Monika Pieczonka

Category: Foreign Markets

  • What else can you pack in a pouch?

    Visiting a store this week, I saw the first real sign of spring in FMCG: BBQ displays are back.

    But something specific here caught my attention.

    We are witnessing a shift from family-size formats to single-occasion packaging.

    Think about a typical BBQ setup:

    • paper plates, cutlery
    • sauces
    • a large jar of mayonnaise, mustard and a bottle of ketchup, a BBQ, barbecue sauce, Thousand Island dressing…

    Imagine the last point. All those jars and bottles.

    It is heavy to carry it. It is expensive one-time-cost – inflating the bill of BBQ.

    After party is over the question come- who takes the leftovers home? No one wants it, no one feels comofrtable to put it into trash.

    500g ketchup suddenly becomes a problem, not a solution. It’s inefficient, wasteful. This is where pouches come in.

    UX is quietly winning

    Traditional rigid bottles are a design from another era.

    We all know the moment: the ketchup is “finished”… but not really.
    You shake, you hit, you squeeze — and still leave 10–15% inside.

    Pouches solve this perfectly:

    • full evacuation of product
    • intuitive usage (like toothpaste)
    • no frustration at the end

    It’s not just packaging.
    It’s experience design.

    And in FMCG — UX is becoming king again.

    BBQ is just the beginning

    Single-use or single-occasion pouches make perfect sense for:

    • ketchup, mayo, sauces
    • marinades
    • oils & dressings

    They remove friction:

    • no leftovers
    • easy cost-sharing
    • less waste
    • light to carry
    • spoon not needed

    This is not just convenience.
    This is context-based packaging — designed for the moment of use.

    Asia already figured it out

    Travel a bit, and you’ll see how far this can go.

    In many Asian markets, pouches are not a niche — they are a default format, especially in cosmetics.

    Seven Eleven Store

    And this is where it gets really interesting.

    My personal favorite example: SPF cream in a pouch.

    Why it works:

    • zero leakage risk
    • lightweight
    • flexible — fits anywhere
    • perfect for daily carry

    It removes the biggest barrier to usage: inconvenience.

    With such product something annoying (carrying heavy bottle of SPF protection) becomes less friction act (small product that I can always have with myself and protect skin).

    And that’s the real job of packaging.

    Poland: strong in food, early in beauty

    Poland is already quite advanced in food pouches:

    • kids snacks & fruit mousses
    • dessert-inspired products (i.e. Tiramisu, Pavlova)
    • “zero” calorie snacks
    • protein products
    • oatmeals, skyr, yoghurts
    • even soup bases (a very smart replacement for stock cubes)

    But in beauty & personal care?

    We are still at the very early stage.

    The real opportunity

    The first brands that move into pouches in cosmetics will win disproportionately.

    Why?

    Because the format delivers on all modern consumer tensions:

    • mobility
    • convenience
    • waste reduction
    • portion control
    • emotional ease (no mess, no risk)

    Low cost of entry.
    High perceived innovation.

    So… what else can you pack in a pouch?

    Almost everything that:

    • is used on-the-go
    • creates leftovers
    • suffers from poor dispensing

    From sauces…
    to skincare, makeup…
    to functional nutrition.

    The format is ready.

    Now it’s about who moves first.

  • Maximizing the Shelf: The Dual Role of SRP in the Shopping Act

    The collective packaging carton—often referred to as Shelf-Ready Packaging (SRP) or Retail-Ready Packaging (RRP)—has evolved from a mere shipping necessity into a critical touchpoint of the shopping act.

    In modern retail, particularly within discounters like Aldi or Lidl, store staff rarely unpack individual units. Instead, the entire carton is placed directly onto the shelf. This means the carton is the “first face” the consumer sees. If designed poorly, it becomes a barrier; if designed brilliantly, it acts as a silent salesman that bridges the gap between a logistics necessity and a marketing powerhouse.

    The primary function of any collective packaging is protection. It must safeguard the product through an impressive journey: from the high-speed vibrations of a factory conveyor belt to the stacking pressures in a Distribution Center (DC), and finally, the manual handling during store replenishment.

    A carton that collapses under its own weight or tears during transit doesn’t just damage the product; it damages the brand’s perceived quality before a customer even touches it.

    The engineering must ensure that every centimeter of corrugated board provides maximum vertical strength while remaining easy to open without any sharp tool, which could accidentally puncture the primary pouches inside.

