Sport Food Packaging Research

SportFood.
PD
the Packaging Design of a new platform of food dedicated to Sport
SPORT BARS >>
> Decathlon through a multidisciplinary approach
Parma: 13th September 2010
A B
TEAM TEAM
Angelica Maria Bello Arias Aldo Duchi
Alessandro Bombelli Mohammed Woyeso Geda
Alessandra Erra Ekaterina Kim
Ambra Farris Ece Özdil
Marta Gallo Andrea Rongone
Jose Gabriel Islas Montero Paolo Rossi
A+B
SPORT BARS >>
Decathlon
RESEARCH
PHASE
SportFood.PD
SportFood.PD
1 CUSTOMER RESEARCH
2 MARKET RESEARCH
3 DESIGN APPROACH
4 MATERIALS OPPORTUNITIES
5 CONCLUSIONS
1 CUSTOMER
RESEARCH:
INTRODUCTION
Methods
USER PROFILE
Amateur joy
Sports lover
Welfare conscious
Forever young
Considerations
Interactive poster
Insight
1 CUSTOMER RESEARCH
Introduction
SPORT BARS >>
METHODS
> Process
Decathlon
User centered design:

focus on customers’ need and objects.
Activity centered design:

focus on customers’ behaviour, actions and decisions.
1-01/21
1 CUSTOMER RESEARCH
Introduction
SPORT BARS >>
METHODS
> Process
Decathlon
we go to them we talk with them we take note
*3 principles by Rick E. Robinson

1-02/21
1 CUSTOMER RESEARCH
Introduction
SPORT BARS >>
METHODS
> Process
Decathlon
?
?
Observation: Interviews: Questionnaire : Profiling :
fly on the wall (to go face to face sent by e-mail Personas (features,
in a place an look objects and needs)
without interacting)
50 people interviewed: QUALITATIVE RESEARCH
1-03/21
1 CUSTOMER RESEARCH
Introduction
SPORT BARS >>
METHODS
> Where?
Decathlon
Parks Gyms Sport markets
1-04/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS >>
METHODS
> Where?
Decathlon
1-05/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS >>
METHODS
> Where?
Decathlon
1-06/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS
AMATEUR JOY>>
> Decathlon
They cost too much and my sport activity is not

so professional to need energy bars or drinks.
Since I’m not a professional sportman I prefer

water and fruits juice, energy bars and energy
drinks are not good for my body.
1-07/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS
AMATEUR JOY>>
> Decathlon
Active sports in general (swimming,running, playing basketball..)
No special diet
Generally have lunch outside and dinner at home
Snacks: biscuits or sandwiches
Why they do sport? relax, have fun or social interaction
Low budget for sports
Not so informed about sport food
Go generally to the supermarket
No sport food consumption, they prefer water!
mp3 players during sport activity
Work out in company few times by themselves
1-08/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS
SPORTS LOVER
>>
> Decathlon
I like to invest money in good stuff with high

quality, makes me feel more professional
I drink energy drinks but I don’t really like the

taste (maybe too artificial), but I use them in
order to give higher performance to my
sport acrivities
1-09/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS
SPORTS LOVER
>>
> Decathlon
More specialized in one sport and more professional
Diet with a lot of proteins, everything but healty
Eat often outside
Snacks: biscuits, sandwiches, fruits, chocolate)
Do sport every day (often in an official team)
Why they do sport? passion, fitness, relax, health, competitiveness.
High budget for sports
Very well informed, they know what they consume and why
Go to specialized sport shops
Sport food consumption
Investment in good outfit.
mp3 players and countdown timer
Work out by themselves or in company of official teams
1-10/21
1 CUSTOMER RESEARCH
User profile
WELFARE
SPORT BARS >>
CONSCIUOUS
> Decathlon
I run with all my family, it’s a good time to

spend together
I bought this energy bar not just for me,

we all consume them when we do exercise
1-11/21
1 CUSTOMER RESEARCH
User profile
WELFARE
SPORT BARS >>
CONSCIUOUS
> Decathlon
Prefer to run or go to gym
Healthy diet
Snacks: based on dry and fresh fruits
Eat at home or prepare food at home and take with them
More income to spend in sportive activities
Do sports twice per week generally on weekends
Spend more money on sport clothes and accessories
mp3 players, timers such as countdown, stopwatch and sometimes gps
Consume energy bars
1-12/21
1 CUSTOMER RESEARCH
User profile
FOREVER YOUNG
SPORT BARS >>
> Decathlon
I like running and doing

exercise outdoors, I feel alife
I like to be informed of what I consume,

now I care more about my health
1-13/21
1 CUSTOMER RESEARCH
User profile
FOREVER YOUNG
SPORT BARS >>
> Decathlon
Prefer to Bike, run or swimming
Eat everything in the right amount
Snacks: chocolate, biscuits, fruits
Informed in media (T.V.)
Do outdoor sports
Do sports twice per week generally on weekends
Spend enough in sport outfit
mp3 players, timers such as countdown, stopwatch and sometimes gps
Consume energy drinks, not bars.
Few times go to a specialized sportshop
1-14/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS >>
CONSIDERATIONS
> Decathlon
All users use mp3 players

