Nice to have a whole different packaging market in a different region of the world to give us a unique perspective on our own. And the Western Europe market is the largest packaging market in the world with 30% of world market value.
The unique brands, packaging styles, materials, and multilingual copy along with unique packaging laws and guidelines make it an interesting study. In fact, Europe’s emphasis on sustainability is just one aspect that we need to watch closely. What happens in the European market may find its way here soon enough. What an exciting array of products and packaging to view.
One report suggests growth in the European packaging market will be around 2% until 2017. Flexible packaging is coming on with an expected growth rate of 3.09%. The demand is being fueled by Europeans preference for lighter and more convenient packaging. We have the same trend here, but given the competitiveness and packaging costs characteristic of the Euro market, packaging companies are more apt to experiment and research new solutions, especially when it reduces costs. See Canadean’s report: “Latest Trends and Key Issues in the UK Retail Packaging Market.”
A new study by ProCarton suggests that digital consumers (whom they call digital natives) are more sensitive to branding and that they believe packaging is more about them (younger shoppers) and that packaging is still important even when products are purchased online.
The convergence of digital, mobile and retail is something they’re coming to grips with as well.
The study revealed that although QR code adoption isn’t all that fast, the digital native group is very keenly interested in using QR codes to get product info. Packaging is more relevant for the younger digital native group, but it doesn’t really indicate whether younger people are less familiar with products or that they trust marketers and brands who create the packaging.
It gives us food for thought about what packaging’s role will be in the future. Younger shoppers may prefer the branding and information provided via smartphone, than the actual packaging on the physical product. They may expect integration of the two mediums.
The Pira Packaging Summit is coming soon, on November 12th and 13th, and here’s a few of the discussion points they intend to cover:
- Solving supply chain challenges through communication and collaboration
- Impact of economic trends on mainstream products/packaging and the
role of premium vs economy
- Pricing trends affecting your raw material and packaging sourcing
- Changes to market structure; how M&A has affected your competitive landscape
- European packaging market trends; knowing the packaging landscape now and in the future
- Retailer and brand owner sustainability strategies/labelling requirements and what this means for the packaging supply chain
The European packaging market is worth staying updated on. There’s plenty of focus on sustainability so we’re all going to have to take sustainable materials and processes a little more seriously. For packaging ideas and marketing tactics, the Euro market might have plenty of actionable ideas you can use.
Is this the right time outsource your fulfillment to a contract packaging company? Take a look at some great packaging design ideas. Are your packaging graphics and copy optimal? Is your brand making the best impression. Find out more about what POP signage people value most and our look at soap packaging.