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07/02/2011
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http://www.linkedin.com/groupItem?view=&srchtype=discussedNews&gid=1845688&item
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Written by Anton Steeman (Packaging Technologist and Technical Writer at Wessley Murylo de Souza
Easy-to-Grow Mushroom Garden was launched in the hopes of bringing a sustainable urban mushroom farm into the kitchen This is the last day of the first month of the new year, the first month of a new decade. Within three days, February 3, it is the first day of the Chinese new year. So it is time to take a look at the trends and forecasts in packaging related affairs for this year and beyond. It is my personal vision, substantiated with the results of market surveys and research projects. It took me a month to interpret what I saw in the crystal ball. Dont blame me for the results.
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New label design for Tagus Creek includes Braille and QR technology. The back label is reshaped and includes simple new symbols with short text descriptors and Braille to explain more about each wine Greenwashing will mercilessly be punished and telling fairy tales will be counter-productive. The captains of industry have to grasp that. I, for me, foresee quite some changes in management behaviours and attitudes towards the consumer. An interesting era has started with this new decade. 2011 and beyond will be the era of consumer information One of the reasons why I am very sure about the above statement is the fact that this will be the era of the consumer information. According to Mintel: With smartphones becoming the dominant mobile force, QR codes and app technology will pique interest, provide portals into unique experiences and improve our quality of life.
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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One of the most important features of QR codes is that the consumer has instant access to product information, the moment he walks in the supermarket aisle and considers buying a product he visions. But not only that, the eco-credentials of product and packaging will be able to be checked via the websites of non-profit eco-organizations or governmental agencies. There is more: Braille will be mandatory, colour changing shelf life labels and sensors will be common good, companies as well as consumers will be able to trace the product to its origins and companies will have the opportunity to inform the consumer electronically in cases of recalls. And this is only the beginning. Growing organic food and drink sales push bio-packaging According to Organic Monitor, the global market for organic food and drink is recovering from the economic slowdown, with revenues of some USD 60 billion last year. Although growth has slowed from previous years, revenues have expanded over three-fold from USD 18 billion in 2000.
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The North American market continues to show healthy growth. It has overtaken the European market last year to become the largest in the world. The market for organic products in other regions is also showing healthy growth, especially in Asia and Latin America. Growing consumer awareness of organic agriculture and increasing distribution are the major drivers of market growth in these regions. Organic foods are becoming widely available in large food retailers, with some launching private labels. The above makes it crystal clear that a landslide will occur in packaging. It is unthinkable that the consumer will buy organic produce in an eco-unfriendly packaging. So, shall we see and hear more noisy PLA packaging in the market. In my opinion no. The PLA-era is over, grow of PLA will stagnate or even decline. As more food shortage is looming, PLA, made from corn starch occupying huge areas of arable land, will be turned down by the consumer as packaging material. All eyes will focus on packaging material made from bio-mass from agriculture residues and algae. Research such as at Imperial College London, UK, where polymer is made from broken down lignocellulosic biomass generated from non-food crops such as trees, grass and agricultural waste, offer a significant advance on polylactic acid (PLA). The same we find in Brazil where Embrapa started a research project with agriculture residues. The research will test the feasibility of using the residue of banana trees, papaya trees and the peach palms, which produce large quantities of biomass that could be used for the manufacturing of packaging material. Acreages of papaya and banana must be renewed regularly and the removed plants serve no goal other than waste. (read this article for more) In the meantime Cereplast has started to commercialize its algae-based resin technology. Algae-based resins represent a breakthrough in industry technology and have the potential to replace 50% or more of the petroleum content used in traditional plastic resins. (read this article for more)
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The emergence of new materials and major suppliers that are set to shake up the global market for bio-packaging over the next decade, is underlined by a report from Pira International, which forecasts a new breed of bio-plastics that will become significant drivers as packaging market demand gradually shifts from biodegradable and compostable polymers towards bio-packaging based on renewable and sustainable materials. The study The Future of Bio-plastics for Packaging to 2020: Global Market Forecasts predicts the current top five suppliers, which presently meet more than half of global supply, will be joined by a raft of other companies. These are the first three items, I have some three more, namely the traditional battles between Plastic and Paper and of course between Plastic and Glass. I end my forecasts, for what they are worth, with an insight in the future of, what I call: Back to Nature, the increasing use of natural materials.
