®
NATURAL
PRODUCTS
May 2014
US$39.00
E X P E R T
S E R I E S
The Threefold Goal of
Successful Packaging
Dietary supplement companies are consistently looking for ways
to differentiate their products in an increasingly competitive market,
while ensuring consumers are receiving the highest quality finished
products. Packaging is a key consideration throughout the product
development process, impacting selection of a delivery system
and filling requirements into ease of use and outside
package and label design.
HEALTH & NUTRITION
®
NATURAL
PRODUCTS
E X P E R T
S E R I E S
The Threefold Goal
of Successful Packaging
Table of Contents
SECTION 1
Elements of Successful Packaging
by Lisa Schofield ��������������������������������������������������������������������������������������������� 3
SECTION 2
Tips for Creating a Supplement Label Design
by Brianne Vaskovardzic ���������������������������������������������������������������������������������� 8
SECTION 3
Breaking Down Barriers to Flexible Packaging
by Kathy Popovich ���������������������������������������������������������������������������������������� 11
SECTION 4
Filling Challenging Products
by John Brown ���������������������������������������������������������������������������������������������� 13
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Elements of Successful
Packaging
by Lisa Schofield
T
he truth is—even if it’s pretty on the inside, if it isn’t on the outside, it
will languish, ignored. If your supplement product has been tested and
shown to be efficacious, thus meeting its label claim, but it is ensconced
in mediocre or ineffective packaging, it will assuredly be a flop.
Is it a matter of being superficial? Of course not. It’s a matter of multiple
dynamics, coupled with manufacturing technology to ensure packaging
accurately and finely strums the right notes, resonating with the intended target
market who will first test it, and then buy it again and again.
According to packaging professionals and graphics experts who help
companies create the visual allure via packaging, numerous elements constitute
a successful package.
“The goal of sound packaging is threefold: ease of use, compliance (both for
the user and for child resistance) and ensuring maximum potency at time of
use,” said Ralf Klotz, regional sales manager for Uhlmann Packaging Systems.
The most important element of dietary supplement packaging,
in the viewpoint of Marny Bielefeldt, director of marketing, Alpha
Packaging, is its ability to protect the contents. After the bottles
are filled, the package has to be structurally durable to withstand
vagaries of transportation without collapsing under the weight of Successful packging
filled product; it also has to protect the contents from elements
will have convenience
such as moisture or oxygen infiltrating the container before it
reaches the consumer.
factors [and] portability:
Indeed, emphasized Angela Roggenhofer, sales and marketing
the on-the-go
manager for Tekni-Plex Inc., “Safety always comes first—i.e.,
protecting young children from access to the product. Equally consumer is looking
important is protection of the product against the elements—
for smaller, portable
moisture, oxygen, mechanical damage, etc.—via packaging that
protects the consumer and ensures the product does what it packages.
promises at least until it reaches its guaranteed shelf life.”
Additionally, she continued, successful packaging will have convenience factors,
such as easy opening for seniors and, increasingly, portability: the on-the-go
consumer is increasingly looking for smaller, portable packages. “Blister packaging
can be an ideal solution for all of these requirements,” she offered.
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From an economical standpoint, Suley Muratoglu, vice president of
marketing and product development, Tetra Pak Inc., said packaging must,
“allow the manufacturer to deliver the desired product at a price point the
consumer demands, while still allowing the manufacturer to maintain margins.”
For products such as meal replacement/protein powders, Muratoglu pointed
out, convenience is as important as the actual nutrition in the product. These
consumers are seeking something that fits their busy lifestyles, which means
providing a product that offers the right serving size in an easy-to-drink format
that can be toted around throughout the day.
Structure, messaging and branding are three critical elements that need to
be carefully addressed, said Paul Zullo, founder and CEO, Silver Creative Group,
a creative agency. Structure includes shape, size and materials, each of which
may be a differentiator. “There is a major trend toward flexible packaging,” he
reported. “For example, consumers appreciate the convenience of moving from
large protein tubs to airtight pouches. These packages also work well for
anything portable. While consumers are always happy to see the value size,
there is a trend to smaller portions.”
Messaging must be concise and clear, and deliver two elements—statement
of identity and benefits. The packaging must not be littered with competing
visuals, he warns. Effective messaging combines words and graphics/images as
overall design. Consumers don’t have the time to cogitate over packaging when
purchase decisions arise.
