Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Global or local packaging?

Many global brands do some tailoring for local customs, some altering the product while others vary the containers and packaging. A French study reveals details.

Pw 12348 Emballage2004 Logo Cmyk

Just ahead of every Emballage, the French World Packaging Exhibition, the show’s sponsoring group publishes a report designed partly to promote the show. Emballage will be held November 22 to 26 at Paris-Nord Villepinte. This year, Pack.Vision studied the packaging marketplace, producing a report entitled, Packaging: A Global marketplace. Myth or Reality?

In some 27 pages, it reveals several interesting insights about global brands and their packaging and how both the product and package are customized for differing customs and tastes.

Some brands are definitely global in nature, but that doesn’t mean the same product or presentation is used in every country or region of the world. Nestlé’s Nescafe is one example of a worldwide brand with hundreds of different products whose tastes, sizes, and packaging adapt to local custom. For example, instant coffee is packed into tins for the Japanese market, but not in Europe or North America.

Garnier not only adapts its cosmetic products to local fashion, it varies the size: larger for the United States, smaller elsewhere. It also employs different coloring of visual images in Malaysia and in Brazil. On the other hand, Lancôme of France offers its products in identical packaging worldwide, with French and English copy only.

A number of food brands, such as Häagen-Dazs and Starbucks, have achieved international expansion without conceding anything to the initial concept. Much the same is true for pain relievers like Advil and Bayer. Some cosmetics follow this trend. “The small blue Nivea bottle is a symbol of moisturizers for the entire world,” the report notes. And Dove, in a relatively short time, established itself as a symbol of hygiene products that “nourish” the skin, according to the report.

Yet, for all the success of Häagen-Dazs and other U.S. brands, Gatorade “has met with more or less lukewarm success, depending on the country involved.” Others that couldn’t copy their iconic status in the United States to overseas markets include Snapple and Ben and Jerry’s, partly, the report says, because package sizes and graphics were not in keeping with the foreign markets.

Really international products

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report