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In 2011, expect packaging to become more sustainable, incorporate recent technological advances, and feed into consumers desire for their purchase to serve a greater purpose, predict Wendy Hunt and Anne Reid, two packaging trends forecasters at Landor Associates.
Hunt and Reid predict that: More brands will make possible a third moment of truththe capability for consumers to reuse packaging. This follows the first moment of truthpackagings marketing impact on the store shelfand the second moment of truthpackagings functionality at the point of use. The third moment of truth will bank on packagings cool factor to extend brand messaging beyond the life of the product. More companies will pledge to lessen their impact on the environment and look for innovative ways to do so. For example, Paper Mate recently introduced biodegradable pens with compostable outer shells that break down into organic matter within one year. More brands will have purpose to remain relevant on crowded store shelves. They will accomplish this objective by standing for something and aligning their brand promise with the good they do. One example is Procter & Gambles Tide Loads of Hope program and its limited-edition Tide detergent give-back, in an on-brand way, to the New Orleans community after Hurricane Katrina. The P&G-sponsored initiative, marketed online and through special labels on Tide detergent bottles, resulted in nearly 14,000 washed loads of laundry for 11,000 families.
MARKET TRENDS
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Glass is reaching its limits in terms of light-weighting, and there is growing doubt among the brand owners about its ability to evolve with market needs. The growing emphasis on the carbon footprint of packaging supply and end of life management will prove a compelling competitive advantage for plastic packaging. In particular, PET will present an increasingly persuasive case in terms of sustainability, technical performance, and aesthetics. The future growth of the blow moulded bottles business in Europe will increasingly be driven by the growth in PET packaging in new markets.
The potential in beer and alcoholic drinks is highlighted by the low penetration achieved to date with plastic bottles, estimated by AMI to account for just 7% of the packaging for these products in Europe. While PET bottlers have long coveted these markets, without ever achieving that step-change breakthrough, there is now a growing interest in and acceptance of PET for beer and other alcoholic drinks driven by three things: the improved economics of bottle production compared to glass, PETs favourable LCA, and the growing emphasis on pack weight reduction. One litre-plus PET bottles are already widely used for beer packaging in Eastern Europe and here their market penetration is close to 45%. PET bottles work in Eastern Europe because they do not require the same shelf life as in Western Europe. Beer packaged in PET is generally consumed within 5 weeks. However, the monolayer bottles used incorporate an O2 scavenger to support a 4-month-plus shelf life to minimise the risk of spoilage. In Western Europe, PET beer bottles are predominantly used for sizes of 500mL and below. These can be found in Germany, Switzerland, France, Spain, Italy, and Scandinavia. The drivers behind the introduction of beer in PET bottles in Western Europe have been legislation, the environmental lobby, and the wholesale movement to PET bottles for oneway packaging in Germany. The Western European brewing industry favours integrated blow moulding and filling of one-way PET bottles as the most effective production strategy. However, this is still more expensive than one-way glass bottles, which continues to suppress penetration levels. Over the long term, demand is expected to be buoyed by
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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Other opportunities are expected to emerge in food markets, where plastic bottles have yet to make a major impact. The constraint thus far has been the simple fact that high-speed hot filling and retort technologies used to package food already exist for jars, cans, and cartons. However, plastic bottles are expected to be able to make penetration gains over the next few years thanks to growing investment in aseptic cold filling, improved barrier monolayer PET bottles, and the sustainability argument. For example, jam in PET is well established in the USA, and Europe is expected to see an increasing number of introductions in squeezable PET bottles for this product over the next five years. The UK enjoys the highest penetration level of squeezable bottles for jam in Europe, where they are already widely used for table top sauces. Within the rest of Western Europe steady penetration gains in sauces and spreads will underpin demand growth, whilst demand in Central and Eastern Europe will evolve with the further development of the packaged goods industry. The universal driver is user convenience in terms of squeezability, dosage control, ease of handling and safety, and again, pack light-weighting initiatives. In the UK, the move into plastic bottles in jams has been led by Premier Foods on the Chivers and Hartleys brands. Supermarket own brands have been close followers. In Germany, the chocolate spread manufacturer Cebe has introduced a PET jar made by Alpla to reduce the pack weight from 198 g (glass) to 23 g. The light weight container has a blown rather than injection moulded neck, saving 5 g in PET.