When it comes to branding, Zullo explained, the design will help to create an
emotional appeal for a product, deliver key messaging points and give an
identity. “Proper branding comes from knowing who you are, what you provide
and why you should be considered over the competition,” he asserted. The
elements to work with are colors, fonts, words and images that come together
to position the product so the consumer understands the brand and can identify
with it nearly instantaneously. “A novice yoga gal is probably not going to pick
up a product that looks like a manly bodybuilding product, but take the same
formula and wrap in a more approachable package, and you may be able to
get her attention,” he said. “So, knowing your customer is key to identifying
how the brand should be presented.”
Another packaging designer, Wes Bentley, principal, Bentley & Royce, agreed,
noting the obvious goal is for your product to be selected as a serious contender
for purchase. “To reach this goal, the packaging must differentiate your brand
from its competitors on the shelf, it should convey the brand identity to the
consumer in a compelling way, and should communicate the information and
benefits clearly and easily,” he explained.
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More thoughtful and philosophic is an overriding perception about dietary
supplements among consumers, who still believe regulatory oversight is
minimal, according to Scott Jost, vice president of innovation and design, Berlin
Packaging. And he said the dietary supplement market has low entry barriers.
“Effective supplement packaging allays consumer skepticism with credibility via
clear, concise label architectures and quality packaging components,” he
stated. “Practically speaking, this means eschewing visual clutter for clarity
and, for products that cross sub-categories or usage indications, reducing
search costs with color coding or iconography.”
He emphasizes overall, he views specific attributes and characteristics—
rather than elements—as being critical in supplement packaging, the most
important of which are credibility and clarity.
Trend Dynamics
As dietary supplements continue to differentiate themselves
and reflect the latest research and technology, thus expanding
choices for increasingly specific demographic targets, so too is the Effective supplement
packaging. By necessity, the artful combination of presence and
packaging allays
materials/technology spurs packaging trends. And trends are
consumer skepticism
waxing and waning more quickly.
“First,” Jost said, “the bar has been raised because new tools with credibility via
and economics have made it less costly to do custom packaging.
New software, rapid prototyping and digital printing have clear, concise label
revolutionized the development process. Second, marketers are architectures and
making more changes and doing so more frequently than ever
quality packaging
because it’s relatively easy to do so.”
According to Bielefeldt, California’s Rigid Plastic Packaging components.
Container (RPPC) law affects all products (not just natural
products) in rigid packaging 8 oz. and larger, and many of Alpha’s customers
are requesting guidance on the regulations. “There is more of an emphasis on
trying to ‘light-weight’ or ‘right-weight’ supplement packaging. This typically
entails taking gram weight out of the bottles by making the walls thinner, while
still maintaining the structural integrity of the bottle. Some rigid containers are
more suitable for light-weighting than others, and it is certainly possible to take
too much gram weight out of a plastic bottle. If a bottle’s walls are too thin, it
can collapse under the weight of filled containers during shipping, or be
difficult to label on conventional filling lines.”
The shelf is the point of purchase decision, and there’s much competition to be
there—and if you make it, you’re surrounded by the next guys. Therefore, there
is an increasing focus on the power of space and imagery in package design.
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“Because products are tightly packed and always face the consumer, packages
that create eye-catching shelf impact can help revitalize a brand image and create
a unique product concept,” Muratoglu said. “To select the right package,
brands would do well to examine options that are both visually enticing, while also
adding to the overall efficiency of the shelf space and display area.”
Of note, Muratoglu emphasized catchy graphics can help with grabbing
consumers’ attention, which, according to market research guidebook GreenBook,
needs to happen within 10 seconds to influence purchasing behavior.
Sustainability and eco-friendly packaging is not merely a trend, it’s a way of
life. “The biggest trend has been the use of environmentally sustainable
materials,” Bentley said. For example, the compostable poly bag been driven
largely by the packaged food companies, and he believes it will eventually
trickle down to the supplement companies. Klotz added he sees more requests
for reduced amounts of packaging materials to address environmental concerns
and appeal.
And there’s an increasing amount of consumer expectation, Muratoglu
observed. As consumers expand their knowledge on issues pertaining to
sustainability, they feel a growing sense of responsibility with their purchases.
Importantly, consumers believe manufacturers should take responsibility in
environmental issues by reducing their impact on the environment.
Working with Packaging Partners
The time to consider packaging is the time when you are conceiving the new
product or line extension itself. There are many considerations involved,
including, of course, overall costs, which to a degree needs to be passed onto
the consumer. Packaging, Roggenhofer asserted, should be considered as early
in the process as is feasible.
