Fedrigoni’s Symbol Pack is a high-quality board specifically engineered for folding boxes
Perfect Packaging
There is no secret as to the opportunities for print service providers (PSPs) in the packaging sector. Whether this is in the luxury retail arena and helping brands with their eye-catching packaging, or within food and drink and making certain products stand out on shelves in the local supermarket, there are plenty of areas to explore.
When it comes to material choice in packaging, the importance of this simply cannot be overstated. Does your customer want a certain feel to the pack? Do they require special effects like foiling or embossing? What about sustainability and if the packaging can be recycled after use?
These are just some of the things to consider when selecting a material to work with. Here, we pick out some of the latest trends within packaging and consider how new and innovative materials available to the market can help you address these demands.
React To Trends
First up to offer advice is Kite Packaging, a diversified supplier of packaging products and materials. Managing director Gavin Ashe says the company has taken note of a number of key trends in recent years and PSPs should ensure they are able to react to such demands.
“Bespoke packaging provides a great opportunity for printers as brands are always looking to tailor designs to their specific aesthetic as a way of enhancing customer engagement and enhancing brand loyalty,” Ashe says.
“The growing trend of small batch customised products also allows printing companies to make the most of on-demand packaging. With the help of automation, smaller orders are more viable to complete.”
Kite Packaging emphasised the importance of sustainability with packaging materials
Taking this a step further with a nod towards crossmedia, Ashe says that the integration of technology, particularly with QR codes, has become more prominent within the packaging industry. In response, Kite developed an app earlier this year to aid its customers’ ordering experience.
“Our app combines the use of QR codes on packaging products with the camera app on any mobile device, allowing customers to easily search for products by providing a far more streamlined and convenient ordering experience,” he explains.
“The continued popularity of unboxing videos especially with luxury brands makes premium and luxury packaging a great area for printers to focus on while sustainability also continues to be a major influence.”
As it also is in seemingly all other areas of print, sustainability is very much the overarching trend in packaging, with the pressure on printers and their packaging partners to reduce waste, their carbon footprint and environmental impact through the package production process, as well as using planet-friendly packaging in general.
With this, Ashe notes the introduction of Plastic Packaging Tax in 2022, the ban on certain single-use plastics coming into place in October 2023 and various other environmental considerations on the horizon such as Extended Producer Responsibility.
“We’ve been focusing on bringing sustainable packaging products to market and expanding our existing eco-friendly ranges,” Ashe says, adding: “This year, we have expanded our single wall, double, and e-commerce box ranges as well as our strapping and banding machinery and products.
“We recently re-launched our pallet range to ensure it offers eco-friendly timber, presswood, nestable and rackable plastic pallets, giving us one of the most comprehensive and competitive ranges available in the UK.”
Go The Extra Mile
Remaining on the subject of sustainability, Dufaylite is another market supplier that very much places the environment at the top of its priorities when developing new solutions for this sector. Managing director Ashley Moscrop says more emphasis than ever is being placed on sustainability and, as a result, there is a higher focus on single-type materials to reduce waste.
Dufaylite managing director Ashley Moscrop says more emphasis is being placed on sustainability in packaging
“Ensuring that any products you offer have true environmental benefits is vital,” Moscrop explains, adding: “Without a doubt, materials that are easy to recycle should be a top priority, along with those that offer a high print quality and good product protection.”
Drawing attention to how Dufaylite can help with its portfolio of products, Moscrop picks out a number of new solutions that are now available to the market. These include its thermal, insulated box liners, which he describes as a “real innovation” for the sector.
Dufaylite's thermal insulated box liners are a "real innovation"
“They are made entirely from our recycled paper honeycomb and are the first paper-based alternative to polystyrene and lambs’ wool on the market,” Moscrop says, continuing: “They complement our environmentally friendly range of packaging products and are easy for the consumer to dispose of and recycle.
“We have also taken every step to ensure safety and we are the only honeycomb provider in the world with the AA BRCGS Global Food Safety Standard.”
