The study of nearly 100 consumer packaged goods companies found that 64% of respondents plan to develop or launch new innovations or line extensions. And 38% are looking to enhance or redesign their product, 30% anticipate the need for brand repositioning, and 28% want to redesign their packaging.
These trends are evidence that packaging is evolving into a strategic endeavor, and those involved in contract packaging at CPG companies, as well as co-packing service providers, should make a greater effort to engage the marketing department, where creative strategies originate, Krauss says. Such interaction should also involve the procurement department and the manager of external manufacturing. This collaboration, Krauss says, could help produce the best possible package and avoid costly changes later in package development.
"Recognizing what marketing's high-level needs are is an important first step, because you can gain more insights about your client's important consumer needs," Krauss explains. "It would be great to get closer to marketing to get more specific branding information and know the brand's critical needs for the next year or two years.
"The purchasing department has good high-level information, but not detailed information on trends on where the brand is going, or a longer-term vision for the brand."
Krauss stresses that it's also beneficial for purchasing and procurement managers at CPG companies to maintain a dialogue with marketing in order to stay abreast of changes in consumer trends and branding direction. This approach will assist in the selection of the right external packaging partners for a brand's future needs by assessing factors beyond cost when making purchase decisions.
