Intelligent packaging Roadmap for future development 20052010

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Human and Product Interaction Roadmap
2005-2010November 2005STFI-Packforsk
Birgitta Nilsson, Sandra Pousette
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The assignment

• The purpose of this study is to formulate a road
  map for the Human Product Interaction area from
  today to 2010.
• The study covers general trends for the packaging
  area, as well as consumer trends and drivers that
  influence the packaging.
• Applications of Human Product Interaction are
  exemplified. Examples of the legislation
  concerning consumers and packaging are described.
• The purpose of the road map is to support a
  dialogue with both Swedish and international
  actors in the packaging industry.

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Main demands on packaging systems
From an overall view, the demands on the
packaging system can be divided into three
groups flow demands, market demands and
environmental demands.
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Packaging value chain
The term "value chain" covers all stages from raw
material to the finished, packed product, and its
use until recycling, including working up or
value-adding part-processes.
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Background trends
General trends in a global perspective
Consumer trends and drivers in developed countries

• Globalization
• Urbanization
• Regionalization
• Economic growth
• Technology development
• Population dynamics
• Knowledgeable society
• Climate change and other environmental issues
• Issues of security

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User-package interface
This simplified model for the user-package
interface illustrates schematically how the
various abilities of a user meet the
characteristics (and thus demands) of a package,
with various results.
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Applications of HPI

• In Sweden we have long
• experience of HPI in product
• and packaging design
• Hand ability of a package or product
• Comparison of subjective assessments of quality
  with objective measurements
• Discussion groups
• Eye-tracking

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Influence on the area of packaging
Legislation on product safety, guidelines on
ergonomics and environmental matters all have
bearing on a user-packaging interface, both for
consumer packaging and for packaging in the
workplace.

• These symbols serve as a warning to people
  handling a package.
• The aim is for all packages to be marked with
  easily understandable weight information to
  reduce the risk of occupational injury.

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Important trends in a 3-5 years perspective

• The growing importance of convenience factors
  will underline the need for applying HPI in both
  product and packaging development to improve the
  consumers experience of value with the product.
• Ageing population emphasizes the demand for
  easy-to-use packaging.
• Environmental consciousness development of
  products with sound environmental profiles.
• Changing eating habits influenced by
  technology, time pressure and changing tastes.
• Smaller households requirements for smaller
  units of packed products.
• Functional foods facilitated by both food and
  packaging technology.

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Demands on packaging
Demands related to future user profiles will be
of pull driven nature and the processes for
packaging development need to adapt.
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Demands on packaging (cont.)

• The different parties in the value chain has high
  expectations on packaging, it has to help the
  parties to
• Increase competitiveness through integration of
  packaging in the development process.
• Add value to the business activities through
  putting focus on the users in the value chain.
• Win new customers and keep old ones through
  user-oriented development.

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Demands on packaging (cont.)

• The package has to ensure that
• The product is protected in transport and
  handling.
• It gives readable information about the
  contents.
• It provides a suitable barrier so that the
  aroma, consistence and keeping qualities are not
  jeopardized.
• It must meet the demands of the consumer It
  shall be easy to handle, come in suitable sizes
  and be environmentally friendly and cost
  efficient.

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Competitive advantages

• Focus on the different customers in order to
  ensure that your products will meet the demands
  and requirements from the parties in the value
  chain .
• Integrate the package in the product development
  process.
• Study your customers! Focus group discussions or
  individual tests will give you invaluable
  insights into the interaction between the user
  and the product, that will influence your
  products competitiveness.
• Improving the usability of a product gives it a
  higher value and influences the consumer's
  choice of products and thus packaging.