Regional Insight: Cool packs generate Nordic heat

The Nordic countries are home to some of the packaging industry’s biggest businesses, especially in paper but also in plastics. So it’s perhaps no surprise that more than 8,000 products were launched in Norway, Finland, Denmark and Sweden in 2009, according to Mintel’s Global New Products Database. That was nearly a fifth fewer than in 2007, although slightly up on 2008. Equally, the categories of those products – cosmetics, personal care and both alcoholic and non-alcoholic beverages – are to be expected of such developed economies.

In terms of pack types, flexibles dominate, as they have done for five years or so. The last year has brought a drop in the number of cartons being used for new products; perhaps surprising in the region that is the birthplace of the Tetra Pak.

TOP 10 PACK TYPES FOR NEW PRODUCTS
Flexible 2,379
Bottle 1,598
Carton 771
Tube 638
Jar 490
Tub 452
Tray 331
Can 251
Case 155
Blister Pack 69

TOP 10 NEW  PRODUCT TYPES
Colour cosmetics 678
Non-alcoholic beverages 643
Sauces and seasonings 607
Skincare 599
Dairy 526
Haircare 501
Bakery 487
Alcoholic beverages 364
Processed fish, meat and egg products 361
Desserts and ice cream 279

Source: GNPD database, Jan-Dec 2009

NEW PACKS
1 Organic Santa C Ale Brewer Ørbæk’s Organic Santa C Ale is a full bodied beer. It launched in December and retails in a 50cl bottle.

2 Hello Kitty Body Splash Swedish clothing brand H&M has moved into bathroom accessories with this Hello Kitty Black Raspberry Body Splash. The product launched in November and retails in a 100ml PET bottle.

3 Marmelle Blåbær marmalade Danish supermarket chain Dansk Supermarked has launched this blueberry marmalade in a distinctive bottom-heavy 340g jar.

4 Bravo Friscus Cartons offer great opportunities for stand-out, as this pro-biotic juice from Sweden shows. The juice claims to strengthen the immune system – this pack, launched in November, should strengthen sales.

5 Funky Impressions condoms This so-called ‘Love Box’ condom pack is made in Hong Kong but was recently launched in Denmark. It combines a Euro tag with what appears to be a rigid plastic box. A nifty and fun solution.

6 Norrlands Guld Light Swedish brewer Spendrups has gone for a very unusual beer bottle shape for its Norrlands Guld beer, which has launched in October in this low-alcohol format.

Mintel GNPD is a web-based database capturing new product and packaging data from around the world. Information on packaging for each product includes photography, data on material, format, closure, label, decorative processes, inserts, production methods, style details and security aspects. GNPD also offers editorial features on packaging trends. Visit www.gnpd.com.

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