    The Human Factor – UX for Store Staff

    We often overlook the “internal customer”—the store staff. If a case is difficult to grip, lacks clear “this side up” indicators, or has a perforated opening that requires a Herculean effort to tear, it will be handled roughly. Poorly designed cartons lead to “shelf-gore,” where jagged cardboard edges or half-torn flaps obscure the product.

    A staff-friendly design includes intuitive hand-holes and “easy-open” features that allow for a clean, one-motion removal of the hood. When the staff finds a carton easy to work with, the product is more likely to be replenished promptly and positioned correctly on the shelf.

    The Shopper’s Perspective: Frictionless Interaction

    From a User Experience (UX) perspective, the carton must facilitate an effortless “grab-and-go” motion. We want to eliminate any physical tension at the moment of the buying decision!

    If the front lip of the carton is too high, it hides the product itself, it is difficult to grab it quickly;

    if it is too low, the products might tumble forward.

    The ideal design uses a “low-cut” front that showcases the primary packaging while providing enough of a “tray” to keep the units upright and organized.

    This ensures that even when the carton is half-empty, it doesn’t look like a chaotic bin of discarded items.

    Marketing on the Edge: Eye-Catching Communication

    The outer layer is prime real estate for marketing. In a sea of brown or white cardboard, color is your strongest weapon.

    It should either match the brand’s core palette or provide a high-contrast backdrop that makes the product “pop.” Beyond aesthetics, the carton must communicate the “Reason to Buy” in large, legible fonts that can be read from two meters away.

    Highlighting benefits like “No Added Sugar!” or “High Protein” on the tray lip reinforces the message on the pouch.

    Furthermore, a strong Call to Action (CTA) like “Try Me!” or “New Flavor” can trigger an impulse purchase that the primary packaging alone might miss.

    Analysis of Real-World Examples

    Looking at the provided images, we can see a masterclass in both effective and missed opportunities in SRP design:

    The Good: The Kubuś carton is a benchmark for effective SRP.

    • The bright green color perfectly aligns with the brand’s “natural/fruit” identity.
    • The tray lip is used strategically to scream “BEZ DODATKU CUKRU” (No Added Sugar). This is a critical benefit for parents.
    • The die-cut is clean, and the height of the front wall is perfectly calibrated—it holds the flexible pouches upright so the character’s faces are always visible, yet it doesn’t hide the product name. It utilizes every centimeter of the front-facing “lip” to communicate value.

    The Bad: Pokett Fruit Bomb While the design of product itself seems to be modern, the execution of the collective carton leaves room for improvement.

    • The carton doesn’t give any message. The only thing included is the logo of the brand, that’s all.
    • Carton’s grey/brown color doesn’t make an eye catch; it is extremely boring in comparison to the product in exotic flavours. I would expect here something more “screaming”, maybe even neon color to give the product even more “exotic vibe”.

    The Good: Panaflex This is a classic example of a “Value Pack” display.

    The red “FAST ACTING IN 80 SEC” banner is a brilliant use of the shelf edge. It creates a secondary communication layer that sits below the product.

    A lot of bad examples

    • Redundancy – Repeating the brand name 5 times in 10 centimeters. What’s the point?
    • Shadowing – High carton walls that turn products into “hidden treasures.”
    • Dead Space – Leaving huge % of the vertical shelf height empty and unbranded.
    • Lack of Hierarchy – No clear “hero” message, just a chaotic repetition of logos.

    In conclusion, the collective carton is not just a box; it is a multifunctional tool.

    To succeed, it must:

    • protect the goods,
    • respect the worker,
    • invite the shopper,
    • shout the brand’s message.

    In the battle for the “First Moment of Truth,” the carton is often the deciding factor in whether a product moves from the shelf to the basket.

  • Emotional branding in the FMCG sector – Premium Packaging Reshapes Poland’s Canned Fish Market?


    During a recent visit to a Biedronka discounter store, I encountered a canned fish product that immediately stood out from the shelves— for its unconventional packaging. Instead of the traditional product photography we are all used to, the label featured a serene beach scene complete with sun, sand, and summer toys.

    It was a curious choice that sparked an important question: in an increasingly competitive FMCG market, can emotional design justify premium positioning?

    Emotional Branding: A Risky Gambit in the Discount Sector


    The packaging strategy raises an intriguing paradox. Traditional FMCG wisdom suggests that product imagery—showing the actual contents—reduces purchase friction and builds consumer confidence. Yet this product abandons that convention entirely. Instead of mackerel fillets, consumers see a beach landscape.
    Isn’t it confusing?

    Potentially.