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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Spain has developed a glass-like, premium PET resin to produce a thicker-walled bottle, to give it the appearance and haptics of a glass bottle. Although three times heavier than a conventional PET bottle, it is still five times lighter than glass, making a considerable contribution to weight saving in transport, with minimal quality compromise. This may also open up scope for penetration of the table wine and other alcoholic drinks sector.
Product developments in sparkling waters will direct bottle engineering projects towards barrier performance (CO2, O2, vitamins, natural flavourings) as opposed to light weighting initiatives, which will favour lighter weight monolayer solutions over heavier multilayer bottles. PETs growth in household chemicals In household chemicals the trends are about inter-material competition.HDPE is the dominant polymer within this market. However, with the substantial reduction in price differential between polyolefins and PET, PET bottles continue to grow their market penetration. Colgate-Palmolive was the first to switch to PET and Procter & Gamble too has converted all dishwasher products (i.e. Fairy Liquid) and fabric conditioners to PET bottles in Europe, substituting HDPE. Other leading fillers in Germany have also converted.
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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http://www.packworld.com/material-30577
Oxo-biodegradable cap
Published in Packaging World Magazine, January 2011 , p. 26 Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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Environmentally-friendly ink
Published in Packaging World Magazine, January 2011 , p. 26
Gans inks Envirocure Process Inks for web and sheetfed applications contain 25 to 31% biobased material. The inks are formulated to reduce environmental impact.
Now, links to extended data systems, often based on 2-D QR codes or even on imagerecognition software, give customers access to extensive live information about products through phone-accessible web pages, online ordering sites, and consumer-generated media. Information now incorporated into packaging may include individual package identifiers, authentication codes for commonly counterfeited pharmaceuticals, and content look-up systems (such as whereismymilkfrom.com) to determine where products are processed. Package information also enables customers to use their phones in-store to find information about the product, check competing prices and locations, access reviews of the product, and place orders. Because of this new link between packaged goods and online information, customers experience and interaction with packaging are undergoing radical and unprecedented change. Brian Haven of Forrester Research has described a radical shift from the traditional marketing funnel that used to be used to bring customers from awareness to brand loyalty. Emerging now is a more complex system that includes an entire peer group of customers
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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http://www.packworld.com/article-31131
Packaging World: How would you describe your approach to sustainable packaging? Sandy (left) & Jamie Gott: One thing its not is a knee-jerk reaction to a trend. Weve been working on sustainability since we went into business. With this newest initiative, bottle-to-bottle recycling, its not just recycling. Its how we recycle. Were not trucking in100% RPET from California, where wed be burning so much diesel wed be creating as much carbon as were pulling out by using recycled content. Our trucks are within 15-20 minutes of the MRFs (Municipal Recovery Facilities) every time they deliver product. So they drop off a delivery, drive 15 minutes for a load of baled PET, and bring it to our facilities to
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SynerGreen Packaging Solutions from Tegrant Corporation, Alloyd Brands includes a wide array of product offerings, including thermoformed products, printed products, seal tooling, machinery, and even design services that enhance product visibility and shelf appeal. SynerGreen offers several sustainable advantages including the ability to print inside and outside of the carton which can eliminate the need for additional instruction sheets or printed inserts, and thereby reduce the assembly time and overall packaging cost.
