As our daily lives press on, balancing safety with the monotony of the new normal can feel exhausting at the best of times. Rethinking luxury experiences into products that can be conveniently incorporated into our daily routines will provide consumers a much-needed indulgence and promote the sense of physical and mental wellness they crave.
Welcome to the first part of TricorBraun’s four-part series on laundry care packaging trends. Great packaging has many important roles: it attracts consumers, preserves and protects your products, and is a key driver of brand loyalty.
Consumer behaviors continue to evolve and retail brands must act accordingly. This series will provide you with valuable information about consumer preferences as it relates to features and functionalities of laundry care packaging, enabling you to make critical decisions. A solid, consumer-focused packaging strategy can ultimately increase your market share in the laundry care category.
In years past, the laundry care industry centered on a few hardworking products from household-name brands, with packaging design focused mainly on branding and product storage. Today, smart packaging focuses on consumer convenience with numerous players providing more packaging choices, new formats and offerings.
The first part of our series is designed to help you understand how ecommerce is changing the way consumers buy laundry care products and what the implications are as you evaluate your brand’s packaging strategy.
Part I: How Ecommerce and Packaging Take the “Heavy Load” off the Consumer
Let’s face it. The rise of ecommerce has fundamentally changed the way we shop. In fact, according to Mary Meeker’s latest annual Internet Trends Report, ecommerce now accounts for 15 percent of retail sales. In-store foot traffic is down, and online sales in the home and laundry care market are expected to grow by almost half in the next four years (Statista’s Home & Laundry Care Report, March 2019).
What does this mean for you? You need to attain a deeper understanding of your target consumers’ behavior during their product purchasing journey to drive growth for your brand. And packaging plays an increasingly important role.
Consumer Lifestyle and Behaviors in an Omnichannel World
More and more, consumers are looking for ways to save time and money, and that includes spending more time researching and purchasing products online and via mobile retail channels like Amazon (Amazon Prime Has More Than 100 Million U.S. Subscribers). Ecommerce is all about convenience as these retail channels give the consumer power to make purchases that include same-day- or two-day shipping that, in consumers’ minds, pays for itself since they do not have to take the time for a trip to the store. Pick up and carry that heavy detergent bottle from the store shelf to your house or choose front door delivery? It’s an easy choice.
At the same time, in consumers’ minds, the lines are blurring between brick and mortar retail and ecommerce. For example, shoppers are not necessarily taking a direct path to purchase. A coupon or web banner might send the shopper in-store for that touch-and-feel experience or to a website; or an in-store visit might invoke a price check online. Also, showrooming—when a shopper visits a store to see and touch a product before buying it online at a potentially lower price— has increased with the evolution of advanced technologies. Understanding how personalized each consumer’s journey can be — and the role your brand plays in it — means a straightforward omnichannel experience is essential to gaining their attention and driving sales.
Having a deep understanding of your target consumers’ lifestyle and behavior trends in an omnichannel world is just the first step in optimizing your packaging for ecommerce.
Considerations for Driving a Positive Consumer Ecommerce
The second part of optimizing your packaging is to ensure you make the consumer’s ecommerce purchasing experience as seamless and positive as possible. This requires consideration of two key factors: distribution touch points and your ability to deliver a functional product, intact.
First, keep in mind that an ecommerce distribution channel is more complex and requires up to three times as many touch points as traditional brick and mortar. This means that your products have the potential to be handled more often in transit.
Second, consumers who desire purchase convenience are demanding optimized packaging performance. If the experience from purchase to front-door delivery is frustrating or annoying — for example, the package is damaged and leaks and compromises the condition of other packages in the box — the consumer may not give your brand a second chance.
New Packaging Formats That Meet the Needs of the Ecommerce Consumer
Beyond preserving and protecting the product, packaging must also meet the consumer’s need for performance and purchase convenience. The type of laundry product format you choose (e.g., pods, liquids, powders) that works best for your operational structure may influence the package component selection. Subsequently, a company with capabilities and experience in the design and supply of packaging like TricorBraun can help you navigate the myriad of packaging solutions that exist and help you differentiate your brand with consumers.
