Case Study on Seasonal Packaging

Research and Markets has announced the addition of the "Seasonal Packaging Case Study: Tapping into Consumer Trends Beyond the Visual" report to their offering.

Seasonal packaging no longer represents a novel promotional tool but rather a necessary strategy used by the majority of brands. This case study examines the way in which manufacturers are using innovative seasonal packaging designs, which go beyond the visual, in order to establish a point of differential in a consumer landscape overloaded with choice.

Scope

• Achieve sales growth of seasonal products by learning from the recent successes of global brands using seasonal packaging
• Identify new seasonal marketing opportunities by understanding the implications of post-recessionary consumer trends on packaging designs
• Gain a competitive edge in the seasonal packaging market by uncovering the key future market opportunities

Highlights

• This research has revealed that amid a post-recessionary climate, a more frugal and self-expressive consumer has emerged. This consumer is no longer satisfied with the visual basics of seasonal packaging and instead is looking for added value concepts to confirm product purchases
• For brands to stand out in an increasingly overcrowded consumer landscape they must start to develop more innovative seasonal packaging designs, which tap into consumer individuality, ethicality and cocooning trends

Purchase Reasons

• What are the latest recessionary-inspired consumer demands driving packaging designs?
• How have seasonal packaging designs successfully gone beyond the visual to gain product credibility?
• What are the future market opportunities for global brands wanting to succeed with seasonal packaging?

ANALYSIS

• Seasonal packaging has become a necessary, rather than a novel, brand promotional tool
• Consumers are suffering from choice paralysis and are affected by a fragile economy
• The seasonal business has become a mass marketing strategy
• Seasonal packaging fails to satisfy post-recessionary consumers looking for added value concepts
• Brands are now going beyond the visual to further differentiate products
• Kleenex successfully shows the value of emotional connectivity
• Stella Artois has combined seasonality with tradition to increase its appeal to consumers
• Seasonal packaging is being used to respond to consumer individualism
• Seasonal confectionary is tapping into the global demand for sustainable packaging
• Brands have had year-on-year success with seasonal charity campaigns
• A rise in the off-trade fuels seasonal packaging innovation
• Seasonal packaging is helping consumers to bring the on-premise experience home
• Conclusions and recommendations