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Newfoundland, Canada-based Main Brook Waterworks Inc. (MBW) is using 375-mL and 750-mL Bellisima flint glass bottles to launch its Naeve-brand Iceberg water. Sourced from O.Berk Co., the bottles help the company convey that its water is the type to be mixed with premium liquor and deliver the refreshing taste of pure iceberg water, where it actually originates, and which the U.S. Food & Drug Administration has found to be the purest form of water. The environmentally conscious company sought O.Berk to help the product stand out in the crowded premium water market in both the United States and Canada. O.Berk recommended several ways to use package to convey that image. The stock Bellisima bottles provide a fragile, luxury feeling. A second tact: Each bottle is frosted, yielding an icy look that was further enhanced with an ice-blue bar-top cork cap used for Naeve Pure Iceberg Water. A clear (flint) version was used for Naeve Pure Spring Water. A third method employed is a dimpled seal-band top label along with a frosted appearing primary label applied to complete the packaging look MBW desired. The final products were placed in cartons with protective partitions that were supplied to liquor stores, fine restaurants, bars, and hotels. On its Web site, MBW says, Naeve products are bottled in glass, which is 100% biodegradable, reusable, and recyclable. Our choice of packaging and image is central to our value proposition, we believe that our customers will choose environmentally responsible packaging, which has less impact on the environment in its manufacturing and that its production can be rendered carbon neutral with panned carbon offsets [credits]. Carbon credits to offset production will be made through a percentage of sales applied to sustainable development projects and the development of innovative technologies aimed at the reduction of greenhouse gases.
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It is time to take a look at the trends and forecasts in packaging related affairs for this year and beyond. It is my personal vision, substantiated with the results of market surveys and research projects. 1, Sustainability is for the 21st century, what technology was for the 20th century 2. 2011 and beyond will be the era of consumer information 3. Growing organic food and drink sales push bio-packaging more to come
http://www.foodmanufacture.co.uk/Packaging/Top-food-firms-interested-in-novel-food-freshness-labelentrepreneur/?c=mOV7Isha9V6txV%2BbOuolVlXX65NeZBQz&utm_source=newsletter_daily&utm_medium=email&utm_campaign=Ne wsletter%2BDaily
The UWI Label: Appearing on a supermarket shelf near you within 12-18 months?
According to Strathclyde University research, around 8.3m tonnes of food are wasted in the UK every year, where consumers buy jarred or bottled products with a six-week shelf life, but forget how long it has sat in the cupboard or fridge and throw it away. Pete Higgins from Liberton-based UWI Label told FoodManufacture.co.uk that his firms patent-pending system which has been nominated for a John Logie Baird scientific
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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http://www.guelphmercury.com/living/article/493583--frito-lay-tries-to-quiet-complaints-over-noisy-bag
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BOCA RATON, FLA. Frito-Lay hopes to make some big noise with a quieter version of its biodegradable SunChips bag. The company introduced a biodegradable bag for the snacks in April of 2009 with a big marketing effort to play up its environmentally friendly nature as it was made from plants and not plastic and could break down in compost. However, customers complained the bag was too loud. The stiffer material made it give off noise of that, measured in decibels, is about as loud as a busy city street. The criticism grew so deafening that the company switched back to its original bag for most flavours in October. It was interesting we got a lot of extremely positive feedback ... but on the same hand we heard one overwhelming complaint, said Brad Rodgers, manager of sustainable packaging for PepsiCo advanced research. The highly touted bag was unveiled in Canada in early 2010 at the companys Cambridge plant on Bishop Street. With a workforce of about 650, the Cambridge plant is the largest of five Frito Lay plants in Canada, he said. It makes Sun Chips brands for all of North America as well as other Frito Lay brands such as Lays, Doritos, Tostitos and Ruffles PepsiCo Inc., which owns Frito-Lay, spent a good chunk of last year trying to find a solution. The company found that if it used a different adhesive to put together the two layers of a bag one which protects the food on the inside and one which carries the logo and labels on the outside it created a sort of noise barrier. Rodgers said engineers looked at dozens of possible options. He admitted that he was initially suspect of the theory that the razor-thin layer of adhesive would solve such a big problem. But engineers found that a more rubber-like adhesive really did absorb some of the sound. The companys first design gave off noise that registered at roughly 80 to 85 decibels. The new design dampens the noise to around 70 decibels, on par with its original packaging and most other chip bags.
