Project flex

International demand for flexible packaging is projected to reach $210 billion in 2015 and $248 billion in 2020, according to a new market analysis by Smithers Pira. New technologies have progressed dramatically in the past decade: what began with simple monolayer bags has transformed into a world of highly complex barriers and multilayer structures that extend shelf life and improve function. Packaging Today takes a look at recent developments in the flexibles sector.

The Global Flexible Packaging Market report illustrates that increasing demand for smaller packs and convenient design is boosting the growth prospects of flexible packaging and the technological innovation behind it. Smithers Pira says the market tonnage of the segment will grow on average by 3.8% in 2015–2020, to reach 31.7 million tons. It notes a burgeoning demand for more SKU sizes, a broader range of coloured packaging products and more closely tailored packaging solutions for different products.

Factors driving the flexible packaging market include the rising demands for convenient packaging, plastic-based flexible-packaging products, stand-up pouches and aesthetically appealing products, plus emerging technological innovations. The prevailing trends of the sector include a continued growth in the popularity of sustainable packaging, increasing numbers of mergers and acquisitions, brand-owners’ forays into high-barrier flexible materials and the adoption of retort pouch packaging.

 Go towards the light

As consumers become frustrated with heavy, ostentatious packaging, they are increasingly seeking out lightweight and smart materials. Modified-atmosphere packaging is also seeing a growth in demand, and there is an increase in the production of packaging designs such as zippers, peel-off lids, microwavable pouches and pouring spouts, which provide consumers with convenience in the consumption and disposal of products. Many packaging firms are in the process of devising their own innovative products to meet these demands, driven by convenience and portability, focusing on completely new packaging designs or pursuing redesigns of existing packaging.

The report also stresses that the highly fragmented state of the flexible-packaging market is proving to be a major challenge for vendors, with the growing need for sustainable and ecofriendly packaging observable in the global flexibles market. Around the world, consumers are more mindful than ever of the environmental impact of the packaging they buy, from cutting pollution to producing and reusing recyclable materials. It makes sense, then, that product manufacturers now favour ecofriendly packaging materials. All of these drivers are expected to inspire packaging vendors to research the field and create new materials or ecofriendly designs.

While this will support the minimal use of nonbiodegradable materials in packaging, innovative new plastics are not the only vehicles for achieving the sustainability goal. Vendors in paper packaging are using more recycled paper in their products to cut back on their dependence on wood pulp, for example. Firms in flexible packaging are tackling emissions, energy efficiency, waste management, water use and supply chain inefficiencies to cut pollution, as well as targeting raw materials and product waste.

Aluminium is another popular staple in the flexibles toolkit. Coffee-machine refill pouches and pet-food sachets frequently contain aluminium; over 160,000t of flexible laminate aluminium-based packaging enters the UK marketplace every year, its desirability partly down to its lower price when made from recycled material. Unfortunately, design progress in this area may be hindered by the currently rising cost of aluminium, paper and other metal, brought about by unstable economic conditions and a growing gap in supply and demand.

The future is flexible

Flexible packaging is, in particular, attracting the attention of industry segments that have unusually specialised requirements for the protection and preservation of their goods. For example, Glenroy teamed up with Lube-Tech (an OEM lubricant formulator) to develop a lightweight, durable pouch for Arctic Cat’s new C-TEC2 synthetic engine oil. It is a stand-up pouch designed for easy pouring (due to its ergonomic angled handle), convenient storage, reduction of waste and impactful shelf presence.

Compared with a traditional rigid oil bottle, the flexible pouch requires less energy to make and produces fewer emissions, gives an increased product-to-package ratio, takes up less space in transportation (thereby requiring fewer trips and reducing pollution), and results in considerably less landfill waste, thanks to source reduction.

Tom Schaefer, lubricant supervisor at Arctic Cat, says the new pouch “will make the use of the product easier, while reducing waste”. Marketability was also a key concern: “It gave us significantly more printable surface area to tell the C-TEC2 story and display the eye-catching graphics,” says Schaefer.

Premium pet food

Flexible packaging is reckoned to be worth €1.5 billion in the UK, making up 12% of the €12.3 billion European market. For luxury brands, aesthetics play a huge role in the overall perception of the product, meaning premium pet foods need a container that forms a strong first impression. Paul Hunter, director at Pet Food UK, wanted high-quality, premium content, and the presentation of the product had to match that. Tyler Packaging was selected to carry out the production of the Barking Heads and Meowing Heads products, with 2kg flat-bottomed bags, on a trial run.

Tyler was then tasked with producing 1.5, 5.0 and 10.0kg bags. The resulting designs saw the 1.5kg bag flat-bottomed with a quad seal and an APLIX EASY-LOCK top. The 5.0kg bag also featured a quad seal, this time with a tamperproof slider. The 10.0kg bag used a tamperproof slider with a side handle for carrying convenience, due to the extra weight. Tyler’s sales and technical director advised the client on the use of extremely high-resolution images on the bags, and the manipulation of matt and gloss finishes to add depth and shine, conveying higher quality in the packaging.

 Pouches prove popular

Flexible packaging is also making waves in the wine industry. Eric Steigelman is trying to crack into the already crowded market with his passion for pouches. With a background in packaging, the founder of Bonfire Wines wanted to give wine lovers a portable and convenient package in which to enjoy their wines at whatever their Bonfire experience might be.

The entrepreneur is marketing toward a specific age range with his 1.5L pouches: millennials, a group that’s driving current growth in wine consumption. Pouches, the entrepreneur says, can speak to the wine-drinking folk in his generation.

“Functional packaging delights the consumer,” he says. “I’m looking to make that emotional impact.”

The wine can be kept for a month after opening, and the spouted pouch has a carbon footprint that’s 80% lower than glass. It’s easy to open and chills faster than glass bottles, and the portability of pouches is seen as a huge advantage for the younger, on-the-go generation. In a world where more and more products are turning to pouches, Steigelman sees their growing popularity as a way to stand out on crowded wine shelves: Bonfire is not the only wine producer to turn to pouches recently, but it is among those leading the charge.