包装设计外文资料翻译-包装对食品发展的影响

附件1：外文资料翻译译文包装对食品发展的影响一个消费者对某个产品的第一印象来说包装是至关重要的，包括沟通的可取性，可接受性，健康饮食形象等。食品能够提供广泛的产品和包装组合，传达自己加工的形象感知给消费者，例如新鲜包装/准备，冷藏，冷冻，超高温无菌，消毒（灭菌），烘干产品。食物的最重要的质量属性之一，是它的味道，其影响人类的感官知觉，即味觉和嗅觉。味道可以很大程度作退化的处理和/或扩展存储。其他质量属性，也可能受到影响，包括颜色，质地和营养成分。食品质量不仅取决于原材料，添加剂，加工和包装的方法，而且其预期的货架寿命（保质期）过程中遇到的分布和储存条件的质量。越来越多的竞争当中，食品生产商，零售商和供应商；和质量审核供应商有显着提高食品质量以及急剧增加包装食品的选择。这些改进也得益于严格的冷藏链中的温度控制和越来越挑剔的消费者。保质期的一个定义是：在食品加工和包装组合下，在食品的容器和条件，在销售点分布在特定系统的时间能保持令人满意的食味品质。保质期，可以用来作为一个新鲜的概念，促进营销的工具。延期或保质期长的产品，还提供产品的使用时间，方便以及减少浪费食物的风险，消费者和/或零售商。包装产品的质量和保质期的主题是在第3章中详细讨论。包装为消费者提供有关产品的重要信息，在许多情况下，使用的包装和/或产品，包括事实信息如重量，体积，配料，制造商的细节，营养价值，烹饪和开放的指示，除了法律准则的最小尺寸的文字和数字，有定义的各类产品。消费者寻求更详细的产品信息，同时，许多标签已经成为多语种。标签的可读性是为视障人士的问题，这很可能成为一个对越来越多的老年人口越来越重要的问题。食物的选择和包装创新的一个主要驱动力是为了方便消费者的需求。这里有许多方便的现代包装所提供的属性，这些措施包括易于接入和开放，处置和处理，产品的知名度，再密封性能，微波加热性，延长保质期等。在英国和其他发达经济体显示出生率下降和快速增长的一个相对富裕的老人人口趋势，伴随着更加苛刻的年轻消费者，他们将要求和期望改进包装的功能，如方便包揭开（百货配送研究所，IGD）。对零售商而言存在有一个高的成本，供应和服务的货架体系。没有储备足够的产品品种或及时补充库存，特别是副食品，如鲜牛奶，可能导致客户不满和流失到竞争对手的商店，这正需要保证产品供应。现代化的配送和包装系统，允许消费者在购买食品时，他们希望在他们想任何时间地点都能享用。近几年消费者的选择已在急剧扩大。例如在英国，20世纪60年代和90年代之间在一般超市的产品线的数量从2000年左右上升到超过18000人（INCPEN）。自20世纪70年代以来，食品卫生和安全问题已成为日益重要的关注和选择食物的驱动力。媒体所关注的一系列问题，如使用化学添加剂和食品污染事故已警示消费者，这些事件都是故意的，恶意篡改的，和在生产过程意外发生的。然而，许多消费者都没有充分认识到包装在维护食品安全和质量过程中的重要作用。明显更改之后的包装迅速推出，不仅为了保护消费者，而且为了品牌的一个效果，一直是许多预包装食品。另一个影响一直激励消费者注重保质保鲜、最小加工和对产品的原产地（OECD）的标准给予更多的关注。消费者直接通过他们的购买方式和它们所产生的包装废弃物对环境的影响。消费者购买包装作为产品的一部分，包装的重量，多年来，所包含的产品，相对下降。然而，消费模式产生了更大容量的包装，由于人口结构的变化和生活方式的变化，这些情况使得包装体积，而不是包装的重量，正成为吸引公众关注的关键。此外，朝预包装食品和食品包装服务的发展趋势，增加了塑料包装废弃物进入固体废物流的金额。零售商和制造商所使用的营销策略之一，是对环境的兼容性。然而，消费者往往混淆或发现它很难界定什么是对环境负责的或友好的包装。正是这种缺乏明确的含义，至今无法利用，以使零售商和包装公司获得竞争优势。消费者需要明确的信息来指导他们的行动，使大多数的人差异化。包装链的各部门负责解释的职能和自身包装的好处，厂家销售好的包装，他们的客户，产品的厂家，但这一特定的信息到达最终顾客相对较少。包装在现代快速消费品零售上的发展，反过来成了促使以满足其需求的演变的关键。最重要的发展为食品包装行业已出现大型零售集团。这些群体产生巨大易于装配显示-满足物流服务水平（可靠性，响应速度和产品的可用性）。例如，联合运输销售点包装节省商店劳动力通过更快货架载荷，从而避免需要使用有潜在危险的不安全的切割工具，提供方便的机会，并减少了污染源的可能。总经销成本影响，通过对价格的影响（麦金农，1989）的需求总量。对于一些快速移动商品型产品，如巴氏杀菌奶，分销及零售商品成本产品总成本占高达50％或更多的销售价格通常是一个相当大的比例。包装材料和容器还增加了成本而设计出最佳包装系统可以大大降低在零售连锁配送的成本。发展全球食品供应链意味着，许多生产点位置远离消费点，往往导致配送成本较高。通过改善供应链运作效率，进行分销成本控制是一个零售商竞争优势关键。零售商必须最大限度地发挥在分销渠道（西，1989年）的运作效率。分配目标是以最少的成本为客户提供必要的服务水平，最具成本效益后勤包装标识变得更加重要。配送成本领域，包括仓储，库存，运输，管理包装；仓储，库存，运输和储存劳动是零售商的主要成本区而运输，仓储包装食品制造商主要成本区。多种零售食品供应链效率依赖于零售商，食品生产商和包装供应商之间密切沟通。它还依赖于准确的订单预测可能的市场需求。信息技术大规模投资，使更紧密的供应链的整合，并通过电子数据交换（EDI），确保股票上刚刚在实时（JIT）的基础上移动商店，出售届满前条形码是一个代码，使全行业的零售产品单位鉴定通过一个独特的参考号码，主要应用在零售结帐电子销售系统（EPOS）。小学，中学和大专院校包装使用鉴定的条形码，使有效的分配管理和库存控制。