ASPETTANDO IL FLEXO DAY 2021
“Brand, consumatori e loyalty: il packaging ci parla (di
euro, quella per gli animali è di 949 milioni di euro (un
noi)”, fornendo interessanti spunti di riflessione. L’analisi
canettone, ovvero panettone per i cani, costa 5 euro!)
delle capacità di spesa della società italiana rivela che
E il risparmio? Cresce di poco, +2%, ma comunque
i discount alimentari negli ultimi due anni hanno visto
i consumi cambiano. Durante il lockdown il 20% dei
aumentare i clienti, e l’impennata e stata determinata
consumatori ha rinunciato ad acquistare prodotti non
dagli acquisti delle famiglie ad alto reddito, che non si
alimentari in attesa della riapertura dei negozi (abbiglia-
sono impoverite, ma hanno la capacità di valutare cosa
menti, calzature, arredi, casalinghi) e quest’anno si pas-
comprare nel discount e cosa invece acquistare altrove.
serà (più o meno forzatamente) molto tempo in cucina
L’età dei consumatori: l’Italia ha la seconda popolazione
e per piccoli lavori di manutenzione e pulizia casalinga,
più longeva al mondo e buona parte di queste persone
dovendo rinunciare ai collaboratori domestici.
anziane ha un reddito medio-alto, anche se purtroppo
In questo contesto, l’Italianità espressa in molti modi
vi è il 9% di anziani emarginati. In un tale contesto si
sugli imballaggi è importante, soprattutto per i con-
fanno meno figli… ma ci sono molti animali domestici,
sumatori anziani e nelle regioni più ricche, e ha un lin-
infatti la spesa annuale per l’infanzia è di 633 milioni di
guaggio molto preciso, così come le indicazioni DOP, DOCG, IGP, ed è proprio qui che si concentra la maggiore pressione promozionale sulle confezioni dei prodotti. L’industria alimentare in Italia è forte perché l’italiano non mette al primo posto il prezzo, quindi è un’industria con una notevole marginalità e di riflesso determina anche la richiesta di imballaggi sempre
Another technology is the surface micro-screening of the polymer which improves ink lay-down, which does not change the capabilities of the screens but can contribute to a better printing result, with optimal ink lay-down and coverage, better density with same ink amount and same anilox. Which screen to use? What shape of the dot, resolution, ruling, at what resolution, with what minimum printable dot, with which reference curve? There is a well-known process or the optimization and calibration of the flexographic printing machine. PACKAGING ARE SOCIAL INDICATORS Armando Garosci, director of Largo Consumo, concluded with a speech on the languages of packaging: “Brand, consumers and loyalty: packaging speaks to us (about us)”, providing interesting thinking hints. The analysis of the spending power of Italian society reveals that the food discounters in the last two years have seen
an increase in customers, and the surge was determined by the purchases of high-income families, who have not become impoverished, but have the capacity to evaluate what to buy in the discount store and what to buy elsewhere. The age of consumers: Italy has the second-longest-lived population in the world and a large part of these elderly people have a medium-high income, although unfortunately there are 9% of marginalized elderly people. In such a context there are fewer children ... but there are many pets, in fact the annual expenditure for children is 633 million euros, that for animals is 949 million euros (canettone, a panettone for dogs, costs 5 euro!) And the savings? It grows slightly, + 2%, but in any case consumption changes. During the lockdown, 20% of consumers gave up on buying not-food products pending the reopening of the shops (clothing, footwear, furnishings, household items) and this year they will spend (more or less forcibly) a lot of time in the kitchen and
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for small jobs maintenance and home cleaning, having to go on without domestic workers. In this context, Italian identity expressed in many ways on packaging is important, especially for elderly consumers and in richer regions, and has a very precise language, as well as the indications DOP, DOCG, PGI, and it is precisely here that is focused the greatest promotional pressure on product packaging. The food industry in Italy is strong because the Italian does not put price first, so it is an industry with a considerable margin and consequently also determines the demand for ever-changing and more sophisticated packaging. At European level, 56% of over 55 years old people give more importance to the origin of the product compared to 46% of 15-24 years old people; 51% of people with high school education read the label against 35%, with basic education. Garosci then spoke of the declarations on the materials used for packaging and the
orientation of consumers and producers: the sale of products that have the “compostable” claim grows by 55%, the sales of products that use the claim “less plastic” grow by 21%; sales of products with the claim “with reduced environmental impact” increased by 13.5%. “Society has changed and includes more wealthy seniors who also condition the messages and values of Italian products in the traditional sense; values become more sophisticated and therefore are the prerogative of more educated classes who can understand them; sustainability and Italian identity are considered the most common values in our packaging, even if, being strong but highly exploited themes, they are less effective than in the past because they are now widely accepted by society and therefore not very profitable for companies. In fact, companies that take a stand are moving towards more complex but also more divisive issues such as work, immigrants and civil rights”, concluded Armando Garosci.