(In)convenience through convenience packaging?

Shelf-ready packaging is hot and here to stay, universal design will gain momentum, while eco-footprinting will become part of the ecological packaging paragraph. Three key trends in the field of packaging that may influence, change or even revolutionise in-store logistics and the way consumer packaging is perceived.
Elsevier Food International, Vol. 11, Number 1, February 2008
Vincent Hentzepeter

‘Convenience’ above all remains a buzzword in the field of food retail packaging. It has become a paradigm for most packaging developments today. In the field of in-store logistics, shelf-ready packaging can be considered as a convenient solution for shelf packers. Shelf replenishment has never been faster. No wonder retailers line up to adopt this concept.
In the field of consumer packaging, easy opening and re-closure features, microwaveability and ergonomic design have transformed the packaging from a pure preservation concept to a convenient household tool. Yet, when it comes to ease of use there is a lot of room for improvement, especially for many elderly and disabled people who still have to struggle to open certain types of food packaging.
Another inconvenience is that the environmental impact of packaging has become part of the climate debate. Green packaging made from renewable sources is still a niche but is likely to gain momentum in the future. 

In the field of (in-store) logistics, shelf-ready packaging (see below box) may revolutionise the way in which supermarkets are replenished. A growing number of retail chains have already adopted this concept and many have plans to do so. Stretching SRP to new categories, including fresh produce, will lead to a multiplication of SRP applications and formats. SRP’s primary asset is ease of store operation. It helps cut labour costs connected with the last 50 metres of the supply chain and because shelf refill is faster, it is less disturbing for consumers. Shelf availability is improved as well and products are better recognised by the shoppers.

SRP-design
SCA, a corrugated packaging producer, is one of the frontrunners in shelf-ready packaging. According to SCA, a good SRP-design is easily identifiable for shelf packers. Design has to take account of employees with limited education or poor knowledge of the language. Of course the packaging design must be smart. This can be achieved with strategic perforations that eliminate the use of knives and sophisticated piece tray and lid combinations. The packaging must also be rigid enough to contain products while placing on the shelf, so decanting is eliminated and costly labour is saved. A last important aspect is easy waste disposal. The SRP should be easily collapsible to

Fast2Shelf is one of the shelf-ready packaging (SRP) solutions that Mondi Packaging offers. (Source: Mondi Packaging) Self-ready packaging The term shelf-ready packaging (SRP) refers to a product that comes in a ready merchandised unit which is easy to identify, simple to open, can easily be placed on the shelf and easily be disposed of, allowing an optimisation of shelf replenishment and enhanced visibility. SRP is synonymous with RRP (retail ready packaging), and ready to sell or PAV (prêt-à-vendre). SRP covers all types of shelf-ready packaging, including promotional displays, pallets, etc. (Source: Accenture publication: Shelf Ready Packaging, addressing the challenge for a collaborative approach)

enable shelf packers to feed case parts directly into the retailer’s recycling stream. Some of the SRP’s properties like convenience and rigidity can be at odds with one another. For example, collapsibility may negatively affect transit strength. This in turn may lead to higher levels of damaged returns. Use of SRP can also increase the total packaging amount rather than reduce it. This is in conflict with environmental best practice. Therefore, introducing SRP demands a case-by-case approach. A rule of thumb in this respect is that SRP should always add value to the shopper, retailer and manufacturer.

Marketing tool
Tesco is living proof that SRP offers very real savings and benefits for retailers. The company already demanded all category leaders to transport their product in SRP from February 2006. One example on the Tesco site is the creation of shelf-ready packaging for two-litre bottles. They arrive from the supplier on pallets which go directly onto shelves. An efficient and environmentally sound solution, it appears. With this initiative alone Tesco says to have saved 10,000 tonnes of (cardboard) packaging. Another SRP-example at Tesco’s is an elegant self-display carton called Shelfmaster from supplier DS Smith. This is more a marketing tool and as such used for the retailer’s own brand Tropical Fruit & Nut Mix. The glued carton has a so-called 'Z' folding section that facilitates single finger separation of the top from the base. The back is simply torn away from the base. A stylish black and metallic silver design, finished with varnish reduces scuffing and enhances shelf appeal.

