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Data-driven biometrics provide a competitive edge by helping brands determine how to update packaging design to catch consumer attention and inspire purchases.

When customers step into the Greenville, SC, shopping mart, it looks like any other grocery store — except all the shoppers have matching glasses. You’ll get handed a pair, too, if you’re there to browse. This is because it’s not the store it appears to be — it’s the lab for Package InSight by Quad, which is dedicated to applying biometrics to packaging design and collecting game-changing data in as realistic an environment as possible. The shoppers are focus-group participants wearing glasses that track eye movements to collect actionable insights about the split-second decisions they make as they browse shelves.

Through methods like this, biometrics are booming across a range of marketing applications, and giving brands a competitive edge by helping them determine how to update packaging design to catch consumer attention and inspire purchases. More and more, data drives decision-making across marketing tactics, including packaging, and biometrics add depth and precision to those insights.

Biometrics can strengthen a brand’s understanding of what’s most effective for reaching consumers, even within a specific retail environment. As an increasingly common source for marketing insights, biometrics are key for brands to keep pace with the demands and desires of their customers and create a more streamlined and impactful marketing experience.Image courtesy of Package InSights by Quad

Shoppers in the lab wear glasses that track their eye movements and collect biometric data as they browse and make decisions.

What biometrics bring to packaging design.

Traditional focus groups use open-ended questions to gain valuable, even groundbreaking, qualitative insights into a shopper’s decision-making. However, focus groups don’t tell the full story. The human brain is estimated to process 11 million bits of information every second, which is far more information than what a shopper can articulate in retrospect about their experience. That means what’s shared in a focus group is only the tip of the iceberg.

Biometric tracking devices, such as the glasses used by Package InSight, a Quad company, provide key datapoints for consumer decision-making by the millisecond. For example:

• How quickly did the consumer see the brand on the shelf (Time to First Fixation, or TTFF)? A product on the shelf can only generate sales if it draws the attention of a browsing shopper. The more effectively a product’s packaging attracts someone browsing, the better its odds of making a sale.
• How long did they look at the item (Total Fixation Duration, or TFD)? After a product earns a first look from a consumer, an important next step is the ability to hold that person’s attention long enough for them to process key information to make a selection. Keeping a consumer’s attention for longer makes a product more competitive on the shelf. 
• How often did they look (Fixation Count, or FC)? After a first scan of the shelf, a consumer’s eye will return to the products they’re considering. A higher fixation count is correlated to increased sales.

Data analysts pair these biometrics with insights from traditional focus group interviews to identify ways to update a brand’s packaging so that the product stands out, holds attention, and makes sales. Iterations of the package design are then placed back on the shelf for additional shopper testing. By changing just one element of the packaging at a time over several tests, the process delivers a final, updated design that goes back out to market. There’s no hand-off to another vendor, point-of-contact, or system, which would cause loss of quality, time, and money to brands.Image courtesy of Package InSights by Quad

Biometric data enabled Packaging InSight by Quad to update the packaging design for House-Autry, improving sales by 40%.

The ultimate data point: sales.

Products with packaging that has been redesigned based on biometrics can see significant uptick in sales when they are returned to the shelves in real retail environments. One such brand is House-Autry.

House-Autry came to the Package InSight Lab with a goal of increasing sales for its chicken breading product. Package InSight used biometric data to establish a baseline for the category and determine how House-Autry compared with its competitors on the shelf. Then, through a series of data-driven design updates and tests, the lab team made adjustments that updated the packaging. Insights from the biometric data resulted in an updated design and improved marketing experience that led to a 40% increase in sales for the brand.

The emerging technology of biometrics enables brands to quickly and accurately know what packaging grabs consumers’ attention on shelf; how long it holds attention; and how these factors influence actual purchases. With more certainty about how consumers will view their product on the shelf, brands are better informed and able to make more strategic decisions about packaging. Biometrics enhance and expedite the package redesign process, while also increasing the confidence brands can have that their marketing investment will deliver a high-impact payoff.

Drew Felty is co-founder of Package InSight by Quad, a consumer research lab in Greenville, SC, where brands make data-driven packaging decisions that drive adoption and sales. Felty has applied two decades of entrepreneurial experience to develop bottom-up research methodologies to see packaging through consumer eyes and to change the way packaging is researched, designed, and produced. Drew is also co-founder of PackagingSchool.com.

