It’s that time of year when the word ‘festive’ gets roundly abused. But even my usually sour disposition gets a lift when I see the effort and attention to detail that has clearly gone into this season’s packaging.
One pack type in particular seems to fill the shelves and to exceed itself each year – and that’s metal tins. Suitable for virtually any product and available in shapes and sizes limited only by the imagination. My favourite this year? It’s the bourbon biscuit tin from M&S – shaped like a giant bourbon biscuit. It’s simple and fabulous.
Indeed in the UK biscuits are a core tin user – about 25 million units in 2011 followed by confectionery at about 21 million, much of which will be seasonal sales. Both have seen increasing uptake, even with one brand of twist-wrapped miniatures switching to plastic tubs. This positive trend is one that Euromonitor International expects to continue – with a forecast of over 2% CAGR in both categories between 2010 and 2015.
The only trend in tins that gets my thumbs down is the shrinking pack size. I know it makes economic sense but please people – I’ve gobbled my way through this year’s chocolates already only to find that the tin’s too small to keep my Christmas cake in. One of the best things about tins is reusing them. For future reference, I make an 8 inch cake so smaller diameter and more height is what I need. Take note for next year!
Hope you have a great holiday season and all the best for 2012.
Benjamin Punchard is head of packaging research at Euromonitor International
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