Perfection?
Very much in the way SRP-solutions make life easier for the shelf packers, convenience packaging brings comfort to millions of households. Packaging is becoming more sophisticated, smarter and increasingly lightweight thanks to introductions such as the PET-bottle. The last decade has shown an explosive increase in stand-up pouches, foil bags with zips, easy opening cans and foils, cartons with re-caps and ready-to-(h)eat cooking concepts, such as steamable and ovenproof trays. It is beyond doubt that many types of convenience packaging have made life easier. Still, any consumer will have experienced moments of inconvenience while trying to open a so-called convenient solution. Sometimes opening instructions are unintelligible, in other cases easy opening constructions simply fail because they do not work or break. Packaging studies briefly conclude that when it comes to packaging design, the industry has a long way to go to reach perfection. Of course, most packaging will give way eventually, once pairs of scissors, tongs or knives are used. For some consumer groups, even such equipment is insufficient. Especially the elderly, disabled and children, face serious difficulties when dealing with modern packaging. The long list of consumer complaints includes peelable foils that do not peel, foil bags that do not tear and king-size bottles that are impossible to handle for children’s hands. The situation has not improved with the massive introduction of convenience packaging in the last ten years. On the contrary, the rise of double-, sometimes even triple-packaged products and the explosive growth of tamper-proof seals demand more and more skills to open products. Even a simple jar of peanut butter may need a sharp knife to remove the top sealing.

Easy lift

An easy to open can with improved tab access.

Part of the problem in designing food packaging is the focus on cost-effectiveness, food safety, and brand awareness instead of bearing in mind the consumer. The result is a packaging that is primarily functional. However, some manufacturers are showing their willingness to do a better packaging job. Last September, Crown Holdings launched a concept called Easylift which makes it easier and faster for consumers, including seniors, children and the physically impaired, to open canned food products. Tools are no longer needed to access the pull ring. The product is suitable for a wide range of food applications including ready meals, fruit and vegetables, fish, dairy and pet food. What is important for manufacturers in adopting the improved can openers is that it is compatible with existing can line equipment.

UD-concept

Principles of universal design 1. Equitable use 2. Flexibility in use 3. Simple and intuitive 4. Perceptible information 5. Tolerance for error 6. Low physical effort 7. Size and space for approach and use

Universal design may help to bridge the mismatch between design in general and end-users’ needs. The UD-concept design (see, side bar) serves as a guide to a wide range of design disciplines, including environments, products, and communications. With reference to packaging, the worst-case scenario is point of departure. The result is a more holistic view on packaging design. Designers do not focus on single packaging elements such as labels, closures or choice of material but take the whole package into account. By combining shape, colour, material and functioning components in one design a more universally accessible package is developed. Procter & Gamble is one of the early adopters of this designing philosophy. As part of the ‘Touching Lives, Improving Life’-programme, the multinational has formed an interdisciplinary team to apply UD-principles to some of its packaging. A touchable result is an improved design of Folgers AromaSeal coffee canister. The product now features an easy-grip moulded handle and a seal that acknowledges the approval of the American Arthritis Foundation. Also the full line of Pampers Kandoo children’s bath products has been redesigned to make them accessible to children’s small hands.

Climate neutral

Lighter PET-bottle from Krones GmbH.

The principles of universal design also apply to the three P’s of sustainability: people, profits and planet. Material reduction is a way to combine environmental benefits with packaging economics, while use of renewable resources can create climate neutral packaging. An example of a material-saving solution is the new standard set by bottle manufacturer Krones in lighter half-litre PET containers without impairing the quality of the package. A climate-neutral approach has been launched by Tetra Pak. In December, the converter and packaging machine supplier announced the release of a retortable cardboard container with environmental labelling. The material of Tetra Recart is sourced from forests managed in a sustainable manner. The packaging obtained certification from the Forest Stewardship Council. Sainsbury’s introduced the carton with the FSC-logo for its own-label Premium Chopped Tomatoes brand, enabling its shoppers to make a more responsible packaging choice. Perhaps still a niche product but in the future green packaging may become mainstream on most supermarkets shelves.