Source:

https://www.packagingdigest.com/packaging-design/biometrics-seeing-packaging-design-through-consumers-eyes

BOL Power Shakes has recently launched new packaging in a bespoke recyclable glass bottle.

The brand opted The ready-to-go nutritional plant-based drink brand opted for recyclable glass bottles to make a statement on its carbon footprint.

The design features informative, busy labelling that ensures consumers can see the drink on shelf.

Source:

https://www.packagingnews.co.uk/design/new-packs/bol-power-shakes-opts-for-new-glass-packs

Spanish juice brand in Spain Don Simon has linked with Elopak and Appetite Creative to launch new connected packaging.

The new packs incorporate a web app based connected experience accessed via QR codes to inform consumers about the new aluminium-free carton. Elopak’s Pure-Pak eSense packs include a transparent cap made from renewable plastics along with unbleached natural brown board.

Jenny Stanley, managing director at Appetite Creative, said: “It’s essential for brands to consider all aspects of sustainability and this campaign not only puts sustainability front and centre, but it makes it easy and fun for consumers to recycle. We’re also giving them an opportunity to get involved via the ambassador competition – which offers incentives for consumers who want early access to new products and other brand updates – helping Don Simon find its most engaged influencers to share their passion for the brand.”

According to Appetite Creative the Don Simon connected experience offers a range of interactive games linked to sustainability. The games include creating packaging from sustainable materials, creating products from plants and carton recycling.

The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data.

Source:

https://www.packagingnews.co.uk/news/don-simon-rolls-out-revamped-and-connected-pacakging

Essentra Tapes has launched a paper-based tear tape to boost more circular kerbside recyclable packaging options.

Rippatape Halo, under its ECO Range of solutions, is targeted at the e-commerce market and is externally certified as recyclable with paper achieving an A+ level via the Italian National Recyclability Standard: UNI 11743 and MC 501: 2017 criteria.

Essentra said it is suited for opening paper and carton/fibreboard and is the result of over four years of lab testing, resulting in a tearing performance comparable to the original Rippatape 60.

Ian Beresford, head of marketing and development at Essentra Tapes, said: “Legislation and consumer passion are driving the industry to seek alternatives to virgin plastics,” adding that it offers a circularly recyclable opening solution for paper and board packs, eliminating the plastic film used in standard tear tapes, and “focusing on fibre recovery”.

“We have endeavoured to listen to and work with our customers and key E-commerce industry stakeholders to meet and future-proof the sector’s needs, mainly when it is essential to exceed elevated customer expectations.”

Source:

https://www.packagingnews.co.uk/news/markets/online-retail/essentra-tapes-targets-e-commerce-packaging-with-paper-based-tear-tape

Crown reveals why metal packaging is trending and discusses the trends and challenges facing the beverage industry

The European beverage market today is continuing to adapt and evolve at an accelerated rate due to the pandemic. Just a few short years ago, the beverage landscape looked considerably different from what we see today. New and exciting drinks concepts are breaking through with increasing levels of success – provided they meet the stringent criteria of today’s more well-informed consumer base. 

Elements including health and wellness support are more important than ever before, particularly in light of the pandemic, which has further focused the minds of consumers on their own wellbeing, the sustainability of the products they buy and also new ways of consuming at home via e-commerce platforms.

Healthy drinks take the driver’s seat

A category that is seeing major growth is functional beverages. Some of these products may be defined as delivering tangible health benefits and improving performance energy. 

Some also claim to help alleviate stress, aid rest and improve mental health. For example, functional waters are enhanced through the addition of vitamins, minerals, fruits or vegetables – to deliver a wide range of perceived health benefits. This market alone is set to achieve a CAGR of 7.9% in the EMEA region between 2020 and 2025 , and many major brands are seeking entry, either through mergers and acquisitions or by launching new offerings to the market themselves. Seeing the huge focus on this area globally, there is a high chance that these products will become increasingly popular in the European market.