They do sports to socialize.
They do their activity generally
They drink water after their sport activity in couples or groups
Consumption of daily
The ones who don’t consume any products is important
sport food thinks that:
They don’t feel the need to consume

them, they think they are unnecessary
They find them expensive
They think that they don’t work, they A lot of them consume a great
are not helpful amount of coffee everyday
1-15/21
1 CUSTOMER RESEARCH
User profile
INTERACTIVE
SPORT BARS >>
> Decathlon
POSTER
What do you think when we
say “sport-food”?
What is your favourite flavour?
What do you need to do

some sport?
1-16/21
1 CUSTOMER RESEARCH
User profile
INTERACTIVE
SPORT BARS >>
> Decathlon
POSTER
What do you think when we say “sport-food”?
carbohidrates
light k/cal
vegetables
healthy food fresh
mineral salts
high caloric food
street-food make the difference

pasta
energy SportCola
fast burning
Redbull powerade
proteins
chocolate something to get refreshed
1-17/21
1 CUSTOMER RESEARCH
User profile
INTERACTIVE
SPORT BARS >>
> Decathlon
POSTER
What do you need to do some sport?
time open-space
I-pod mp3
power
towel
fresh air water music
company
shoes
clock
1-18/21
1 CUSTOMER RESEARCH
User profile
INTERACTIVE
SPORT BARS >>
> Decathlon
POSTER
What is your favourite flavour?
mint coffee
chocolate anise
vanilla
caramel
lemon
1-19/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS >>
INSIGHT
> Decathlon
Need of a positive life-style.

Keeping the mind relaxed and feeling positive.
Need of keeping the life-style as simple as it is.

(no special effort to try to be live like a professional.)
Need of feeling comfort during the sport activity.
Consuming without thinking about the nutrition

values. Need to have trust to the product.
Need to have a good taste. Normal tasty food

such as biscuits and fruits.
Need of not putting any limits of the daily food

consumptions.
1-20/21
1 CUSTOMER RESEARCH
User profile
SPORT BARS >>
INSIGHT
> Decathlon
Customers’ needs: Flavoured energy water

More natural ...
Customers’ needs: Enery biscuits

Normal snack idea Energy breads
More natural, more tasteful ...
Products close to Barilla’s production
Expects flavours: chocolate and
real fruit taste
Customers’ needs: Candies

More information Caramellas
(they don’t know it) Jellybeans
No artificial ...
1-21/21
2 MARKET
RESEARCH:
INTRODUCTION
Methods
STRATEGY
Why
Market overview
On-the-spot market research
Placement
2 MARKET RESEARCH
Introduction
METHODS
SPORT BARS >>
> >Process
Decathlon
We go to the We observe We take notes We draw some

point of sales on the shelves conclusions
2-01/12
2 MARKET RESEARCH
Introduction
METHODS
SPORT BARS >>
> >Where?
Decathlon
5 Esselunga Supermarkets 23 Small supermarkets

(Florence) (2-5 employees)
(Florence)
2-02/12
2 MARKET RESEARCH
Strategy
WHY
SPORT BARS >>
> Decathlon
Size of the market:

1868,9 Mi (USD) in 2010
Entering a new market Why?
Carbohydrates as a lever of
the Barilla’s Core Competence
2-03/12
2 MARKET RESEARCH
Strategy
MARKET
SPORT BARS >>
> Decathlon
OVERVIEW
Size 1868,9 Mi (USD) in 2010
Industry Life Cycle:
Growing/Mature industry Growing industry Mature industry

Grow rate (2005/2010): 47% Grow rate (2005/2010): 38% Grow rate (2005/2010): 24%
TOTAL = 1868,9 Mi (USD) in 2010
*Source: Datamonitor Analysis

2-04/12
2 MARKET RESEARCH
Strategy
MARKET
OVERVIEW
Who are the customers?
2-05/12
2 MARKET RESEARCH
Strategy
SPORT BARS >>
ON-THE-SPOT
> Decathlon
MARKET RESEARCH
OUR COMPETITORS (5 supermarkets and 23 small supermarkets)
> Sport drinks market share (supermarkets) > Sport drinks market share (small supermarkets)
45%
40% 36%
40%
35% 35%
35% 35%
30%
25% 34%
25%
33%
20% 33%
15% 32%
10% 32%
5%
31%
0%
Gatorade Energade Powerade Gatorade Energade Powerade
2-06/12
2 MARKET RESEARCH
Strategy
SPORT BARS >>
ON-THE-SPOT
> Decathlon
MARKET RESEARCH
OUR COMPETITORS (5 supermarkets and 23 small supermarkets)
5/5 of all the stores had a smimilar configuration 5/5 of all the stores had a smimilar configuration
Sport drinks
Fridge
Sport drinks
Cash desk
Cash desk
Beverages Beverages
2-07/12
2 MARKET RESEARCH
Strategy
SPORT BARS >>
ON-THE-SPOT
> Decathlon
MARKET RESEARCH
What about bars and gels? What to do?
* only the 10% of the small

