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Gillian Wight on dairy packaging

Gillian Wight on dairy packaging

As consumers have busier lives and â € ~ on the Move € ™ increasingly, the dairy industry has developed new products that take advantage of this change of lifestyle. A key part of that change has come from packaging companies.

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Sun Branding Solutions Packaging Development Consultant Gillian Wight set the scene.

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The 21st Century Consumers are more demanding than ever. As society has evolved so have the preferences and products now need to be marked a larger number of boxes to meet expectations. In the dairy industry the challenge for manufacturers is to build on the progress of products that satisfy the need of health, comfort and environment in a single blow.

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Health and welfare have been at the top of the agenda of consumers in a number of years. Phrases such as â € ~ you are what you eata ™ € are being taken seriously and the public is turning away from foods that are considered unhealthy. This is great news for the dairy sector and has resulted in an increase in products that promise to improve health and wellbeing.

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Convenience is another key factor in purchasing decisions of consumers. Today, purchases must promote lifestyles and these new trends have resulted in assets on the fly consumption and the emergence of container shapes and styles that are easier to manage for consumers. Dairy products that meet the need in the go, as Actimel, have existed for some time.

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One-to-day shot formats the dairy industry by storm a number of years and have been popular ever since. However, the subsequent packaging and product innovations have been few and far between and this is an area that offers a lot opportunities for dairy producers.

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At the Children s ™ € market, however interesting progress has been made. Both Yoplait and Nestle © are up to this train of convenience with their Fruba and Squashums respectively. Fruba - fresh cheese in a tube - are ideal for convenience products children small. The unique packaging format grabs fun Children € ™ s attention and keeps them entertained. At the more practical, easy handle, is mess free and the nature of consumption, eliminating the need to use a spoon that can be a € ~ € ™ suckedâ.

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It's not just consumer convenience that counts. The ease and profitability for the dealer are also important. Shelf space is just one area where dairy manufacturers can increase productivity € ™ s appeal. Historically, products used for driving, but more recently, the trend is that the containers in the form of squares that make the best use of space, will improve the availability of the product and ultimately facilitate a rebound in sales.

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In recent years, consumers are placing more importance on products that help rather than harm the world. By responsible use of packaging, companies can actually improve their environmental claims € ™ products and a lot of untapped opportunities that exist in this field for dairy producers to explore.

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Expert opinions

Experts share the main packaging companies their views about this particular sector, based on the latest trends and developments.

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Tetra Pak Category Management Director Susan Marco says we are seeing the emergence of a new â € ~ ™ € triangleâ gold in the demands of consumers around health, pleasure and comfort and these global trends in consumer preferences are shaping the development of products.

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â € œAccording research in 30 countries, health and wellness is a major consumer value in almost all countries. Product development increasingly seize this opportunity. New concepts in health positioned accelerate demands on packaging attributes such as appearance, protection of fragile ingredients and the need for new features as part Control. €

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The growth progress of eating and drinking was highlighted in a 2006 report which found that 27% of respondents have a drink while walking or driving, and the figure is much higher in the different countries in the U.S., 58% of people do this. Food & Drink Mobile puts demands on the availability, visibility and attractiveness, because impulse buying is more and more frequent. â € œExtreme convenience is the name of the game, â € says Marco.

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â € œKey consumer trends and demand for healthy products value, increasing concern about childhood obesity, the trend towards smaller households and single and the erosion of traditional foods due to the hectic style life has led to demand in the way dairy beverages in smaller portion sizes pack of 25 cl 50 cl, â € says Elopak Group Senior Manager Werner Basler Marketing Communications.