The growth of non-alcoholic beverages  

The mindfulness element is clearly having an impact on how people consume drinks, and this is particularly the case where alcohol is concerned. The non-alcoholic market is burgeoning and is predicted to grow at a CAGR of 4.95% to 2025 in terms of revenue. One brand that is leading the charge in new beverage options is Seedlip, which, in essence, has pioneered an entirely new drinks category with its non-alcoholic distillates.

Seedlip offers a rare flavourful and sophisticated alternative to spirits such as gin or vodka for example, and the company recently partnered with Crown to launch its RTD Seedlip and tonic cocktails in 25ml cans – a design that became a finalist at the Luxury Packaging Awards in November 2020. Nowadays, more brands are effectively seeking to offer more complex non-alcoholic alternatives, and the number of new products is flourishing.

The non-alcoholic beer category has also seen incredible growth – with the European market expected to reach a value of approximately $6bn by 2024. Brands such as craft brewer Brewdog have embraced the trend. Brewdog now produces alcohol-free versions of its iconic Punk IPA, Lost Lager and the entirely unique Nanny State. Today, it is rare for major beer brands not to have an alcohol-free option and the vast majority are available in cans. They are a convenient format for online shopping due to their robustness, provide good volume levels for sharing opportunities in the home, and also ensure the product reaches the consumer in the condition the brewer intended due to superior barrier qualities against both light and oxygen.

Finally, the US trend for hard seltzers is reaching the UK and is slowly making its presence felt across Europe’s shores. Often low in terms of alcohol by volume (ABV), they are also low in calories – which appeals to the health-conscious consumer looking to enjoy something different, outside of the soft drinks category – and many are suitable for a vegan diet, making them accessible to all of legal drinking age.

New categories equal new packaging formats

Packaging, of course, is a key element in the overall picture, and growth is steady. As it happens, new categories are mainly emerging housed in the design chameleon that is metal packaging, with its versatility in terms of form and sizing. Some of these new products are transforming the landscape as great alternatives for health-conscious consumers. From flavoured and enhanced waters, to natural tonics, alcohol-free beers and Ready-to-Drink products (RTD) – all are gaining a foothold.

Despite a period of uncertainty brought about by the pandemic, beverage cans have experienced a year of strength and appreciation, both in Europe and beyond. There is currently an estimated global demand of more than 350 billion units, solidifying the can’s position as the preferred format in both established and emerging markets. In North America alone, current growth rates are tracking above 6% – nearly double the rate observed between 2018 and 2019, while all European markets have also seen their can consumption market boom. GlobalData is predicting the consumption in units of beverage cans in Europe and the Middle East to grow at a CAGR of 3.5% to 2025, based on its Primary Packaging and Outers Volume with 5 Year Category Forecast data that was published in March last year (2021). 

The pandemic has certainly had a part to play in this growth, particularly as consumers look to packaging that is sustainable, but also provides a hermetic seal to external elements, which makes the products shelf-stable and extends their storage times. 

 Here are three key areas of focus that are leading brands to select metal packaging as a preferred option both today and looking into the future.

changing times and lifestyles drive new consumption habits

The focus on mindfulness today dictates that brands must consider every element of a product carefully – from its source ingredients to its packaging. Due to the current climate, consumers are spending most of their time at home, and many are becoming more focused on the environmental impact of the products they buy and their overall lifestyles. A healthy product packaged in an unsustainable packaging option is unlikely to appeal to a large swath of consumers, so metal continues to be a go-to option given its ability to more than tick the sustainability boxes.

As a result, metal remains the first choice for many brands looking for a dependable, multi-faceted option, with unequalled sustainable credentials, infinitely recyclable with zero loss of properties, and back on the shelves in as little as 60 days, regardless of design and ink selection. The increasing concerns over sustainability are even shaking some aspects of categories that were well settled in different formats. Basic products, such as packaged water, have been increasingly switching to cans in recent years, as metal packaging helps brands clearly stay on track with their commitment to the environment.

For example, Italian water brand WAMI has added a twist on this approach, aiming to turn the ordinary act of drinking water into something extraordinary by providing 100 litres of water to people who lack access to clean water every time a product is purchased.

