You can shout about your products — on newspapers pages or TV screens. This is advertising. You can whisper about them, often catch the eye and give confidence, “no one except you”. This is PR. And you can sell silently. This is packaging.
Packaging was called “silent salesman” in the USA. According to the research of the international marketing company Ipsos Observer, 80% of consumers make impulse purchases, making a choice right at the shelf with products, and two thirds of those surveyed said that they paid special attention to the appearance of goods. Moreover, according to the same research, consumers are willing to pay one and a half times more for beautifully packaged goods!
Packaging market in Belarus seeks to keep up with global trends. Today, the main trends are:
• eco-friendly packaging;
• national identity (for Belarus nowadays it is currently important);
• possibility to use it for a second time (up to 90% of shoppers do it!);
• convenience;
• simplicity;
• recognition;
• emotionality and multisensory (yes, packaging should cause positive emotions, and all the senses should be used);
• innovation.
For example, according to the online research by Nielsen, one in four consumers of food draws attention to the use of eco-friendly packaging. As to multisensory, according to the German Packaging Institute (DVI), the roles of the senses in making purchasing decisions are distributed as follows: the vision sense — 58%, the sense of smell — 45%, the sense of hearing — 41%, the taste sense — 31%, the sense of touch — 25 %.
And, of course, we shouldn`t forget that today consumers always come short of time. And we began to live “on the run”. This factor has also been reflected in packaging: for example, bottles, which can be opened with one finger, and chocolate wrappers, which can be sealed and you can put it back safely in your bag.
A special trend for the CIS countries is “the USSR-style” packaging”. A large part of consumers is assured that everything in the USSR was tastier, more natural and healthier. In this regard more and more products (primarily, it is about food) appear in retro packaging. And even if the materials used in its production are quite different, and products have nothing in common with the 30-year-old ones — it works. Stereotypes have a terrible force. The proportion of packaging in the price of goods can nowadays reach up to 15-20%, while in the times of the USSR this figure was about 3.5%. But it pays for itself over and above. And the demand for modern packaging that meets global trends and “sell” goods is enormous. What about offer?
Packaging market in Belarus is quite large and to find “your” company, which translate into reality all customer`s requirements at an affordable price, is not so easy. But it`s possible..
The leading Belarusian producers of packaging will present their capabilities and technologies at the specialized forum “Packaging and Warehouse 2015”, which is held on September 8-11, 2015 at the exhibition center “BelExpo” in Minsk, 27. Kupaly str. The Forum unites four exhibition projects “World of Packaging”, “Modern Label”, “Polymers & Glass in Packaging” and “Warehouse Technologies”.
As part of the exhibition “World of Packaging” packaging materials, raw materials and equipment for their production, packaging machines and equipment will be presented. In addition, the exhibitors will show ready-made packaging items. Important issues of waste disposal and recycling will be discussed during the operational period of the exhibition.
The equipment and technologies for labels production, consumables, design solutions and possibilities for official goods production will be the focus at “Modern Label” salon.
Salon “Polymers & Glass in Packaging” brings together manufacturers and suppliers of plastics, machinery and moulds for the production of packaging made of polymers, the creators of glass products for storage and transportation of goods. Of course, the ecological aspect won`t be passed up: “clean” technologies for utilization of secondary polymeric materials and equipment for collection and processing of glass waste will be presented.
Finally, modern concepts of warehouse logistics, design and construction of warehouses and logistics centers, systems for supply chain management and retail management, machinery and equipment for warehouses will be presented at the exhibition “Warehouse technologies”.
According to BelTA