Seasonal Packaging Case Study: Tapping into Consumer Trends Beyond the Visual

Seasonal packaging no longer represents a novel promotional tool but rather a necessary strategy used by the majority of brands.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 Features and benefits

• 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

Datamonitor’s 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. Your key questions answered

• 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?

Table of contents

DATAMONITOR VIEW
Catalyst
Summary

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 recommendationsThe issues explored in this case study bear some important points for consideration:

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

Related research categories

By sector: Packaging, Trends, Consumer (in Trends)