Entering the market in July 2020, WAMI water is available in 0.44cl aluminium cans. A QR code, which is cleverly integrated into the design and decoration of the can, enables consumers to discover exact details of where their contribution has made a difference – sometimes identifying the individual family that received the water. Most live in isolated rural areas and need to walk long distances to retrieve drinkable water for the survival of their families.

Cans are seen as a given in consumers daily lives

For those looking to consume beverages on the go or out of home, cans are ideal as they offer convenience, robustness, and keep the beverage chilled for a longer period of time. This trend has been driven by the faster-paced lifestyles of the younger generation. In Turkey, for example, cold coffee gained ground with younger consumers in the mid-2000s, with the arrival of international retail chains, and it has taken off from there. These retailers experienced fast growth, encouraging Turkish brands to expand their own portfolios to capitalise on the trend. Today, it is estimated the local coffee market is being driven by over 61 chain companies.

On-the-go experiences were stymied by the Covid in 2020, however, the functionality and convenience elements will continue to remain a strong focus going forward, as many of the benefits enjoyed by consumers on the go can also be applied in the home. Portion control is also important when applied to the health and wellness trend, while those working from home, for example, may choose coffee in a can for an energy boost during the day.

Regardless of the current global situation, the beverage sector continues to expand and diversify through new and exciting sub-categories, and brands looking to strike the perfect balance in terms of packaging continue to select metal as the best all-round solution. Knowledgeable consumers are demanding far more than simply great-tasting beverages, and metal packaging’s ability to deliver effortless sustainability, design flexibility and on-the-go convenience ticks all of the boxes within a 21st-century lifestyle.

Source:

https://www.packaging-gateway.com/analysis/metal-packaging-makes-a-splash-in-the-new-drinks-categories/

Stores will impose a minimum charge of 25 fils on all plastic bags and materials from 1 October ahead of the ban.

The city of Sharjah in the United Arab Emirates (UAE) is to ban single-use plastic bags and materials from 1 January 2024, the Emirates News Agency (WAM) has reported.

The decision was made during a Sharjah Executive Council (SEC) meeting chaired by Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and deputy chairman of the SEC.

Retailers across Sharjah will be banned from trading, producing, offering and importing single-use plastic bags and materials under the ban.

The council will also encourage stores to replace plastic bags with multi-use bags and materials that meet the Department of Municipalities Affairs’ technical specifications and standards.

The decision aims to protect the environment by mitigating plastic pollution, as well as encourage sustainability and a culture of environmental protection.

In preparation for the full ban, stores in Sharjah will impose a minimum charge of 25 fils on all single-use plastic bags and materials from 1 October this year.

The Khaleej Times reported that the Department of Municipal Affairs has also been commissioned to develop plans and policies for enforcing the ban.

In addition, the department will organise programmes to create awareness of multi-use and environmentally friendly bags among residents.

The announcement comes after UAE’s capital city, Abu Dhabi, banned single-use plastics from 1 June, with an aim to phase out single-use styrofoam cups, plates and food containers by 2024.

Dubai has also banned single-use bags for carrying goods as of 1 July this year.

In May this year, the Vietnamese Government was reported to be considering imposing sanctions on plastic bags sold at markets across Vietnam by 2030.

Manufacturers were said to be looking into making changes to technology to meet government regulations and address growing demand for packaging solutions.

Source:

https://www.packaging-gateway.com/news/sharjah-uae-plastic-ban/

The implementation of this ban is expected to improve sales and production capacity of Omani factories to meet local market demands.

Oman’s Ministry of Commerce, Industry and Investment Promotion (MOCIIP) has issued a decision that prohibits plastic bags import from January 2023, reported Oman News Agency (ONA).

The decision, issued in coordination with the Environment Authority, is in line with the ministry’s plans to regulate market activities relating to the import of products that damage the environment, The ministry’s director general of industry Sami Salim Al Sahib said.

Article one of the decision bans companies, institutions and individual from importing plastic bags into the country, reported Oman Observer.

As per the second article, violators will be fined with OMR1,000 ($2,600), which will be doubled when repeated.

Al Sahib added that the decision will not affect local plastic production factories.

The implementation of this decision is expected to boost sales and production capacity to meet local market demands.

Omani factories are expected to benefit from the decision as it will prevent unfair competition from imported products that fails to meet environment standards.

