The Diamond Pure-Pak Curve Portion Pack - Driving Brand Growth with Consumer-Led Packaging Solutions

Consumer research tests carried out by Elopak show that the Diamond Pure-Pak Curve portion pack provides a superior, but familiar Pure-Pak shape which increases premium fresh perception.

30/07/07 It is estimated that, in Europe, the food-to-drink category accounts for 10-12 billion portion packs with annual growth of +3%. Portion packs are consumed by more people, in more places, and in more moments of their day. They represent a significant business opportunity building brand equity of premium brands, addressing key consumer trends, generating volume growth - with a particular focus on new distribution channels and pursuing higher sales and net contribution via higher consumer prices.

Socio demographic trends and changing consumer needs across Europe have had a crucial impact on the consumption of food and beverages. The growth of single person households, the continued growth of working women, and the fast ageing population have made the size or portion of products central to consumer appeal - giving rise to a massive market for portion pack products. Key consumer trends such as the significant demand for fresh healthy products, everyday snacking, out of home consumption, and the on-the-go drinking all require that premium brands offer products in the right sized portion.        

Consumers expect specific functional and emotional benefits from portion packs. Portion Packs ought to be easier to hold, to drink from, easy to open and reclose with no leaks. The positive experience of the portion packs in-use is pivotal to developing brand loyalty and product repurchase.

Consumer research tests carried out by Elopak show that the Diamond Pure-Pak Curve portion pack provides a superior, but familiar Pure-Pak shape which increases premium fresh perception. The Diamond shape enables a better flow of product and the Curve panel, in addition to helping communicate brand messages, is perceived by consumers to bring a more ergonomic grip. The exclusive large cap provides increased functionality with improved pouring, easier opening and closing, all of which make a better usage experience and builds positive emotions and perceptions of brands.

Børge Kvamme, Executive Vice President of Elopak Region EMEA says: "Enhancing the consumer experience and creating the perception of freshness and delivering premium brand values are integral in the decision of re-purchase and building brand loyalty. Furthermore, research shows the higher the perception of product freshness the higher price consumers will pay. The Diamond Pure-Pak Curve portion pack is a consumer-led packaging solution that takes premium image to new levels with key functional and emotional benefits, and has already delivered significant brand values for several European markets."

Diamond Pure-Pak Curve portion pack is the right packaging solution for extending distribution into new channels. This is especially true of premium brands currently using the Pure-Pak packaging solutions as it provides product line-up consistency, reinforces the overall brand image that will naturally be transferred into the traditional channels, and makes it easy for consumers on-the-go to identify. This and how they consume products affects how consumers buy them, and as portion packs are often consumed alone, out of the home and during leisure activity, they tend to be purchased outside the supermarket. This has created new distribution channels such as gas forecourts, hotels and cafes, and created new lucrative markets.

For example, the juice portion pack market in Europe, in new distribution channels, stands at 4.3 billion packs a year with an annual growth of +5%. These environments are more qualitative than traditional retailers and discounters, with no place for economy and own label and where products are less sensitive to price.

  Diamond Pure-Pak Curve portion pack: already a solid track record
Several European customers have articulated strategies for addressing new consumer needs and have successfully adopted Diamond Pure-Pak Curve portion pack as a key part of their marketing mix.

Spain
One of the most significant consumer trends is the rise of snacking and meal replacements. J García Carríon in Spain re-launched its Don Simon Natural Soups in 250ml and 330ml Diamond Pure-Pak cartons - a convenient microwaveable, EVOH pack. The perfect portion pack for lunch and snacks. For Garcia Carrion, Diamond Pure-Pak portion packs present a response to the demand for single serve portions for snacking and meal replacement and enhance the fresh, natural premium brand values.

Spain's second largest retailer Mercadona also spotted the requirements for meal replacement and the need for portion packs due to the rise in single households.

In 2005, Mercadona introduced its own brand of soups Hacendado in 330mml Diamond Pure-Pak portion pack. This offering was expanded with a three pack of products, at the same price as a 1 litre pack, and targeted at the single consumer. By providing 1litre of product in three separate cartons, the fresh quality of each serving is conserved and offers the single consumer the same experience of freshness of a family-sized pack.

Norway
Tine Dairy in Norway selected the Diamond Pure-Pak portion pack to launch its isTe (iced tea) in 500ml portion pack, aimed at children and more mature people. The smaller serving pack is able to be consumed in more places, at any time or more moments of the day - on the move, or at home. The high value packaging benefits include a larger cap on the Diamond Pure-Pak portion pack providing an easy opening device for smaller and less able older hands. Tine has created more positive consumer experiences for its brand.

Austria
When celebrating the 250th birthday of Mozart in January 2006, Alpenmilch Salzburg required both an attractive and functional pack, and in a portion size. Christian Leeb, Alpenmilch's Sales and Marketing Director explains, "Although this is a specialty product serving just a niche market, it is strategically very important for us in terms of demonstrating our innovative spirit."

As an evolution and modernization of the Pure-Pak premium values, the Diamond Pure-Pak portion pack family promotes natural freshness and quality, enhances branding impact and creates brand value. With its distinctive curved panel for optimal branding and USP visibility, this carton innovation provided Salzburg with the right package for transferring its brand values into the portion pack market and building overall brand equity.

Portion pack aseptic technology
In a market where there are increasingly wider distribution channels, aseptic technology is a must-have for portion packs. The ELOPAK aseptic technology Pure-Pak U-M100A filler is unveiled at Anuga FoodTec. It is an unrivalled, market leading aseptic filling machine solution for the Diamond Pure-Pak Curve portion packs. This is a high speed, flexible, operator friendly and cost effective production tool for manufacturers of liquid foods.
  
An integrated cap applicator, mounted on the mandrels inside the machine saves both space and costs and generates significant production cost efficiencies. Ole-Petter Trovaag, Director Aseptic Systems says: "This is effectively three machines in one, running three separate lines for the filing of up to three carton sizes at any one time. The flexibility in terms of scheduling options this provides is unequalled, as is the efficiency offered for space saving and costs. This machine provides an economical solution as a response to the high speed demands for the dynamic and huge portion pack market world-wide."

Diamond Pure-Pak Curve portion pack - A consumer driven packaging solution from ELOPAKStudies show a direct correlation between packaging, brand repurchase and loyalty. Marketers across Europe are going back to basics to rediscover that packaging is one of the most critical parts of the marketing mix as repurchase and loyalty translate into sales, supports premium price position, and enables a reduction of brand marketing expenses for a higher brand net contribution.

Børge Kvamme adds: "Packaging innovation must be driven by consumer trends to build brand values across the food-to-drink category. The unique shape of the Diamond Pure-Pak Curve portion pack appeals to premium brands because it simply delivers what consumers expect - a great experience of the brand in-use."