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Inside of the packaging There are studies that measure participation within this market by material, just as the study of Packaging News and Smithers Pyre.
He branding that communicates through packaging You have found a unique sales opportunity in this resource.
Sustainability and price are dictating big changes in the way products are packaged today.
The inflation takes the consumer’s gaze to the price of the products, which have changed their presentation and design of their packaging as a result of the pandemic COVID-19.
Jesus NavarroMarketing Director of GIS for Mexico, Central America and the Caribbeantalked with Market2.0 of the changes that the packaging and the adjustments that become necessary in the packaging of the products, to win over the consumer who is looking for a product based on its price and who pursues products for their sustainable promise.
Merca2.0 – What are the main trends that have manifested themselves in packaging today?
Jesús Navarro – Today with all the inflationary pressure that we are experiencing and the part of being more intelligent in the way of developing products, according to prices and product needs, with the part of price pressure, producers seek to lower the volume of their products, then we look for flexibility in having different options, according to the market channel. If you go to a low-cost channel, you won’t have the same mileage that you have in retail.
The sustainability part is very important, it is a trend that now consumers already have in mind. In a purchase intention, the sustainability part is in the fourth, fifth most important attribute. Another trend we see is the part of health and benefits. We all try to be better fed in some way, according to the possibilities we have, this forces you to develop different products, which can sometimes be niche, to satisfy various needs and we have seen it in the flavored milk category, it was a children’s market, with straws and basic flavors of strawberry, chocolate and vanilla. What starts to happen? We see that we can segment the market in a different way, you have a teen with different needs in terms of consumer experience, flavors, and health, and we open products with larger millimeters, no longer with a straw, but with a lid and different flavors, and you also change the formula In the end, the products can no longer be just one, for an entire market segment, you have to see the ideas of consumers to give them the right product.
Merca2.0 – There seems to be a great dilemma in design before a consumer who demands sustainability, but another who wants a low price, where is the design of the product going? packaging?
JN – You have both aspects, the upper part of the population pyramid that wants to satisfy its consumption need regardless of the price, which is the best 25 percent of the population, but you have another 75 percent that struggles with the price part, but they also want the best products according to their possibilities and it has happened to us that we have done studies, where the housewife says: “I want to buy my children’s milk”, which is a high-quality product consumption and sometimes says, “I buy a low-priced brand in the middle of the week, but I save money so that at the end of the week, I have enough to buy a value-added product”, that is interesting, that people you spend your money selectively and wisely, but everyone is looking to satisfy their various needs.
Merca2.0 – After the pandemic, was there a significant change in packaging and what was it?
JN – During the pandemic no one was able to leave the house, so you bought more in a single visit or larger sizes, categories such as evaporated milk or white milk, large formats began to grow a lot, after the pandemic and we started going out, some of these formats stayed and others if we return to original sizes.
Now we see categories growing, because we are stabilizing consumption.
Market2.0 – In branding we have seen great changes, from a Tropicana that went through the worst image crises, to products in Mexico with new labeling, what weight does design have for brands, when making branding in packing?
JN – Pesa the nutritional part is super important nowadays. The pandemic left us marked and today we are all doctors, nutritionists; We are gym trainers because you adopted healthy behaviors, so you want the nutritional information part to be clear about what benefits you are going to get if it is the flavor, if it is indulgence, if you are low in sugar, high in protein and today the brands are no longer They cannot deceive either. Brands are concerned with communicating what they offer and in terms of design, what they are looking for to the final consumer.