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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 11 of 17

Holland: Functionality, value and innovation. If a product is easier to use, store and reuse, then that becomes a real value. The package has to make sense with the product consumers are getting, and it needs to work. Additionally, our ability to offer sustainable options has been and will continue to play a role in the future when it comes to meeting the end-users’ expectations for responsible packaging offerings.

DiPietro: Consumers will absolutely continue to seek environmentally responsible packaging, and that means an increased use of recycled or compostable materials, decreased packaging sizes, and greater accountability of suppliers to cosmetics and personal care product manufacturers.

We also see the demand for packaging with greater functionality, personalization or customization, and easy-to-use formats will continue to drive packaging innovations.

Izquierdo: Technology innovations allow brands to respond to consumer demands and introduce new products that would otherwise be impossible. Plant-based biopolymers come to mind here. NatureWorks markets Ingeo, a line of low-carbon footprint polymers derived from simple plant sugars. Cargo uses Ingeo biopolymer packaging for its PlantLove lipstick tubes. The lipstick’s outer packaging is infused with plantable flower seeds. Could this product have been possible without the material? It’s unlikely.

But brand owners and packaging suppliers—both of materials and machinery—need to work together differently. On the brand owner side, that means engaging all of the key stakeholders early enough in the process. Package design is often thought of as a graphic exercise, but the reality is there’s more to it than that.