Counting the cost

30 November 2010

According to the latest Canadean report Innovation in Beverage Packaging 2010, the focus of pack design has shifted strongly towards cost and cost-related factors such as materials reduction, lightweighting and improvements in line efficiency.

For many years, before the recession hit, the key drivers of beverage packaging design were increased use of added value and convenience features, more sophisticated materials, smaller ‘on-the-go’ packs, and more elaborate shapes, designs and print.

As some countries have begun to emerge from the economic downturn in 2010, however, there are signs that the underlying long terms economic, demographic and consumer-led changes are beginning to have the upper influence again.

This is certainly borne out in our look at the many innovations in beverage packaging in this issue’s feature (see this month's feature). Not only are pack designs showing ingenuity and flair, but the finishes now being used, such as embossing and thermochromatic inks, are pleasing and will surely catch the imagination of consumers.

The Canadean report points out that competition at retail level has increased enormously since 2008, due to falling consumer spending power and rising unemployment in many countries. This has led to an increased share for discounters and supermarket own label products, according to the report.

However, as can be seen in our Beverages feature, the top brands are fighting back with innovation and an eye to materials savings which benefit both the planet and the bottom line.

Of course, one of packaging’s main functions is to protect the contents inside, so at some point the lightweighting will presumably have to stop. It’s a question of ‘how low can you go’ before the products are not properly protected. But with ongoing research and development, it is amazing what can be achieved. For example, one technology hiding its light under a bushel is nanotechnology – possibly because it does have a certain amount of controversy surrounding it. Packaging Today will be covering this in depth next year, so watch out for that one.

Talking about next year, the months seem to have flown by, and Christmas is almost upon us. Let’s hope there is plenty of good cheer, and a more positive outlook for 2011. Certainly, the beverage market should get a seasonal boost – at least in our household!

It just remains for me to wish all our loyal readers and advertisers a very Happy Christmas and prosperous New Year - cheers!

Maureen Byrne

Editor


Maureen Byrne



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