supermarkets analysed
had a sportbar
2-08/12
2 MARKET RESEARCH
Strategy
PLACEMENT
SPORT BARS >>
> Decathlon
What to do? > Right mix of channels! Disrupt the business model for placing the products
Vending Machines Sport center Kiosk Online store
New
Innovative
Effective
2-09/12
2 MARKET RESEARCH
Strategy
PLACEMENT
SPORT BARS >>
>>Vending
Decathlon
machines
PROS:
14 Bi (USD) in annual sales (Beverages USA)
Flexible: 24 hours to reach to the customer
By 2012 sales volume will exceed 60 billion dollars
CONS:
Right place
Increasing competition
Increased liabilities
2-10/12
2 MARKET RESEARCH
Strategy
PLACEMENT
SPORT BARS >>
>>Vending
Decathlon
machines
BUT companies are still on the ship...
Straightener VM Flowers VM Beverages VM Umbrellas VM
Healthy Food VM Fragances VM Ice Cream VM
2-11/12
2 MARKET RESEARCH
Strategy
PLACEMENT
SPORT BARS >>
> Decathlon
We are working on the Business Model
Key Customer
activities relationship
Key Value Customer

partners proposition segments
Key Channels
resources
Cost structure Revenue streams
*Source: Business Model Generation, Osterwalder & Pigneur

2-12/12
3 DESIGN
APPROACH:
INTRODUCTION
Methods
STATE OF ART AND INNOVATION

Sustainable packaging
Communication trends
PRODUCTS RESEARCH
Sport bars
Sport drinks
Sport gels
APTONIA CASE
The brand
Products
Pros and cons
CONCLUSIONS
3 DESIGN APPROACH
Powerful
Introduction
METHODS
SPORT BARS >>
>> Process
Decathlon
$ $
Web Fieldwork in loco Web

research research
3-01/34
3 DESIGN APPROACH
Powerful
Introduction
METHODS
SPORT BARS >>
>> Process
Decathlon
Colours Inspirations
Shape
Sport vs Natural
Communication
Natural trends Information Packaging trends
NEEDS and GOALS
3-02/34
3 DESIGN APPROACH
Powerful
Introduction
METHODS
SPORT BARS >>
>> Sources
Decathlon
www.packagingdesignarchive.org www.thedieline.com
Web
research
3-03/34
3 DESIGN APPROACH
Powerful
Introduction
METHODS
SPORT BARS >>
>> Sources
Decathlon
www.we-des.net/packaging-day designreviver.com/articles/eco-friendly-packaging
3-04/34
3 DESIGN APPROACH
Powerful
Introduction
METHODS
SPORT BARS >>
>> Sources
Decathlon
www.d4s-de.org
Web
research
3-05/34
3 DESIGN APPROACH
Powerful
Introduction
METHODS
> Sources
Viale Cassala (Milano) Cairoli (Milano) via Fucini (Milano)
Fieldwork in loco
3-06/34
3 DESIGN APPROACH
Powerful
State of art and innovation
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Material: renewable sources: PLA
Sant’Anna bio bottle BIOTA Fries
3-07/34
3 DESIGN APPROACH
Powerful
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Material: renewable sources: banana leaves
Ecological take away packaging
3-08/34
3 DESIGN APPROACH
Powerful
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Material and shape designed for transportation
Paper Water Bottle Boxed water

*totally recyclable paper container made *About 85% of the Boxed Water container is
from 100% renewable resources made from a renewable resource, trees
3-09/34
3 DESIGN APPROACH
Powerful
La NoBottle sarà presentata e soffiata presso lo Stand Sidel durante la fiera K 2007, che si terrà a
Dusseldorf dal 24 al 31 Ottobre. State of art and innovation
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Technology
NoBottle
See animation on www.sidel.com/en/no-bottle.aspx
*9.9 g (instead of the standard 16 g) , less material,
flexibility and shape memory
3-10/34
3 DESIGN APPROACH
Powerful
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Technology
Acqua Panna Water Bobble

* you can open it with one hand and If you * A stylish, patented water bottle
don’t squeeze the bottle there is no liquid that filters water as you drink.
leaking even if the bottle is upside down. 3-11/34
3 DESIGN APPROACH
Powerful
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
Re-use: re-filling Re-use: change meaning
KOR Stanley Home pot Dumbbell

