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Crown commissions research into food packaging trends

Crown commissions research into food packaging trends

Crown commissions research into food packaging trends

Crown has partnered with the design and research agency Kinneir Dufort to understand consumer perceptions of food packaging formats and their behaviour when shopping.

The study followed UK consumers from a variety of demographics over a two-day research study 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.

Several key learnings were identified as a result of the study.

For older consumers food cans with easy-open ends have high value. In addition, this demographic as a whole displays fierce brand loyalty.

Younger consumers placed high priority on sustainability, recycling and minimizing waste. They demonstrated an openness towards new, modern, dynamic packaging and graphics. Pet owners 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. They are centered around various themes including size, waste, health attributes etc.

Laetitia Durafour, marketing and communication director at Crown Food Europe, said: “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. Undertaking research studies like this one enables us to advise, develop and create innovative packaging formats.”

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