On the GO! and Running

Up to sometime back we used to talk of ' On the Go ' packaging , but now things seem to be changing so fast, that the pack is virtually running. Yes, the ever so short of time Consumer has to virtually grab the Pack and run , run and run. Be it running to the Client , or for shopping , or to work , or to pick the kids from school or their weekend sports, packaging seems to be just running along.

A whole lot of Brands have realised this changing consumer pattern and have started building their packaging with serious inputs to face this new acceleration. Some of the key inputs have been the materials and substrates used, the opening and closing mechanisms, the ease of holding and dispensing and off course the ease of disposal. This change in packaging is not an easy overnight possibility, this has been visualised by keen Marketers and have ensured that their Packaging developers have risen up to such challenges.

A change in substrate to meet so many 'On the run' expectations may need years of scientific development ,innovation and development costs. A pack to withstand variations in temperatures, rough and quick usage may need to be worked upon with a serious plan of action and a high degree of involvement with the product developers.Very often to ensure that the pack is made with the 'On the run' possibility may need product changes and in fact sometimes altogether a new product development.

The fact is that this trend will continue as we move along to the next decades and this need will get further amplified. Packaging that wants to not only stay with times but also get ready for the future needs to tighten its belt and give a serious thought to this aspect of consumer behaviour. One aspect of changing consumer behaviour that will pose serious challenges to Packaging is ' No time '.

A lot of Companies have set in Packaging cells which are to focus only for the future, we need to have specific Budgets and plans to deal with this aspect of future, the starting point perhaps is an acute realisation and the emerging necessity. The fact is some have this realisation and some don't, those who have this realisation are the ones who will see themselves on the shelves in the future.