2022年世界杯英格兰阵容What Millennials Want | Packaging Trends for the Largest Consumer Group in History

Everyone wants to reach millennials, but that sometimes seems easier said than done.

While many in their 20s and 30s suffered financial setbacks during the Great Recession, and they may be slower than previous generations to get married, buy homes, and start families, their wallets represent an increasingly important economic driver.

According toAccenture, those born between 1980 and 2000 will account for$1.4 trillion in consumer spending by 2020, representing 30 percent of retail sales.

卡塔尔世界杯预选赛时间Millennials are digitally driven consumers who prefer brands that offer an experience, not just a product.They can be price sensitive, but will pay more for products that reflect their personal values and beliefs.2022年世界杯英格兰阵容One thing is certain, millennial shoppers are anything but traditional, which means CPGs need to consider untraditional approaches to packaging.

As an article fromEnterpreneur.compoints out, millennials are a diverse and complicated generation, but there are identifiable threads that can help brands win them over.

"What appeals to one millennial may not resonate with another.Still, as a group, they have enough characteristics in common that it's possible to make some general statements.That's why looking at what behaviors they do share is an essential part of constructing a brand specifically with them in mind."

DuringPACK EXPO2022足球世界杯赛程表时间, the Fresh-Lock^®team revealed a collection of consumer personas who made up the fictional community of "Freshville." Among those personas was a couple in their late twenties.2022年世界杯英格兰阵容Let's take a look at these young professionals, what they want from brands, and how packaging plays a role in their purchase decisions.

Meet the Millennials – Michael and Jessica

Newlyweds Michael and Jessica are just starting their lives together.Or as this millennial transition is sometimes called … the couple is "adulting."

They're also in the middle of launching promising careers.Their jobs keep them busy, butfinding work-life balance is still important to them.

These millennials are digital natives who are always on the go.They use their mobile devices to make life easier and more enjoyable.That includes connecting digitally with friends and finding fun ways to spend the weekend as well as the convenience of online shopping – even for basic items.

According to "The Millennial Shopping Report," people like Michael and Jessica made40 percent of their 2018 purchases in-store and 60 percent online.In the previous year's survey, just 47 percent of millennial purchases occurred online.

Michael and Jessica areearly adopters of e-commerce subscriptions servicessuch as Amazon Subscribe and Save, Birchbox, and Dollar Shave Club, which deliver products they use regularly directly to their doorstep.They've also tried meal kit subscription services such as Blue Apron and HelloFresh.Grocery store pickup services are another convenience they were quick to use.

AnOffers.comsurvey found less than a quarter of American adults have used curbside grocery pickup and fewer than 10 percent have used grocery delivery services.However, there are also signs of rapid growth.Statistaestimates online grocery sales will account for $22 billion in consumer spending in 2019 and nearly $30 billion in 2021.

Consumer Trends for the Millennial Lifestyle

1.  Making Meals Extra Easy

Michael and Jessica are among the 25 percent of millennials who Mintel calls "super snackers," which means theysnack as much as four times per day, often as a meal replacement at work.The couple frequently purchases ready-to-eat products at the grocery store so they can have convenient and affordable meals in their own kitchen.As anNPD卡塔尔世界杯预选赛时间survey found, 70 percent of consumers want to eat dinner at home, but only 10 percent love to cook.

One of the most2022年世界杯英格兰阵容promising packaging formats for snack itemsand ready-to-eat foods is the reclosable stand-up pouch.Adding a zipper or slider to flexible pouches allows Michael and Jessica tokeep food fresh and conveniently contained.It's perfect for their on-the-go schedules.

2022年世界杯英格兰阵容Flexible packaging closures, such as the reduced scale,2022足球世界杯赛程表时间^®mini Sliderare ideal for small pouches containing snacks like beef jerky, nuts, or chocolate.TheDouble Zip, the patented点击 'N Lock Zipper'with sensory clues, andRibbed Zippersare all excellent choices for ready-to-eat food products.

2.  Sharing the Experience

It's fair to say that millennials are responsible for social media becoming engrained in our daily lives.This generation shares everything with their followers, including what they buy and what they eat.That's why brands need to offer products that create a shareable experience.

A shareable product experience could be bold and interesting new flavors.Or, it could be2022年世界杯英格兰阵容packaging with eye-catching design and unique functionality, such as innovative closures including2022年世界杯英格兰阵容zippers and sliders for flexible packaging.Millennials like Michael and Jessica might refer to these kinds of purchases as being "#Instaworthy."

