MAM

Packaging seen as key differentiator by Indian FMCG players: study

MUMBAI: Indian FMCG marketers are looking at differentiated packaging to attract consumer attention, reveals the latest study by Datamonitor.


Food packaging across the globe has seen a shift over the past 30 years. Consumers‘ tastes and preferences are changing rapidly, whilst consumption patterns are seeing a radical shift. This results in marketers having to respond to this changing environment, states the study.
 
"Innovation in product packaging is central as they offer benefits beyond just being a medium to withstand storage and distribution challenges. Riding on the rapid shift in consumer graphics and spectrum in India, food packaging emerged as the new value differentiator for the FMCG companies in India," says Datamonitor lead consumer consultant Pinaki Mukherjee.


The study points out that in the last couple of years, Indian FMCG sector has been marked with receding margins on the back of steep increase in the input prices as well as aggressive price competition at the retailing front. Favoured by highly positive income elasticity, international brands have intensified the competition at every segment of the industry and made the task at hand for the home-grown manufacturers more challenging.
 
Additionally, the consumer graphics and spectrum in India in the last five years have undergone a sea change. Consumers have become more informed, discerning and price sensitive. Their lifestyle transformed and lifestages have become much more complex and overlapping. As consumers have become more mobile and crunched for time, they have started seeking a number of auxiliary benefits such as convenience of consumption and usage.


The Datamonitor study revealed that consumer packaged good industry has had many reasons to celebrate this revolution as packaged food rapidly replaced loose staples and locally-produced eatables. The advent of organized retailing has also brought about the ‘shelf war‘ amongst the FMCG manufacturers. They are having to plan and optimize the usage of increasingly costlier shelf spaces at the organized retail destinations.


Mukherjee predicts that the role of packaging in food merchandising will undergo a lot of changes in the years to come. India is seen somewhere at the middle of the evolution stage in terms of food packaging when compared with the developed economies such as Japan, Germany and the US. And also the sophistication of packaging in India heavily varies across different food categories.


Although Indian manufacturers have brought about a number of innovations in food packaging, such as sachet, micro-packaging, etc., it has largely taken inspirations from the more developed Western economies to find out opportunities to differentiate their merchandise from the competitors through packaging.
 
Datamonitor analysis revealed four prominent trends driving the packaging innovations, namely convenience of usage, freshness and improved shelf life, sustainable and environment-friendly and packaging as a tool to position and promote the brand.


Datamonitor predicts a multi-dimensional shift in food packaging in India in the next five years. Advanced packaging techniques and concepts such as aseptic packaging and retort-able packages, although coming into existence, are yet to make a mark in India.


"Traditionally, product packaging has not been seen as a vehicle to promote the brand while it is changing now. For example Kissan Jams, targeted at the kids segment, is now using tube packages with catchy graphics to appeal the target audience, BRU Coffee‘s aroma-lock packaging appeals to the staunch coffee lovers, who worried about retaining the aroma upon multiple usage from a single pack. In the coming years we could see lot many such examples," avers Mukherjee.
 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/pizza_1.jpg?itok=GpSm0jUu
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/vk.jpg?itok=AUV_-yVJ
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/hotel.jpg?itok=FZ-Z0q03
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/bonjour.jpg?itok=JLAQjooa
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/salt.jpg?itok=MQEMR3Lw
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/kundan.jpg?itok=82bsmRgl
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/twrinkel.jpg?itok=h1xYp1l0
Twinkle Khanna joins Kohler as ambassador

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/23/super.jpg?itok=7JTg1xmE
Piramal promotes super loans in latest campaign

MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company. Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/23/hsbc.jpg?itok=kgxJNVIh
HSBC's global media business moves to Omnicom's PHD from WPP

MUMBAI In a major blow to WPP, HSBC Bank has handed over its global media business to Omnicom’s PHD. The agency won the business following a review which began in January along with Mindshare and Dentsu. In a press statement, HSBC said, “We have selected PHD as our preferred media planning and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories