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HAVI Global Solutions Confidential & Proprietary HAVI Global Solutions Confidential & Proprietary

Key Drivers shaping the future of

packaging

HAVI Global Solutions Confidential & Proprietary

Jocelyne Ehret

Director Operations

HAVI Global Solutions Confidential & Proprietary HAVI Global Solutions Confidential & Proprietary 11/19/2014 | 2

Consulting Full management

of packaging category

3 $ Billion 1.5 Billion

toys

Managing projects >

200 customers


Established in 1975 as Perseco

Comprises of 3 organisations – 8000+ employees

Packaging & Promotion Freight &

Logistics Creative Agencies


Top Packaging Drivers

Growth Markets New Retail area Holistic Design

Thinking

Sustainability

Consumers /

Social Media /

Personal

Technology

Science &

Technology

Laws &

Regulations

Packaging value


Driver or Trend?

• Packaging Drivers are not the same as Packaging Trends

– Trends generally stay the same; they are a tendency exhibited

by a group of people

– Drivers are often outside packaging’s control but provide strong

packaging influence : the need behind the need

• To develop actionable insights for packaging, you need to look

at both trends & drivers


This is the growth driver most major brand owners are

still focusing on

Most emerging markets have emerged !

Emerging Global middle class will require different

packaging

1. Growth Markets

Packaging Drivers


2. New Retailer Area

With the added pressure of a 24/7 connected world,

consumers and retailers are evolving the way in which

they interact to fit more seamlessly into busy lives

Packaging Drivers

Europe has the strongest supermarket/hypermarket

network, led by France with a share of 69% in 2013

As the quality of private labels has improved, their

price differential has become narrower. In the US, a

2012 study found that private labels cost an average

of 29% less than their national brand counterparts,

but their prices had risen faster than brands over the

previous year.

E-commerce: New type of order and delivery will

reshape package configuration and formats globally

New transport

packaging

Waste management

FMCG product

Order online competition

Global connected

market


3. Holistic Design

Thinking Universal

Design

Experience

Technology

Sustainability

Shelf Impact

Color

Product

Delivery

Innovation

Total cost of

ownership

Shape

Sensory

Iconic

Holistic

Packaging

Design

Packaging Drivers Design has become

the key differentiator

Collaborate to compete


Leveraging Innovation – Brand Owner

MillerCoors is another brand owner that

uses packaging to enhance and reinforce

its brand:

• Holistic Design

• Science & Technology

• Consumer


4. Sustainability

Packaging Drivers


Social media has democratised the web – all consumers can provide instant

feedback and have several public platforms from which to voice their concerns.

This is having a significant impact on packaging.

5. Consumers /

Social Media /

Personal Technology

Using social media as a way to

get input from consumers,

including ZMOT

Monitoring social media

(and sometimes interjecting) for

insights and complaints

QR codes, NFC, Aurasma, scan for

apps on package

Digital marketing : packaging

becomes a key medium for

advertising


6. Science &

Technology

Key areas of packaging technology application in the next 3-10

years will be:

Digital Printing /

Mass Customisation

Flexible Equipment –

Many Sizes & Formats

Small Scale

Manufacturing

Renewable Non-Food

Feedstocks

Coating & Barriers for

Paper & Flexible

High-Speed Sorting for

Recycling

Nanotechnology Active / Intelligent

Packaging

Traceability /

Authentication

Packaging Drivers

Avoid Food waste e-retail /e-commerce


Example of innovative material :

New barrier material more sustainable and

cost effective

No plastic Easy to recycle compostable Same performance

Similar cost as PE board


Packaging is a lightning rod for legislation & regulation, as its value is not

understood by many legislators.

As such, legislation in many areas is driving packaging selection:

7. Laws &

Regulations

BPA Extended Producer

Responsibility (EPR) Mineral Oil Migration

Nanotechnology Active & Intelligent

Packaging

Material Bans

(PVC, food service)

Landfill Bans Recycling Targets Bio / Oxodegradable

Packaging Drivers

Timber regulation Anticipation of emerging

issues

HAVI Global Solutions Confidential & Proprietary 11/19/2014 | 15

Value = Benefits

Cost

vs. Competition

Mass DANGER ZONE Specialised

Brand &

Product value not

Differentiated VS.

Competition

=

DANGER

High “emotional importance”

High “personal value”

Differentiated relevant benefits to

targeted Groups

Low “emotional importance”

“Good enough” value

Differentiated by lower cost to

broad audience

“Bell” curve

“Well” curve

Gro

wth

Co

nsu

me

r p

erc

eiv

ed

va

lue

Packaging value


CONSUMER drivers FOR PACKAGING


Top Consumer Drivers

Consumers’ motivation for purchasing is derived

from 6 OVERARCHING DRIVERS:

Vibe

“I like it”

Performance

“it works”


PTIS Packaging Drivers Model Delights Consumers and Positively Impacts Experience

Disappoints Consumers and Negatively Impacts Experience

Meets Consumer Expectations – Experience Neutral

Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable

Expert

Fresh & Natural

Wholesome

Holistic

Sensorial

Authentic / Real

Premium

Fun

Experiential

Easier

Versatile

Customizable

On The Go

“Green”/ Sustainable

Integrity/Trust

Pure

SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION

Effective

Adequate

Remarkable

Exciting

Appealing

Trendy

Perfect for Me Socially Responsible


PTIS Brand DNA Alignment Tool



Professional / Expert

Fresh

Nutritionally Sound

Holistic

Sensorial

Authentic / Real

Premium

Fun

Experiential

Less Mess / Fuss

Versatile

Portable

Value

Customized

OTG


Integrity/Trust

Pure


Effortless

Easy to Use

Fair

Remarkable

Exciting

Appealing

Trendy

Delights Consumers and Positively Impacts Experience


Meets Consumer Expectations – Experience Neutral


Expert

Fresh & Natural

Wholesome

Holistic

Sensorial

Authentic / Real

Premium

Fun

Experiential

Easier

Versatile

Customizable

On The Go


Integrity/Trust

Pure


Effective

Adequate

Remarkable

Exciting

Appealing

Trendy

Perfect for Me Socially Responsible

Safe Natural

Premium

On The Go

Cool Fun to use


CONSUMER INSIGHT TO FORESIGHT


Insight Foresight

• Insight (definition):

– An understanding of the motivational

forces behind one’s actions, thoughts,

or behavior; self-knowledge (current

time basis)

• Foresight (definition):

– Knowledge or insight gained by, or as

by, looking forward; a view of the

future (future time basis)


Foresight Tools

• Scenario Planning

– Helps to consider what consumers will

look for in future packaging

• Expert community

– Lead Users

– Futurists

– Strategists

– Packaging Subject Matter Experts

Future of packaging 2016-2026


Consumers Buy Products, Not Packages

Start with the consumer

– identify which needs

you are targeting

Test products, not

packages

Test everything in

context – give

“homework”

assignments before

consumer groups

Test commercial-like

samples

Never test in the

boardroom (unless you

were Steve Jobs)

Key considerations when testing with consumers:


In Summary

• Packaging is playing a new enabler

and leadership role in the new value

chain

• Top drivers are getting stronger and

will be more impactful going forward

• Think holistically and collaboratively

• Use packaging to Delights Consumers

and Positively Impacts Experience

• Foresight is key to take packaging

forward

How well do you control the value equation ?

value =𝑏𝑒𝑛𝑒𝑓𝑖𝑡

𝑐𝑜𝑠𝑡𝑣𝑠. 𝑐𝑜𝑚𝑝𝑒𝑡𝑖𝑡𝑖𝑜𝑛


THANK YOU

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