Packaging Trends

in the FMCG Market

COVID-19 is changing the way consumers shop, whilst
climate concerns are driving on-pack carbon measures.

Benjamin Punchard
Global Packaging Director
October 2020
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THE TRENDS THE MARKET
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shaping demand, segments, shares and
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Consumers report high concern over the safety
of the packaging and products they use
FOOD & DRINK
30%
of Spanish, 23% of Italian and
20% of French consumers are
concerned about food/drink
being contaminated by the virus
Base: Spain, Italy, France, Poland - 2,000 internet users aged 16+ in each country
Source: Lightspeed/Mintel (May 2020)
BEAUTY & PERSONAL CARE
20%
of Italian, 27% of Spanish and
16% of Polish consumers are
concerned about the hygiene of
the products they use
Are consumers right to be concerned?

Can the coronavirus be transmitted from packaging?

A study by Princeton University and the National Institutes of

Health (NIH) in Montana, US assessed the surface stability and DON'T TOUCH THAT
estimated coronavirus decay rates of HCoV-19, the coronavirus

69%
that causes COVID-19. The study found that the coronavirus could
be detected for up to 24 hours on cardboard, and up to three
days on plastic. This suggests that packaging could be a route for
fomite transmission.
of Spanish consumers are
However the U.S. Food & Drug Administration has said that there
concerned about who may
is no evidence that the coronavirus can be spread through either
food or food packaging. have touched a products
packaging before they
UK government advice is that the risk of coronavirus cross- picked it up
contamination to food and food packaging is very low.

Base: Spain - 500 internet users aged 16+

Source: Lightspeed/Mintel (May 2020)

Consumers consider the 'unseen hands' that may
contaminate the packaging exterior
Consumers concerned about who has previously touched packaged products are adopting
behaviors such as leaving packs untouched for a period or trying to disinfect them.

WHO TOUCHED THAT? BEST LEAVE IT BE WIPE IT CLEAN

69% 44% 47%

of Spanish shoppers are of French consumers try to leave of Italian consumers report that
concerned about who may have packaged food/drink or in light of the COVID-19
touched a product's packaging deliveries for a period (eg 24 pandemic they now try to
before they pick it up hours) for the virus to die off disinfect their shopping when
they get it home

Base: Spain, France, Italy - 500 internet users aged 16+ in each country

Source: Lightspeed/Mintel; Mintel's COVID-19 Tracker (surveyed 3-9 June 2020)

Packaging structure can communicate protection and hygiene

The peel-off foil on a San Pellegrino can provides

reassurance to the consumer that the drinking area
is protected and clean. DON'T TOUCH THAT!
Packaging structure that separates the hold/pick-up
area of a pack from the consumption/dispensing area
would appeal to those consumers concerned about
who may have previously touched the pack.
36%
of French shoppers
are uncomfortable
handling/touching products
in-store

Base: France - 1,000 internet users aged 16+

Source: Lightspeed/Mintel; Mintel's COVID-19 Tracker (surveyed 13-22 July 2020) Read on mintel.com
Packaging that separates shopper 'touches' from usage 'touches'

Wipe clean Hermetically sealed Single-serve sachet

Thin Shell Walnuts. Chinese food
brand Three Squirrels feature a free
wet wipe in each pack to enable the
consumer to clean their hands after
consumption. (China)
Skin Recovery Cream. Tube features a
hermetic and patented sealing system
that protects the product from
bacteria, remaining sterile and
protected throughout use. (Romania)
Nourishing Body Scrub. A vegan gel
formula said to apply pleasantly,
which combines nutritional active
ingredients and exfoliating ground nut
shells and sugar particles. (Poland)
Could antibacterial packaging give shoppers confidence?

Anti-bacterial films used on the interior of food

and drink packaging are already being explored as
a route to increased shelf life. By shifting anti-
bacterial properties to the packaging this offers food
manufacturers preservation properties whilst
maintaining a 'preservative free' product positioning.

However, moving such anti-bacterial properties to

the outside of the pack could show a willingness by
brands to engage with ensuring pack hygiene from
production and packaging in the factory, through to
the consumption at home or on-the-go.

Currently most activity in this area is anti-bacterial

rather than anti-viral, however Aptar's InvisiShield
technology claims to be effective against norovirus.

Source: Aptar, Mintel

Packaging will need to work harder to capture attention
and communicate to time-pressed shoppers
With growing concern over exposure to COVID-19, shoppers are taking
actions such as wearing face masks and avoiding crowded places.