    However, it’s also strategically calculated. The design taps into what behavioral economists call “emotional congruence”—the association between eating fish and the sea. This approach mirrors successful premium brands like

    Bela Olhao (Portuguese sardines)

    Berthe (Portuguese sardines)

    which have built strong market positions through lifestyle imagery rather than product shots.


    In the discount channel, where price-conscious consumers dominate, such premium positioning is unconventional. Yet it signals quality differentiation—a critical factor when competing against private-label alternatives.

    The Price Paradox: When Premium Packaging Offers Better Value


    Here’s where the analysis becomes genuinely interesting.The price of this product is 8,49 PLN for 200g, when at the same time “same” product (mackerel fillet) costs:

    7,99 PLN for 170g – same producer (Graal)

    6,49 PLN for 170g – private label of discounter (Marinero by Lisner)

    Let’s examine the per-kilogram pricing:

    The data reveals a counterintuitive finding – the premium-packaged 200g product is actually 10.7% cheaper per kilogram than the same producer’s 170g offering. This pricing strategy—larger pack at lower per-unit cost—isn’t it an FMCG tactic designed to drive trial among price-sensitive consumers while maintaining perceived quality through design?


    The private-label Marinero remains the most economical choice at 38.18 PLN/kg, approximately 11.2% cheaper than the premium design product and 23% cheaper than the name-brand 170g version.

    The Psychology of Premium Discounting


    This pricing structure reveals sophisticated consumer segmentation. The brand is essentially offering three distinct value propositions:

    1. Emotional/Aspirational Value: The premium design appeals to consumers seeking quality signals and lifestyle alignment, willing to pay a modest premium for perceived superiority.
    2. Rational Value: The 200g pack offers better per-kilogram pricing than the smaller branded alternative, appealing to value-conscious shoppers who also appreciate quality cues.
    3. Pure Economy: The private label serves price-maximizers with minimal brand loyalty.

    Nostalgia as a Market Differentiator

    The decision to purchase this product becomes more about consumer self-identification. The beach imagery doesn’t obscure the product—it clarifies the brand’s positioning. It says: “This is not just preserved fish; this is a sensory memory of leisure and quality.

    In Poland’s increasingly competitive discount retail environment, where private labels capture 35-40% of FMCG sales (Source: GfK Poland, 2024), branded products must justify their premium through more than just product quality. Emotional design, when paired with competitive pricing, becomes a legitimate differentiation strategy.


    So yes, buying beautiful memories with even better per-kilogram pricing than the alternative branded option? That’s not just nostalgia—it’s smart shopping.

  • From Pharmacy to Lifestyle: How Eye Drops Can Become the Next Everyday Ritual?

    “Where are the eye drops?” I ask the shop assistant.
    She smiles, points—and suddenly I realise I’ve been standing right in front of them the entire time.

    I missed them because they didn’t look like traditional eye drops.

    No clinical white box.

    No tired illustration of an eyeball.

    No visual cues screaming medicine.

    Instead: bold colours, sleek packaging, and a presence that felt closer to beauty than to pharmacy.

    This is not an accident.

    Both products are made by Rohto Pharmaceutical, a Japanese company known for building cult brands that sit comfortably between healthcare and lifestyle. Its portfolio includes Hada Labo, OXY, Acnelogy, Rohto Eye Drops, Mentholatum, Lipice and Sunplay. In Poland, Rohto is also the owner of DAX Cosmetics, a brand many consumers already recognise from the beauty aisle—not the pharmacy.

    Rohto Eye Drops sit in the mid‑to‑premium OTC segment, priced above basic artificial tears and closer to “specialty” eye care products positioned around cooling, freshness and instant relief. But price is not the real differentiator here.

    Targeting is.


    Optic Glow: When Eye Care Meets Beauty Culture

    One variant in particular—Optic Glow—shows how pharmaceutical products can borrow from beauty marketing without losing credibility.

    The visuals are unapologetically aesthetic: bright, wide-open eyes, bold eye makeup, strong colour contrasts. The message is clear and emotionally relevant:

    Even the best eye makeup doesn’t look good on tired, irritated eyes.

    That single insight unlocks a perfect product–market fit.
    This is no longer just an “eye problem solution.” It’s a beauty enhancer, a backstage product that makes the final look work.

    And it resonates—because eye fatigue is not a niche issue. It’s mainstream Europe.


    Eye Problems Are No Longer a Medical Exception — They’re the Norm

    Let’s look at the data.

