By Michael Richmond, principal, Packaging & Technology Integrated Solutions
George Anderson contributed to this report
Packaging sells. Everyone in product development, marketing and retailing knows it, but just what innovations are likely to make an impact on the packaging industry and consumer's use of products in the future? RetailWire asked BrainTrust member, Michael Richmond, principal, Packaging & Technology Integrated Solutions, to highlight some of the top line trends and innovations he sees influencing the future direction of the packaging business.
Consumer Driven Solutions
More than ever, packaging and equipment suppliers are working to understand and innovate against a changing consumer market and short product life cycles. If the consumer doesn't buy the product, the rest doesn't matter.
The other four major drivers in packaging today are:
- The supply chain
- Retailers
- Globalization
- Sustainability
Ergonomics
Suppliers are looking to develop solutions that address consumers' needs for hand fit, opening, etc. Examples include adjustments in beverage pouch fitment with threads on inside of closure, so mouth contact is on smooth surface and sport drink containers with hand fit for women and kids. Don't forget that Western populations are getting older and things just aren't as easy to open anymore. You can even buy electric appliances to open bottles and jars.
Biopolymers
Companies are developing containers using biopolymers, such as star from Eucalyptus trees and Polylactic Acid (PLA) from corn, currently used in the water and Dairy business, that are home compostable.
Enhanced Shelf Impact
Packages with in-mold labels, holographics, embossing, carton enhancements, and other features to make products stand out on the shelf. Companies understand that of point-of-sale is a point-of-differentiation.
Anticounterfeit, Track and Trace
While radio frequency identification technology has been getting most of the press, there are other packaging security enhancements on the market such as Atlantic Zeiser's invisible ink with special 2-D bar code reader. DuPont Security Solutions has partnered with Identif Technologies using Color Spectra Foils and Bio-Molecular Marker technologies.
Next week - Packaging Innovations: Part II
Moderator's Comment: What outside factors (security, convenience, packout, etc.) do you see as most important in the packaging innovations that are taking place today? - George Anderson - Moderator