Intelligence has published The Future 100: Trends and Change to Watch in 2021. The report highlights emerging consumer behaviours and includes 21 predictions from experts across industries. You can download the report after filling in your details. Euromonitor has published a report highlighting the top 10 global consumer trends to watch in 2021. You will receive the report by e-mail after filling in your details. Mintel has also announced seven trends set to impact global consumer markets in 2021. You can download the report after filling in your details.
PIM (in Dutch) has published its 16th Trend Report. The theme is the humanisation of brands - the shift to trust and connection. You can download the report after filling in your details (in Dutch).

NVC members receive this information with all the relevant links in the monthly NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411