附件2：外文原文FOODPACKINGTECHNOLOGYPackagingiscriticaltoaconsumer’sfirstimpressionofaproduct,communi-catingdesirability,acceptability,healthyeatingimageetc.Foodisavailableinawiderangeofproductandpackcombinationsthatconveytheirownprocessedimageperceptiontotheconsumere.g.freshlypacked/prepared,chilled,frozen,ultra-heattreated(UHT)aseptic,in-cansterilisedanddriedproducts.Oneofthemostimportantqualityattributesoffood,affectinghumansen-soryperception,isitsflavour,i.e.tasteandsmell.Flavourcanbesignificantlydegradedbyprocessingand/orextendedstorage.Otherqualityattributesthatmayalsobeaffectedincludecolour,textureandnutritionalcontent.Thequalityofafooddependsnotonlyonthequalityofrawingredients,additives,methodsofprocessingandpackaging,butalsoondistributionandstorageconditionsencounteredduringitsexpectedshelflife.Increasingcompetitionamongstfoodproducers,retailersandpackagingsuppliers;andqualityauditsofsuppliershaveresultedinsignificantimprovementsinfoodqualityaswellasadramaticincreaseinthechoiceofpackagedfood.Theseimprovementshavealsobeenaidedbytightertemperaturecontrolinthecoldchainandamorediscerningconsumer.Onedefinitionofshelflifeis:thetimeduringwhichacombinationoffoodprocessingandpackagingcanmaintainsatisfactoryeatingqualityundertheparticularsystembywhichthefoodisdistributedinthecontainersandtheconditionsatthepointofsale.Shelflifecanbeusedasamarketingtoolforpromotingtheconceptoffreshness.Extendedorlongshelflifeproductsalsoprovidetheconsumerand/orretailerwiththetimeconvenienceofproductuseaswellasareducedriskoffoodwastage.ThesubjectofPackagedproductqualityandshelflifeisdiscussedindetailinChapter3.Packagingprovidestheconsumerwithimportantinformationabouttheproductand,inmanycases,useofthepackand/orproduct.Theseincludefactssuchasweight,volume,ingredients,themanufacturer’sdetails,nutritionalvalue,cookingandopeninginstructions.Inadditiontolegalguidelinesontheminimumsizeofletteringandnumbers,therearedefinitionsforthevarioustypesofproduct.Consumersareseekingmoredetailednformationaboutproductsand,atthesametime,manylabelshavebecomemultilingual.Legibilityoflabelsisanissueforthevisuallyimpairedandthisislikelytobecomemoreimportantwithanincreasinglyelderlypopulation..Amajordriveroffoodchoiceandpackaginginnovationistheconsumerdemandforconvenience.Therearemanyconvenienceattributesofferedbymodernpackaging.Theseincludeeaseofaccessandopening,disposalandhandling,productvisibility,resealability,microwaveability,prolongedshelflifeetc.DemographictrendsintheageprofileoftheUKandotheradvancedeconomiesrevealadecliningbirthrateandrapidgrowthofarelativelyafflu-entelderlypopulation.They,alongwithamoredemandingyoungconsumer,willrequireandexpectimprovedpackfunctionality,suchaseaseofpackopening(TheInstituteofGroceryDistribution,IGD).Thereisahighcosttosupplyingandservicingtheretailer’sshelf.Failuretostockasufficientvarietyofproductorreplenishstockintime,especiallyforstaplefoodssuchasfreshmilk,canleadtocustomerdissatisfactionanddefectiontoacompetitor’sstore,whereproductavailabilityisassured.Mod-erndistributionandpackagingsystemsallowconsumerstobuyfoodwhenandwheretheywantthem.