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ProSweets gauges consumer attraction to confectionery packages

By Lindsey Partos , 21-Jan-2009

Amid a testing climate that sees economies across Europe and North America contracting, participants in the confectionery industry will gather next month to observe new opportunities for their industry.

ProSweets Cologne, that opens its doors on 1 February, will bring together "the entire range of suppliers required for the production, processing and packaging of confectionery," say the fair's organisers.

Among the many discussions and presentations related to the dynamic area of packaging design and technolgies, the organisers highlight the "Design factory" that records and evaluates the eye movements of consumers directly at the product on the shelf.

Pack attraction

Carried out in collaboration with the Berlin based company Berndt&Partner Packaging Creality, the 'eye-tracking' method makes it possible "to track the eye and pupil movements of consumers who encounter different packaging designs, and to conduct computer analysis of these movements," say the ProSweets organisers at Koelnmesse.

ProSweets is inviting confectionery makers to send in their packaging samples before the trade show begins. The samples will be arranged on a sales shelf at the show, with observers' reactions analysed using the Eye Tracking technology.

Among the roll-call of conference presentations, Günther Buck from Switzerland's International Expert Consulting will present "Sustainable supply chain (management) for commodities" – subject close to the heart of the food industry following steep commodity prices that shaped their balance sheets in 2008.

And Christian Wiechmann from Germany's Martin Braun Backmittel und Essenzen will contribute with his presentation on "Recent developments in the area of fatty fillings in the confectionery industry".

ProSweets will run from 1 to 4 February 2009 at Koelnmesse in Cologne, Germany.

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