Packaging Insights: Adapting Packaging to E-Commerce - The impact of e-commerce growth on packaging principles

Packaging Insights: Adapting Packaging to E-Commerce - The impact of e-commerce growth on packaging principles

Summary

The e-commerce channel has been one of the largest disruptions to the traditional packaging industry. During 2012-16, the number of pack units sold through the global e-commerce channel has increased for most categories in all regions. In CAGR terms, potato chips (9.8%), processed snacks, (7.6%) and facial care (5.9%) have all recorded significant increases in movement through the e-commerce channel.

Globally, potato chips and processed snacks growth had the largest impact on e-commerce unit growth. This is likely because of two things - the uptake of grocery shopping online and the expansion of snacking as working hours increase stress and reduce full meal times. Potato chips packaging showed the greatest increase in Asia as well, where pack units grew at a CAGR of 20.3% in the same period.

As e-commerce use continues to expand in Africa, everyday essentials such as toothpaste have seen the fastest growth and the largest change in total units since 2012, while staple foods and snacks have also seen an increase in interest. Asia too has followed the trend for time-saving foodstuffs and Facial Care products, as has Australasia.

"Packaging Insights: Adapting Packaging to E-Commerce", investigates how the rise of online shopping around the world has caused companies to change their approach to product packaging. The differences between the consumer and product's journeys are analyzed in greater detail to show how online packaging trends filter through social media and e-commerce marketplaces to affect consumer sentiment and convince them to purchase. The new search process, selection, comparison, evaluation, transport, and in-the-home purposes are explored and next-step strategies suggested.

This report also gives key insights and recommendations for adapting packaging to browsing and searching, researching, distribution and in-the-home use as distinct from offline shopping. These include thumbnailification, social media, instagrammability, photography and video, unboxing, user reviews, sustainability, frustration-free packaging, promotions and drone delivery.

Scope

• The decision journey online has several key differences to appearances on a shelf in a brick-and-mortar store.


• This report gives key insights and recommendations for adapting packaging to browsing and searching, researching, distribution and in-the-home use as distinct from offline shopping. These include thumbnailification, social media, instagrammability, photography and video, unboxing, user reviews, sustainability, frustration-free packaging, promotions and drone delivery.

Reasons to Buy

• Understand how audiences make decisions online.


• Compare the influence of e-commerce across FMCG categories, and learn what strategies to employ.


• Examine case studies of successful e-commerce campaigns.


• Investigate the future projects of key online retailers.