    More than 50% of European adults have a refractive error (myopia, hyperopia or astigmatism), meaning they need glasses or contact lenses.
According to the European Eye Epidemiology (E3) Consortium, this equals over 227 million people with myopia alone in Europe
(European Eye Epidemiology Consortium, 2015)

Dry eye symptoms affect between 15% and 30% of adults in Europe, depending on country and age group
(BMJ Open, 2023)

Among contact lens wearers, around 20–40% report dry eye symptoms, and dryness is one of the main reasons people stop wearing lenses altogether
(Life (Basel), 2022)

In several European countries, 10–30% of adults wear contact lenses, with particularly high usage in Northern and Western Europe
(Statista, 2025)

Screen exposure is accelerating the issue: ophthalmologists across Europe report a sharp increase in screen-related eye fatigue and dryness, especially among younger consumers
(TFOS DEWS II Report)

    This is not a fringe problem.
    This is a mass lifestyle condition driven by screens, indoor heating, air conditioning, contact lenses, makeup, UV exposure and urban living.

    Yet the category still behaves as if it’s selling cough syrup.


    The White Space: Turning Eye Drops into Daily Rituals

    Rohto shows what’s possible—but the opportunity is much bigger.

    1. Screen Workers: The New Office Ritual

    Millions of Europeans spend 8–10 hours a day staring at screens. Digital eye strain is universal—regardless of profession.

    Why not position eye drops as a micro-break ritual?

    Two drops.
A 60-second pause.
Instant refresh.

    Not treatment—performance recovery.

    1. Students & Night Owls

    Whether it’s studying until 3 a.m. or dancing until sunrise, tired eyes are a shared experience.

    Position eye drops as:

    “Two drops that make your eyes look like you slept eight hours.”

    Functional? Yes.
    Aspirational? Absolutely.

    1. Beauty & Wellness Enthusiasts

    We already ritualise:

    matcha in the morning
pilates at noon
skincare at night

    So why not eye care?

    A daily eye-refresh moment fits perfectly into the beauty–wellness–biohacking ecosystem. Imagine collaborations with:

    • blue-light-blocking glasses
    • yoga studios
    • skincare brands

    Eye drops become the new wellness accessory.


    Why the Market Is Still Wide Open

    Despite the scale of the problem, most eye drop brands still look:

    overly medical
visually outdated
emotionally disconnected

    White boxes. Clinical fonts. Stock images of eyes.

    Consumers, meanwhile, have evolved. They expect design, identity and ritual—even from functional products.

    Especially from functional products.

    Women wear makeup daily that contributes to eye dryness. Winter heating dries indoor air. UV awareness is rising—but eye protection is still overlooked. SPF exists for skin. Why not for eyes as a daily habit?

    The demand is there.
    The need is proven.
    The shelf, however, is still boring.


    Final Thought

    The next growth wave in OTC eye care won’t come from stronger formulas alone.

    It will come from reframing eye drops as part of modern life:

    • like lip balm
    • like hand cream
    • like supplements

    Rohto has shown the direction.


    For FMCG and pharma brands willing to step beyond the “medicine look,” the opportunity is vast—and still largely untapped.


    Key Sources

    European Eye Epidemiology Consortium (E3):
    https://pmc.ncbi.nlm.nih.gov/articles/PMC4385146/

    BMJ Open – Dry Eye Disease in Europe:
    https://bmjopen.bmj.com/content/13/3/e067007

    Life (Basel), 2022 – Dry Eye & Contact Lenses:
    https://pmc.ncbi.nlm.nih.gov/articles/PMC9605398/

    Statista – Contact Lens Wearers in Europe:
    https://www.statista.com/statistics/431375/individuals-who-wear-contact-lenses-in-selected-european-countries/

    TFOS DEWS II Epidemiology Report:
    https://www.sciencedirect.com/science/article/pii/S1542012417305733

  • Bottle That Explains a Market: Discovering Water Kefir in New Zealand

    During my visit to a discount store in Wellington, New Zealand, a small glass bottle stopped me in my tracks. The label was minimal, modern, and unmistakably “wellness-led.” The name, however, raised an eyebrow:


    Water Kefir.

    For anyone raised on European dairy kefir or kombucha, the term feels both familiar and alien. Water… kefir?

    Curious, I picked it up—and that single bottle turned out to be a neat case study of how New Zealand’s food culture, demographics, and economic structure converge on a shelf.

    The product:
    Probiotic Sparkling Water Kefir – Raspberry, Lemon & Ginger (350 ml)
    Produced locally by Wildly, a New Zealand brand focused on fermented, functional beverages.

    What Exactly Is Water Kefir?