For example, laundry pods require a wide mouth jar with a child-resistant (CR) closure versus a traditional large handleware bottle with a dosing cap. Ecommerce is also driving lighter — and therefore less expensive to ship — products.
Nonetheless, many options are available:
- Existing ISTA-tested packaging solutions that meet ecommerce requirements. Examples include: dispensing pumps with clips, tamper-evident sprayers and jars with CR closures to hold laundry packs.
- Compact packaging allows for more concentrated formulas and takes up less space in the home (and in the shipping package). Concentrated formulas would require you to find a different sized bottle - or design a custom bottle - to fit your aesthetic and functional requirements. For example, liquid laundry detergent with a dispensing pump and new dosing caps that fit smaller laundry bottle sizes are in development.
- Stacking/Nesting/Design Optimization: With ecommerce, brand owners are always looking for more efficient ways to ship and transport their products. TricorBraun can design the primary packaging to nest or stack to create shipping and pallet efficiencies.
- Stacking is when a design is intended for another package to sit on top of it, eliminating the need for secondary packaging (pending retailer requirements). Stacking can be beneficial for creating in-store displays and potentially eliminating any corrugated display components.
- With nesting, items are stacked in the contour of similarly shaped items to increase the density of components per box/truck/container. Also, you would need to consider the filling operation to make sure they can de-nest the parts as well.
- Pouches (or flexibles) are lighter in weight than most plastic packaging and can reduce your freight costs. For consumers, pouches can minimize storage space and remove the transportation hassle of large, heavy laundry bottles. Pouches are also designed to allow for refills into another (often rigid) package.
Start Your Laundry Care ‘Cycle’ with a Winning Packaging Strategy
So where do you go from here? The right packaging can enable and increase growth, but how can you continue to execute with excellence if you don’t have a winning packaging strategy and plan for ecommerce?
With nearly 120 years of packaging experience, TricorBraun works with manufacturers and suppliers around the world to produce packaging solutions - whether custom or stock, flexible or rigid that meet your needs. TricorBraun’s Design & Engineering Center includes a team of highly-skilled and experienced designers and engineers who bring a comprehensive knowledge of what’s possible to create innovative, cost-effective, custom packaging solutions from the ground up. We can also help you identify and understand aesthetic and functional requirements that consumers seek from laundry packaging.
Stay tuned for Part II of our “Spot On” Laundry Care series covering packaging solutions that meet the specific needs of the On-the-Go consumer.
What does the accelerated wellness trend for nutraceuticals mean for packaging?
For months, consumers have been intensely focused on their immediate health and safety, which has accelerated the health and wellness trend. Wellness goals will rise to the forefront as consumers seek to improve their overall well-being.
Home Care: Fighting off germs and bacteria
Consumers are heavily focused on cleaning and disinfecting their living spaces to fight off germs and bacteria. As a result, products like wipes and sprays have been flying off the shelves. As consumers adapt to this new normal, cleaning will continue to remain top of mind, but they will also seek ways to return their home to the sanctuary it once was.
TricorBraun wins NACD best of show, best custom and best stock packaging awards
TricorBraun, a global packaging leader, garnered the top three awards in the 2020 National Association of Container Distributors (NACD) Packaging Awards: Best of Show, Best Use of Custom Packaging (Gold Award), and Best Use of Stock Packaging (Gold Award). In total, TricorBraun received a company record of 13 NACD awards, including Best of Show, six Gold Awards, five Silver Awards and one Bronze Award.
Design Optimization: Why Consider Sustainable Design?
Design optimization is about prioritizing sustainability as a key element of your packaging design. Incorporating sustainable design elements into your packaging can help you to establish or maintain brand equity by allowing you to market your sustainability story.
