Monthly Archives: April 2014

Small is big

According to the 2011 census 68.84% of Indians live in rural areas. (Wikipedia) No wonder then that the Indian rural market offers great opportunities and potential to companies as two-thirds of the country’s consumers are residents of this belt.  Almost half of the national income is generated in the rural areas. In 2007 the rural retail opportunity was estimated to be approx USD 34 billion which is expected to touch USD 58 billion by 2015.

However, a large proportion of India’s rural population remains poor and unable to afford products with a steep price range and that is a major concern for manufacturers. In this regard the concept of products in small packages/sachets has appealed to one and all.  Shampoo sachets were the first to be introduced in this trend at a minimum price of Re.1 targeting the rural consumer. According to an ORG-MARG data, 95% of total shampoo sales in rural India is by sachets. The demand was fuelled by largely price conscious consumer residing in rural and small towns.

With time and the increasing popularity of the sachet rural marketing became high on the agenda of most of the FMCG companies who came up with their products in small packets and at a basic price. From shampoos to hair oil to toothpaste to biscuits to soups to chocolates to cold drinks/juices to various other items sold like hot cakes.

Low purchasing power of a majority of the Indian consumers has ensured that the demand for small packaging does not die down. Flexible packaging has gained mostly in this trend owing to its low cost. Uflex Ltd. is at the helm of delivering innovation packaging solutions through its constant and improved R&D.

Packaging which once upon a time had the simple purpose of protecting the packed products has come a long way. Today flexible packaging is an art, science and a technology in itself. Progressive R&D has also ensured that packaging has become an integral part and a reflection of the consumers’ personality and lifestyles.

Small packets and sachets have allowed the rural consumer to user durables/consumables in their everyday lives which an urban consumer would also use thereby improving their standard of living.

The rural market is a minefield of opportunities for any marketer provided that his plans are in tune with the specifics and requirements of the market.  By capitalizing on this trend the flexible packaging industry can invest in advanced sachet packaging technology which can help the manufacturers achieve the flexibility and efficiency and ease for which these packs are intended. The little pouch is a powerhouse of benefits which extends from the manufacturer to the consumer.

 

 

Does your food packaging grab consumers?

First Impression is the last impression and this is what forms the basic rule for packaging industries. Besides ensuring the packaging to be safe and hygienic, packing department necessarily has to spend time, money and energy in designing the packaging of the product. It is because packaging is often the consumer’s first point of contact. The more attractive the package, better are the chances of it flying off the shelf into the shopping basket.

The packaging becomes more important in case of food and beverages market. In case of packaged food, the packaging should not only be designed to attract the consumer but should also be able to specify the nutritional value of the food product. Consumers are constantly evolving to reflect societal values, likes and dislikes. Owing to the wide spread of internet and awareness, consumers are growing more health conscious and search for products that provide nutritional benefits. They seek packages that include food quality and safety, freshness and information rather than specific retailer and manufacturer driven benefits. Therefore, with so many nutritional and added-value food and beverage products entering the market, packaging has to be both eye-catching and adequately reflect health benefits.

The first thing in packaging that attracts the consumers is the color. The food packaging must necessarily take colors in the context of the product’s marketing goals. Hence, we can see children’s cereal packaging has many bright colors that attract their eyes; health-focused cereals will have more whites and pastels to project a softer, more adult image. Second is the design of the packaging. Along with colors, design can have noticeable effect on consumer behavior. Therefore, the food packaging should feature a design that makes it easier to eat.

Third is the sustainability of the packaging. The role of packaging is not limited to attract the consumer but extends to protect the food items inside. Protection from contamination and deterioration throughout its shelf life is also an integral part of good packaging. Therefore, packaging that is innovative, flexible and eco-friendly tends to create an appeal amongst the consumers.

Uflex Ltd., India’s largest flexible packaging company has been offering amongst others, the food packaging solutions for more than two decades now. Keeping up with the times and the dynamics of the packaging industry Uflex has been a pioneer in setting benchmarks for delivering innovative packaging concepts and to ensure the safety and viability of the packaged food in its life cycle. Flexible packaging at Uflex is known for excellent chemical resistance, strength, protection against moisture and odour and dimensional stability. Its innovations in packaging enable food retailers to better protect the quality of the products, while expanding the range of marketing possibilities.