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â € œWe see the emerging and developing new consumption moments, â € he says. â € œConsumers consumed during the trip, at work and in social and sports activities, creating new distribution networks for the portion size products including

vending machines, petrol stations and leisure outlets.â €

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Changing habits

In SIG Combibloc, Product Manager of the ranks and Combifit combibloc Luc Viardot also comments on the overall change in eating habits: â € œThe number of people eating the traditional three meals a day is constantly decreasing. Dietary habits are increasingly dictated by the individual ™ € s daily routine. For many, â € ™ € ~ snacking has become a way of life. The meals are becoming more liquid - soups are making a comeback, and even a breakfast meal is now a breakfast drink rather than toast or a bun.

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â € OEAs consumers to be more mobile, the food industry is keeping pace. New product concepts are bringing fresh impetus to the international food industry Catering to consumers € ™ expectations that food and beverages must be available at any time and can be conveniently used in any place. Right Packaging plays an important role in this, â € says Viardot.

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A look at the shelves of any supermarket shows what the international research studies also confirm this market: more and more food into individual packages are hitting the market.

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â € œWe estimate that by 2010 worldwide more than 30% of all aseptic cartons small packages up to 33 cl. Compare this with the situation in 2002 when only serve carton packs made up of a low 20% of the total, â € predicted Viardot.

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â € œWe are seeing a growing number of consumers willing to experiment and discover the benefits of new product, which also is driving innovation in the industry, â € says Marco Tetra Pak. â € "This translates into increased consumer demand for a variety of forms and packet sizes and increasing functionality. But it must be balanced with the demand of our customers for increasingly cost-effective, flexible solutions with higher performance. This means that we will see more changes in aseptic packaging technology and products develop.â €

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So what industry is looking at the progress of the sector?

Susan Frame: from the â € œThe industry is seeking the highest levels of performance hygiene and aseptic technologies to ensure the highest standards of food safety and quality are achieved.

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â € 'This is even more difficult in applications of high-speed or flexibility and here under acidic dairy applications are in the forefront of technology performance compared with high acid categories such as juices, nectars and still drinks.

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â € œPressure to improve levels of performance come from all parts of the value chain - from consumers, competition in the dairy industry, retailers and legislators, â € he says.

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Meanwhile, Viardot warns: â € CERN market saturation of standard products does not end make the grade. Competitive pressure in the dairy industry is growing and with it the need to develop fresh, innovative ideas that allow food manufacturers to differentiate their products from competition, while simultaneously using the most cost effective production. These â € ~ multiple Discipline yourself ™ € sports are the main drivers of decision making in the beverage industry, and demand a real all-round - with regard to products, processing technology and packaging.â €

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Any food manufacturer that wants to do more to pass on international market needs solutions that meet the demands of consumers and retailers, while increasing profit margins.

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â € œFood manufacturers are in a difficult position, because in order to succeed that is expected to reduce costs and at the same time, provide value products added. Product developments that do not add to the benefits are not innovation at all, € â € ™ s claims SIGA Viardot.

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Ticking all the boxes

Meanwhile, Elopak Basler said: â € œConsumers specific demand for functional benefits, emotional and environmental party packages - easier to maintain, drinking, opening and reclosing lossless and easy to remove and recycle. Our customers are looking portion packaging solution that ticks all these boxes convenience, but achieves product differentiation and the platform visibility.â €

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â € œMany customers in all sectors of beverages have been a great success with the Diamond Pure-Pak Curve carton Mini Diamond. The curve has been seen by many consumers as providing easy grip for grab and go. For older consumers, and children of these benefits have been important, but also the unique shape of the boxes has provided a marketing tool for the product or brand image.â €

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As childhood obesity has doubled worldwide in the last 20 years, this â € ™ € ~ epidemic has prompted campaigns and crusades on healthy eating for children. School milk has been a central axis with many countries and many changes including a ban on sugar-based drinks for milk, juice and water. For Reid Elopak customer in Canada, the Mini Diamond cartons curve in both sizes of 25 cl and 50 cl part of the package was perfect for capturing the image of the right for your drinks from school as â € ~ Coola € ™ designed to fit € ™ busy kids on the go lifestyles.

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At the other end of the age, those aged 55 years or older adult market continues to grow as a key beverage market. Here the pack part is they have an important role to play.

