APEAL created several pan-European task forces to optimise today’s packaging solutions and, in co-operation with all of the players in the packaging chain, foster future innovation.

Key to the projects tackled by these European Task Forces was market research both into the attitudes and behaviour of consumers as well as the needs of packaging decision-makers in Fast Moving Consumer Goods companies.

One of these pan-European task forces has developed a pilot project in the very dynamic and highly competitive Pet Food market.

Characteristics of the process

For this specific project, the leading European design consultancy Holmes & Marchant International was appointed to develop alternative packaging solutions in steel, based on the needs of both consumers and key players in the packaging chain.

2-Consumer research across Europe : Through group discussions in Europe’s major Pet Food markets, much was learned about consumer perceptions and attitudes towards packaging, the key benefits of different packaging solutions, how different types of consumers react to new ideas, as well as what the consumer’s “ideal pack” would be.

4-Development of packaging solutions : Consumer preferences and key player interviews provided a clear brief to develop a number of ideas into packaging solutions.

5-Feasibility tests : At R&D Centres of European steel manufacturers, the chosen packs were tested for their mechanical feasibility.

6-Confirmation research : The feasible solutions were submitted to consumers in Europe’s representative markets, in order to determine the preferred packs.

7-Presentation to the market : A limited number of consumer-validated, innovative packaging solutions were presented to market actors who expressed interest in improving the packaging of their brands in terms of convenience and shelf differentiation.