Further and overall, she advised, know your product, and know your
consumer. “What is the product’s target customers’ age groups and activity
levels? Are there children in the typical target consumer household? Certain
customers are also less likely to read all the small print on storage conditions
and, in many cases, it makes sense to adapt the packaging not only to the
product under ‘optimized’ conditions, but consider the ‘reality’ in which the
product will exist and, ultimately, be used.”
According to Klotz, three questions are key: is it a standalone formula or part
of a regimen? What quantities per package will be provided (one-month supply,
1,000 count, etc.)?; and what special considerations need to be worked out,
such as expiration date?
More questions were supplied by Bielefeldt: How will the bottle be labeled,
and what characteristics must it have to work with that process? Are your
products sensitive to light, moisture or oxygen, and what materials or additives
should be included to provide barrier protection? Will the products be transported
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across different altitudes or stored in high temperatures in warehouses or during
shipment? How do consumers dispense your products, and can you add value to
your package through a custom bottle design or closure component? Do you rely
on your packaging to serve as graphic extension of your brand (such as custom
colors or shapes)? And finally, how important is it for your packaging to be
sustainable, and is that something best achieved by utilizing recycled materials,
using less resin in the bottle, or some combination?
Berlin Packaging’s five-step process begins with analysis, Jost
said. It starts with the brand, its target consumer, the competitive
set that it plays in, and the channels and accounts it sells through.
The team employs tools such as market data from Datamonitor
Consumer, consumer intercepts and store walk throughs. The
supply chain the product flows through is documented as is every Three questions are key:
factor from the package filling and labeling equipment to Is it a standalone formula
shipping cartons to pallets. Next is engagement in creative
exploration, then evaluating creative solutions against the success or part of a regimen?
criteria developed in the analysis phase. Of the final creative What quantities per
round, one or more solutions are selected for aesthetic
refinements and engineered for optimized part weight and cycle package will be
time. “To help us get to this essence, we developed a provided? And what
proprietary discovery document called Brand Brief Primer, a
15-page document that takes brand owners through an exercise special considerations
to define the personality of their brand in ways that we can need to be worked out?
then translate into the personality of new packaging.”
From a visual design element, according to Bentley, the packaging process
begins with the brand strategy. How is the brand positioned? What is the
brand’s story? What is its unique selling proposition? What are the consumer
insights? What is the competitive landscape like? Then, we assess whether the
brand identity articulates this strategy. If it does not, we recommend changes to
the identity. Once the identity is congruent with the strategy, our job is to
distinguish the packaging through the manipulation of the design elements:
color, typography, imagery, shape and scale.
The right packaging is such that resonates with the target consumer who
buys into its promise, and which keeps contents intact and safe to consume,
and which is convenient and easy to store and use. If the packaging is right, the
consumers will pay the price; if it’s wrong, you will.
q
Lisa Schofield, owner of WorDesigns, is an industry veteran who focuses on
promotional writing, copy editing and trade press relations� She has been
assisting ingredient suppliers in their quest for industry “fame” for 10 years and
prior to this, she was a long-time trade media editor�
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Tips for Creating
a Supplement Label Design
by Brianne Vaskovardzic
W
ith explosive consumer demand for nutraceuticals at an all-time
high, developing effective brands has become a major focus for
supplement companies worldwide. Here are some important tips
for creating a supplement label design.
Brand Your Label Design to Your
Target Audience
Through labeling, marketers are given the opportunity to
increase their sales dramatically by creating a brand image that
matches their target consumer needs and communicates the
intrinsic value of the dietary supplements they offer. According to
the Private Label Manufacturers Association (PLMA), as of 2010,
private label sales in the United States alone reached US $86.4
billion in all retail outlets. While it is extremely important to provide
consumers with innovative products and services, companies must
first be successful in creating a private label brand and design that
is attractive and appealing to their target market.
Communicating a
company's identity
through graphics and
visual effects is critical
to success within the
dietary supplement
industry.
Partner with a Premier Supplement Manufacturer
Communicating a company’s identity through graphics and visual effects
is critical to success within the dietary supplement industry. A company’s
brand is identified by its appearance, which is representative of the business
as a whole. Many consumers associate quality with the appearance of a
label. Some marketers choose to partner with a supplement manufacturer
that offers graphic support for logo, label and package design. Supplement
manufacturing companies that offer these services usually have a team
of experts that assist customers with the visual development of their message
to ensure a connection through packaging and labeling. Along with
partnering with a premier supplement manufacturer that offers high-quality
graphic services, it is also beneficial to gain some understanding of
visual elements.
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Visual elements include color, fonts, logo, images and printed information,
all of which serve an important role in a customer’s decision-making process.