* you can drink with one hand due to the *It’s a earthenware jar containing *when it’s finished you can
hinged snap cap, it has a wide mouth so honey that becomes a pot for plants excercise with it
that you can put in ice cubes and refill. 3-12/34
3 DESIGN APPROACH
Powerful
SPORT BARS >>
SUSTAINABLE
> Decathlon
PACKAGING
Packaging as a new media
FoodLover
* promote a more healthy food consumption
and sustainable local agriculture.
3-13/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT BARS >>
> Decathlon
TRENDS
Energy look
> no canonic typography
> Black+Colour look
3-14/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT BARS >>
> Decathlon
TRENDS
Clean look
> White and transparent materials
> Usage of Typography
3-15/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT BARS >>
> Decathlon
TRENDS
Natural look
> Usage of card, cardboard,
recycled paper
3-16/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT BARS >>
> Decathlon
TRENDS
Natural look
> Natural details: fruits and vegetables
3-17/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT
SUSTAINABLE
BARS >>
> Decathlon
TRENDS
PACKAGING
Natural look
> Transparency
3-18/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT BARS >>
> Decathlon
TRENDS
Natural look
> Colours
3-19/34
3 DESIGN APPROACH
Powerful
COMMUNICATION
SPORT
SUSTAINABLE
BARS >>
> Decathlon
TRENDS
PACKAGING
Natural look
> Colours
3-20/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >>>
> Decathlon
3-21/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >>>
> Clasification
Decathlon
Natural Ingredients Driven Performance driven Bio bars
Content Content Content

Texture:soft nougat texture: crispy crocant texture: Crispy and sticky
Higlighted Higlighted Higlighted information

information information
ingredients and composition

taste Advantages
origin and process of how is made
3-22/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >
> Clasification
Natural Ingredients Driven Performance driven Bio bars
Font Font Font
Color Gredients Color Gradients Color gradients
General Information General Information General Information
Structure: Flow-pack packaging Structure: Flow-pack packaging Structure: Flow-pack packaging

Weight: 40g Weight: 35 g Weight: 25
Kcal/100g: 400 Kcal/100g: 450 Kcal/100g: 388
Price: 1, 80 euro Price: 1, 50 euro Price: 1, 90 euro
3-22/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >
> Clasification
High performance Energy water Soluble Powder Saline integrator
Higlighted Higlighted Higlighted Higlighted

information information information information
Performance and
Performance and nutrition facts nutrition facts
Performance and nutrition facts taste and performance 3-23/34

3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >
> Clasification
High performance Energy water Soluble Powder Saline integrator
Font Font Font Font
Color Gredients Color Gradients Color gradients Color gradients

Cap Cap Cap
General Information General Information General Information General Information

Structure: Bottle Structure: Bottle Structure: Flow-pack packaging Structure: Colapsible tube
Material: PET Material: PET Weight: 40 Material: PP
Weight: 500 ml Weight: 500 ml Kcal/100g: 367 Weight: 40g
Kcal/100g: 25 Kcal/100g: 15 Price: 0.75 euro Kcal/100g: 392
Price: ??? euro Price: 0.60 euro Price: 2.70 euro
3-24/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >
> Clasification
resealable dosis performance driven Saline integrator
Higlighted Higlighted Higlighted

information information information
Performance and nutrition facts Performance and nutrition facts Performance and nutrition facts
3-25/34
3 DESIGN APPROACH
Powerful
Product research
SPORT BARS >
> Clasification
resealable dosis performance driven Saline integrator
Font Font Font
Color Gredients Color Gradients Color gradients
General Information General Information
Structure: squeezy pack Structure: squeezy pack

Weight: 20 g Weight: 35 gm
Price: 3 euro Price: 1, 90 euro
General Information
Structure: Tube
Weight: 35
Price: 1, 10 euro
3-26/34
C
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT
THE BRAND
BARS >>
> Decathlon
“Aptonia, your health partner”

3-27/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT
THE BRAND
BARS >>
>>Brand values
Decathlon
Whatever your sport and level of ability, Aptonia is

there to accompany you in each step of your activity
The Aptonia range of products includes Hydration,

nutritional, healthecare and aye and body protec-
tion products, in order to meet your needs in terms of
preparation and recovery after exercise
3-28/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT BARS
PRODUCTS > >>
>>Bars
Decathlon
Structure for secondary

packaging: pack
Structure for primary packaging:
flow-pack
Really good legibility
No re-closable
No eco-friendly
Picture of people doing
sport in SP
Clear and essential
Weight: 40gx3x5
Kcal/100g: 341
3-29/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT BARS
PRODUCTS > >>
>>Drinks
Decathlon
High performance Energy water
Structure: Bottle
Material: PETE
Good legibility
re-closable (leverage cap)
One-hand usage
Ergonomic size
Transparency
Capacity: 500 ml
Kcal/100ml: 15
Price: 0,60 euro
* Natural colour of water for the product and of strawberries for

the layout
3-30/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT BARS
PRODUCTS > >>
>>Others
Decathlon
High protein pasta Ginger Bread Bars
Capacity: 30 gm X 5
1% fat, vitamins B1, B2, B6
Price: 2.50 euro
Capacity: 16 gm X 5
Kcal/100ml: 183
Price: 1.50 euro
3-31/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORT BARS
PRODUCTS > >>
> Decathlon
Gel Liquid Honey
Structure: sqeezy pack