A MOVE ONLINE A FASTER SHOP

37% 50%
of Polish shoppers report since of German shoppers are trying
start of COVID-19 they have to limit the amount of time they
shopped for BPC products from a spend in stores
website they haven't use before

Base: Poland - 768 internet users aged 16+ who have bought BPC products online since the start of COVID-19 outbreak;
Germany - 1,000 internet users aged 16+

Source: Lightspeed/Mintel; Mintel's COVID-19 Tracker (surveyed Poland 7-14 May 2020, Germany 20-28 May)
Clean but bold packaging needs to
communicate brand and variant fast
Brewery Brewdog has unveiled a new brand identity that replaces the busy
background with bold, block colours and shapes for a cleaner, less fussy identity.
Health boosting effects of packaged products of increased
importance to shoppers in light of COVID-19

63% 34% 30%

of German consumers report of Polish consumers report more of UK respondents report
adding more nutrients that interest in foods that can improving physical health as a
support the immune system to support their immune system reason to undertake BPC
their diet in light of the COVID- since the start of the COVID-19 activities more often as a result
19 pandemic pandemic of COVID-19

Base: Gernay & Poland - 2,000 internet users aged 16+ in each country, UK - 825 internet users aged 16+ who are doing more BPC activities since
the COVID-19 outbreak

Source: Lightspeed/Mintel (May 2020)

Immunity is a focus for on-pack health claims

Immunity juice Contains vitamin B6 Probiotic beauty

Elevated Nutrients Immunity Carrot
Mango Juice Drink is enriched with key
vitamins, minerals and functional
ingredients including vitamin C from
acerola cherry and vitamin E from
annatto. (US)
Raspberry & Salty Liquorice Snack
contains vitamin B6, which contributes
to a normal immune system, nervous
system and physiological functions.
(Sweden)
Brightening Botanical Facial Mist is
said to moderate molecules called
cytokines that mediate the body's
natural immune response. (France)
With potential shortages and limited access consumers are
seeing the value in longer shelf lives and full product access
Whilst some pack types have a known long shelf life, or to enable efficient use of the product,
consumers are looking for guidance on how to best preserve and utilise products

FEAR OF RUNNING OUT A LONGER LIFE AVOIDING WASTE

23% 52% 79%

of UK shoppers are concerned of French respondents think of Italians say that the COVID-19
about running out of their people will buy long life food outbreak has encouraged them
favorite BPC products and drink more often as a result to waste less food at home
of the COVID-19 outbreak

Base: UK, France, Italy - 2,000 internet users aged 16+ in each country

Source: Lightspeed/Mintel (May 2020)

Consumers reappraise pack types
that can deliver a long shelf life
With stockpiling becoming a consumer norm, longer
shelf life pack types are feeling the benefit.

PRODUCT EXPANSION NORMALISATION MIXED RESPONSE

11% 45% 15%

of Italians report that since the of Germans agree that in future, of French consumers report that
start of the COVID-19 outbreak people will buy long life food (eg they are eating more tinned
they have been exploring a tinned food) more often as a food since the start of the
wider range of tinned food result of the COVID-19 outbreak COVID-19 outbreak

Base: Italy, Germany, France - 2,000 internet users aged 16+ in each country

Source: Lightspeed/Mintel (May 2020)

A focus on hygiene has pushed sustainable
packaging down the consumer agenda
Whilst consumers are more forgiving of plastic packaging,
concern about environmental impact has not been eliminated.

52% 22% 22%

of UK consumers say it's more of German consumers say the of Spanish consumers report that
important to protect food environment has become a since the COVID-19 pandemic
hygiene than it is to minimise higher priority since the since they are concerned about having
plastic packaging waste the COVID-19 outbreak to use non eco-friendly BPC
products

Base: UK - 1,000 internet users aged 16+; Spain & Germany - 500 internet users aged 16+

Source: Lightspeed/Mintel; Mintel's COVID-19 Tracker (UK surveyed 4-11 June, Germany 21-29 April 2020, Spain surveyed May 2020)
Healing ourselves through healing the planet
A narrative is emerging that links the emergence of the COVID-19
pandemic to out broken relationship with the environment

Source: World Economic Forum, Mintel

Concern over COVID-19 has not pushed
plastic pollution out of the news
Recent research by the Plymouth Marine Laboratory suggests that microplastic ocean
pollution has been underestimated: 5-50tn particle estimate increased to 12tn-125tn

19 May 2020 12 August 2020

Source: Plymouth Marine Laboratory, Euronews, Mintel

Microplastic concern moving from the ocean onto land
Research is showing that microplastics can negatively affect soil fauna.

2 September 2020 2 September 2020

Source: Inews, The Guardian, Mintel

Ocean plastic moves from household to food packaging

Lidl has repackaged 13 fresh fish

products in packaging made using
ocean-bound plastic, preventing
over 60 tonnes of plastic from
entering the ocean per year.

The packaging, developed with

Copernus, Sharpak and Bantam
Materials, is made from 80%
recycled content. A minimum of 30%
of the weight of the tray is made up
of ocean-bound plastic collected
from beaches and coastline around
South East Asia.

Launched in the UK, March 2020.

