Unit-dose Packaging Case Study: How Manufacturers are Adapting to Demands for Greater Convenience in the Personal Care Sector
Datamonitor, June 2011, Pages: 18
Introduction
Unit-dose packs have achieved wide acceptance in some categories such as laundry detergents, but progress has been slow in the personal care sector. This case study analyzes the key consumer trends influencing demand for unit-dose packaging within the sector and examines the extent to which consumer demand for convenience conflicts with concerns over price, performance and over-packaging.
Features and benefits
- - Achieve sales growth by understanding the key drivers behind consumer demand for convenience in personal care
- - Improve margins by understanding the types of unit dose packaging developments that are most likely to result in adding value
- - Stimulate ideation from best practice examples of unit dose developments with supporting consumer, product and market insight
- - Reduce risk in new product launches through effective consideration of the impact of packaging changes
Highlights
Unit dose packaging is an attractive option for consumers seeking greater convenience in personal care products throughout the day. However, this can prove expensive and technically demanding for manufacturers while consumers could regard such packs as gimmicks unless they provide clear quality improvements over traditional materials.
Your key questions answered
- - What are the key consumer drivers behind demand for smaller, portable packs?
- - What are the main barriers to the development of unit-dose packaging
- - Which product ideas are most likely to succeed?
- - Should manufacturers consider modifying the product rather than the packaging?
OVERVIEW
Catalyst
Summary
ANALYSIS
Introduction
"Time poor" consumers are looking for convenient solutions
Consumer convenience concerns are making the need for accurate unit dosage more important
Portability is an important consideration for regular travelers
Unit-dose personal care products can meet consumers' desire to look good
Interest in one's appearance is important to consumers
Unit-dose packs offer premiumization opportunities for manufacturers
Crest 2 Hour Express Whitestrips offer a single treatment for teeth whitening
Lamisil Once uses superior packaging to convey the higher quality of the product
Olay Regenerist Derma-Pods contain a measured quantity of eye care cream
Easy open technologies offer scope for development
Snap-open packaging provides quick and convenient dispensing
Laboratoires Filorga's Liss and Go Express is a luxury travel stick
Health concerns are driving developments in the portable hygiene category
Barriers to development of unit-dose packaging
Complexity in pack and product design
Unit-dose packaging can be perceived as over packaging
Health and beauty consumers are generally loyal and conservative
Unit-dose packs are more vulnerable to theft
Conclusions and implications
APPENDIX
Case Study Series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
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