Re-closable
Weight: 75g
Kcal/100g: 340
Price: 1, 80 euro
3-32/34
3 DESIGN APPROACH
Powerful
Aptonia case
SPORTAND
PROS BARS
CONS
>>
> Decathlon
Pros: Cons:
Aptonia has a good comunication to all those people that They don’t have a defined image
are not professional
They have two different logos for their brand
Company doesn’t expect any spacial target to buy the
product like barilla. They are open to any kind of sport as They use cardboards for the packaging in general but we can
well conclude that they don’t have sustainable packaging
It’s possible to notice that they really emphasize on the Some of the packs use more material than needed and
natural ingredients in their products whitout any function
They highlight the qualities of eating this product in sports To check some of the nutrition facts, the customer needs to
performance buy the packs and they can only see when the pack is open,
wich is not good for the people who are taking care of the
They are really clear with the important information about calories that take in one day
the nutrition facts in each meal
They are very clever with the doses that should be

consumed
3-33/34
3 DESIGN APPROACH
Powerful
Conclusions
SPORT BARS >>
CONCLUSIONS
> Decathlon
Needs: Goals:
Our target is for diverse age group without any specific sex Proposing a solution to create a reliable brand because general
men and women from 20 to even 70. The product should be thought is sport food is artificial
open to be consumed by anyone.
A sustainable packaging regarding both the use of materials
Depending on our research we can conclude that people who and the amount of materials.
does sports as amateurs needs to feel that they consume real
food. Creating a new product line which is easy to consume any-
where anytime.
They need to know more about what they consume regarding
to the nutrition facts. Well designed brand image and clear graphics regarding to the
cons of one of our competitors on the field (aptonia)
The product itself should taste better. Natural ingredients.
A clever solution for the doses.
The packaging should be easy to see and check about the
nutrition facts
3-34/34
4 MATERIALS
OPPORTUNITIES:
INTRODUCTION
Method
PRODUCT AND PROCESS

Product > comparisons
Process > LCA
Drinks > PET vs PLA
Bars&gels >Layer vs multilayer
Bars > Layer vs multilayer
Gels > no-bio vs bio
Features > for design, for processing
Bars > Multilayer
Conclusions
References
4 MATERIAL OPPORTUNITIES
Introduction
METHOD
> Goals
...
Define a methodology Find the principal data Apply this methodology to Show the the possibilities,
which are necessary as a different proposed packaging in terms of materials,
starting point of a possible for the packaging of each
future LCA kind of product
4-01/30
4 MATERIAL OPPORTUNITIES
Introduction
METHOD
> Sources
http://www.packaging-films.com http://www.innoviafilms.com
4-02/30
4
D MATERIAL OPPORTUNITIES
Introduction
METHOD
> Sources
http://www.gerosagroup.com http://www.alufoil.org
4-03/30
4
Introduction
METHOD
> Sources
http://www.coextrusion.com
4-04/30
4
Introduction
METHOD
> Sources
...
tabulated as ranges of values
use of aritmetic average to obtain uncertainty about the final

a single value for each property values of LCA
certainty about the order
of magnitude
Case studies of LCA

(see references in the end) Definition of the principal phases of
the life of some possible examples of
packaging,
in terms of:
energy consumption
CO2 emissions
4-05/30
4
product and process
PRODUCT
> Comparisons
VS VS
Biodegradable No - Biodegradabile Singlelayer Multilayer
Drinks Bars
Gels
4-06/30
4
product and process
PROCESS
> LCA
>
Primary production Transportation Packaging shaping Transportation

of raw material
4-07/30
4
product and process
PROCESS
> LCA
> >
> >
> >
Filling operation Transportation Wholesale dealer Shopping
4-08/30
4
product and process
PROCESS
> LCA
Re-use
Re-cycle
Land fill
Consumption
Incinerator
4-09/30
4
product and process
DRINKS
> PET vs PLA
Bottle materials: Thermoplastics
10
Young’s modulus
(GPa)
PLA Acetal, POM
tpPVC PET PHA PEEK
PMMA
PA PHB
PS
PC
Polyurethane
CA
ABS
1 PP
PE
Teflon
PTFE
Starch-based
thermoplastics
Ionomer
0.1
petroleum derived
Renewable
Price (EUR/kg) 1 10 100
4-10/30
4
product and process

DRINKS
> PET vs PLA
CO2 EMISSION Primary Packaging Filling Re-use Re-cycle Land fill Incinerator Transportation
production molding operation (total)
[kg CO2/kg of raw material
material]
2.335 0.745 NA 0 0.9735 - 2.3 0.4559

PET [Kg/(m^3*km)]
PolyEthilene
Tereftalete
2.36O 0.723 NA 0 0.99 - 1.85 0.4427

PLA [Kg/(m^3*km)]
Polylactide
(§)
(§) ref. Madival,

> result depends also on the different densities of the two materials and the thickness of the bottles
Auras, Singh &
Narayan
4-11/30
4
product and process

DRINKS
> PET vs PLA
ENERGY Primary Packaging Filling Re-use Re-cycle Land fill Incinerator Transportation
CONSUMPTION production molding operation (total)
of raw material
[MJ/kg material]
PET 83.7 9.315 NA 0 40 - -(23.6)