5 Unique advantages to flexible packaging
Flexible packaging is a fantastic choice for a variety of products, offering unique characteristics for stability, design, and sustainability. Innovation and package engineering have led to the development of lighter weight flexible packaging that enhances the final product’s shelf appeal, barrier strength, protection, and the ability to be sealed.
TricorBraun announces 2019 Supplier Partner Awards
TricorBraun, a global packaging leader, has announced its 2019 Supplier Partner Awards, recognizing Altira, Inc. as Domestic Plastic Supplier of the Year; Boda as International Plastic Supplier of the Year; and Saudi Arabian Glass as Glass Supplier of the Year. The awards were announced at TricorBraun’s 2020 Annual Sales Meeting & Supplier Showcase.
Sustainable packaging and your business
It’s no longer enough to think green; consumers, legislators, and the market are collectively demanding that consumer packaged goods (CPG) firms and other companies rethink everything from manufacturing processes to product design. As a result, companies today must identify ways to embed the environmental, social, and economic aspects of sustainability into how they do business.
Packaging leader TricorBraun has acquired Minneapolis-based Packaging Solutions, a rigid packaging distributor serving several markets, including pharmaceutical, pet food and personal care. The acquisition bolsters TricorBraun’s position in the Minneapolis market, providing an additional warehouse for continued growth.
Amid tumultuous societal and divided political climates, spirit brands are seeking to build deeper, more personal relationships with consumers by taking public stands according to their values. Spirits brand owners can drive consumer loyalty through packaging that meets consumers preferences and enhances the consumer experience.
Understanding the importance of packaging to a product’s success, and serving up his innovative line of haircare products inspired by iconic recipes from kitchens around the globe, Rah turned to packaging leader TricorBraun for custom-designed bottles. He had previously partnered with TricorBraun when working for other beauty companies and knew that not only could its designers and engineers bring his vision to life in a way that excited retailers, but also get it to market quickly.
Straight and neat: Consumers' thirst for spirits is growing
According to the Distilled Spirits Council, spirits gained market share for the eighth consecutive year, with sales rising to nearly 37 percent of the total alcohol market. We’ve been keeping a pulse on the spirits market for a long time, so the level of industry growth is not surprising. With more than 116 years of packaging expertise, TricorBraun has been advising beverage alcohol brands on how to align packaging with consumer preferences for decades.
Nature's Way unveils new sustainable packaging with innovative square design made from 97% PCR plastic
Nature's Way, a trusted leader in the vitamins and supplements industry, unveiled a new line of sustainable packaging for its herbal line consisting of over 300 items, including Ginkgold, Saw Palmetto, Ginger Root, Activated Charcoal and Turmeric. To continue pursuit of a positive impact on the earth, the new innovative packaging is made up of 97 percent post-consumer recycled plastics.
Consumers are eager to learn about spirits, and millennials in particular are willing to open their wallets for high-end, premium spirits. In many industries, including spirits, this has meant a scrapping of “old world” brands that were revered by their parents. Meanwhile, brand owners are responding by creating excitement with new products and new ways to interact with consumers. Here are four ways changing consumer preferences are impacting the spirits market – and your packaging strategy.
Global packaging leader TricorBraun has appointed Brett Hecker as Chief Information Officer, effective immediately. Reporting to President and CEO Court Carruthers, Hecker leads TricorBraun’s information technology function and oversees the company’s technology strategy. Hecker succeeds Doug Bolen, who is leaving the company after a decade of dedicated service and numerous achievements.
Brewcraft USA partners with TricorBraun to transform a carboy into the Genesis Fermenter
With a long list of objectives in hand, Brewcraft USA—who had been purchasing stock bottles from TricorBraun for several years— asked, what if we could develop a carboy that is not only safe and sustainable, but does more than a typical carboy that was designed to hold and carry liquid. The TricorBraun Design and Engineering team used their expertise to create a truly unique and innovative product offering for the home brewing industry.
There’s an essential connection between packaging design, functionality and the consumer’s evolving lifestyle and needs. We know, based on firsthand experience, how spirits brand owners can drive consumer loyalty through packaging – packaging that connects with your target consumers and delivers an outstanding experience. It starts with understanding the consumer trends and lifestyle behaviors influencing spirits’ growth.
