Now Trending: August - September 2021

Now Trending AUGUST - SEPTEMBER 2021

According to data from McKinsey, 75% of shoppers have tried new shopping behaviors during the pandemic. For the 40% who have switched brands, the key driver is “value”. Brands are evolving to meet consumer needs by redesigning products to complement their changing lifestyles and offer more inclusive options.

Online shopping remains strong, and sustainability continues to be a major industry influencer. More than half of US consumers are concerned about the environmental impact of packaging and indicate they would consider paying more for brands that demonstrate sustainable value. Going forward, it is imperative for packaging design to account for: sustainability goals, hygiene, safety, as well as ecommerce (including social media) to be successful in the eyes of consumers.

KEY TAKE-AWAYS •

Value is a purchase driver and the primary reason for brand switching

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Brands are adapting classic product formats to meet changing consumer desires

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Sustainability, hygiene, and ecommerce are key for packaging success Sources: McKinsey 1, 2, 3, Forbes Image: McKinsey

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NUTRACEUTICALS

Immunity continues to be in-demand for consumers. While pills still represent a dominant share of the VMS category, disruptive formats like topicals, “teas”, sprays, and cubes are offering consumers choice and the ability to personalize their method of consumption. The Nue offers a sublingual Vitamin D spray to support the nervous system, immune function, and aid in the absorption of calcium. Similarly, UK brand Love Hemp offers a raspberry CBD oil in a convenient atomizer spray. Brand trust and transparency in this space is vital. Wellness supplement brands like Vit use bright graphics, transparent packaging, and educational messaging on pack helps promote trust, authenticity, and innovation with consumers.

TricorBraun Solutions: 63mm Gummy Packer, CR Closures, Droppers, Biotrē 3.0 Sources: Mintel, Vit Health Images: Vit Health, The Nue Co., Love Hemp

PERSONAL CARE

Softsoap, the largest brand of hand soap products, launched its new Foaming Hand Soap Tablets in a refillable and recyclable aluminum bottle. This marks the first refill option in tablet form to be offered by a major brand in the U.S. In partnership with Walmart, Dove is launching a new inclusive line of baby care products for multi-racial children called Bubble. The global oral health market is expected to see growth, and brands are reevaluating toothpaste packaging to improve sustainability. Start up brands like NOICE Care offer innovate toothpaste formulas in a gel that is dispensed via treatment pumps and amber glass bottles. Consumers refill product through subscription models, and keep their original pump to cut down on plastic waste.

TricorBraun Solutions: Tubes, Droppers, PETG Jars with Aluminum Caps, PET Round Bottles with Dispensing Solutions, Sustainable Solid Stick Packaging (PCR, Paper, Mono-Material), Refillable Cosmetic Jars and Airless Bottles Sources: PR Newswire, Store Brands, Packaging World

HOME CARE

Images: NOICE Care, Bubble, Softsoap

In line with the increased focus on home hygiene, Febreze introduces a new touchactivated fabric spray called “Unstopables Touch Fabric Spray”. Like scratch and sniff applications, the scent is touted to live in the fabric, and is activated by consumers touch providing longer lasting scent throughout the home and longer stretches between freshen up cleaning routines. According to Mintel, North America leads the innovation space for home cleaning refills and 39% of US consumers are interested in refillable surface cleaners. The reusable spray bottle with cartridge formula refills is a popular format for national brands like Lysol, however liquid and tablet formats continue to be quite popular, and consumers value the variety of choice. In between deeper cleanings, probiotic wipes like those from Aunt Fannie’s offer the ability to clean quickly without over-sanitizing. Aunt Fannie’s wipes are plant-based, compostable, and sold in 25% PCR wipes canisters.

TricorBraun Solutions: Wipes Package, Halo Multi-Stream™ Closure, HiVis Pump, PET Round Bottles with Dispensing Solutions, Vertical Trigger Sprayers, All-Plastic Trigger Sprayers, Flexibles Sources: CNN, Mintel Images: Lysol, Febreeze, Aunt Fannie’s

FOOD & BEVERAGE

Dairy products (yogurts or fermented beverages), sports nutrition, and baby/toddler products are cited as top growing categories for immunity support products. According to Innova, excluding supplements, these three categories accounted for 73% of immune claims on products in 2020.

PepsiCo aims to reduce plastic waste in their food packaging via two major areas: reducing headspace and increased focus on compostable packaging materials like PHA. While not a new product launch, Doritos STAX are a great example of rethinking packaging formats that lead to increased packaging headspace as a result of product settling. Research from IRI predicts that food products designed for small kitchen appliances and meal kits will see the most innovation ahead.

TricorBraun Solutions: Flexibles, Beverage Closures, RTD Beverage Bottles, Glass Food Jars, Aluminum Bottles Sources: Food Business News 1, 2, Food Navigator, Baking Business, Beverage Industry

U.S. Wine Packaging Consideration Rates Consideration rates for wine-in-can formats have significantly increased since 2017

SPIRITS & WINE

Images: Doritos, PepsiCo

While older consumers still perceive canned wine as lower value, this perception is increasingly changing with younger drinkers due to its portability, eco-friendliness, and highquality brand adoption. The same sentiments are also being evaluated among the lowand-no alcohol space. No-alcohol products are generally perceived as new or innovative product launches, while low-alcohol products can still feel “of lesser quality” to consumers.

That said, the low-alcohol products are growing rapidly, and according to IWSR, currently take up 70% of the US low-and-no alcohol RTD space.

This is especially the case for products like hard kombucha which contain a low amount of alcohol, but also benefit from the “halo-effect” of perceived health and wellness claims for digestion.

TricorBraun Solutions: Spirits Catalog, Droppers, Aluminum Bottles Sources: IWSR 1, 2, 3, 4, 5 Images: GT’s Hard Kombucha

SUSTAINABILITY

Paper bottles continue to break ground with development company Paboco. Their latest product trial-launch will be conducted through P&G fabric enhancer brand, Lenor, in western Europe. Paboco continues to work with leading CPG companies to provide the world’s first 100% bio-based and recyclable paper bottle at scale. Heinz UK is set to launch a mono-material (all PP) baby food pouch, making it the first food pouch to be easily recyclable via curbside collection methods. Chobani is set to launch its first paper yogurt cup for Oat Blend products. The cup will contain 80% of responsibly sourced and renewable paper materials and uses a thin plastic lining to maintain product quality.

TricorBraun Solutions: Glass Food Jars, Biotrē, Aluminum Bottles, Refillable Jars Sources: Packaging Europe 1, 2, Food Navigator Images: P&G, Chobani, Heinz

At TricorBraun, we prioritize an understanding of consumer behaviors so that we can develop packaging that not only delights consumers but speaks directly to their needs. We are constantly evaluating supply chain partners from across the globe to ensure our customers have access to the packaging solutions they need, when they need them.

Contact us at marketing@tricorbraun.com to get started on your solution today.

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