PolyEthilene
Tereftalete
53 9.09 NA 0 22 - -(19.3)
PLA
Polylactide
> result depends also on the different densities of the two materials and the thick- (§) ref. Madival,
ness of the bottles Auras, Singh &
Narayan
4-12/30
4
product and process

MATERIALS
> Drinks
CO2 emissions[Kg CO2/Kg material]
Primary Production
Molding
PET
Recycle PLA
Incinerator
0 0,5 1 1,5 2 2,5
4-13/30
4
product and process

MATERIALS
> Drinks
Energy consumption[MJ/Kg material]
Primary Production
Molding
PET
Recycle PLA
Incinerator
-40 -20 0 20 40 60 80 100
4-14/30
4
product and process

BARS & GELS
> Layer vs Multilayer
LAYER MATERIALS
AI EVA PA PE PP (BOPP-OPP) PVDC TP STARCH PLA

Aluminium Ethylen Polyammide Polyethilene Polypropilene Polyvinylidene starch-based Polylactide
VynilAcetate Chloride thermoplastic
Barrier to Flexibility barrier to Flexibility Rigidity Barrier to barrier to barrier to

light, oxygen moisture oxygen water
moisture and Sealing Easy Barrier to and aromas
gases. provides sealing water biodegradable biodegradable
Adhesive stiffness Good
No and aroma Puncture Sterilizable printability
incinerator. preservation resistance
Transparent Easy
sealing
4-15/30
4
product and process

BARS & GELS
POSSIBLE MULTILAYERS
PP (BOPP-OPP) PP (BOPP-OPP) EVA PLA AI EVA PA PVDC PE
INNER
Polypropilene Polypropilene Ethylen Polylactide aluminium Ethylen Polyammide Polyvinylidene Polyethilene

VynilAcetate VynilAcetate Chloride
+ + + + + + EVA +
TP STARCH PP (BOPP-OPP) PE PE PP (BOPP-OPP) PVDC
Polyvinylidene
+ + +
starch-based Polypropilene Polyethilene Polyethilene Polypropilene
thermoplastic Chloride
+ + + + + + EVA +
PE EVA PE PLA PVDC EVA PA PVDC PE
Polyethilene Ethylen Polyethilene Polylactide Polyvinylidene Ethylen Polyammide Polyvinylidene Polyethilene
VynilAcetate Chloride VynilAcetate Chloride
OUTER
> In these cases, the LCA results strongly depend on the thickness of each layer and the density of the material
4-16/30
4
product and process

BARS
CO2 EMISSION Primary Polymer Filling Re-use Re-cycle Land fill Incinerator Transportation
production extrusion operation (total)
material]
PP (BOPP-OPP)
Polypropilene 3.08 0.262 NA 0 1.29 - 3.1
PP+PVDC+AI 3.08 0.262 1.29 3.1

+ + + +
3.95 0.24 NA 0 3.31 - 0.908
+ + +
12.6 1.54 1.13
4-17/30
4
product and process

BARS
ENERGY Primary Polymer Filling Re-use Re-cycle Land fill Incinerator Transportation
CONSUMPTION production extrusion operation (total)
of raw material
[MJ/kg material]
PP (BOPP-OPP)
Polypropilene 92 3.3 NA 0 38.55 - -(45.1)
PP+PVDC+AI 92 3.3 38.55 -(45.1)

+ + + +
104 3.1 NA 0 43.6 - -(10.75)
+ + +
220 19.3 19.75
4-18/30
4
product and process

SPORT BARS >>
MATERIALS
> Decathlon
Bars
Raw Material
Extrusion
Al
Recycle pvcd
PP
Incinerator
0 2 4 6 8 10 12 14
4-19/30
4
product and process

SPORT BARS >>
MATERIALS
> Decathlon
Bars
Raw Material
Extrusion
Al
Recycle pvcd
PP
Incinerator
-100 -50 0 50 100 150 200 250
4-20/30
4
product and process

GELS
> No-bio vs bio
CO2 EMISSION Primary Polymer Filling Re-use Re-cycle Land fill Incinerator Transportation
production extrusion operation (total)
material]
PA+PE 3.85 0.266 1.655 2.32

no-biodegradable + + NA 0 + - +
2.05 0.20 0.5 3.12
PLA+TP STARCH 0.4427[Kg/

biodegradable 2.36 0.723 0.99 1.85 (m^3*km)]
+ + NA 0 + - + (§)
2.53 0.28 1.05 1.63 +
?
(§) ref. Madival,

Auras, Singh &
Narayan
4-21/30
4
product and process

GELS
> No-bio vs bio
ENERGY Primary Polymer Filling Re-use Re-cycle Land fill Incinerator Transportation
CONSUMPTION production extrusion operation (total)
of raw material
[MJ/kg material]
PA+PE 104 3.64 43.6 -(31)

no-biodegradable + + NA 0 + - +
80.9 2.52 28 -(45)
PLA+TP STARCH
biodegradable 53 9.09 22 -(19.3)
+ + NA 0 + - +
52.2 3.46 21.8 -(17)
4-22/30
4
product and process