Different colors can grab attention, generate different moods, and support
underlying messages. According to the Global Journal of Management and
Business Research, each color has a meaning that ignites certain emotions that
can stimulate purchasing behaviors. For example, blue is associated with
trustworthiness; it’s also seen as peaceful, calm, cool and clean. With regard to
dietary supplements, green is a great color to incorporate, as consumers
connect it with nature and natural products. Another color great for labeling is
yellow. Because of its vibrancy, yellow hues are a popular attention-grabbing
color. It is important to relate any given product to the correct color—for
example, energy supplement labels may be best in red, while a sleep support
product would be more appropriate in shades of cool purples and blue. Take
the time to research your product’s effects and tailor palettes and design to
support the message.
Proper Printed Label Information
Another factor that influences consumer buying behavior is
the printed information that appears on a label. Using proper
terminology, approved claims and comprehensible verbiage
gives consumers the option to decide if the product is right
for them. While the wording on labels should be clear and
concise, it is also necessary to ensure verbiage such as health
claims is aligned with FDA regulatory standards. According to
FDA, health claims describe a relationship between a dietary
ingredient and the risk reduction of a disease or healthrelated condition. With massive amounts of information
accessible to consumers concerning dietary supplements,
consumers are paying greater attention to labels and the
material displayed on them.
During the past few years, the use of quick response (QR)
codes on product labeling has grown in popularity. In
September 2012, Comscore reported QR code use in Europe
by smartphone users doubled in 12 months to 96 percent,
with 71.7 percent of the user population using the
technology for product information. QR codes on label
designs allow consumers to easily find more information
regarding a company and product, and allow companies to
extend their marketing reach and build brand awareness
among the company’s core market.
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Quick response
(QR) codes
on product labeling has grown
in popularity. In September 2012,
Comscore reported QR code use in
Europe by smartphone
users doubled in 12 months
to 96
percent, with
71.7 percent
of the user population using
the technology for product
information.
naturalproductsinsider.com
Through private labeling, marketers can respond to exactly what consumers
desire. Constant product advances make it imperative to consistently evaluate
what goes into the private label design, and to keep brand design up to date
with current trends within the industry. Be sure the product information is
current and in line with today’s latest trends and developments. When creating
a private label design, it is important to graphically represent credible claims
and exceptional performance at a price that supports its value.
Developing a private label product design requires detailed consumer
insight; marketers have a unique knowledge of consumer needs. It is
important to use this to your advantage by working alongside a manufacturer
that will make this process easier.
q
Brianne Vaskovardzic, a representative for Private Label Nutraceuticals, a
supplement manufacturer, enjoys tracking and analyzing the latest trends,
exciting developments and breaking news within the nutritional product
industry� To stay on top of the latest industry trends, follow her on Twitter
@PLNutra or visit the Private Label Nutraceuticals blog�
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Breaking Down Barriers
to Flexible Packaging
by Kathy Popovich
A
whole new world has opened up for the natural products marketplace
due to the advances in printing technologies and finishing equipment
for flexible packaging—a welcome answer for the growing trend in this
packaging category. Flexible packaging is the broad industry term used for items
such as sachets, bags, packets and pouches. Fredonia Group, a leading business
research group, reports demand for converted flexible packaging in the United
States will continue to grow and is expected to rise 3.8-percent annually
through 2015. The rise in demand is a result of multiple factors including
consumer habits, product freshness/stability and shelf presence, as well as
sustainability efforts by manufacturers.
Consumer Habits
We have become a convenience-driven society. Making life easier
and efficient is at the forefront of almost every decision a modern
consumer makes, leading to the need for products and packaging that
better fits this fast-paced lifestyle. Single-serve/use, individualportioning and to-go packaging have popped up in almost every
product category from food and beverage to personal care and
beauty, and even home improvement. And the demographic profile
spans from infant/toddler (self-feeding packaging) to the aging
population (individual portion packs).
Product Freshness/Stability
and Shelf Presence
Product freshness and stability have always been a battle traditional
containers had a hard time winning, especially after the product was
opened. But the barrier films and zip closures used in flexible packaging
offer a marked improvement in this area. Flexible packaging also offers
enhanced shelf presence because, while there has been a movement
toward flexible packaging, a great opportunity still exists for brands to
be first to offer this solution in their category.
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Sustainability
Sustainability initiatives are a prevailing focus for manufacturers.
Reduction in overall packaging, as well as down-gauged materials,
makes flexible packaging an attractive alternative—not to mention
the resulting improvements in transportation from lower weight and
space requirements. The Flexible Packaging Association (flexpack.
org) also reports less energy consumption in flexible packaging
production versus traditional containers such as bottles, aluminum cans,
clamshells, etc.