Consumerchoicehasexpandeddramaticallyinrecentyears.IntheUK,forexample,betweenthe1960sand1990sthenumberofproductlinesintheaveragesupermarketrosefromaround2000toover18000..Sincethe1970s,foodhealthandsafetyhavebecomeincreasinglymajorconcernsanddriversoffoodchoices.Mediaattentionhasalertedconsumerstoarangeofissuessuchastheuseofchemicaladditivesandfoodcontaminationincidents.Theseincidentshavebeenbothdeliberate,bymalicioustampering,andaccidental,occurringduringtheproductionprocess.However,manyconsumersarenotfullyawareoftheimportanceofpackaginginmaintainingfoodsafetyandquality.Oneeffecthasbeentherapidintroductionoftamperevidentclosuresformanypre-packagedfoodsinordertonotonlyprotecttheconsumerbutalsothebrand.Anotherimpacthasbeentomotivateconsumerstogivemoreattentiontothecriteriaoffreshness/shelflife,minimumprocessingandtheproductsoringin..Consumershavedirectenvironmentalimpactthroughthewaytheypurchaseandthepackagingwastetheygenerate.Consumerspurchasepackagingaspartoftheproductand,overtheyears,theweightofpackaginghasdeclinedrelativetothatoftheproductcontained.However,consumptionpatternshavegeneratedlargervolumesofpackagingduetochangingdemo-graphicsandlifestyles.Itisthevolumeofpackagingratherthantheweightofpackagingthatisattractingcriticalpublicattention.Inaddition,thetrendtowardincreasedpre-packagedfoodsandfoodservicepackaginghasincreasedtheamountofplasticspackagingwasteenteringthesolidwastestream.Packaginghasbeenakeytotheevolutionofmodernfast-movingconsugoodsretailingthatinturnhasspurredonpackagingdevelopmentstomeetitsrequirements.Themostsignificantdevelopmentforthefoodpackagingsupplyindustrieshasbeentheemergenceoflargeretailgroups.Thesegroupsexertenormousinfluenceandcontroloverwhatisproduced,howproductsarepre-sentedandhowtheyaredistributedtostores.Thelargeretailershandleamajorshareofthepackagedgrocerymarketandexertconsiderableinfluenceonfoodmanufacturersandassociatedpackagingsuppliers.Itis,therefore,importantforpackagingsupplierstobefullyawareofmarketdemandandrespondquicklytochanges.Inaddition,theconcentrationofbuyerpowerattheretaillevelmeansthatmanufacturersmayhavetomodifytheirdistributionandpackagingoperationsinresponsetostructuralchangesinretailing.Packagingforfast-movingconsumergoods(f.m.c.g.)duct,price,promotion,andplace(Nickels&Jolsen,Thediscussiononpackaginginthemultiplefoodretailenvironmentmaybeconsideredintermsofitsroleinbrandcompetitionandretaillogistics.Theroleofpackaginginbrandcompetition. Packagingplaysavitalroleinfoodmarketingrepresentingasignificantkeytoabrand’ssuccessormeresur-vivalinahighlycompetitivemarketplace.Packaginginnovationanddesignareinthefrontlineofcompetitionbetweenthebrandsofbothmajorretailersandproductmanufacturers,havingbeendriveninrecentyearsbydramaticretailgrowth,intenseindustrycompetitionandanincreasinglydemandingandsophisticatedconsumer.Onanindividualproduct/brandbasis,successisdependentontheproductmanufacturer’srapidinnovativeresponsetomajortrends.Oneofthemosteffectivewaystorespondisthroughdistinctivepack-aging,andthishasbecomeonekeyfactorinthesuccessofabrand.Theretail-ers’ownbrandproductscompeteintenselywithmanufacturers’brandsinvirtuallyeveryproductcategory.Branddifferentiationcanbeenhancedbydrivethegrowingnichemarketforbiodegradableandcompostablepackaging.Theyareusingitasapointofcommunicationwiththeircustomers.Packagingiscloselylinkedtoadvertisingbutitisfarmorefocusedthanadvertisingbecauseitpresentstheproducttotheconsumerdailyinthehomeandontheretailshelf.Merchandisingdisplaysthatpresentthepackdesigninanattractiveorinterestingwayandmediaadvertisingconsistentwiththepack’simagealsoservetopromotethebrand.Thebrandownerisfrequentlyresponsibleforthemerchandisingoperation.Akeytopromotionalactivitiesisthrougheffectiveuseofpackagingandthereexistmanykindsofon-packpromotionssuchasfreeextraproduct,money-off,specialedition,newimprovedBarcodescanninginformationlinkedtotheuseofretailers’loyaltycardschemeshasmadeabigimpactonbuyingandmarketingdecision-makingbyretailers.Theirtaskistomakebetteruseofthisinformationoncon-sumerbehaviourforpromotionalpurposesandtobuildstorebrandloyalty.Retailerscanalsousethisinformationtoevaluatetheeffectivenessofnewpackdesigns,on-packpromotionsandthesalesappealofnewproducts.Theroleofpackaginginmultipleretaillogistics. Therearetightconstraintsonphysicaldistributionandin-storemerchandising.Theretailerisreceptivetopackagingthatreducesoperatingcosts,increasesinventoryturnover,trans-formstoattractivemerchandisingdisplays–suchaspre-assembledoreasy-to-assembleaisledisplays–andsatisfieslogisticsservicelevels(reliability,responsivenessandproductavailability).Forexample,combinedtransitandpoint-of-salepackagingsavesstorelabourthroughfastershelfloading,pro-videseaseofaccesstoproducttherebyobviatingtheneedtousepotentiallydangerousunsafecuttingtools,andpresentsanopportunityforsourcereduce.Thetotaldistributioncostaffectsthetotalvolumeofdemandthroughitsinfluenceonprice(McKinnon,1989).Forsomefast-movingcommoditytypeproducts,suchaspasteurisedmilk,thecostofdistributionandretailmer-chandisingisusuallyasizeableproportionoftotalproductcostrepresentingupto50percentormoreofthesalesprice.Thecostofpackagingmaterialsandcontainersalsoaddsslightlytothecostbutdesignoftheoptimalpackagingsystemcansignificantlyreducecostintheretaildistributionchain.Thedevelopmentofglobalfoodsupplychainshasmeantthatmanypointsofproductionhavelocatedfurtherawayfromthepointsofconsump-tion,oftenresultinginhigherdistributioncost.Controllingdistributioncostthroughimprovedoperationalefficiencyinthesupplychainisakeytocompetitiveadvantagefora