Meanwhile, the ministry is collaborating with the departments converned to issue specifications and instructions to help industrialists and importers in switching to alternatives to plastic bags.

The decision to ban the import of plastic bag comes after the Environment Authority (EA) of Oman in January 2021 reportedly confirmed the ministerial decision 23/2021 to ban single-use plastic shopping bags.

Consequently, the country banned shopping plastic bags starting 1 January 2021 and imposed an administrative fine between OMR100 ($259) and OMR2,000 ($5195) on violators.

Source:

https://www.packaging-gateway.com/news/oman-plastic-ban-import/

The packaging solution can be detected by NIR scanners, making it easier to recycle.

Norwegian ice cream company Diplom-Is has partnered with plastic packaging company Berry Global to develop sustainable packaging for its Royal brand.

Diplom-Is will switch to a new non-carbon black version of its previously used carbon black colour containers.

Berry Global said the packaging solution enables waste to be sorted more easily, as it is detectable by Near Infra-Red (NIR) scanners.

The company uses a special high-quality non-carbon black masterbatch featuring special pigments to improve NIR technology detection and sorting.

Diplom-Is communications manager Anne-Lene Molland said: “We are always on the lookout for more sustainable and affordable packaging solutions for our products so when we got the opportunity to switch our premium ice cream brand Royal to non-carbon black containers, the choice was easy.

“We get a lot of positive feedback and have raised awareness of the challenges with the colour black for packaging through articles and social media.

“We believe these initiatives may encourage others to switch to non-carbon black for packaging.”

The containers are in line with Diplom-Is’ goal to develop quality packaging without harming the environment.

The Norwegian company aims to develop 100% recyclable packaging by 2025.

Molland added: “The new black enables proper sorting of Royal ice cream containers at local recycling and sorting facilities, which can save significant amounts of virgin plastic material.

“We have been very thorough in our approach by successfully testing the non-carbon black containers at two local recycling plants in Norway, as well as at a sorting plant in Germany.”

Based in Indiana, Berry Global works with clients to develop, design and manufacture packaging products that can contribute to a circular economy.

In September this year, the company partnered with US-based food company Mars to launch snack jars made with recycled plastic content.

The jars contain 15% post-consumer resin and are available in 60oz, 81oz and 87oz sizes.

Source:

https://www.packaging-gateway.com/news/berry-diplom-is-recycling/

The expansion is expected to prevent up to 5,000t of plastic from entering the ocean over the next 18 months.

UK-based plastic recycling company Prevented Ocean Plastic has expanded its programme into Africa as part of its efforts to combat plastic pollution.

The company launched Prevented Ocean Plastic Africa in Cairo, Egypt, in partnership with BariQ and Bantam Materials.

As part of the programme, infrastructures are being built on the Swahili Coast and in the area where the River Nile meets the Mediterranean Sea.

In the first 18 months following their development, these facilities are expected to divert up to 5,000t of plastic from entering the ocean a year.

Collected plastic will be used to develop fully traceable, certified, quality recycled plastic for brands in Europe and North America, including LIDL and Sainsburys.

In addition to improving sustainability, the programme will aim to strengthen local economies by providing fairly paid work for collectors and employees in the recycling centres.

Bariq chief commercial and sustainability officer Ahmed Nabil said: “Year over year, we wanted to have more plastic diversion from ocean within our recycling mix.

“We are pleased to be working with Bantam Materials to create Prevented Ocean Plastic Africa.

“We’re looking forward to being able to scale up the programme and show what’s possible while holding the work to the highest of standards.”

Bantam Materials director Raffi Schieir said: “We’re proud to be able to launch this transformative programme in Africa.

“As we begin COP27, and with G20 nearly upon us, we’re urging the sector, regulators and officials to come and meet with us to learn more about what’s possible.

“We don’t need to sacrifice sustainability to create fair paid work and produce quality alternatives to virgin plastic.”

Earlier this week, the UK branch of discount supermarket chain Lidl extended the Prevented Ocean Plastic initiative to its fresh meat packaging.

The retailer worked with Bantam Materials to develop the new packaging for its 400g and XXL 667g Deluxe sausages.

Source:

https://www.packaging-gateway.com/news/prevented-ocean-plastic-africa/