PACKAGING OF FOOD PRODUCTS
Gaurav Gupta (9) Prashant Srivastava (13) Pushpendra Singh (16)
Definition
Packaging is the science, art, and technology of
enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Health Drinks - These are generally used for providing vitamins and mineral supplements
PACKAGING
Packaging is the science, art and technology of
enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.
LEVELS OF PACKAGING
Packaging Levels
The customer actually handles the product in its
This level of packaging may be the one that the It is kept till it is opened or throughout the products
life. primary packaging.
PRIMARY PACKAGING
consumer sees.
Examples
SECONDARY PACKAGING
The Secondary packaging provides information to
Additional layers of protection that are kept till the
product is ready for use. Examples
the consumer about the product.
TRANSPORTATION/TERTIARY
PACKAGING
It Refers to the further packaging components
necessary for :-
Storage,
Identification, Protection against damage and
Durability.
Food packaging types
packaging type
Aseptic processings Plastic trays Bags Boxes Cans Cartons
Type of container
Primary Primary Primary Secondary Primary Primary
Food examples
Liquid whole eggs Portion of fish Potato chips Box of Coca-Cola Can of Campbell's Tomato soup. Carton of eggs
Flexible packaging
Primary
Bagged salad
A series of boxes on a single pallet used to transport from the manufacturing plant to a distribution center.
Pallets
Tertiary
Wrappers
Tertiary
Used to wrap the boxes on the pallet for transport.
NECESSITIES OF PACKAGING
Packaging is a very important marketing strategy to glamorize your product in order to attract the consumers attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it. Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products. Packaging should definitely be included in the 4 major Ps of marketing (Product, Place, Promotion and Price).
IMPORTANCE OF PACKAGING
FUNCTIONS OF PACKAGING
Product Identification:- Packaging greatly helps in Product Protection:- Packaging protects the Facilitating the use of product:- Packaging should be Product Promotion:- Packaging is also used for
promotional and attracting the attention of the people while purchasing. convenience to open, handle and use for the consumers.
contents of a product from spoilage, breakage, leakage, etc. identification of products.
THE PURPOSE OF PACKAGING
Consumer(<Behavior Young Population 25 Yrs 59 % of the Country)
- Power of Youth - Catalyst of Change - Open to try out new aspects
Increasing no. of professionals - growing service sector - Higher OOH consumption - Increasing stress levels - Awareness of global happenings & international trends
Increasing no. of skilled working women (15% in Urban India)
- Spending power - Convenience products - Quality time with family
Horlicks - Journey
Horlicks Key Points
Rugged look initially
Attractive packaging and carton pack Attractive light tetra pack New bold look for plastic bottle Different Flavors and vibrant colors Toy Shaped pack Bottle in the shape of Women
Packaging
Horlicks malt powder in jars from India (left) and Jamaica.
A jar, mug and a couple of teaspoons of Horlicks from the UK
HORLICKS: TALLER, STRONGER, SHARPER
Gradually, the brand extended itself to products catering
to a different Target Audience
Horlicks Lite variant for old Horlicks Junior Horlicks Women Horlicks Junior Buiscuits Horlick Nutribar
Age-wise targeting Location-wise targeting
Launched chocolate variant for North and West Vanilla and Honey for targeting others
Contemporary packaging in hues of bright blue and orange.
The Horlicks visual identity has undergone a complete makeover
A unique pillow-shaped pack and contemporary visuals were introduced across the product portfolio, creating stand-out from other hot milky drinks and giving the brand a fresh new image.
Brand Essence : 'pleasurable nourishment' Brand Personality: being social, spirited, full of life and vitality Brand Packaging:-
Promotion Apart from conventional strategies Horlicks organizes
Horlicks Wizkid Indias largest interschool and cultural fiesta
Ice Age2
Ice Age3
Complan - Journey
Complan Key Points
Started from Paper packs
Introduced glass packs in between More emphasis on design and message
Boost - Journey
Boost Key Points
Bournvita - Journey
Emerging Trends
Easy to handle packs are preferred.
In use convenience is the call of the day. Easy to use packs are gaining popularity. People are
ready to pay premium for In use convenience
Easy to tear LASER etched pouches
Horlicks in Composite Containers with spoon for measurement
Easy to hold packaging formats
Inbuilt handle in cap for ease in carrying
Inbuilt handle in Jar for ease in carrying
Reclosable Opening for Beverage carton
Squeezable Tea bag No need to use a spoon after use, just pull the strings apart to squeeze the tea bag
Microwavable packaging
Ketchup, ergonomic shape with three nozzles to create designs on the plate or food
Ketchup, Squeeze bottle
Self heating coffee can Pull the tag, coffee heats up automatically
Shelf & Consumer Appeal consumer appeal is becoming very Shelf visibility and
important.
Modern trade outlets call for instant consumer attraction. Pack appearance and ability to engage consumers are
becoming the key consideration for any new packaging design.
Modern trade - fighting for consumer attraction. Differentiated shapes/ attractive graphics are the need of the day
Current Format
your food Anywhere & Anytime
Ready to use pack- Food already cooked- Heat and Eat On the Go- To meet the demand of fast pace of life. Have
Vending formats- Strongest emerging format
On the go packaging formats
Nutritional Labeling
Label declaration More and more labels
are coming with nutritional information. Enhance consumer awareness List of ingredients / nutrients Serve size / % Daily Requirement Benefits
ENVIRONMENTAL CONSIDERATIONS
SYMBOLS USED ON PACKAGES
Many types of symbols for packaging are nationally and internationally standardized. For consumer packaging, symbols exist for product certifications, trademarks, proof of purchase, etc. Examples
Dry laminating machine Doctoring rewind machine
Rotoflex Rotogravure printing presses
Multilayer machine
Rewinding & Inspection machine.
ADVANTAGES AND DISADVANTAGES OF PACKAGING
Food and drink products are packaged and sold in glass, plastic, aluminum and paper. Each of these materials has advantages and disadvantages for the consumer and the manufacturer. Safety Packaging food makes it safer and less vulnerable to contamination. Though the Food and Drug Administration has expressed concern about the safe use of recycled packaging, it is generally considered to be safe. Shelf Life Food lasts longer and stays fresh longer when it's packaged successfully. Unpackaged food can quickly become dry, moldy or spoiled. Waste Food packaging accounts for a large amount of all waste in the United States. Though some packaging is recyclable, it's difficult to improve the efficiency of most packaging. Cost Packaging accounts for a percentage of all food manufacturers' costs, and that is factored into the final price of each food product for the consumer. Convenience Single-serving packages and packaged perishable items are convenient because consumers don't have to wrap them up or put them in containers before storing them.
Conclusion
With enhanced consumer driven needs , packaging
innovations to provide solutions to satisfy the consumers. Also, this way the food industry is also booming as people are taking more of outside food. India being a highly populated country, there are chances for the industry to grow immensely in near future. Though the food is in demand, there still are side effects like the food might get poisoned and has been harmful too (in some cases), so steps must be taken to protect food.
