EskoArtwork releases Results of Survey of Brand Owners

GENT, BELGIUM | EskoArtwork partnered with Adobe and the International Packaging Inst. (IPI) to conduct a survey of brand owners to gain an understanding of trends in packaging design. The survey results provide better insight into packaging trends that will assist both brand owners and suppliers to the industry in preparing to meet emerging market demands, according to EskoArtwork.

In launching this survey, EskoArtwork's objective was to ensure that its product portfolio is appropriately structured to meet the emerging needs of brand owners, as well as to provide insight and guidance for its customers as they work to support brand owners in the packaging design process. Respondents from across Europe, of which 62% worked in companies with 500 or more employees globally, cooperated to the survey.

The majority of brand owner respondents reported that prepress/repro work, creative surface design and creative structural design are currently outsourced; outsourcing of these functions is expected to remain the same or increase in the next few years, according to respondents. Forty percent of respondents reported having no design department in their company.

The survey also reaffirmed the growing popularity of and demand for, private labeling, with 54% of respondents reporting that their private label business accounted for up to 25% of revenues.

Other key survey findings included the following:

* Respondents strongly believed that the packaging's ability to make a product stand out on the shelf is paramount. Equally strongly held is a belief that packaging will increase in importance in its role in the marketing mix.

* More than half (56%) expect a significant increase in the use of digital prototyping either “definitely” (12%) or “probably'”(44%).

* Only 15% said that providing sustainable packaging solutions was critical to or already addressed in their businesses today. Key drivers for sustainable packaging identified by respondents included consumers (70%), regulations and legislation (64%) and retail requirements (57%). And 84% thought that 'environmental and sociological constraints' would require 'significant change' (63%) or 'new ways required' (21%).

* Half (50%) thought that packaging design will adapt to the opportunities presented by the Internet as online shopping becomes more prevalent.

* Nearly three-quarters (71%) agreed that “data consistency across products will have to be managed more effectively”; 65% agree that “data ownership” will need to be clarified more than it is at present. This includes structured management of artwork and other digital assets, although the majority has neither of these capabilities in place today.

* Respondents gave a score of 7.8 out of 10 to the assertion that 'right-sized or op timized packaging sizes' will increase in importance over the next few years.

Brand owners and suppliers to the market can find more information on the dedicated EskoArtwork solutions by visiting www.esko.com/cpc.

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