Flexible packaging has secured a solid position in the field

Flexible packaging has secured a firm position in the field. Brands have converted their various types of packaging into pouches. We have also witnessed

innovation in this respect, for example: old-fashioned Mason jar-shaped pouches that conveniently sustain historical brand equity, peel-off bottle pouches, and a large number of pouches with different handle shapes. Although pouches are increasingly widely used across product categories and in innovation, in terms of form factors, there is still room for progress in adaptive innovation. Whether packaging gel soap, dry granular baking ingredients, or liquid cooking soy sauce in pouches, the fit is almost the same. If we gave more attention to the rigid products packaged by flexible packaging (such as

packaging), how would the flexible packaging industry develop? What if the flexible packaging industry decided the structure of the products? The following are three strategies for how product structure can improve the usability of flexible packaging.

Give it a mission. The role of packaging is not only to make a product stand out on the shelf, but also to deliver a better, more memorable user experience. Let us look at the baking products shelf. The typical frosting jar is no longer the only option. Many frosting brands have launched squeezable pouches, but only one brand went a step further. BettyCrocker's frosting pouch uses a unique attachment similar to a traditional frosting tip, somewhat like the cookie decorating tools used in bakeries. This packaging is no longer just a container; it has another function: improving the user experience and, in turn, increasing BettyCrocker's brand equity.

Adopt new performance. The rapid decline of the baby food shelf is one of the most fitting examples of packaging adopting new performance. The classic jars used for baby food have almost disappeared, and many brands have changed their packaging to ready-to-eat pouches, covering products ranging from Stonyfield yogurt to Motts applesauce. Now parents have a fast, portable snack option for children who are not yet ready for cups, bowls, and spoons.

Know the customer. Discovering consumer insights and understanding the interaction between products and consumers' lifestyles is a key path to innovation. Perimeter has engaged with more than 10,000 consumers on a variety of topics, including a series of one-on-one sessions focused on protein powder. This research led to a unique portable packaging solution it recently launched, which Perimeter calls BlenderPak. Protein powder is at its best when freshly mixed. Consumers using portable protein powder had to pack the bottle and the protein powder together in a small bag. Even so, dirty cups were still produced. Consumers considered the mess caused by making protein shakes, drinking a poorly mixed shake, and scrubbing protein shake bottles to be the biggest daily pain points, and these would prevent them from buying the products they liked.

Giving packaging a mission, adopting new performance, and knowing the customer are just three structures that can bring innovation and improve the usability of the flexible packaging industry. From this it can be seen that even in the world of flexible packaging, structure matters a great deal.

This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-372742.html. All rights belong to the original author; this article is for industry exchange and learning only.