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Packaging News
In last month’s cover feature it was suggested that smaller sized deodorant cans refect people’s desire for more portable and convenient options. So do a reduced packs have something to do with society
Benjamin Punchard, senior global packaging analyst, Mintel
Yes. A big driver for pack size reduction is the environment. Witness the reduction in liquid home care products as everything becomes more concentrated to reduce water use and improve logistic efficiency. Of course the economical drive for reducing pack size has always been there, but consumers are increasingly prepared to entertain such developments. However in the case of the Unilever compressed aerosol this is about stretching out less product to last longer rather than an improved formula.
Bic Bicknell, creative director, Echo
No. Despite continual technological advances driving miniaturization, concentration and light-weighting, the majority of things consumers desire cannot benefit from this trend. While most of us care about the environment, consumers are increasingly demanding rich, rewarding experiences, sensorial pleasures and functionally satisfying results. The clothes we wear, what we eat and drink, how we decorate our homes and spend our leisure time, this is a true reflection of the world that we live in.
Fleur Gadd, in-house sustainability expert, Big Picture
Yes. These deodorants are following detergent and squash in a wider trend for the ‘small’, driven by FMCG giants with CSR and sustainability targets to hit. While sustainability remains a low level concern for shoppers in the ‘moment of truth’ at shelf (for whom things like value and brand loyalty are of greater concern), the beauty of the small is that it also has practicality benefits for consumers – so good things really do come in small packages.
Kevin Vyse, managing director, Institute of Packaging Professionals
Yes. The ‘elephant in the room’ is that prices of all our goods should be going up for products and brands to remain sustainable. This is not the climate or the time to do this so pack size reduction is an opportunity to encourage consumers to use less. Hence product sizes reduce and prices can remain static. The issue is whether the consumer feels they are being duped by this kind of strategy.
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