News

Bright Innovations Place Pouches In Packaging Spotlight

June 4, 2019

John Kalkowski

Across many areas, suppliers are making innovative advances that continue to propel pouches as the fastest-growing packaging segment. Many of these developments are in response to consumers’ demands for more convenience in packaging, at the same time balancing their concerns for protecting the environment. While meeting these concerns, brand owners also want to improve branding, control rising costs and maintain operational efficiency.
 

Recent innovations span a variety of applications, from the use of single polymers in pouches to the addition of active and intelligent capabilities, such as Near-Field Communications (NFC) and Augmented Reality (AR). In almost every area, suppliers are edging forward, adding new features and benefits that enhance the value of flexible packaging.

Flexible packaging is in the catbird seat right now, says David Luttenberger, global packaging director at market intelligence agency Mintel. “The reason I say that is because of what’s going on with environmental responsibility, what’s going on with the plastics issue,” he says. “The flexible packaging industry has said: ‘We know we are not recyclable. We will not be able to maintain or grow as an industry if we do not respond to the challenge of plastics waste and plastics reduction…We are going to be obsoleted.’ The flexible packaging industry has responded. We are beginning to see a lot of developments and a lot of research into flexible alternatives.” 

Luttenberger anticipates environmentally friendly developments for flexible packaging in the following areas:

·         Higher recycled content

·         Different types of laminations without using adhesives.

·         Developments in barrier properties and compatibilizers.

·         Further work toward making flexibles more recyclable.
 

“We have pieces that work separately, but how do we bring them together?” he asks. “I honestly think we are closer (to solutions) than many people think we are. I believe in the next few years we are going to see a multilayer, mono-material package that is truly recyclable that could be handled curbside.”

Alison Keane, president and CEO of the Flexible Packaging Association, says sustainability continues to be a focus with flexible packaging. She points to the use of compostable materials; bio-based plastics; and conversion of multi-material pouches to single layer for recyclability, such as the in-store drop-off program for polyethylene films. 

“With each new adaptation, there is considerable technology and industry collaboration among the supply chain to ensure that the properties of the package, particularly the barrier properties, remain consistent and things like shelf-life and product protection are not sacrificed,” Keane says.

While sustainability is a driving force in flexible packaging innovations, Luttenberger says convenience still trumps environmental responsibility in most cases. Consumers want convenience, freshness and taste. That’s why many pouch innovations include features such as easy opening, dispensing or resealing. Convenience also accounts for the increased variety of sizes in pouches, as well as on-the-go technology.

Christina Cvetan, a partner and co-founder at Ahead of the Curve Group, also sees many developments in the arena of active and intelligent packaging, which can add significant value to a brand by providing a different consumer experience. Cvetan, who will present on innovation at the upcoming Global Pouch Forum to be held June 11-13 in Rosemont, Ill., says active and Intelligent packaging can extend shelf life, monitors freshness, displays information on quality, and can improve safety and convenience, while giving consumers additional information about a product’s benefits.

At this point, active and intelligent packaging is most commonly used on higher value products, such as pharmaceuticals, spirits and certain foods. The emerging technologies — including QR codes, augmented reality, near-field communications, temperature indicators and others — can connect the physical product with the digital world.

Brands are just beginning to understand how to use some of these technologies, and the prices are coming down, making their use more viable for a wider variety of products and packaging. She points to NFC and AR, whose early use often has been seen as trendy and for limited promotional purposes. However, Cvetan says progressive brands are using these resources to provide deeper communication to consumers, emphasizing messages like social purpose.

Often, people claim the United States is behind many other countries in flexible packaging innovation. Luttenberger says the U.S. is not behind in the innovations but is behind in the adoption rates because many Americans equate rigid packaging with quality without realizing the many benefits of flexible packaging.

He also says consumers here can be slow to adapt to totally new packaging. “Sometimes you put packaging in front of consumers that is so different that they don’t know what it means to them. It can disrupt their shopping or user experience.”

As a jurist for Dow’s upcoming 2019 Packaging Innovation Awards, Luttenberger says he expects to see significant advances in flexible packaging. One development that will drive these advances, he says, is greater collaboration within the industry. “It’s when segments come together to share resources and technologies that everyone will benefit more quickly and in an exponentially greater way.”