What are the Factors Driving Food Packaging Innovation Today?
15 October 2013
In the developed world, next to all of our food is packaged - from plastic bags holding fresh fruit to
microwaveable plastic containers for ready meals. Packaging manufacturers are constantly
innovating not only to ensure their products are keeping up with the requirements demanded by our
fast-moving modern world, but that they stand out in a competitive, dynamic marketplace.
Recent pioneers of exciting packaging include Coca Cola, whose 2013 'Share a Coke' initiative has
raised the bar for global customised marketing campaigns. Another example is the Orbit Bottle - an
award-winning, easy-to-open bottle reducing the force required to twist or open the lid - which
broke new ground in the convenience it offered to consumers. There are a number of factors behind
these developments and the changes currently occurring in the packaging industry. However, what
are the main drivers pushing these innovations forward?
Jocelyne Ehret, Director at Packaging Technology Integrated Solutions (part of HAVI Global
Solutions), credits the growing environmental awareness among both manufacturers and
consumers: 'although sustainability is not a new driver, it continues to drive and impact a lot of
packaging innovation', she argues. Ehret suggests that this eco-friendly outlook is continuing to help
forge 'innovations with new renewable materials, or new barrier materials that are both more
sustainable and more cost-effective.'
While it's true that sustainability has historically been a major driver of innovation, consumers are
becoming more environmentally savvy and companies are now expected to make even bigger and
more all-encompassing changes than ever before to satisfy this growing knowledge. Ehret suggests
that: 'today, most of the low-hanging fruit has been picked, such as recyclable materials and material
reduction. Now, we are evolving to big system changes: renewable materials that are a similar cost
to fossil material'.
Alongside sustainability, emotional drivers must be taken into account when considering packaging
innovation. Are these emotional aspects more influential now than they have been in the past?
'I believe that the answer is probably "yes"' states Ehret, explaining that 'more companies go for
holistic packaging design, where emotional factors are considered as important as functional and
technical factors.' This has a significant impact on packaging companies. In this way, brands are
increasingly utilising the look, feel and sound of a product, as well as more technical concerns such
as cost of ownership and performance aspects of packaging.
The result? The emphasis on design and aesthetics we can see on the market from companies such
as Absolut Vodka, with their beautifully designed and unique looking bottles. This also allows
manufacturers to easily differentiate between commodities such as detergents, beer and packaged
foods.
Jocelyne looks forward to discussing the drivers behind packaging innovation further at the Pira
Packaging Summit 2013. Held on the 12th- 13th November at London's prestigious Millennium
Mayfair hotel, this comprehensive conference offers exclusive industry data and expert analysis
from key figures in the industry. The panel will focus on highlighting what end-users want from their
packaging, as well as how the industry can work together to produce a better picture of the
packaging sector.
As a member of the IGEL, you can benefit from a 15% discount to attend the Pira Packaging Summit
2013. During the registration process, just enter discount code: PPS15IGEL
Don't miss out, and book your place at the Pira Packaging Summit 2013 before 25 October 2013 to
save over £190 off your conference ticket before the late fee comes in.
Visit the website for more details: www.pack-summit.com