Insight by Gama Compass™
MANCHESTER – 12th November 2015: This month, Gama’s study of dynamics in new consumer goods launches looks at flexible packaging, focusing in particular on the penetration of pouch formats – in their varied manifestations and applications – across different categories and regions. Concentrating on the food, drinks and household industries, Gama has looked at new launches reported on Gama Compass™ over the last 18 months to identify particular hotspots in pouch packaging and to examine how companies are applying pouch formats in diverse scenarios to increase product appeal and meet a range of evolving consumer demands.
At the overview level, Gama’s data showed that the greatest enthusiasm for pouch formats in food and drinks launches was to be found in North America: when it came to new North American products, manufacturers chose pouches on 6.4% of occasions, contrasting favourably, for instance, with Europe, where only 4.9% of launches came in a pouch format.
On closer examination, it was apparent that the penchant for pouches in North America could be explained, at least in part, by the snacks market, with 10.7% of new North American snack products coming in some form of pouch format. In Latin America, by contrast only 3.1% of new snacks were sold in pouches, despite pouch packaging in the region overall not being far behind North America on 6.1% of launches. Evidence for the burgeoning ‘snacks’ and ‘bites’ segment in North America came from a diverse range of companies, including Snack Factory with its Minis Pretzel Crisps, and, from popcorn specialist Angie’s, Boom Chicka Bites Ancient Grain Popcorn Clusters.
The parallel rise of flexibles and ‘snacking’ concepts within the FMCG space was illustrated by one particularly interesting statistic to emerge from Gama’s study: while 3% of overall food and drink launches as a whole contained the word “bite”, “bitesize” or “mini” within the brand or product name, this increased to 5% when the only those new products sold in pouches were taken into account.
Source: Gama Compass™
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