Historically, flexible packaging was primarily processed by wide web
converters with lead times of three to six weeks and minimums of about 2,500
pounds of material. But recently, advances in both printing and converting
equipment have been able to fulfill smaller quantities, deliver high-quality print
and significantly improve lead times.
In particular, the HP Indigo WS6000 press can handle printing very thin films.
In fact, the preferred construction includes reverse printing the graphics on a
48 gauge film, then laminating to a barrier film—either a cosmetic or foodgrade web—that protects the product inside. In essence, the ink is
“sandwiched” between the layers, so it never comes into contact with the
product and also protects it from scuffing or marring.
Newly introduced narrow web laminating equipment is designed and
engineered to complement the narrow web digital press for a turn-key solution,
filling a void in the marketplace the wide web printers didn’t want to touch
and/or couldn’t deliver competitively.
These advancements break down the barriers to flexible packaging, allowing
all manufacturers access. They also provide the opportunity to take full
advantage of the digital print technology for this application.
q
Kathy Popovich is the director of marketing for Innovative Labeling Solutions, a
label and package print specialist serving the consumer product marketplace� She
can be reached at kathypopovich@ilslabels�com or (888) 860-2457 ext� 1298�
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Filling Challenging Products
by John Brown
T
he wide array of products that are packaged in a constantly evolving
marketplace—whether in containers, flexible packaging or even
stand-up pouches—is shifting. Manufacturers must consider many
factors in their production environment including market changes, demographic
shifts, food safety, sustainability and the all-important productivity.
From small companies that are making the shift from manual weighing/
packaging to automated systems to multinational companies, having the right
equipment to package a diverse range of products is critical. One of the most
challenging for many firms is gummy supplements.
Two key factors to consider when filling any package are the nature of the
product and the package it is being filled into. By way of example, vitamin
gummies are challenging as they tend to have irregular shapes, are sticky and
are often filled into containers with a small opening, all of which significantly
reduce productivity if weighing and filling directly into a container.
To address this challenge, packaging companies use rotary indexing filling
machines. The main components of a rotary indexing filling machine include:
(a) an infeed conveyor to feed empty containers; (b) the funnel assembly
composed of multiple funnels; (c) a star wheel where empty containers are
positioned under the funnels; and (d) an exit conveyor for the filled containers.
Such machines can have a series of travelling funnels that move in a circular
pattern to fill rigid containers including plastic, glass and fiber. Product is
released from the weigher above into one of the travelling funnels where an
empty container is positioned below. The filling machine is indexed so the next
funnel is positioned to receive product with another container positioned
below. The benefit of this design is the product has time to transfer from the
travelling funnel to the container without losing production speed.
The uniqueness of different products being filled may require some additional
assistance to ensure the containers are filled properly. A product such as a
gummy supplement filling into a container with a small opening has the
potential to clog at the opening. Certain machines now have an unclogging
assembly on each travelling funnel that funnels the product into the container.
Once the gummies are in the container, they may fill in a way that the container
is poorly filled or is filled too full, so product settling stations are used to vibrate
the individual containers and settle the product.
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From an operator and productivity point of view, additional features that
improve performance include the use of a servo drive to provide precise control
of the entire system; acceleration, deceleration and braking are easily
programmed to specific container characteristics. Sensing devices are installed
in critical areas to stop filling if no container is detected, a sensor to ensure
correct container positioning under the funnel and a clog detection sensor to
identify any funnel that did not empty completely during the cycle. PLC-based,
all operator functions and controls are set through a color touch screen
ensuring synchronized timing of moving parts.
In selecting a rotary indexing filling machine, listed below are 10 features
to consider:
 Range of container sizes that can be filled;
 Speed and ease of changeover for a different-size container or
container opening;
 Use of stainless-steel/food-grade contact parts;
 Servo-driven;
 PLC controls;
 User-friendly touch-screen controls;
 Totally enclosed with see-through Lexan safety covers;
 Interlocked safety switches and e-stop;
 Interfacing capability with weighing equipment; and
 Production capability.
The same technology to fill challenging products also benefits manufacturers
of free-flowing products, allowing them to produce at high speed. As such,
rotary indexing filling machines can meet the needs of packagers with
challenging products and those needing high-speed production.
q
John Brown is the sales and marketing coordinator at WeighPack Systems Inc�, a
supplier of packaging equipment including the SpinDexer rotary indexing filling
machine� For more information, visit weighpack�com or contact Brown at
jbrown@weighpack�com�
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