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strengthen demand on packaged high on global agendas. In recent which can reassure consumers and
goods. years the sustainability of packaging retailers on the safety of packaged
has received increased attention. foods. We must begin to get serious
The increasing population and the Central and municipal government about developing packaging that
rate of urbanisation will continue to regulations, together with consumer gets more food to more people who
grow in areas such as China and attitudes and brand owner values need it most.
India. Smithers Pira suggests, “This
are now all shouting for sustainable
translates into increased consumer As more and more consumers
packaging. And rightfully so.
incomes for spending on consumer have access to the internet and
goods, as well as exposure to smartphones, we can expect online
modern retail channels and the purchasing to rise exponentially.
aspiration among a strengthening As mentioned before, this demand
middle class to engage with global Understanding your will elevate the need for appropriate
brands and shopping habits.” (The customer has become packaging solutions. I anticipate
Future of Packaging: Long-Term more important than a spike in especially corrugated
1
Strategic Forecasts to 2028 , ever. board formats which can ship goods
published 2019) around the globe through more
complex distribution chains. With
The rising life expectancy in key the birth of social media and the
developed markets such as Japan, globalisation of our planet into a
will lead to an aging population. village, consumers are increasingly
With this trend comes an increase demanding what they see others
The EU has pioneered and is
for pharmaceutical and healthcare have around the world.
leading this area with its drive
products. The challenge here is
that packaging needs to have towards circular economy And, ironically, as life gets more
‘easy access’ for the elderly but still principles. There is a particular hectic and impacts on our health,
remains secure to avoid accidents focus on plastic waste, and and we see the results on the
with children. high-volume, single-use item ever-popular selfie photograph, we
plastic packaging (such as water demand the packaging of healthier
Single-portion packaging bottles) has come under particular foods, including gluten-free,
scrutiny. A number of strategies are organic, portion-controlled, flexible,
With increased literacy and advancing to address this, including sustainable packaged goods. And
employability comes increased substituting alternative materials, we say packaging is the problem?
independence. This has led to a investing in the development of
new phenomenon of increased bio-based plastics, designing packs By now you may be feeling a little
single-person households. This in to make them easier to process in overwhelmed by the picture I have
turn pushes the demand for goods recycling, and improving recycling painted or the scene I have set with
packaged in smaller portions. and processing of plastic waste. regard to the trends, challenges and
This smaller portion demand issues of the packaging industry. I
was previously required mostly There is no getting away from am also here to reassure you that
in developing countries where the fact that consumers remain you do not need to face this future
many consumers have no access motivated by their demand alone. The WPO feels very strongly
to refrigeration and need to visit for sustainable packaging that education is the key to coping
markets frequently to ensure and so brand owners demand with the current and future demands
their food is fresh. High levels of packaging materials and designs of the packaging industry. We can
unemployment in such developing that demonstrate the brand’s bring the necessary training and
areas also means consumers commitment to the environment. education to you and your country.
can only afford small portions of Brand owners are our clients. As your customers become
necessities at any one time: items Are we meeting their need for increasingly demanding, the need
such as toothpaste, soaps, toilet sustainable packaging?
for understanding these global
paper etc which you and I may buy One of my absolute passions, and trends and knowledge of the science
in bulk. Increased travel, on the certainly one of the main focuses behind the package will become
other hand, has seen an explosion for WPO, is the reduction of food more and more important.
in the demand for exactly such small waste in an attempt to reduce world
portions – for a very different reason. poverty. There is NO shortage of For more information visit:
Travellers want toiletry portions less food in our world. Over 30% of the www.worldpackaging.org
than 100ml that can pass through world’s food production goes to
airport security. Do you know your waste. This is enough to feed the
customer’s needs? entire planet’s starving population. 1. https://www.smithers.com/services/
Today you will also hear more market-reports/packaging/disruptive-
Sustainability
about the wider use of intelligent technologies-in-sustainable-
Sustainability, and the concern over packaging which can cut waste packaging ( report available to
environmental impact, remains within the distribution chain and purchase)

7 year, Issue 26, Mar - May 2020 www.MiddleEast-Business.com
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