Due to the versatility of flexible packaging and the growing need to have more sustainable packaging in the future, the format is set to continue growing. According to GlobalData figures[1], the flexible packaging market size worldwide will stand at some $112.4 Billion in 2023, with an expected compound annual growth rate (CAGR) of 4.1% out to 2030. One of the most prominent factors driving this market growth is consumer demand, but convenience, hygiene and the higher shelf life it provides are also significant.
These impressive projections suggest there is a great deal of opportunity for brands seeking to place products in flexible packaging, and single-source suppliers such as Berlin Packaging can be the accelerator for developments across the supply chain, particularly as the way suppliers work with brands is changing. They now seek partners that can deliver quality, security and ultimately sustainability from end-to-end, and those that understand the trends and challenges and can help to overcome and capitalise on them will be best placed to deliver.
Driving flexibles forward
Of the factors influencing packaging decisions, sustainability cannot be ignored across the board. Often referred to as a trend, it is more of a core area of focus - a market driver that is fundamental to incorporate into every area of a business that aspires to have a long and successful future. From a packaging perspective, this can be viewed from different angles.
Firstly we must look at the use of mono-materials. We are replacing multi-layer flexible packaging (stand-up pouches consisting of different types of thin layers of plastic) with mono-material alternatives. Mono-material pouches, as the name suggests, consist of one type of plastic only (PE or PP) which, in an optimal situation, would be fully recyclable.
Secondly, we see that many companies are adjusting the size of their products in line with the actual need of the customer. For example, in soup and ready meal packaging, initially the only size commonly available was a format that delivered multiple portions. As a result of listening to the demands of the consumer, new sizes for smaller portions have evolved – for example a single portion stand-up pouch. In doing so, the possibility of food waste is minimised by adjusting the size of the packaging.
Lastly, we are seeing that many companies are introducing refill products in flexible packaging – mainly in the personal care market. Imagine having a very luxurious soap pump, for example. Once finished, consumers would have to buy another soap pump while the one in their hands is still perfectly fine. Instead, companies are adding a different type of packaging to their assortment: a stand-up pouch (with spout). This way, they can easily enable customers to refill their luxurious soap pump directly from flexible packaging. The refill stand-up pouch is not only more cost-efficient, but also results in significant savings across the total supply chain – from transport and warehousing to packaging weight.
Flexibles can more than compete
If we look at the spectrum of packaging available, customers are increasingly selecting flexibles over other rigid formats as a new and trendy packaging type. Take the soup market for example. Many years ago primary packaging for soups was restricted to glass jars or tins. Today, all major brands are packing soup in flexible packaging solutions due to the user convenience, high perception of freshness and the efficiency in logistics and material use.
Furthermore, many customers are adding flexible packaging to their assortment, besides rigid PP jars, glass bottles, glass jars and so on, because of the advantages they deliver. Flexibles are easy to use and ‘slosh’ less during the dispensing of product, leading to reduced waste, and provide increased efficiency across the total supply chain – in other words they deliver less packaging volume and less packaging weight.
Another core advantage of flexible packaging is that it can be fully customised and tailored to a customer’s processes (machinery, shelf life, product characteristics, size, packaging volume and so on). Berlin Packaging, for example, is able to help and assist during the whole process from beginning to end, and the most important advice to brands both new and existing is to ask for specialist input when considering flexibles for any product.Flexible packaging is very complex compared to other formats, and the product must be 100% compatible before it can enter the retail supply chain. Facilities such as Berlin Packaging’s in-house laboratory, staffed by an expert team, can help to ensure there are no surprises, leveraging its extensive capabilities to deliver the confidence brands need to send product to market. Following this, there are many peripheral services that brands often require support with, such as warehousing, stockkeeping, shipping and logistics – to name just a few examples. Working with a single-source supplier enables them to benefit from a complete range of services and support across the entire packaging lifecycle, with all the elements required through one accountable point of contact
Working with experts reveals the bigger picture
Knowing exactly what impact a packaging solution has is fundamental, particularly as brands are being held to account more and more with regard to the decisions they make. Of course there are many solutions available which are very sustainable - especially mono materials for example - but there are also products which simply cannot be packed in mono materials that require a more in-depth understanding. Certain products require an aluminium barrier layer to ensure shelf life and to prevent discoloration, and in these cases it is essential to look at the bigger picture to form a balanced view of the overall impact of the packaging.
Material structure is the topic that arises in most cases when talking about sustainability of packaging. But of course the conversation goes beyond this topic alone. Take a look at packaging volume - the transportation from A to B, packaging weight and so on. Imagine having a particular volume of rigid one litre containers on a pallet, versus one box of 300 flexible one litre pouches for example. Then there are elements such as increased shelf life to consider. Does the packaging prevent unnecessary waste within the supply chain and beyond?
Having the full picture of a packaging’s environmental impact is also critical, and this is why brands should take advantage of suppliers with specialist tools that have the capability to deliver advanced life-cycle analysis (LCA). From sourcing and manufacture to distribution, use and recovery, expert packaging suppliers should have the ability to look at these elements on a brand’s behalf.
When it comes to choosing flexible packaging, brands may have a more complex decision to make than they realise, but that does not mean it has to be a difficult one. Ultimately, flexible packaging is going to continue growing, and there is no doubt that it is a great option for many products both new and existing. With a supplier that is also flexible, the brands that select it should have no trouble realising the value.
[1] https://www.globaldata.com/store/report/flexible-packaging-market-analysis/
For more information, email Info.uk@berlinpackaging.com, or visit: www.berlinpackaging.co.uk