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'Right here right now' packs gaining in popularity

Euromonitor identifies a trend in which smaller packages are faring well when they answer an immediate consumer need, from convenience to portion size.

Consumer product manufacturers are fast adapting to the marketing possibilities offered in our always-connected world. According to Euromonitor, the iPhone, and other portable consumer electronics, and an increase in social networking, are changing the way people consume on the move.

Euromonitor uses the term “right here right now” to describe the packaging trend that is feeding off of the meteoric growth in consumer connectedness. This evolution, Euromonitor says, has spurred more activity in several types of packaging:

• The small size/high convenience combination pack. These packs slip easily into a purse or gym bag, and consumers seem willing to accept the higher cost per serving in exchange for the convenience.

• Pocket-size packages. These are right-dose packs, such Red Bull, Coca-Cola’s Monster and Relentless, and 5 Hour Energy, which satisfy an immediate need for an energy boost.

• Functional, no-fuss packs. Design optimizes the convenience with the right shape and closure. These include a small wine container sealed with a aluminum foil and a hand-sized stain remover with containers bearing an applicator and a screw closure.

• Future opportunities in beauty and personal care products. Euromonitor predicts that “shot packaging” will spread beyond small hand-sanitizer containers. Two areas to watch are skin care and cosmetics.

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