Packaging shapes up for the future

27 October 2009



What’s least expensive, on both your pocket and the environment: a packaging board that costs less per tonne, or one that makes savings for you throughout the value chain by lightweighting, optimum performance, reducing waste, lowering transport costs and attracting consumers? Riikka Joukio, VP marketing, M-real Consumer Packaging examines the options


Brand owners and converters are facing ever increasing demands in respect of packaging:

• Reducing the volume of packaging material without compromising performance

• Achieving high quality and performance at low unit cost

• Reducing lead times and improving flexibility in packaging supply

• Streamlining and optimising efficiency in all stages of the value chain

• Increasing consciousness and regulations regarding sustainability and safety

• Maximising packaging’s role as the main brand communicator at point of purchase

Up to 70% of purchase decisions are made at point of sale. Based on a consumer perception study that M-real conducted in spring 2009 looking at ‘Efficient Packaging’, unique shapes, fitto-product colours and large front faces with a window, where the product is visible, seem to receive most attention on the shop shelf.

When participants were asked to handle the M-real ‘dummy’ cartons (pictured), which had the same print design but were produced in different shapes, perception of them changed dramatically between first impressions and after opening and using the cartons.

A hexagonal shape was ‘innovative’ and ‘tempting’ at first, but was rejected when it proved tricky to open. The most appealing shapes in use were a traditional straight-sided carton and one where the front edge opened, making it ideal for serving and display.

When it comes to the value of the product, consumers seem to think that cartons with unusuak functionality or a special shape make the products worth as much as 30% more than a traditional shape. They feel that chocolate in unusual cartons would be more tempting and extraordinary.

Other features that consumers like are deeper colour reproduction, which suggests a fuller-flavoured, better quality chocolate; and a white and clean, hygienic appearance implies that the product is fresher and better tasting.

Lightweighting

Lightweighting plays a big part in M-real’s strategy. Lighter weight boards can offer the same properties of stiffness and bulk as heavier grades.

M-real has tightened its tolerances, to be the tightest in the trade and ensure even better consistency in quality. Both lightweighting and consistency result in clear savings and improve sustainability. For example, in board thickness the company aims for consistency with a target value of plus or minus 3%, compared to the 5% considered the norm in the industry. Variations in thickness lead to lack of consistency in print results as well as stoppages and waste in converting and packing lines.

Good rigidity and high stacking strength for cartons are particularly needed when loaded onto pallets without added protection of secondary packaging, such as corrugated cases. In such cases it is vital to choose the right raw materials.

Today, cartons must meet retail chain standards in quality and functionality. They must be cost efficient and enable efficient handling where the highest costs are incurred. M-real’s studies have highlighted the critical points in the packaging value chain.

Lightweight and consistent boards benefit the environment using less raw material in construction, are lighter to transport and they produce less waste at the end of their lifecycle. If a lightweight board can be specified that meets key stiffness and performance criteria, then the carbon footprint of the product will diminish.

For example, if 100,000 chocolate cartons use the same board but lighter by 10%, the CO2 saving is equivalent to driving 1,000km by car.

M-real Consumer Packaging is among Europe’s top producers of cartonboards made from primary fibres. It has a strong tradition of innovation and offers a range of lightweight boards suitable for products from fragrances and cosmetics to food and drink products.


Riikka Joukio Riikka Joukio Carta ‘dummy’ range of boxes by M-real Carta ‘dummy’ range

Carta ‘dummy’ range Carta ‘dummy’ range
Riikka Joukio Riikka Joukio


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