Food and beverage industry packaging printing personalized trend!


Recently, Tom Egan, vice president of the North American Packaging Technology Association (PMMI), wrote that food and beverage packaging design should impress consumers, inspire consumers and resonate with them at a deeper level.
 
He wrote in the article that thirst may be the primary reason for consumers to buy beverages, but whether the transaction can be determined at the time of purchase may also lie in the packaging. In order to capture customers, more and more beverage manufacturers are looking to use packaging that can produce some personal resonance.
 
Whether it refers to a lifestyle choice, a good memory or an important goal, a beverage label that can connect with consumers on a deeper level has strong stickiness. Some packages are designed to inspire fitness, touch your favorite holiday memories, or reinforce the value of a healthy lifestyle-even before consumers unscrew the cap, pull the tab, or lift the cap, they already promote consumer participation in their product experience.
 
Given the growth of the market, it is no wonder that manufacturers are competing for the hearts, minds and loyalty of consumers. According to PMMI's Beverage Trends in Packaging and Processing Operations 2018, the current $30.1 billion beverage packaging industry is expected to experience 4.5 percent growth over the next 10 years.
 
In today's competitive landscape of beverage products, perhaps more brands will take bolder actions to amplify the essence of their products on the outside-especially using the power of print effects. Today's consumers may not drink when they are just thirsty, but when they feel understood, they may.
 
Drink Label for the Heart Strings
 
Choosing a career path, moving to a new city or buying a house-these are very emotionally influenced decisions. Does a person have some kind of emotional response to a certain beverage on a store shelf, and does that connection really affect their decision to buy a product?
 
The answer may be "yes", because consumers will continue to choose beverage products that are familiar or suddenly touch a certain nostalgia. Consider the Coca-Cola Company's "Share Coca-Cola" campaign, which created a way to engage consumers by calling them directly from the words on the package. Coca-Cola has long established a foothold in the carbonated beverage space, and the campaign has increased customer loyalty and created a sensation around the brand.
 
Even for such a big brand, creating this diversity label is no small feat-and advances in printing technology have made this movement possible. According to Label & Narrow Web, to print different labels with about 250 names, Coca-Cola found a label-to-package converter company to adjust printers equipped with HP Indigo digital printing technology to do the job.
 
With this technology, various name labels can be produced in small batches and still exhibit high-quality printing. According to PACKAGiNG & Print Media, an African-based magazine, Coca-Cola is repeating this collaboration with converter companies and partner printer companies internationally, creating thousands of names in multiple languages. Some international printer companies use flexographic printing instead of digital printing, so in order to achieve the same "cola red" shade on different types of printers, detailed color matching is also carried out before printing.
 
Some brands have found a less direct way to communicate with customers, but it still has a sense of intimacy or a personalization that is hard to beat. The two whisky brands, Jack Daniels and Johnnie Walker, are actively exploring different areas of their market and hope to expand their market share through a series of customized products. Johnnie Walker recently created "Jane Walker", a special edition of their black label product, to appeal to a group of women who are not usually considered a whiskey-consuming group. Jack Daniel's Gentleman Jack Whisky is targeting market segments that link premium whisky with a premium sipping experience.
 
According to the PMMI report, unique packaging is the means high-end brands use to distinguish themselves and value brands, so mid-range brands are now using packaging to imitate the appearance of top brands. The prominent feature of Jack Daniels's Gentleman Jack Edition is a metallized label similar to a silver plate. The brand tries to attract consumers who pay more attention to more refined and novel details than traditional paper labels. Some craft spirits are further developing high-end packaging and printing technology, turning to colored glass and other tactile labels for a more complex, refined and expensive appearance.
 
Packaging should have health awareness and ecological awareness
 
Personalization is not the only key to sales. Consumers have the same huge demand for products that support healthy, active and clean lifestyles. Therefore, more and more beverage manufacturers are adopting smaller specifications and fewer calories when producing beverages. Canned or bottled. This refined quota not only meets the demand for low-calorie, low-sugar products, but also reinforces the concept of dietary share control, which is very different from the dietary habits of super-sized portions for decades.
 
In this era of clean labels, consumers are also looking for natural, additive-free beverages, but these beverages also pose challenges for manufacturers and processors. Non-homogeneous beverages such as fruit juice, which are more organic or more natural, are prone to stratification and precipitation when left on the shelf for a period of time. Therefore, in order to avoid customer resentment, on the one hand, brands tighten the packaging to hide the contents in the bottle. On the other hand, manufacturers have to make some improvements to the production line, increase mixing equipment or adjust filling equipment to deal with more natural beverages with different traits.
 
In addition to nutrition, sustainable products can also add a boost to brand sales. Brands can connect with consumers who are increasingly concerned about the environment by offering environmentally friendly products and reducing waste. One way for manufacturers to address this shift is to use digital printing technology, which is often considered more cost-effective and environmentally friendly when producing diversified labels in small batches. Digital printers, such as the HP Indigo technology used by the "Share Coca-Cola" campaign, have been recognized as bringing environmental benefits by reducing energy consumption and the amount of consumables used in each round of printing.
 
