The demand for personalised packaging is driving more companies to adapt their strategies in line with the growing trend

Packaging Innovations in the UK surveyed over 335 brand owners, retailers, suppliers, agencies and packaging professionals for a study on personalisation, which was commissioned by innovation consultancy ThePackHub.

A total of 66 per cent of packaging professionals who took part in the study stated that the personlisation of packaging is something they are currently implementing into their offering, or at least considering.

In addition to this, 89 per cent of those questioned believe this trend would only increase over the next two to three years.

When asked how involved in personalisation projects the packaging professionals were, 66 per cent said they were currently undergoing ventures or were considering projects that had a personalised packaging element.

When these statistics are broken down further, it highlighted that nearly three quarters (73%) of brand owners and three fifths (60%) of suppliers have either done or were considering doing a personalised packaging project within the past year.

The survey identified the main benefits of undertaking this type of packaging activity, with increasing consumer engagement (87.9%) and brand awareness (86.1%) both selected as main impacts. The data also showed that nearly two thirds (63.7%) felt that personalised packaging increases sales, while over half (52.8%) felt that personalisation projects had a positive impact on consumer loyalty.

Each respondent was also asked to identify a personalised packaging campaign that has stood out for them. Perhaps unsurprisingly, the Coca Cola ‘Share a Coke’ campaign topped the poll, followed by KitKat, with Marmite also receiving several mentions.

The popular trends of personalisation, versionalisation, and limited edition packaging, as well as technology enablers, will be explored in depth at PKN's upcoming forum, New Frontiers in Packaging Print, on 3 August in Darling Harbour. Find out more here.

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