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â € OEAs older people have very specific needs of health and as older people find their appetite diminishes with age, the industry can help by offering products with the recommended servings in one serving. As pioneers in the European market Austriae € ™ s Alpenmilch Salzburg 33cl Mini Diamond found the ideal solution curve for Tut Gut â € ~ Do you have Gooda € ™ range of products designed to meet the needs of fifty more â € ~ one generation.â € ™ €

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The creamy drink from buttermilk and yogurt, contains lecithin, which helps improve memory and concentration - the key health concerns of older people.

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â € OETB easier for consumers to get a daily dose of this nutrient - along with the benefits of milk - the customer sought a package Part that provide a simple, easy to use package, which provided for the differentiation of the platform and is recyclable Austria.â €

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â € œConsumer surveys confirm the trend toward greater public awareness of health and diet, â € says Viardot, â € œand it is paving the way for foods with added value to have a stronger market appeal. Food manufacturers see this as an opportunity and a response to the question of what products can be used to create a value added product to justify charging a higher price and increase profit margins. This means investments in value-added products should also be economically profitable.â €

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Other considerations

Products with unusual textures like velvet smoothies, an opportunity to combine drinking and new experiences taste with healthy ingredients, like fruit. In China, for example, UHT milk with real fruit pieces in aseptic cartons, are proving a hit with consumers. Again, Mengniu is setting the trend in collaboration with SIG Combibloc to develop the new product concept.

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SIG Combibloc LDP Market Segment Manager Diana Bechtold says, â € œWe are confident that this new product concept will give a new impetus to international market.â € UHT milk and UHT milk, made with rice and grains of wheat has now also been launched in single serve cartons in China.

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Marco says: â € CERN many markets cost is an important consideration. In emerging markets in particular, the wea ™ € I have seen a trend toward smaller volume packages such as the size of 20cl 12.5cl and the Tetra Wedge Aseptic offer. This answers the consumer demand in price points and at the same time, home to stores with limited shelf space.

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â € CERN addition, some market segments, particularly to younger consumers as to express their personality through of what they drink. For this group of consumers, funky, modern and fashionable packaging is a must. The attractive, eye catching forms of the Tetra Wedge Aseptic and Tetra Prisma Aseptic are perfect for this group. Tetra Top packaging solutions are also interesting because the producers can combine different forms of substance, volumes, covers, packaging materials, printing qualities and cap colors to create a unique package that attracts a particular market segment.â €

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â € OEAs and the design and functionality, environmental concerns are playing a larger role than ever in the strategy of packaging, Marco € notes. â € œWith both dairy producers € ™ to customers and end consumers increasingly aware of environmental issues, producers must consider more carefully the environmental profile of their products. The less plastic the better! Â €

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SIG confirms that environmental issues also impact on the way, as they do in all dairy sectors and points to a recent study by Nielsen Company (Global Survey packaging food) that confirms that half of all consumers and manufacturers choosing environmentally friendly food packaging on the desirability and retailers want and to respond to that demand. Deliberately and consciously, which offers the choice of environmentally friendly packaging solutions is a start.

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Future prospects

Looking ahead, Tetra Pak announced recently the Tetra Top packaging solution for high acid ambient distribution (Haad). Available in a variety of ways and 20cl sizes, this packaging solution presents another strong option in the way of packaging. Tetra Pak plans to develop this range of milk drinks also because the original Tetra Top range is doing very well for white milk, yoghurt drinks and other liquid dairy products.

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â € œThe factor in the development of new technologies and innovation is its profitability, performance and market impact, â € says Marco. â € œDeveloping products that help our customers be competitive and offer consumers security, new feature sets that meet their changing needs is what drives innovation in

Tetra Pak.â €

About the Author

Markting Officer at SunBranding Solution.
Packaging specialists offering a full service from concept design to shelf

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This entry was posted on Thursday, July 27th, 2006 at 8:59 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.