New Packaging Developments in Beauty and Home Care: Delivering What Consumers Want

Strategy Briefing

About This Report

Jul 2014

Beauty and home care packaging has seen steady growth through ongoing innovation and development of pack material, size and closure. Brand owners are making packaging work harder to stand out on store shelves and meet consumer demands for improved functionality, convenience and value. The lure of cost savings and benefits for both producer and consumer has led to a rise in demand for lighter and more environmentally-friendly packaging with rigid plastics and pouches faring well.

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New Packaging Developments in Beauty and Home Care: Delivering What Consumers Want

Packaging growth stimulated by innovation

Despite a challenging market, developments in both beauty and home care packaging produced steady year-on-year growth in 2013; beauty packaging was especially resilient with emerging markets underpinning growth.

Delivering more than the product

The role of packaging in beauty and home care markets has become increasingly important; delivering added benefits in terms of value, functionality and visual appeal.

Value continues to be central to purchasing decisions

Weak economic conditions were a catalyst for value for money packaging. This continues to be relevant to consumers’ needs being met through size, format and reductions in waste.

Big and small can be winners

Value is not always about bigger packs; optimum size varying globally, with a careful balance required between price point, convenience and portability. Small packs are especially key as an entry point for low-income consumers.

Pouches offer a winning formula

Pouches have become increasingly popular as they address green issues for both manufacturers as well as consumers offering lighter weight formats which are both cheaper and cost effective to transport.

Green credentials are a win win

Concern for the environment is proving to be a win win, with saving money and the environment characterised by a shift towards lighter materials, recyclable packs, refill packs, concentrated (and therefore smaller) formats.

The best is yet to come?

Innovation is alive and well and there is a constant stream of new packaging ideas with added functionality, e.g. triggers on aerosols etc. As well as different combinations of closures and packs; many offering potential cost savings.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment

Introduction

Scope
Key findings

Beauty and Home Care Packaging

Beauty and home care manages steady progress despite economy
Rigid and flexible plastic are both volume drivers
Cost and image make PET most dynamic pack type
BRIC markets drive beauty and home care packaging growth in 2013
Oral care widens its appeal
Four themes driving pack innovation

Delivering Value for Money

Value trend is here to stay
Value for money in beauty delivers growth in big and small
Value driving developing markets’ demand for plastic pouches
Oral care looks set to get bigger
Packaging that helps deliver multi-functional product
Single sachet meets need for affordability in Indian hair care market
Success of cheaper formats alters packaging demand
How big is best for laundry detergent?
Frequent use makes larger packs convenient

Adding Functionality

Packaging innovation that boosts functionality
Developed markets need innovative packaging strategies
Innovation drives growth in a shrinking US market – PET a winner
Stand-up pouches stand out in Western Europe laundry care
Flexible packaging has multiple benefits including convenience
Squeezable tubes offer on-the-go application in skin care
Pump action delivering benefits in bath and shower
North America sees resealability grow rapidly in home care
Ageing population encourages functional packaging
New closure innovation adds functionality

Boosting Shelf Presence

Presentation is key in a competitive market: Shouting from the shelf
PET transparency aids home care value and product selection
Premium image important in emerging markets beauty packaging
Good growth for glass in skin care, spearheaded by Asia
Innovations designed for visual appeal
Celebrity status demands creativity in packaging design
A selection of some novelty packs with specific consumer targets

Offering an Eco Factor

Eco factors driving changes in beauty and home care packaging
Eco a “win win ” for manufacturers
Pack recycling is becoming a demanding habit
Refills and refillable packs are seen as environmentally friendly
Laundry pouches deliver eco credentials on a number of fronts
Other packaging solutions to reduce source material use
Bigger not always better in the battle for eco credentials

Outlook

Eco prospects, a shaper of future developments
Not simply eco, more to come as packaging works harder