Frito-Lays new bag is arriving in stores now. However, it will only be seen on the companys plain flavoured chips, the only one of its varieties that never switched back to plastic.
Danny Damar S/ My Documents/ WORLD TREND PACKAGING 2011
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ConAgras Healthy Choice Fresh Mixers are made for workers who eat lunch at their desks. Sauces and starches and separate but microwavable. The perforated lid acts as a strainer for the pasta products and a steamer for the rice. The overall product is shelf stable.
The high level of clarity drives the freshness perception, says Cathy Shapiro, principal packaging engineer in ConAgras Research, Quality and Innovation Dept. Berry Plastics Corp. (www.berryplastics.com), Evansville, Ind., supplies the outer tub and green-pigmented strainer lid, and London-based Rexam (www.rexam.com) supplies the sauce tray. The product, which is merchandised in the soup or pasta aisles, comes in six flavors: Sweet & Sour Chicken, Sesame Teriyaki Chicken, Ziti & Meat Sauce, Rotini & Zesty Marinara Sauce, Southwestern Style Chicken and Szechwan Beef with Asian Style Noodles.
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Target wanted a remarkable package to announce its entry into store-brand cereals. Sonoco responded
Interlocking bottles In glass packaging, some of the most interesting design innovations are occurring in the spirits and mixers categories. To design a memorable bottle for the Roses Mojito line of cocktail mixers, Dr Pepper Snapple Group (www.drpeppersnapple.com.), Plano, Texas, worked with design firm Ignited Minds (www.ignitedla.com), El Segundo, Calif.
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The package provides functionality for consumers and retailers, as well. Although the bottles center of gravity is not the same as a conventional bottle, the container is easy to pour from. And the packages interlocking shape makes a bold visual statement on the shelf while saving precious merchandising space.
Roses Mojito line of cocktail mixers, from Dr Pepper Snapple Group, come in an asymmetrically curved shape that allows the bottles to nest against each other on-shelf.
For the Roses Mojito product line, DPSG wanted something that was eye-catching, but they also wanted something that would be easy to stock on the shelf, says Gabriel Gentile, business manager with Vitro Packaging. The package design delivers on both requirements. Stand-out sweets Among high-end dessert and confections companies, package structures often combine aesthetic appeal with user benefits such as ease of serving or easy opening. The Filthy Food Co. (www.filthyfoodcompany.co.uk), Manchester, England, packages its premium, chilled chocolate dessert bites in a carton that stands out from competition both graphically and structurally. Thanks to folds in the paperboard, the carton fans out to become a serving dish when the lid is removed. In contrast to other chilled indulgent desserts in the United Kingdom, which use squat packaging, often in dark colors, Filthy Food uses a tall, slim, light-colored carton. The product is more like a confectionery product than a traditional dessert. Therefore, we borrowed packaging cues from gift confectionery, says Simon Preece, brand consultant at London-based design firm Elmwood (www.elmwood.co.uk), which designed the package.
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Theyre not breath mints, theyre a stylish, on-the-go lifestyle accessory. So Oral Fixation Mints chose an elegant, minimalist package that evokes a 1920s-era cigarette case.
The compact size and easy-open feature add continuing value for Oral Fixation because the package is ideally sized to hold credit cards and business cards. So consumers continue to carry the tin and look at the companys logo long after theyve consumed the mints.
Note to Marketing
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The aerosol cans are made of recyclable steel, and the carbon dioxide infused into the batter does double duty: The gas is the aerosol propellant, and it also aids in leavening and browning the batter as it cooks. Batter Blaster currently is developing other products for the aerosol can, including cupcake, muffin, cookie and brownie batters. Crown Cork & Seal (www.crowncork.com), Philadelphia, supplies the Batter Blaster cans. Package graphics were created by Focus Design (www.focusd.com), San Francisco.
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