Aerosol Insights Solutions vs. Disruptions For the past decade or more, brand owners and packaging converters have been focused primarily on “disruptive” packaging technologies—those that use shape, graphics, text or color to stand out on the shelf. However, most often, while disruptive packaging is noticeably different, cool, even sexy, it leaves consumers asking “why is this different?” That question often leads to “product deselection” due to the fact consumers don’t understand why it’s different, or more importantly, what that difference means to them. Solutionsbased packaging—in which the consumer not only understands the difference but is shown or told what that difference means to them—is quickly displacing disruptive packaging innovations as a means to connect or engage consumers on emotional, rational or practical levels. products introduced globally between Jan. 2010 and Dec. 2014 using new packaging as a launch driver has increased 53%. During that same period, aerosol product introductions using packaging as a primary launch driver has increased 77%. By global regions, Latin America leads in terms of growth percentage of aerosols that have tapped into new packaging as a launch driver during the same period (106% growth), with the Middle East/Africa just slightly behind at 99% growth. What this signals is that in under-served and under-developed markets, such functional packaging components as easyto dispense, components that enable 100% or near-100% dispensability, or mechanisms that afford alternative aerosol dispensing, such as air-powered, are delivering solutions to consumers by making packaging a messenger for a brand’s positioning platform. In North America, hair care, air care and skin care are the top three categories in which aerosol packaging is being used. In Latin America and Europe, deodorant tops the list, with hair care and air care replacing skin care 42 Spray December 2015 DAve Luttenberger CPP, global Packaging Director, Mintel group This paper was originally presented at the Southern Aerosol Technical Association (SATA) Fall Meeting. as the top three uses. In Asia-Pacific, deodorant, air care and skin care lead, while in the Middle East/ Africa, deodorant, air care and fragrances make up the top three. Perhaps what’s most interesting is the on-pack claims aerosol brands are touting. While such ingredient claims as botanical, herbal and dermatologically-tested appear in one form or another from region to region, it’s functional packaging claims— those promoting ecoresponsible dispensing, spray technologies that help dispense more of the product or components that enable easier or directional dispensing—that are showing up not only more frequently, but both across regions and in more prominent positions within the package design hierarchy. What Mintel has also taken note of is the increased use of male-oriented aerosol products. While many brands are focused on the all-important Millennial group (and rightfully so), Mintel has identified a trend it calls “Masculine is the New Millennial.” Behind that trend, and where it’s particularly important for aerosol brands and packaging manufactures, is the growth of on-pack claims targeting males. In India, for instance, male-oriented on-pack claims are the 6th most popular (from among more than 100 Mintel tracks). Conversely, in the U.S., male-oriented claims are only the 36th most used claim. At a time when men are embracing personal care products as a means to build confidence, there is a huge and untapped opportunity for aerosol brands to reach a new target shopper. By the same token, claims aimed at men should be short and succinct: no beating around the That leads to the question, how are aerosols doing in terms of delivering “solutions?” According to Mintel’s Global New Products Database (GNPD), the percentage of new Luca Broad Spectrum Sunscreen, sold in South Africa Glade air fresheners for the Mexican market. Popular aerosol products in Japan.
Spray December 2015
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