Packaging talks: Why and how you need to appeal to Millennials
Of all the elements that go towards making a product a success, perhaps it is the packaging that has to work hardest. Julie Baxter reports on trends and innovations
It is no longer enough for packaging to just be functional, today it also has to capture the essence of the product within, inspire engagement, and suitably reflect the times, trends and market within which it sits. Success depends not only on the skills of the marketing department and graphic designers but on cutting-edge technologies in printing, engineering and materials innovation too.
Chief among trends currently making their mark are those favoured by the Millennials (those born 1980-2000). By 2020 Millennials will represent half the world's working population so packaging that works for this demographic is increasingly going to matter.
Ariane van Mancius, of Now New Next, has teamed up with Millennial consultancy Kult & Ace to develop expertise on this group, and explains: “Millennials are looking for cool, real and unique products that they can identify with and feel happy about buying. They are cost-conscious but will pay for quality. They
prioritise spending on health and wellbeing. On average they own five screens – TV, phone, laptop, desktop and a gaming device – and they belong to the most visual generation the world has ever seen, so the way things look is critical.”
The good news for the onboard hospitality sector is that this demographic is more interested in food and nutrition than any other. Food has usurped fashion as the way they define themselves and their lifestyles, and their focus is on provenance and conviviality. They want to actively engage with the products they buy.
Adds van Mancius: “This generation is looking for practical and convenient products that make meal times a social experience. They snack and opt for small bites but they also glamorise dining and are adventurous in what they try. They are looking for authentic products and favour what's local. They are also increasingly ‘green' in their outlook.”
Some airlines, such as Jetblue and Joon, are already focused on Millennials as a key market and elsewhere too Hermann Lahr, director (Americas) Global C, sees the impact of this generation's being translated onboard. He says: “Airlines are trying to elevate the experience they offer and a big part of that is making what they offer look more attractive. Airlines no longer want their food to look like traditional airline meals on a tray, they want stylish snack boxes and streetfood-style noodle boxes – food items which offer passengers some interaction and make service a more engaging experience.”
Add interaction
A noodle box developed for Qantas, for example, has an innovative shape, can be microwaved and served without any need for a casserole dish or tray. Lahr says: “It looks novel, is functional and easy to use and also offers added interest beyond just the food itself.”
Similarly, Monty's Bakehouse has focused on unique ovenable onboard packaging specifically designed to look cool but also to be cool to the touch 45 seconds after baking for easy handling. Its Slider
& Fries packaging technology was developed to accommodate the different baking requirements of the various products inside, and its Dippers products speak to the demand for interaction.
Global C has also patented the new Connect Box – meal boxes designed to click effortlessly together
so crews can pull consecutive boxes from the trolley. And the team has worked on a range of boxes which use graphics and colours to create a mood and a sense of occasion. Lahr adds: “Upgrading packaging styles and design is a simple way to instantly upgrade an offer and create brand differentiation.”
Eco thinking
Packaging innovations are coming thick and fast and not just for food. CanOWater is tackling the growing problem of single-use plastic bottles by packaging water in a sip-and-seal aluminium can. These can be recycled and be back on the shelf within six weeks.
Galileo Watermark has put toiletries packaging under the microscope and found it wanting on environmental grounds too. Its team worked to find a solution and has just launched OCN plastic, a sustainable alternative. In what it claims is a first in our industry, the company uses reclaimed and repurposed plastic collected from the oceans, seas and waterways to create stylish cosmetics packaging.
Kenny Harmel, head of aviation at Galileo Watermark, says: "The amount of manufactured plastic has doubled in the last 15 years. What we use for minutes or even seconds will outlive our great-great grandchildren and beyond.
The aviation industry is a significant contributor to plastic waste and our airline partners are working towards more sustainable options across all aspects of their sourcing requirements. We want to support this drive by offering innovative solutions to both waste reduction and sustainable material usage. OCN plastic is a significant leap forward and is testament to our mindset. We believe it is not sufficient to just do things better, we have a responsibility to do better things."
The whole lifecycle of packaging needs to be considered, he insists: “We want to ensure the plastic does not end up back in the ocean and are working with our travel hospitality partners to offer a closedloop solution, to collect, re-recycle and repurpose the plastic, providing it with an infinite life cycle. We need to re-think product design and recycling strategies and begin to make some changes. Through OCN, we can offer an alternative to virgin plastic and play a part in the clean up, as well as raising awareness around the world of the issues and challenging those in our industry to think differently. OCN is our contribution to what needs to become a global movement.”
Food on the go
At this year's lunch! exhibition in London a number of exhibitors showcased products designed to break the boundaries of possibility for food on the go.
Tri-Star Packaging, now a sister-business to onboard specialist W K Thomas, showcased new options: JARR, Tri-Green and Gourmet 24.7. JARR plays directly to Millennials' love combining the old and the new, evoking feelings of nostalgia through a fun-loving shape that echoes the traditional jam jar. The format works for all manner of drinks and dishes - from cocktails to desserts, it is lightweight and transparent and an effective way to portion control everything from sauces and dips to olives, fruit salads and yoghurt. The company's Tri-Green stackable deli pot, made of eco-friendly RPET, has proved popular for
Millennials will pay more for authentic,
eco options
salads, desserts and snacks and responds to demand for visually appealing presentation thanks to the pot's clarity, meaning you can see everything inside.
Kevin Curran, managing director at Tri-Star, says: “Increasingly people want something of a restaurant experience even with on-the-go purchases and our revolutionary new Gourmet 24.7 range has been designed to meet this multi-functional packaging need. It is an industry-first which enables operators to pack multiple dishes, both wet and dry, hot and cold, into a single container without the different foods mixing. It can be created for different trolley sizes and printing options can personalise or brand it too.”
Packnwood specialises in providing eco-friendly and original design food packaging and disposable tableware – like its new retail range, Nature's Party.
Koepala also unveiled a new flexible food packaging option, Koepala Aterimo, which conveniently transforms into a bowl or a can. After use it folds back to its flat form, for easy disposal.
Cornware UK put its focus on biodegradable products and launched the Rose Red 100% biodegradable Clamshell range of meal boxes which are oil and waterproof, microwavable and freezable. Similarly, Biopac, which offers cups, containers and disposable tableware, highlighted its sugarcane products as supporting the eco trend. Created using renewable plant fibres shaped into anything from bowls and plates to clamshell boxes, the sugarcane material is suitable for microwaving, oven use and even freezing. Once used, they can be thrown away with the food waste and are fully compostable.
Schur Star Systems also attracted attention for its Schur Star Box Bag, a bag (featuring window or zipper) with a box-shaped bottom which ensures it can stand completely stable, irrespective of weight and contents.
Coveris showcased a new Grab Box format which combines the print capabilities and product protection benefits of a sandwich skillet with the premium look and feel of a traditional bagged product. Made from sustainably-sourced FSC board and lined using highclarity, low-gauge film, the goal is to combine product freshness with good visibility. Similarly, Kavis is combining practical packaging options with colourful designs and box windows for product visibility.
Even the smallest of products benefit from packaging innovation. Chocolate specialist Varda has refreshed its individual chocolates with a contemporary wrapper and quirky boxes in unexpected shapes, designed to stand out on the tray; while Montezuma's is personalising its wrappers.
And gateretail is using innovative packaging to create new experiences. Single-serve wine in tubes for example (pictured left). The slim-line, space-saving glass tubes preserve the qualities of the wine and come boxed with specially selected truffles, paired to create a new tasting experience.
Packaging now needs
to help create an interesting onboard
experience