Эффективный маркетинг: упаковка становится мощным маркетинговым инструментом для напитков

Studies show that one third of consumer decisions are based on packaging.

Ipsos' "China Food and Beverage Trends and Consumer Insights" notes that 53% of consumers are willing to try new packaging, 59% are willing to spend more money on a product with better and more creative packaging design, 72% are willing to pay more for an attractive brand image, and 80% lean toward personalization.

Today, packaging has long moved beyond superficial "homework" and has become a powerful marketing tool that directly influences consumers' purchasing behavior and drives consumption.

Image source: Internet

As Millennials gradually become the main force of consumption, food and beverages that are smarter, more interesting and higher in quality attract more consumer attention. Packaging naturally becomes the key to a product winning in market competition. The application of innovative technologies enables packaging to provide higher added value for products.

According to 2021 data from Think Tank, the smart packaging market is growing at a compound annual growth rate of nearly 8%. It is expected that by 2023 the global smart packaging industry market will exceed 300 billion USD, while the Chinese market will exceed 200 billion yuan. With the arrival of the Internet of Things era in China, intelligent packaging in various end markets such as food and beverages is an inevitable trend.

For example, Font Vella, the Spanish natural mineral water brand under Danone, launched Coach2O in 2019. This device clips onto the existing bottle cap and not only reminds you to drink more water, but also remembers how much water you drink each day.

In 2017, Nongfu Spring carried out a cross-industry cooperation with NetEase Cloud Music, using NetEase Cloud Music vinyl records on the bottle body to form the Nongfu Spring landscape logo. This design used AR technology: when users scan the vinyl record pattern, the phone interface turns into a starry sky, and clicking a planet pops up a random music review and can also jump to the corresponding playlist.

Image source: Internet

Today, Generation Z keeps rising and has become a force that cannot be underestimated among consumer groups. These young people dare to express their flamboyant and individual needs. When it comes to food and beverage packaging, they want products that fully satisfy their personalized and customized needs.

Taking Bud Light as an example, during the Mad Decent Block Party festival in 2016, Bud Light converted 31 designs into more than 31 million graphics and printed them with digital printing technology in patterns full of festive colors, ultimately creating 200,000 personalized cans, each one unique. This personalized packaging won countless young consumers' favor for Bud Light, brought a disruptive consumption experience, and created a more relaxed and joyful drinking occasion.

Image source: Internet

SAPPORO's Black Label draft beer is likewise a practitioner of personalized packaging. In addition to changing its packaging every year, it also launches corresponding limited-edition packaging for special holidays, festivals or seasons, and has thus won the pursuit of consumers.

Image source: Internet

In the future, food and water shortages will become an increasingly serious global challenge. To help reduce problems such as food waste, protective packaging will play a key role. This demand for more product protection will be balanced against the demand for more sustainable, high-protection packaging that is more environmentally friendly, lighter and more efficient to transport.

For example, packaging made from nanomaterials can provide a better protective barrier, blocking light and air and further extending shelf life. Nanotechnology can also promote the use of materials that interact with the product contents for active packaging, thereby fighting microorganisms and reducing the risk of foodborne illness.

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——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-378738.html