What’s New Globally in F&D Packaging and Design

First impressions count and it’s widely accepted that a product has seven seconds to impress a consumer in a positive way. This does not just apply to the eye-catching appearance of a particular brand, but consumer perception of how product safety, sustainability and preference is effectively conveyed.

Established companies like Belmont Packaging recognise that as the main interface between brands and customers, the quality of packaging has a major impact on purchasing decisions. This applies across all types of packaging options, including bottles, wraps, containers, sealable bags and cardboard boxes.

In the thriving drinks sector, UK Marketing Manager of Smurfit Kappa, Suzy Gedney, reports that consumers are increasingly keen to choose brands that align with their eco-conscious values, opting for products made from recyclable, biodegradable or reusable materials. Convenience-based products continue to be another driver, with the trend for ‘on the go’ drinks unwavering and the popularity of RTD alcoholic drinks retaining their place among the younger demographic. The importance of consistent packaging enables consumers to build a sense of familiarity with a brand, a theory borne out by a recent Ipsos survey that over 70% of shoppers are influenced by a product’s packaging design when it comes to snap-purchasing decisions.

At the beginning of 2024 CEO Tim Croxson of Croxsons predicted that ‘brands will have sustainability embedded into their packaging’, citing the use of higher post-consumer recycled (PCR) content through different coloured glass. He also predicted that in a fast-evolving industry, standardised bottles would struggle to compete for shelf space with newer bottle packaging designs. This theory is epitomised by start-up rum label, Sly Dog, which has produced a dazzling, award-winning bottle design to stand out from other brands. Other outstanding design accolades have been given to Edinburgh Gin, for the clever use of colour aids and labelling to enhance the individuality of the product. Tesco has explored methods to make labels more sustainable, using high-powered lasers to etch the fruit sizing label under the skin of avocados and other produce lending themselves to the process.

SLY DOG rum (copyright SLY Group Ltd)

French company Sidel has launched the StarLite-R Nitro bottle base for nitrogen-dosed drinks and oils. Described by Sidel’s Laurent Naveau as ‘the most aesthetically appealing bottle base for liquid nitrogen-dosed products with a mainstream or affordable market positioning’, the new bottle base features a unique ‘wave’ pattern that provides manufacturers with greater creative scope to differentiate their products on the shelves.

Advances in packaging have been making an impact throughout the entire global F&D industry.  Germany based Packwell Schwepnitz received an award in the ‘Excellent Communications Design Packaging’ category for its ‘Retail Ready Packaging’ innovation. Folded from a single sheet of sustainably produced corrugated cardboard, the packaging not only protects goods during transportation, but allows room for multiple print options within the design.

Another visionary concept is the self-cooling can developed by Delta H innovations, a dynamic start-up that exceeded its £150K Crowdfund target for the groundbreaking invention. Activated by pressing a snowflake symbol on the bottom of the can, founder James Vyse refers to the remarkable invention as ‘the pinnacle of Welsh engineering’. In other developments, compostable packaging solutions conglomerate TIPA, has teamed up with Fresh-Lock Closures to launch a new range of home compostable closures for pouches.

Cool>Can by Delta H innovations

Meanwhile Aldi earlier this year launched the first private-label paper wine bottles with Frugalpac in the UK. At Ball Beverage Packaging Ireland Ltd the team has developed innovative aluminium packaging solutions for can and bottle designs. Based around sustainable manufacturing principles, the packaging also complies with KLBD certification as a sign of compliance with the most stringent quality controls.

Ocado Retail has become the first major UK supermarket to pilot a new reusable packaging scheme, specifically designed for online orders. The idea is to pre-fill a reusable container with the product prior to delivery, alongside the rest of an order.  Customers may then return the empty containers to the next Ocado driver, in readiness for the containers to be washed and filled again at the supplier. Each vessel replaces up to five single-use plastic items and designed to be used over 60 times.  Over in France recent legislation will require large supermarkets to allocate 20% of retail space to food refill stations, by 2030.  How will this development affect branding of those products so stocked?

Research is ongoing about the criteria for manufacturing choices between plastics and alternative materials, dependent largely on the intended use and characteristics of the material. All the same, as manufacturers come under mounting pressure to reduce plastic packaging, it is the views of younger consumers which are holding brands and retailers to more rigorous account than before. The Grocer’s recent feature, ‘Why don’t brands listen to gen Z’s interest in packaging’? gives a fascinating, in-depth insight on the topic.

In other encouraging news, leading data analysts Smithers have forecast an exponential rise in the global packaging market from $1.17 trillion to $1.42 trillion in the next five years to 2028. This bodes well for the success of Germany’s highly anticipated FACHPACK trade show in September, when record numbers of F&D professionals will gather in Nuremberg for the packaging industry’s flagship event for 2024.