The personal touch: new study highlights growing packaging trend

This Coca-Cola campaign topped the personalisation poll

NEW research has helped shine a light on the growing trend for personalised packaging. A study, commissioned for a report by Packaging Innovations and ThePackHub, found that 66% of respondents are either already implementing personlisation of packaging into their offering or it’s something they are currently considering.

A massive 89% of respondents said they believe this trend will increase over the next few years.

Over 335 brand owners, retailers, suppliers, agencies and packaging professionals took part in the research.

73% of brand owners and 60% of suppliers said they have either done or were considering doing a personalised packaging project within the past year.

Increasing consumer engagement and brand awareness were identified the main benefits of this type of packaging activity  The data also found that 63.7% of respondents felt that personalised packaging increases sales, while 52.8% felt that personalisation projects have a positive impact on consumer loyalty.

Every respondent was asked to identify a personalised packaging campaign that stood out for them. Coca-Cola’s ‘Share a Coke’ campaign topped the poll, followed by KitKat, with Marmite also receiving several mentions.

James Drake-Brockman, divisional director for the Packaging Portfolio at Easyfairs said, “Our show provides a place for suppliers and the buying community to meet, network and do business, so we need to have our finger on the pulse in terms of industry trends, especially if we want to make sure we have the right mix of people and innovation at the show. In order to generate some industry intelligence, we teamed up with ThePackHub to better understand the dynamics of the personalisation market, and explore the influences and challenges facing this sector.

“There have been several high profile personalised packaging initiatives to come to market in recent time. I would agree that the Coca Cola campaign jumps straight out to me. We have already seen more interest from our attendees this year looking to identify suppliers and opportunities within the personalised packaging market.

“This coupled with the recent advancements in digital print for packaging technology, spells a really exciting time for the industry. With all of this in mind, we designed our show to help educate the packaging community through a conference programme, at-show features and leading international suppliers.”

Packaging Innovations takes place at Birmingham’s NEC on 28 February and 1 March.