A time to innovate

In part three of our series exploring a Post-Pandemic World, we examine why product innovation and differentiation will be even more critical after COVID-19

Previously, in our Post-Pandemic World series, we looked at some of the key behaviours and habits we can expect from post-corona consumers. Shoppers will be hungry for new products and experiences. They’ll be stepping up their digital engagement with the brands they choose. Making a more positive impact will be high on the agenda. And food safety and transparency is set to be more important than ever. With all these trends and demands ahead, it’s time for brands and producers to innovate. But how?

Continued creativity  

In the wake of the coronavirus pandemic, many producers put the brakes on planned new products with several 2020 launches delayed or cancelled. But with companies quickly adapting to the new normal, working from home offices and labs, the innovation process for many has been able to continue regardless.

In fact, according to food consultant Mattson, over 65% of food and beverage companies have still been working on new products and concepts during the COVID-19 crisis. And 50% believe the pandemic will actually have a positive long-term impact on the industry.

What this means is that we can expect some bumper years ahead in terms of new products coming into the market. But in this potentially crowded space, product differentiation will be essential. So the key questions producers face is where should they focus their innovation efforts? And what kind of products will consumers want?

Products in demand

Mattson’s research into innovation also revealed the products that are expected to show strong demand post COVID-19. Value products came out top in the list of predicated consumer priorities, closely followed by nostalgic and indulgent. This suggests perceived value will be hugely important in economically challenging times with consumers also wanting a taste of the familiar and to treat themselves following a period of hardship.

Demand for plant-based products is also expected to be strong. More, in fact, than many established categories. This suggests that plant-based is no longer simply a consumer trend but a larger cultural shift, which encompasses wider issues of sustainability, animal welfare and healthier living. All of which supports the findings in our own five-part Plant-based Shift series, exploring the rising demand for plant-based dairy alternatives.

Ready to innovate

As we look ahead to a time after corona, it’s clear that many product opportunities are on the horizon for brands and producers. But given finite space on supermarket shelves and an already crowded market, any new products will need to be more innovative and differentiated than ever to stand out. So how can SIG help?  

As well as offering unique packaging solutions based on consumer needs, we offer a series of exert services as part of our combiLab – designed to turn a customer’s product idea into a success story. With combiLab, we can test new product concepts with support in idea generation, marketing, test filling, packaging prototypes and more. So you can produce products reliably and efficiently while opening up new opportunities.

And to help you meet the demand for more added-value products, we offer a solution called drinksplus. It enables us to process and aseptically fill beverages with up to 10% natural particulate content in our carton packs. This means you can create a whole range of healthy, premium and texture-rich products – from milk snacks with cereal grains and vegetable drinks with aloe vera pieces to indulgent chocolate drinks with coconut flakes.

Going digital

In the next part of our Post-Pandemic World series, we’ll look at how producers can not only offer more innovative products after with SIG but accelerate their digital transformation with our range of our Smart Factory and Connected Pack solutions.