Some beverage manufacturers produce green products by using environmentally friendly materials, such as vegetable oil-based inks or water-based inks, which can be applied to digital printing technology. These inks not only dry quickly and provide high-quality printing, but also minimize the release of volatile organic compounds, which are often present in large quantities in traditional solvent-based inks. UV inks also have similar advantages, its fast curing and drying speed, the release of volatile organic compounds is very small, but also can be directly on the glass or PET bottle for high-quality digital printing.
 
Printing progress to promote brand development
 
The variety of beverages on the shelves today is linked to technological developments that increase the flexibility of the production line, speed up and simplify the transition between different product runs. As consumer demand for a variety of beverages continues to grow, manufacturers need to replace labels and change products more frequently than ever before, mass-producing personalized or targeted products that consumers crave.
 
In order to realize this rapid transformation, many manufacturers have turned to digital printing to consider the production of diversified labels, which facilitates the rapid preparation and application of labels. With this technique, the generation of the label pattern is more efficient and can be completed in a shorter time frame, thereby reducing costly downtime. Packers can produce labels closer to the time of production of the product, so that the time between packaging and shipment of the product is greatly shortened, and in the state as fresh as possible to reach the store.
 
The popularity of digital printing systems is because the technology becomes easier to use every day. Now, this technology can be used for smaller batch products such as 30000 units, but if you want to stick to traditional printing technology may become a more difficult decision.
 
In addition to digital printing technology, the technology to create larger and more striking images is taking root. According to PMMI's report, shrink film sleeve labeling technology is currently more widely used in canned and bottled beverages. For example, a craft brewer might put a shrink-sleeve label on a 6-piece package. This style of packaging printing makes it easier to switch packaging lines and is beneficial for companies that use the same canned size to produce various types or flavors of beverages.
 
Of course, some brands prefer cardboard to shrink sleeves because cardboard retains its image and shape after opening, and shrink sleeves are torn and deformed and may be discarded after first use. No matter what material you choose, both of these technologies give brands additional benefits-more images, more information and the opportunity to tell a great story about the product.
 
Finding a niche is the key to market development
 
The bottled water market is perhaps the best testimony to the importance of differentiation in the beverage industry. In this market, the same liquid will be portrayed as a completely different product depending on the target of marketing. Each brand designs its packaging and labeling elements to match its target audience, and these elements become the distinguishing points when adjusting product shelf space.
 
For example, Evian and Fiji Water each present a clean and natural source of exotic water. Both brands use transparent packaging bottles and a label that shows a striking view, which helps to convey the above message while proclaiming the purity of the product. Some brands, such as Vitamins Water and La Croix, are still considered "water" despite the addition of flavors and/or carbonic acid gas in their products, in order to attract consumers who are looking for a slightly different product from ordinary water.
 
However, the trend to find a niche market has declined in all areas of the beverage industry, and companies have shouted that they are different and stand out. Sometimes, a niche market can be found by providing reliable convenience, such as a drink bag with a straw, or a flip-top sports drink. Other times, it can come from original packaging innovations, like the innovative use of temperature-sensitive color-changing ink on the Coors Light label by beer giant Coors, whose blue label indicates that the beer has reached the perfect chilled temperature to drink, and this also provides an interactive feature that is very interesting to customers.
 
This "cool" can pattern is a recent development, because the pattern has traditionally improved more slowly than paper labels. PMMI's report points out that improvements such as thermal inks, photosensitive inks, high-gloss inks, matte inks and tactile inks are all the result of improved coating technology. In the past five years, there has been a detailed inspection of the quality and performance of can body printing, during which the dots per inch (DPI) has increased from 120 to 130, while high-definition separation work, plate making and printing are constantly improving.
 
However, while leveraging emerging technologies and finding the right niche is critical to a company's operations, manufacturers must also focus on maintaining focus on the big issues. Only when brands are willing to adapt to the focus and lifestyle of consumers and adjust accordingly, can they claim to occupy a unique space in the market for a long time. Beverage brands that lock in their product differentiation points and continue to deepen, if they can continue to change their appearance, they may continue to quench the thirst of customers for decades to come.
 
Source: beveragedaily
 
[Exhibition Information Recommendation Details]]
Show keywords:
Health products, nutrition products, special medical formula food, Guangzhou health products exhibition, Guangzhou food exhibition, probiotic products, organic food, children's nutrition, maternal and child health food
 
Exhibition introduction:
The "China Health and Nutrition Expo" (NHNE), sponsored by Sinopharm Reed Exhibition, is the largest professional exhibition of health nutrition and health products in China. Through two exhibitions a year (spring Shanghai, autumn tour), it has gathered tens of thousands of state-approved honest suppliers of blue hat health food and many new products and international health products, providing excellent brand promotion and product channel expansion services for domestic and foreign enterprises.
 
The 8th China Health and Nutrition Expo will be held on December 4-6, 2018 at the China Import and Export Fair Exhibition Hall (Guangzhou). The exhibition area is expected to exceed 40,000 square meters, bringing together 1000 product suppliers and professional service providers in the field of health and nutrition, as well as 100000 honest distributors, agents and terminal purchasers. It has become the best platform for merchants to find new products, exchange and learn, and master market information.
 
On December 4-6, 2018, multi brands gathered, Guangzhou held the 18th China International Health Expo and 2018 China (Guangzhou) Health Festival, the 8th China Health and Nutrition Expo, 2018 China Health and Nutrition raw materials/packaging/equipment Exhibition, International Natural Food and Beverage Expo.