Packaging, labelling and design are integral to product engagement and success. It is essential to capture consumers' attention and communicate clearly and efficiently within the first few seconds of consumers observing it. This includes what the product is, how many servings it has, what’s in it, and does it meet consumers' specific nutritional needs.
“No matter how beautiful or differentiated packaging looks, if it can’t clearly communicate the core information the consumer is seeking, it will not be successful,” said Ben Crawford, Tomorrow Studio co-founder and managing director.
Thomas Kaffes from Label & Litho highlighted that the more prominent the label, the more it will be noticed.
“Once the label's brand is recognised and the product is purchased, the consumer will continue to look for it,” said Kaffes.
Products purchased are also a reflection of consumers themselves, which means that at an emotive level, design is a tool that can generate product adoption by specifically aligning itself with consumers' values.
“It's about creating something that connects with people emotionally and leaves a lasting impression,” said Katrina Knapp, director and designer of Studio Nine.
Sustainability has been an area of particular interest for consumers, who are increasingly seeking out brands and options that cater to their desire for reduced waste and less harmful impacts on the planet.
This has naturally incorporated packaging and design, as sustainable materials have become a focal point in the packaging industry, and this trend is set to continue in 2024.
“As environmental consciousness grows among consumers, brands adopt eco-friendly materials and innovative design concepts to minimise their ecological footprint.”
James Calver from Ecoware stated that many are disappointed by New Zealand’s current recycling rates and plastic solutions. For companies with a deep commitment to protecting the land, it is an investment in compost collections, diverting food scraps and certified compostable packaging from landfills.
Incorporating sustainable packaging and materials is not as simple as it may seem. While capturing consumer attention and loyalty will help to sell products, packaging must always be functional, as it is key in protecting products from damage and ensuring viable shelf life. Creating solutions that meet consumer demands for value alignment that also ensures foods are still not only edible but have maintained product integrity.
“New Zealand is not at the point of recycling most materials and still has paper and PET products at the forefront of recycling. Even that is not done efficiently,” said Thomas Kaffes from Label & Litho.
Paper straws are an excellent example of this. Paper straws were presented as an eco-friendly alternative, with plastic straws banned in July of 2023. However, paper straws' water resistance and fibres are held together by glues and adhesives that have per- and poly-fluoroalkyl substances (PFAS) added. Calver stated that Some 15,000 PFAS chemicals are known, and studies have linked these chemicals to cancer, reproductive issues, endocrine disruption, and various health effects.
“PFASs and their alternatives are used as a barrier or repellent against grease and water to keep migration acceptable during transport, shelf-life, and food consumption,” said Calver.
Ecoware itself creates paper straws specifically made with food-grade glue and soy-based inks. Calver emphasised the importance of identifying and regulating these chemicals for human health and the environment.
Laura Feavearyear from Creative Jam said that being green was more important now, more than ever before.
Regarding labels, Kaffes is passionate that consumers should have clear instructions to remove labels before placing products in recycling to ensure their recyclability.
MPI has also introduced new regulations around how allergens and foods must be stated on products, split into three categories: allergen declaration, warning statements, and advisory statements.
Gone are the times when ingredients stated ‘tree nuts’ as an allergen warning; now, the nut must be specified with the type of nut included inside the product.
Warning statements are for foods containing royal jelly, kava or are infant formula and food products, and formulated supplementary sports foods. Warning statements need to be at least 3mm in height or 1.5 mm on small packaging, clearly stating the risks to those allergic as follows: ‘This product contains royal jelly which has been reported to cause severe allergic reactions and, in rare cases, fatalities, especially in asthma and allergy sufferers’.
Foods that require advisory statements include products with bee pollen, milk or milk substitutes made from cereal, nuts or seeds, unpasteurised egg products and more. There are no set words from advisory statements; brands here can choose their own wording and font size, given that it is still readable.
These new rules were introduced on February 25th 2021, and by 25th of February 2024, labels must meet these new rules, with all food and drink adhering to the new PEAL rules by 25th of February 2026.
Another key challenge comes as part of launching new brands. Brave Digital's Brendon Doig explained that becoming granular in planning has become a key part of avoiding headaches later on.
“We find if we have a solid understanding of all the nuances of developing a product, the better and more effective we can be,” said Doig.
Lee Philo from Creative Philosophy shared that design trends reflect the industry and the market's fast-moving nature. He continued that the supermarket industry presents significant challenges.
Strategy director at Milk, Ben Reid, highlighted the growing competitiveness in FMCG categories, particularly with supermarkets building stronger representation in private labels, that many in the industry are seeing a benefit in going through a brand process before a packaging process. This has driven design agencies to take a research-driven approach to create a strong, distinctive identity system for a brand to enable businesses to take brands across any channel while maintaining consistency. This strategy enables businesses to maintain a competitive advantage within this hyper-competitive channel.
“It also defines the brand's core distinctive assets, which can then be seamlessly taken through to packaging,” said Reid.
The skill of a packaging designer is centred on its ability to distil large amounts of information into straightforward yet visually appealing messages.
“Effective packaging design goes beyond aesthetics and trends; it tells a story and creates an emotional connection with consumers,” said Philo.
Laura Feavearyear also said that the market is seeing the end of the 'blanding' era.
"Pastels and plain are out, and bright colours with personality are in. This is due to the rising awareness of self-confidence coming through Gen Z, who are accessing higher incomes with more disposable incomes to play with."
At Onfire Design, they work with a wide range of businesses, from pre-launch ideas, owner-operated companies through to large-scale international brands. They are all, in one way or another, facing the same pressures of a super competitive retail shelves and the radical movement to online sales. The Onfire Design team utilise a human-centred design for the creative process, getting to grips with the consumer, their needs and what they are looking for. Onfire Design added that this gives them the necessary information to create or refresh a brand that resonates more deeply with consumers and ultimately drives loyalty. These insights and looking at the 'Why this product?' leads to engagement on the shelf, online and in their daily lives.
Read more from the latest Supermarket News magazine below:
