2014: What’s in store?

18 February 2014



Ruth Price, business development director at UK-based plastic packaging specialist Sharpak
Aylesham, takes a look back at the packaging sector trends of 2013 and makes a few
well-informed predictions of what 2014 will bring for the industry…


One of the main issues in 2013 in the UK was a change in weather patterns, which not only affected the availability of crops but also influenced when packaging would be required.

Under such conditions, Sharpak Aylesham has to be able to adapt its manufacturing, often at very short notice, in order to meet ever-changing requirements.

Unpredictable weather means packaging companies need to dramatically increase production at certain peak times by having the correct equipment to handle and react to fluctuating demands.

In 2013, we saw an emerging trend towards innovation, partly driven by the growing need for larger pack sizes. Having experienced the impact of the recession for a number of years, while customers continued to focus on costs, we started to see a definite call for new designs and ideas throughout 2013.

Call for innovation
In light of this, Sharpak Aylesham conducted a survey at the Fruit Focus 2013 event in Kent, asking industry producers, packers and
growers about what packaging providers might do to help them with the main issues currently impacting their businesses.

Given the pressure the sector has been under, it is easy to assume what the answers would be. Interestingly, the main response was not the weather, or a demand for lower pricing, but a need for innovation.

Almost a third (32%) of respondents said it is vital that packaging companies support the fruit business through innovation. When asked specifically how this can be achieved, responses included shelf-life innovation, new product design and helping to position retailers and producers as market leaders through the innovative packaging they use.

Perhaps it is not such a surprise that packaging innovation is considered to be so important. It enables businesses to better their overall offer through improved packaging design, functionality and logistics, and helps solve a number of associated problems, such as concerns over recyclable packaging and lower cost - challenges that can be overcome through innovative packaging.

Environmental impact
Landfill availability is diminishing and carbon footprint reduction is necessary to minimise the impact of manufacturing on the environment. It is through innovation that at Sharpak Aylesham we have been able to develop packaging that uses post-consumer waste and punnets that are made from simple PET, meaning they can easily be recycled.

Through innovation of this kind, lower cost quality packaging can be created. Packaging prices have reduced over the last three years, and the only way this has been achieved without compromising on the quality of the product is by increasing the efficiency of operations through new ideas.

For consumers, how the packaging looks on the shelf and how easy it is to open are critical elements. Modernising these areas will help to make sure consumers are attracted to and purchase the packaged products. However, design innovation is about more than simply improving the 'shelf-appeal'. For growers and packers it is a key part of making sure packaging meets their changing requirements to enable them to be competitive.

Survival of the fittest
I believe this particular trend around innovation will undoubtedly continue throughout 2014. It is evident that customers are keen to see new, creative ideas and different ways of presenting their products across all the markets that we serve.

However, we are not clear of the recession yet and with deflationary markets, packaging companies have to continue to look at their efficiencies in order to survive.

Food waste
There will be a particularly strong focus on food waste in 2014. A recent report from WRAP, the UK government-funded Waste &
Resources Action Programme, shows that on average Britons discard the equivalent of six meals per week in food waste.

In 2014 the spotlight will continue to be shone on issues around waste and we will start to see an emphasis on shelf life and initiatives aimed at reducing food waste, particularly as consumers demand their purchases last for a longer period of time. Therefore, the challenge facing the packaging industry in 2014 is to educate the consumer on the beneficial and crucial role packaging plays in preserving and protecting a product.

Investing in the future The key to providing innovation for the industry is investment in machinery and a product development team; and it has become critical that packaging providers offer continuous improvements to meet the sector's changing needs and demands.

By investing in technology, packaging providers can deliver creative solutions to help address the industry's most pressing needs, incorporating cost, recycling and the product design requirements of both the consumer and the grower.

www.sharpinterpack.com



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