    Water kefir is a fermented drink made using water kefir cultures (a symbiotic culture of bacteria and yeast), fed with natural sugars derived from dried fruit. Unlike dairy kefir, it is:

    • Dairy-free
    • Vegan
    • Gluten-free
    • Naturally lightly sparkling through fermentation rather than forced carbonation

    In short, it sits somewhere between kombucha, soft drinks, and functional hydration—but without the sharp acidity or heavy flavour masking typical of kombucha.

    Flavour profile: Raspberry, lemon & ginger
    Ingredients:

    Artesian alkaline water
Whole raspberries
Cold-pressed ginger
Fresh lemon
Dried figs & dates
Sugar & molasses (as fermentation fuel)
Water kefir culture

    Dietary positioning: Gluten-free, dairy-free, vegan
    Sugar content: Less than 1g per serving (post-fermentation)


    Why This Ingredient Combination Actually Makes Sense

    From a formulation perspective, this is not a random “superfood stack” but a technically coherent recipe:

    1. Raspberry brings polyphenols and natural acidity, supporting flavour complexity without artificial sweeteners.
    2. Lemon sharpens freshness and improves perceived sweetness while contributing vitamin C.
    3. Ginger, long associated with digestion and anti-inflammatory properties, complements fermented products both functionally and sensorially.
    4. Dried figs and dates are not there for flavour alone—they provide complex sugars and minerals that feed the kefir culture during fermentation (as substitute of sugar)
    5. Molasses, used sparingly, adds trace minerals that support microbial activity.

    The result is a beverage that tastes clean and refreshing while aligning with consumer expectations around gut health, immunity, and natural processing.


    “Everything at Once” – And That’s the Point!

    What’s impressive about this product is how many consumer needs it addresses simultaneously:

    • Probiotic alternative – positioned as a substitute for capsules or powders
    • Immune-supporting hydration – functional, but still drinkable
    • Natural bubbles – champagne-like effervescence without CO₂ injection
    • Alcohol alternative or mixer – increasingly relevant in sober-curious culture

    This “multi-job” functionality is no accident—it reflects how New Zealand consumers shop actually.


    Why New Zealand Is Fertile Ground for Products Like This

    1. Demographics That Reward Functional Premiums

    New Zealand has a median age of ~38 years, with over 83% of the population living in urban areas—concentrated in cities like Auckland and Wellington (Worldometer).

    This age group tends to:

    • Invest in preventive health
    • Spend more on daily wellness products
    • Prefer “quietly premium” items over mass indulgence
    1. Health Spending as a Cultural Norm

    New Zealand spends roughly 9% of GDP on healthcare, and public discourse strongly emphasizes prevention and lifestyle health
    (CIA World Factbook).

    In this context, paying more for a probiotic drink is framed not as indulgence, but as long-term self-investment.

    1. Environmental Belief, Not Just Compliance

    While Europe is known for strict environmental regulation, New Zealand stands out for something subtler: deep consumer belief that environmental protection benefits daily life.

    Heavy glass packaging? That’s not a drawback—it signals quality, reuse, and recyclability.
    A label screaming “no sweeteners, no additives, no artificial flavours”? That’s not niche; it’s expected.

    This mindset is deeply rooted in a society that lives close to nature and is acutely aware of its fragility.


    Why Don’t We See This in Europe (Yet)?

    Europe has kombucha. Europe has kefir. But water kefir as a mainstream, branded, chilled beverage? Rare.

    My hypothesis why:

    • European markets are more tradition-bound in fermentation categories.
    • Health trends exist, but often remain siloed (functional = medicinal, pleasure = indulgence).
    • Regulatory complexity and fragmented retail landscapes slow down novel category creation.

    New Zealand, by contrast, is small, agile, and culturally open—an ideal test market for products that blur category lines.


    Final Thoughts

    This bottle of Wildly Water Kefir is more than a drink. It’s a reflection of:

    1. A health-literate consumer base
    2. Willingness to pay for preventive nutrition
    3. Environmental values embedded in everyday purchasing
    4. Younger generations redefining what “refreshment” means

    Fresh, light, functional, and genuinely well-crafted—this is exactly the kind of product I would expect to succeed first in wealthy, health-obsessed, future-facing markets.

    Europe may catch up. Sooner or later. Maybe later : )
    New Zealand, as usual, is already drinking the future.
    Sources

    New Zealand demographics & urbanization:
    Worldometer – New Zealand Demographics
    Population age structure & median age:
    Statista – Median age in New Zealand
    Healthcare expenditure & economic indicators:
    CIA World Factbook – New Zealand

    Product reference:
    Wildly Raspberry, Lemon & Ginger Water Kefir