Lidl Lighthouse Bay

Source: Packaging News, Mintel

Recyclability dominates sustainable packaging
claims in European food launches

Europe: Percentage of food launches making a

sustainable packaging claim by claim, 2015-2019
16.9
15.2
13.7 13.9 13.7
% of launches

3.6 3.6 4.1

3 3.1
0.3 0 0 0.2 0 0.1 0.3 0 0 0.1 0 0.1 0.3 0 0 0.1 0 0.1 0.4 0 0.10.1 0 0.2 0.6 0 0 0.2 0 0.4

2015 2016 2017 2018 2019

Recyclable packaging Made with recycled materials Biodegradeable Plant based plastic
Reduced carbon Refill/refillable Reduced or no plastic Sustainable forestry (eg FSC)

Source: Mintel GNPD

Recycling and purchasing habits go
hand in hand for European consumers

EASE RECYCLABLE RECYCLED

55% 58% 48%

of UK consumers say brands of Irish consumers think that of Spanish consumers say brands
need to make it easier to brands should use packaging should use more recycled
recycle their packaging that can be recycled material when making packaging

Base: 1,000 internet users aged 16+ in each country

Source: Uk & Spain Lightspeed/Mintel, Ireland Toluna/Mintel

Putting recycled content into a familiar context

Harmony Beef Steak retails in a 360g

pack featuring the Grown Right Here
Taupo Beef certification, the NZI
Sustainable Business Network Award
and the Environmental Standards
Protecting Lake Taupo logo.

The fully recyclable packaging is

made from sustainable materials and
recycled plastic equivalent to a
600ml water bottle. According to
the manufacturer, this is the first
meat packed this way in New
Zealand.

Launched in New Zealand February

2020, NZD 12.99. Chimichurri Pavé Beef Steak
Communicating a recycled material
source validates consumer actions
Social plastic
Fresh Sea Breeze Energising Shower
Gel retails in a pack made with 98%
recycled material, of which 50% is
Social Plastic collected from beach
and land, improving the living
conditions of the local Low income
population. Sweden, SEK 24.90
Locally collected
Blended Tea retails in a 224g
resealable pack which contains 28 x 8g
tea bags and features film partly made
from recyclable plastic bottles
collected in 7-Eleven stores.
Japan, JPY 300.00
Nationally collected
Sun on Your Head Natural Multi
Purpose Cleanser retails in a 1150ml
pack made from 97% recycled plastic
from the Netherlands.
Netherlands, €3.99
Consumers see the link between
climate change and food security

CLIMATE CHANGE CONFUSION LEADING BRANDS

57% 50% 68%

of French consumers* think of German consumers* think it is of UK consumers* think
climate change will have an hard to know which factors have companies/brands can be
effect on the foods/drinks the most impact on the leaders in protecting the
they buy environment environment

Base: 1,000 internet users aged 16+

Source: Lightspeed/Mintel
Use of carbon claims increasing in all categories

Global: Percentage of launches making a reduced carbon

dioxide* claim by super-category, 2015-2019
2.0%
1.8%
1.6% 1.6%
% of launches

1.1% 1.1%
0.7% 0.9%
0.7% 0.8% 0.9%
0.6% 0.6%
0.5% 0.7% 0.5%
0.4% 0.5%
0.3% 0.3% 0.4% 0.4%

2015 2016 2017 2018 2019

Household Drink Health & Hygiene Beauty & Personal Care Pet Food

Source: Mintel GNPD

Brands beginning to add carbon reduction
to their CSR commitments

Source: Brewdog, Mintel

Linking the use of recycled plastic to lower carbon emissions

Danpo De Danske Familiegårde

Økologisk Lårmix (Organic Chicken
Thigh Mix) is now available in a
new pack that is made from
recycled plastic that helps reduce
CO2 emissions. The product is
prepared from chickens that have
access to nature and a lot of space
to move, are raised slowly and fed
with organic feed.

Launched in Denmark July 2020,

DKK 69.95.
Organic Chicken Thigh Mix
Providing a lower carbon footprint
compared to an alternative pack type
Auga Sup Organic Butternut Squash Soup has been
launched in a flexible pouch with a reduced carbon
emission claim.
The manufacturer claims that the soup was
produced naturally without depleting the soil, using
innovative technologies and strictly avoiding any
chemicals.
This preservative-free, vegan friendly, ready-to-eat,
microwavable product retails in a 400g easy-to-
open, BPA-free smart pack, which is said to produce
less CO2 emissions and waste compared to a can of
the same size.
Organic Butternut Squash Creamy Soup
Launched in Belarus, Jun 2020 with Sweet Potatoes
What this means...
HYGIENE & COVID-19
• Revisit formats that limit
touches/contact
• Increase transparency
in processing
• Be bold in packaging
design and communication
THE CIRCULAR ECONOMY CARBON FOOTPRINTS
• Reappraise plastic in • Recognise concern over
light of COVID-19 climate change
• Offer responsible use • Frame sustainability
of plastic measures through
carbon measures
• Use a narrative that
closes the loop • Recognise the power of
packaging in CO2
reduction
Meet the Expert

Benjamin Punchard
Global Packaging Director

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