3 functional trends in ecommerce packaging that add value
Packaging design is so much more than aesthetics. A package with a disruptive design isn’t meaningful if functionality isn’t considered. With consumers demanding more from consumer packaged goods (CPG) products, primary packaging that delivers added value and functionality will increasingly play a role in consumers’ online decision-making. Deliver and improve upon functionality and you enhance the consumer experience.
TricorBraun, a global packaging leader, has acquired Pacific Bag, LLC, one of the largest independent U.S. distributors of flexible packaging. The company will combine Pacific Bag with its existing flexibles business, Taipak, to create TricorBraun Flex, a new business unit focused on flexible packaging.
Tricorbraun appoints Declan McCarthy Chief Financial Officer
TricorBraun, a global packaging leader, has appointed Declan McCarthy as Chief Financial Officer, effective immediately. Reporting to President and CEO Court Carruthers, McCarthy is based at the company’s Global Support Center in St. Louis. A 30-year finance veteran, McCarthy oversees all aspects of the company’s financial functions. He serves on TricorBraun’s Executive Leadership Team, playing a key role in business planning and strategy.
Becky Donner, senior vice president of Marketing, Design & Engineering at global packaging leader TricorBraun, will discuss e-commerce opportunities for consumer packaged goods (CPG) brand owners at the inaugural E-Pack Summit in Chicago on September 18. She will demonstrate why an understanding of consumer behaviors can help brand owners better understand the packaging features and functionalities that will lead to sustained brand loyalty.
Recycled hangers reincarnated into a dish cap - Seventh Generation introduces new 100 percent post-consumer recycled dish cap
Working closely with TricorBraun, Seventh Generation, has introduced a new green cap for its Natural Dish Liquid, which marks the first liquid dish soap packaging to be made completely of post-consumer recyclable materials.
Liberty Property Trust signs TricorBraun, Inc. at Shopton Ridge in Charlotte
Liberty Property Trust has leased 124,740 square feet of space at its new Class A, LEED® certified building at 3923 Shutterfly Road in Charlotte to TricorBraun, Inc. The 158,760 square foot distribution facility is on schedule to open in late June. It is one of two Liberty buildings in Shopton Ridge to pioneer 36-foot clear heights and 54-by-50-foot column spacing in the Charlotte market.
TricorBraun honored with two IoPP Ameristar Package Awards
TricorBraun, a global packaging leader, won two 2018 AmeriStar Package Awards from the Institute of Packaging Professionals (IoPP), recognizing innovation and excellence in packaging design. Marking TricorBraun’s 15th and 16th AmeriStar honors, the company won awards for packaging design in the Beverages, Alcoholic and Industrial/Commercial categories.
Global packaging leader TricorBraun has been awarded the National Association of Container Distributors (NACD) Best of Show in the 2018 NACD Packaging Awards, marking the 11th time the company has been recognized with the prestigious honor. TricorBraun received a company record of 12 NACD awards, including Best of Show, Best Use of Stock Packaging (bronze medal), six gold, two silver and two bronze medals. The company garnered more awards and more gold medals than any other distributor.
Tricorbraun's Ecommerce Team, Packaging Options Direct, puts a new spin on packaging with 360-degree images
Packaging Options Direct (POD), a division of global packaging solutions leader TricorBraun, has experienced a significant rise in website traffic and increased sales since the addition of 360-degree spin product images to its website.
TricorBraun designer to serve as juror for Industrial Designers Society of America student competition
Samantha Juna, TricorBraun industrial design manager, will serve as a juror in the Industrial Designers Society of America (IDSA) Student Merit Awards competition at the University of Illinois today, March 9. Samantha Juna industrial design manager at TricorBraun will serve as juror at IDSA Student Merit Awards competition.
- Jo Webb
- Company News
- Created 29 Jul 2019
- Modified 06 Aug 2019
- Hits 416