SPORT BARS >>
MATERIALS
> Decathlon
Bars
Primary production
Extrusion
PP
Recycle pvcd
TPS
Incinerator
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5
4-23/30
4
product and process

SPORT BARS >>
MATERIALS
> Decathlon
Bars
Energy consumption[MJ/Kg material]
Primary production
Extrusion
PP
Recycle pvcd
TPS
Incinerator
0 20 40 60 80 100 120
4-24/30
4
product and process

FEATURES
> For design
PLA PP (BOPP-OPP) PE PVDC AI PA PET TP STARCH

Polylactide Polypropilene Polyethilene Polyvinylidene Aluminium Polyammide Polyethilene starch-based
Chloride terephthalate thermoplastic
Young module
(GPa)
3.64 1.475 1,08 0,4335
70 2,07 2,9 0,745
Printability Yes Yes Yes Yes Yes Yes No Yes
Transparency Transparent Translucent Translucent Translucent Opaque Opaque Optical quality Opaque
Very good Diffuse light is transmitted through the material No light passes No light passes Outstand- No light passes
transparency, with the result that images cannot be clearly through through ing transpar- through
though maybe distinguished ency, (lenses for
inherently tinted spectacles)
4-25/30
4
product and process

FEATURES
> For processing
PLA PP (BOPP-OPP) PE PVDC AI PA PET TP STARCH

Polylactide Polypropilene Polyethilene Polyvinylidene Aluminium Polyammide Polyethilene starch-based
Chloride terephthalate thermoplastic
O2 Permeability
(cm3*mm)/
(m2*day*atm) 32 79 59 0.1397 0 0,886 1,985 160
*
H2O Permeability
water (gr*mm)/
(m2*day) 8.1 0.151 0.0354 0.2213 0 1,344 0,5855 24
**
Price
(€/Kg) 2.54 0.8985 1.0115 2.865 1.195 2,635 1,185 4,25
Density
(Kg/m3) 1230 900 903 1700 2700 1100 1340 1270
UV Radiation Good Poor Fair Good Excellent Fair Good Good

Rough order of magnitude (Years) (Days/weeks) (Months) (Years) (Teens of years) (Months) (Years) (Years)
durability, at temp. climate
(*)= data from

Novamont bro-
chure
(**)=ref.
Ioelovich and
Figovsky
4-26/30
4
product and process

BARS
> Multilayer
O2 Permeability vs Price
1000
Permeability (O2)
3 2
[cm .mm/(m .day.
EVA
100
PE PLA
10
1
PA
0.1
Most used materials
PVDC
0.01
4-27/30
4
product and process

BARS
> Multilayer
H2O Permeability vs Price
1000
Water vapour
transmission
2
[gxmm/(m .day)]
100
PLA
EVA
10
PA
1 PVDC
PP
PE
0.1
Most used materials
0.01
4-28/30
4
product and process

CONCLUSIONS
Up to now only a proximate LCA can be done due to the

variables still not defined:
The thickness of the packaging: it depends on the density

and the barrier properties of the materials
FUTURE GOALS:
The evaluation of the filling phase and the possibility of a determination of these
life end in a landfill variables to pave the way
for a more detailed LCA.
4-29/30
4
product and process

REFERENCES
• CES EduPack 2009
• Assessment of the environmental profile of PLA, PET and PS clamshell containers using LCA methodology
(Madival, Auras, Singh & Narayan 2009)
• A LIFE‐CYCLE ASSESSMENT (LCA) STUDY ON THE VARIOUS RECYCLE ROUTES OF PET BOTTLES (Song, Moon
& Hyun, 1999)
• Screening life cycle assessment (LCA) of tomato ketchup: a case study (Andersson, Ohlsson& Olsson,1998)
• Environmental assessment of biodegradable multilayer film derived from carbohydrate polymers (Vidal,
Martınez, Mulet, Gonzalez, Lopez‐Mesa, Fowler & Fang 2007)
• A study on the comparison of the various waste management scenarios for PET bottles using the life‐cycle
assessment (LCA) methodology (Song & Chun Hyun 1999)
• Risorse rinnovabili per prodotti ecocompatibili: i biopolimeri (Olivani, 2007)
• Life Cycle Assessment of Products and Technologies (Vit symposium 262, 2009)
• LCA of biodegradable multilayer film from biopolymers (Garraín, Vidal, Martínez, Franco, Cebrián‐
Tarrasón UniversitatJaumeI Castellón, 2007)
• Advanced environment friendly materials (Ioelovich , Figovsky , Polymers for advanced technlogy” vol.13 pag.
1112‐1115 (2002)
• Compostable cutlery and waste management: An LCA approach (Razza, Fieschi, Degli Innocenti & Bastioli,2008)
• http://www.innoviafilms.com Innovia films
• http://www.packaging‐films.com
• http://www.alufoil.org Alufoil
• http://www.gerosagroup.com Gerosagroup
• http://www.coextrusion.com
4-30/30
5 CONCLUSIONS
SPORT
KEY POINTS
BARS >>
> Decathlon
Right mix of channels
Disrupt the business model for placing the products
Product opportunities: flavoured energy water,

