detecting current and future technological and design trends to put focus on packaging accessibility...
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Detecting Current and Future Technological and Design Trends to Put Focus on Packaging Accessibility without Compromising Functionality Dr Alaster Yoxall, Sheffield Hallam University, a speaker at the EuroPack Summit 2014TRANSCRIPT
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PACKAGING – THE GOOD, THE BAD AND THE FUTURE
Mike Love – Category Manager, Essentra
Dr Alaster Yoxall –Principal Research Fellow,
Lab4Living, Sheffield Hallam University
Everybody Shops, London, 21st of March 2014
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THE WORLD IS GOING THROUGH
UNPRECEDENTED DEMOGRAPHIC CHANGE
2014 ESSENTRA PLC
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45–49
50–54
55–59
60–64
65–69
70–74
75–79
80–84
85 & over
a) 1951
Males Females
-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500
0–4
5–9
10–14
15–19
20–24
25–29
30–34
35–39
40–44
45–49
Few births during W2
Post WWII baby-boom
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50–54
60–64
70–74
80–84
b) 2001
Population ageing
Post WW2 baby-boom
Males Females
-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500
0–4
10–14
20–24
30–34
40–44
1960s baby-boom
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45–49
50–54
55–59
60–64
65–69
70–74
75–79
80–84
85 & over
c) 2031
Population ageing
1960s baby-boom
Males Females
-2,500 -2,000 -1,500 -1,000 -500 0 500 1,000 1,500 2,000 2,500
0–4
5–9
10–14
15–19
20–24
25–29
30–34
35–39
40–44
Sustained low fertility
2014 ESSENTRA PLC
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AGEING RESULTS IN LOSS OF STRENGTH,
DEXTERITY AND COGNITION
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THE BAD
2013 ESSENTRA PLC
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Most frustrating pack
formats
#1. Clamshell’s
#2. Cardboard box
#3. Bag/packet
#4. Tray with lid#4. Tray with lid
Source: JRA Research &
Essentra, 2012
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85% identified some
frustration with frustration with
packaging
Q1. Thinking about packaging you have used recently please recall any features / functions that you found frustrating.
Firstly please write in the type of product / pack:
2014 ESSENTRA PLC
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Difficult to open
/ Had to use
knives or
scissors or other
Messy
when
opening
8%
scissors or other
tool to open
81% Too much waste/ too
much packaging
49%Difficult
to close /
reseal
7%2014 ESSENTRA PLC
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OPENABILITY – FRUSTRATIONS
2014 ESSENTRA PLC2014 ESSENTRA PLC
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“Give up...
Walk away...Walk away...
Throw the product in the bin... ”
And in some extreme instances
“..not buy the product again…”
2014 ESSENTRA PLC
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THE GOOD
2013 ESSENTRA PLC
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OPENABILITY = JOY!
2014 ESSENTRA PLC2014 ESSENTRA PLC
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”Achievement”
“Satisfaction”
“Happiness”
“Relief”
”It makes me feel like I have got control...I feel like I can control what I am doing with it”
2014 ESSENTRA PLC
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THE FUTURE
2013 ESSENTRA PLC
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ESSENTRA POSITIONING – PACKAGING RESOLVED
2014 ESSENTRA PLC
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THANK YOU
2013 ESSENTRA PLC