Crown explore food packaging trends
Crown Food Europe has partnered with design and research agency, Kinneir Dufort, in an effort to understand consumer perceptions of food packaging formats and their behavior when shopping.
The study followed U.K. consumers from a variety of demographics over two-days where they were asked to explore the soup, vegetable, fish, ready meal and pet categories and to provide contextual insight into how consumers store, open and use food packaging, and thoughts on how it could be improved.
Key findings included:
- Older consumers prefer cans with easy-open ends and have fierce brand loyalty
- Younger consumers give higher priority to sustainability, recycling and minimising waste, plus have openness to dynamic packaging and graphics
- Pet owner showed great familiarity and experience with a variety of package formats due to the high level of innovation in the sector.
As a result of the study, Crown has developed a number of “influencer platforms” designed to put insights gained into action and deliver packaging that appeals to the modern consumer.
“We take our responsibility as a partner to our customers seriously and know that delivering packaging that truly connects with consumers and motivates them to make a purchase requires truly understanding who they are and what they value,” said Laetitia Durafour, marketing & communication director at Crown Food Europe. “Undertaking research studies like this one enables us to advise, develop and create innovative packaging formats.”
