Packaging innovation gathers momentum

- Last updated on GMT

Related tags: Breakfast

As the global trend towards the breakdown of traditional eating
habits gathers pace, packaging innovation has become an
increasingly important aspect in bakery products, as manufacturers
seek to adapt to changing eating habits, says a recent
Euromonitor report.

Over the last two years successful packaging strategies have included smaller-size packs, new zipper bag technology providing longer storage life, key-word labelling of products to promote health benefits, re-branding, and the use of cartoon characters to appeal to children.

Children have long been targeted as a specific targeted consumer group, with strategies including the introduction of child-oriented flavours, tie-ins with movie and television characters and novelty products, such as biscuits that colour milk when dunked.

The past two years has also seen significant innovation in the packaging of snacks, with the most successful companies aligning their products to accommodate busier lifestyles. Breakfast cereal manufacturers also looked to promote bowl-with-cereal packs to encourage cereal consumption out of the home.

The much touted low-calorie diet industry has grown over the five year review period, and it is clear that it is influencing eating patterns within the industry. Despite adverse publicity of the diet, the report suggests that manufacturers are considering developing the market niche as the trend shows no signs of abating.

Private labels also accounted for an increasing share of global sales in 2002.

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