Multisensoric trend key to confectionery packaging, claims German group

15-Dec-2009 - Last updated on 16-Dec-2009 at 09:26 GMT

Appealing to consumers’ five senses through innovative packaging techniques can result in increased brand loyalty and greater impact at point of sale, and it is a key driver in confectionery packaging, according to the organisers of the 2010 Pro Sweets trade show.

Multisensoric is an approach to packaging design that allows packaging to stimulate and arouse emotions in consumers to encourage purchase and examples include such elements as striking colour schemes, windows to view the product, exciting rustling sounds and foldout trays.

The Pro Sweets team said that, as a result, the confectionery industry is increasingly focused on touch, sight and sound finished packaging elements such as foil lamination, textured embossing, and varnishes.

Meanwhile, material downsizing and the use of environmentally friendly, favourably certified packaging materials continue to be a key sweet and chocolate packaging trend, as environmental groups and consumers call for less waste and material use in sweet and bar wrappers.

Indeed for both Easter and Christmas 2009, leading multinational and specialist confectioners all announced initiatives designed to cut the amount of packaging being used in their products.

‘Materials derived from neutrally monitored and sustainable forestry are increasingly being used,’ said the organisers of the Pro Sweets trade show, which takes place in February in Cologne, Germany.

In terms of sustainable printing, they claim that water-based inks and varnishes reduce the use of chemicals without loss of quality, while colour mixing systems make it possible to precisely create colours using modern thermal printing plates, almost completely eliminating the use of chemicals.

The Pro Sweets team claim white is the new black in chocolate packaging, particularly in the premium end of the sector, and they cite examples from Nestlé's Nespresso range and private label chocolate from Swiss retailer Migros: ‘In the food industry the colour white also symbolises freshness and lightness - and as it is a reserved colour, it also reflects a certain qualitative value.’

Another driver of note, according to the event organisers, is the growing significance of seasonal business, while customised ‘one-off’ packaging for promotional activities is also increasingly in demand.