Opening the debate

Whether it's a consumer wanting improved ease of opening or a brand wishing to create lightweight 'greener' packs, the level of creativity and innovation within the packaging industry has the potential to deliver real benefits to brand owners, retailers and consumers.

However it's not enough that there are now packaging innovations on the market that can deliver these benefits. Our industry is awash with innovation that could address consumer needs, but research shows a worrying level of dissatisfaction among consumers.

A study by UK consumer group Which? found that 4 in 10 people have been injured trying to open packaging and a quarter regularly need help to open jars and cases, while 1 in 5 refuses to buy certain foods because of the way they are packaged.

Perhaps more worryingly, another study has shown that even packaging professionals themselves take a dim view of many of thepacks on the market, with close to two-thirds having injured themselves trying to open items, and three quarters believing the industry is letting down the older generation.

There are a few reasons why the wealth of packaging innovation on the market isn't being converted into an excellent consumer experience. Some barriers are to do with the innovations themselves; while others relate to the difficulty in bringing these to market.

Multiple benefits
The most effective innovations offer multiple benefits - packaging companies shouldn't expect to gain buy-in from major retailers if they aren't offering a complete solution. It's essential that the groundwork in the development stage must be completed so that pack designs tick all the boxes: packaging should be lightweight, while still offering excellent product protection; and be easy to open, while still offering tamper evidence and seal integrity.

Manufacturers will be hesitant to roll out products that improve quality but result in significant extra costs, while consumers increasingly shun products that offer excellent product protection but are deemed excessively packaged.

Approach to innovation
A fundamental shift in our industry's approach to innovation and packaging design will lead to increased consumer satisfaction as a result of the many benefits new packaging technology offers.

The initial barrier to be overcome is fear of the new and unknown. There's a pervading belief that consumers will always prefer the packs they are familiar with, and there is an element of truth in this. The problem is that this mindset could prevent potentially successful products from reaching the market.

Bold retailers would be wise to consider the potential benefits new pack designs offer. After all, every pack design currently in circulation was once a new innovation, while being too cautious can mean missing out on solutions that meet consumer needs and drive profitability.

Another hurdle is the fact that many brand owners use separate manufacturers for containers and lids. This means companies offering a complete solution are required to spend a long time outlining the benefits of new technology and gaining buy-in from different product development and marketing teams.

In fact, prior to engaging with retailers, brands' own approach to pack design can harm innovation. All too often there is a focus on developing an innovative pack that works on-shelf, only for it to be let down by the use of a generic screw cap.

Manufacturers considering the closure and container equally from the outset will achieve greater freedom in design and help to improve product functionality.

Closure technology
A shift in approach to innovation, married with the many benefits that closure technology offers, is likely to result in creative innovations reaching the market. Closure technology is proving important when it comes to developing packs that can deliver benefits, without compromises.

The use of a foil seal inside a cap provides tamper evidence and allows knurling around the neck to be removed, meaning a lighter cap and lower neck profile, as well as the reconstruction of blown containers, thereby offering potential weight savings of 25-40%.

Integrating a protective foil within the container neck also provides a barrier against counterfeiting, meaning complete consumer confidence, product safety and protection of brand credibility.

The right innovations, coupled with a better approach to innovation will surely lead to more positive consumer surveys in
the future.

www.bapcoclosures.com

The author's views expressed on this page may not be shared by this publication.