Within the first a part of our unique interview with Tetra Pak International VP of Communications Julia Luscher, she highlighted that tradition and native context are exceptionally essential in packaging design as a result of huge range the area.
“In a market resembling China for instance, we all know that it is rather essential to have clear advertising and marketing themes right here on product packaging which can be lovely, enticing and all-round fascinating to shoppers to get them to decide on these,” Luscher informed FoodNavigator-Asia after talking on the Meals and Beverage Innovation Discussion board (FBIF) in Shenzhen, China.
“So magnificence is unquestionably a vital issue right here – and to acquire this understanding it was essential for us to even have a transparent understanding of native themes on the whole, and to talk to shoppers and retailers and producers and extra to get the actual really feel, which after all means the need to have native fingers on the heart beat right here for the traits.
“This is similar throughout the various markets we’re in, and it has helped us to recognise what works throughout the varied markets in APAC too as these may be very, very totally different – a superb instance right here is in Malaysia, which is clearly throughout the similar APAC area, however shoppers are likely to not gravitate in the direction of this kind of packaging in any respect.
“As a substitute, what tends to work nicely right here is packaging that’s extra old style and basic – we realised that if the packaging is simply too shiny or luxurious-looking, shoppers could not purchase this even when they’re within the product itself, so we’ve as an alternative developed packaging right here that matches shopper spending habits.”
Along with conforming to such cultural nuances, Tetra Pak has additionally needed to navigate packaging design round elevated shopper calls for for locally-relevant supplies, significantly with the final rise in consciousness round provenance and traceability.
“The COVID-19 pandemic actually performed a giant half in shoppers turning into extra conscious of all the problems that got here together with closed borders, which has led to them exhibiting increased choice for local-sourced merchandise and supplies,” Luscher added.
“Which means provenance and transparency have gotten very large issues together with right here in APAC – which additionally requires extra info to be shared on and off pack.
“This will doubtlessly be a giant alternative for meals and beverage manufacturers to ascertain a stronger reference to shoppers through the packaging – even the plainest of packaging designs can stand out on-shelf through strategies round form, topside design, messaging and extra.”
Personalisation coming in for cartons
Client connection will also be established through personalisation methods, which Luscher mentioned is getting more and more in style as shoppers search this out.
“With the usage of digital printers, there are various layers of personalisation that may be utilized to product packaging at virtually any time,” she added.
“Take a particular occasion such because the Olympics for example – it will be one thing that producers might simply benefit from to have a meals or beverage carton printed with each the Olympic emblem, their emblem in addition to the patron’s title on it, which might have a robust private connection for them.
“Using digital printing for personalisation has already been used within the canned drinks business particularly for some time, and when you actually give it some thought there’s simply as a lot if no more potential for cartons to observe – one might even argue there’s much more billboard area accessible on a carton for such personalisation.”
Be a part of us in Half II of this interview with Tetra Pak to seek out out extra.