O Factoid: Dufaylite is the only honeycomb provider in the world with the AA BRCGS Global Food Safety Standard O
As for advice for those looking to enter the packaging industry or expand their presence within this market, Moscrop says the sector presents a real opportunity for commercial printers, and expanding their range of services comes with many benefits. However, in order to make a real success of yourself in this area, he advises targeting certain areas in particular due to the amount of companies already active within the overall packaging arena.
“I would recommend specialising in high-end packaging, offering personalisation, and focusing on short-run technologies, because the existing market is crowded and well-established for traditional packaging,” Moscrop says.
“This makes it difficult to compete, which is why areas within the high-end or the premium product sector offer more potential and is where people will pay more for creativity in the form of custom, specialist packaging that requires shorter runs. Brands wishing to engage with their customers on a personal level will seek out packaging that specifically fits the bill.
The final product needs to look the part, provide adequate protection for its contents, be sustainable, and appeal to both brands and customers”
“The packaging market is well-established and competitive. If you decide to enter the market, you will need a fresh approach, new ideas, and to carve a niche for added value. The final product needs to look the part, provide adequate protection for its contents, be sustainable, and appeal to both brands and customers. Be prepared to go the extra mile.”
Shaping The Market
Continuing with the theme of sustainability is Annette Clayton, global account manager at Fedrigoni, a company known for high-quality products and paper materials across both the traditional print market and the packaging segment. According to Clayton, the requirement to switch from plastic to paper has been a key driver in the demand for paper-based packaging solutions, saying this trend looks only set to continue as the demand for more sustainable packaging continues to increase.
Annette Clayton, global account manager at Fedrigoni, says the switch from plastic to paper has driven demand for paper-based packaging
“Single-use plastics are the major problem here,” Clayton explains, adding: “Consequently, alternatives to cellophane wrap are in high demand. Simply removing the wrap and using papers that are less prone to marking like embossed, felt marked, or papers with a pearlescent coating can be a quick win.
“Measuring carbon footprint has become increasingly important so being able to provide a third-party-certified LCA for the material used is key for many luxury and premium brands.
“A positive sign is that in the drive to reduce their carbon footprint, brands are starting to “reshore” print production rather than transport goods from Asia or the US. This will be reinforced by a ground-breaking EU deal to ban the import of goods linked to deforestation which will in effect prohibit the import of commodities like paper, and derived products, unless their origins can be traced, using geolocation data.”
As for what PSPs and other businesses in the market should be looking for when selecting the type of material to work with on a packaging application, Clayton says that the project or job itself will very much determine the most suitable paper.
If the application were packaging for perfume and cosmetics, the box or pack would sit on a shelf. Therefore, Clayton says whiteness and cleanliness of the packaging would be key. As such, she says FSC virgin fibres with good technical strength would be a solid choice in jobs such as this.
Switching attention to more coloured packaging, a higher amount of recycled content should be used. He advises that translucent paper for overlays, belly bands, and wrap cans also be seen as a solid alternative to plastic.
As to how Fedrigoni is reacting to the changing demands of the market, Clayton pointed out a number of new innovations announced by the supplier in recent weeks and months. These include Symbol Pack, a high-quality board specifically engineered for folding boxes to ensure great quality of print on both sides and avoid any cracking at the fold.
“We also offer a high barrier coating to provide resistance to water and grease,” Clayton says, adding: “The new thermoformed pulp grade, éclose, offers an alternative to plastic cosmetics trays. Sylvicta is a translucent paper with natural high barrier properties now being used in cosmetics and fine food packaging.”
Clayton concludes by saying new regulations will continue to change within the packaging industry and this will very much shape the market as we move forward.
“Packaging & Packaging Waste Regulations (PPWR) and Extended Producer Responsibility (EPR) aim to tackle three core challenges,” Clayton explains, adding: “These are to reduce the generation of packaging waste, promote a circular economy for packaging in a cost-efficient way, and promote the uptake of recycled content in packaging. This should be top of mind for all new projects.”
While there are a number of trends to be aware of in packaging, one consideration that shines out above all is sustainability. Ensure you are able to offer your customers a planet-friendly option when it comes to packaging and this will grant you access to all manner of segments within the wider market. Couple this with targeting key areas that present the most opportunities for printed work, and there is plenty to get excited about in this constantly expanding market.
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