energy biscuits, candies, caramels, jelly beans
Monoportion VS complete portions
Clear informartion
Naural, simple look
LCA/drinks&gels > biodegradable VS no-biodegradable
LCA/bars > single layer VS multilayer
5-01/03
5 CONCLUSIONS
CREDITS
SUSTAINABLE
SPORT BARS >>
> Decathlon
PACKAGING
STUDENTS: GROUP A + GROUP B
Name Family Name e-mail Country LM Programme Poli Team
Angelica Maria Bello Arias angelica.arias@asp-poli.it Colombia Product-Service-System Design MI A
Alessandro Bombelli alessandro.bombelli@asp-poli.it Italy Aeronautical Engineering MI A
Alessandra Erra alessandra.erra@asp-poli.it Italy Management, Economics MI A

and Industrial Engineering
Ambra Farris ambra.farris@asp-poli.it Italy Communication Design MI A
Marta Gallo marta.gallo@asp-poli.it Italy Biomedical Engineering TO A
Jose Gabriel Islas Montero jose.montero@asp-poli.it Mexico Management, Economics MI A

Aldo Duchi aldo.duchi@asp-poli.it Italy Mechanical Engineering MI B
Mohammed Woyeso Geda mohammed.geda@asp-poli.it Italy Management, Economics TO B

Ekaterina Kim ekatarina.kim@asp-poli.it Russia Management, Economics MI B

Ece Özdil ece.ozdil@asp-poli.it Turkey Product-Service-System Design MI B
Andrea Rongone andrea.rongone@asp-poli.it Italy Management, Economics MI B

Paolo Rossi paolo.rossi@asp-poli.it Italy Chemical Engineering MI B

5-02/04
5 CONCLUSIONS
SPORT BARS >>

CREDITS
> Decathlon
TUTORS ASP
Name Family Name Poli Politecnico di Milano
Piazza Leonardo Da Vinci 32
Valeria Bucchetti MI 20133 Milano
Tel. 02.2399.9793
Erik Ciravegna MI Fax. 02.2399.9795
Barbara Del Curto MI

Politecnico di Torino
Sara Sanvito MI
Corso Duca Degli Abruzzi 24
10129 Torino
Umberto Tolino MI
Tel. 011.564.5767
Fax. 011.564.5730
Giulio Zotteri TO
5-03/04
SPORT BARS >>
> Decathlon
THANK YOU!
Group A+B

Sport Food Packaging Research

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Sport Food Packaging Research

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SportFood.

Parma: 13th September 2010

User centered design:

Activity centered design:

we go to them we talk with them we take note

*3 principles by Rick E. Robinson

Observation: Interviews: Questionnaire : Profiling :

50 people interviewed: QUALITATIVE RESEARCH

Parks Gyms Sport markets

They cost too much and my sport activity is not

Since I’m not a professional sportman I prefer

Active sports in general (swimming,running, playing basketball..)

Generally have lunch outside and dinner at home

Snacks: biscuits or sandwiches

Why they do sport? relax, have fun or social interaction

Low budget for sports

Not so informed about sport food

Go generally to the supermarket

No sport food consumption, they prefer water!

mp3 players during sport activity

Work out in company few times by themselves

I like to invest money in good stuff with high

I drink energy drinks but I don’t really like the

More specialized in one sport and more professional

Diet with a lot of proteins, everything but healty

Eat often outside

Snacks: biscuits, sandwiches, fruits, chocolate)

Do sport every day (often in an official team)

Why they do sport? passion, fitness, relax, health, competitiveness.

High budget for sports

Go to specialized sport shops

Sport food consumption

Investment in good outfit.

mp3 players and countdown timer

Work out by themselves or in company of official teams

I run with all my family, it’s a good time to

I bought this energy bar not just for me,

Prefer to run or go to gym

Snacks: based on dry and fresh fruits

Eat at home or prepare food at home and take with them

More income to spend in sportive activities

Do sports twice per week generally on weekends

Spend more money on sport clothes and accessories

mp3 players, timers such as countdown, stopwatch and sometimes gps

Consume energy bars

I like running and doing

I like to be informed of what I consume,

Prefer to Bike, run or swimming

Eat everything in the right amount

Snacks: chocolate, biscuits, fruits

Informed in media (T.V.)

Do sports twice per week generally on weekends

Spend enough in sport outfit

mp3 players, timers such as countdown, stopwatch and sometimes gps

Consume energy drinks, not bars.

Few times go to a specialized sportshop

All users use mp3 players

They don’t feel the need to consume

They find them expensive

What is your favourite flavour?

What do you need to do

What do you think when we say “sport-food”?

street-food make the difference

What do you need to do some sport?