For example, plenty of millennial parents (includingonline influencerssuch as the blogger atLifeofDad.com) shared stories, photos, and videos of their experience using the child-resistantChild-Guard^®Sliderafter it made its debut on Tide PODS^®2022年世界杯英格兰阵容packaging.

You should also consider how the perception of your brand coincides with the personal identities of your target market.AnAlter Agents surveyfound60 percent of millennials are drawn to products that reflect their personality.

3.  Seamless Omnichannel Shopping

Not only is using a product part of the customer experience, so is shopping for it.And, while an e-commerce strategy is crucial for reaching millennials, people Michael and Jessica's age still visit brick-and-mortar retail stores frequently.Surprisingly,82 percent told Accenturetheyprefershopping at physical stores.

That's why Accenture stresses the importance of a consistent customer experience between online and retail.It foundmore than two-thirds of millennials demand a seamless, integrated experienceregardless of the channel.2022年世界杯英格兰阵容That means they expect things like price, selection, and packaging to be the same in-store as ordering online.

Accenture also found millennials are likely to engage in a shopping practice known as "showrooming," in which a consumer examines items in a store and later purchases it via an e-commerce website.The opposite of this is sometimes called "webrooming," which means researching online and purchasing in traditional retail.

2022年世界杯英格兰阵容Flexible packaging provides many benefits for the omnichannel buyer's journey.It is built to withstand therigors of the e-commerce supply chain, but it also stands out on retail shelves.

4.  Trustworthy, Responsible Brands

Transparency and honesty are values upon which Michael and Jessica place importance.They're interested in knowing where their food comes from, how ingredients impact their health, and how the brands they buy are making efforts to be more sustainable.

The couple may become more interested in honest brands when they have kids.A study fromLabel Insightfound83 percent of millennial moms trust transparent brandsmore than others.Nearly half of those moms said they verify a brand's claims by checking third-party websites.

卡塔尔世界杯预选赛时间In addition to being transparent with health and sustainability claims, literal transparent films can also be a way to be more honest with consumers.2022年世界杯英格兰阵容Shoppers appreciate being able to see the product they're considering, not just a doctored photo of it on rigid or corrugated packaging.

Like the 73 percent of millennialsNielsensurveyed, Michael and Jessica wouldpay more for a product they know is sustainable.卡塔尔世界杯预选赛时间And, to consumers, sustainable packaging is easy to recycle.Adding theHow 2 Recycle^®2022年世界杯英格兰阵容label to packages shows your brand is acting responsibility while explaining how to dispose of the packaging in a sustainable way.

2022年世界杯英格兰阵容While flexible packaging options have always provided a reduced carbon footprint compared to other options (learn more from the2022年世界杯英格兰阵容Flexible Packaging Association卡塔尔世界杯预选赛时间), consumers want a way to recycle the packages.2022年世界杯英格兰阵容That's beginning to become a reality thanks to innovative brands and packaging companies.

A perfect example is2022年世界杯英格兰阵容new packaging for Bear Naked Granola.2022足球世界杯赛程表时间It's a standup pouch featuring a transparent window, fully recyclable film, and a recyclable zipper from the Fresh-Lock^®8000 Series of sustainable closures.

2022年世界杯英格兰阵容Reaching Millennials with Reclosable Flexible Packaging

2022年世界杯英格兰阵容Whether it's the shift to e-commerce, consumer demand for convenience, sustainability expectations, or a better customer experience, flexible packaging should be considered for your product's go-to-market strategy.

卡塔尔世界杯预选赛时间Use this checklist to ask crucial questions about making packaging decisions for millennial consumers.

Make Your Products More Attractive to Michael and Jessica:

• Are you adding features such as reclosability that make the package more functional and convenient?
• Are you considering how your package enhances the customer experience (shopping and consuming)?
• 2022年世界杯英格兰阵容Is your product packaging designed for both e-commerce and traditional retail?
• 2022年世界杯英格兰阵容How can you use packaging design and graphics to be more transparent about the product?

Millennials Michael and Jessica share some characteristics with other Freshville personas.You can learn more aboutFitness Fred,Retired Rita, andSustainable Stacyhere on our blog.2022年世界杯英格兰阵容Plus, you can dive even deeper into packaging trends when youdownload our free e-bookon factors that are shaping the industry.

Watch ourexclusive webinar,2022年世界杯英格兰阵容Growth in Green: Opportunities in Sustainable Flexible Packaging,卡塔尔世界杯预选赛时间to learn more about sustainable packaging opportunities and how companies can create recyclable pouches to reach consumers who focus on environmentally-friendly brands.