The retail environment in Europe has never been more competitive. With every brand taking to the blogosphere and getting savvy on social media, standing out from the crowd can be a daunting task. In 2016, retail trade increased by 2.3% in the 28 EU nations. Luxembourg, Slovenia, Romania and the UK led the charge, increasing by 15%, 10%, 8% and 7% respectively. To tap into this consumer spend, brands and retailers need to act smart, more so than ever before.
Consumers are more demanding, but also more engaged. They are more cautious in their spending decisions, but also more aware of the options open to them. Millennials, in particular, demand transparency and are more likely to buy into a brand’s actions and messages. When purchasing an item, the packaging it arrives in is now a vital part of the whole experience, whether that’s in-store or an online purchase.
These trends are as relevant for secondary packaging as for any other aspect of the retail experience. Secondary packaging is used to stack and hold products on the shelf or in transit and so much more. It is particularly important for ensuring that goods are protected and arrive safely from the manufacturer to their final destinations. Like the retail landscape, secondary packaging is developing phenomenally fast and it is the pairing between technology and consumer demand that is driving this change. From ease of recycling to ease of opening, positioning on the shelf to personalisation, a huge number of factors can influence shopper behaviour. In this white paper, we will outline the six key retail trends to be aware of and what they mean for both brands and retailers.