A Versatile Performer

According to “Global Flexible Packaging Market 2014-2018,” a November 2013 report from TechNavio, with U.S. offices in Elmhurst, Ill., the global flexible packaging market is expected to grow at a compound annual growth rate of 4.95 percent between 2013 and 2018. One of the key factors contributing to this market growth is the increase in demand for convenience in packaging, the report states.

But convenience isn’t the only driver. Sustainability via source reduction and the ability to create a billboard effect in store are among a host of other factors behind flexible packaging’s growth, says Jim Russler, vice president of commercial development for Bemis Company Inc., Neenah, Wis.

Extended uses, capabilities

Recent technical advances, too, are extending flexible packaging’s uses and capabilities.

“Advancement in materials and processing means that many products previously needing a rigid container can move to flexibles,” notes Jill Ahern, consulting services senior director at Packaging Technology Integrated Solutions, a division of HAVI Global Solutions, Downers Grove, Ill. “Reseal options, dispensing and fitments, and other components increase the function of flexibles as well.”

Flexible packaging has “made significant inroads” within the grocery freezer case, she notes, and is beginning to gain acceptance within the personal care and household cleaning categories.

“Wipes, refills and niche products are beginning to leverage flexibles instead of rigid containers,” Ahern says. “Here, consumers seem to be increasingly accepting of not only the convenient storage, but also the reduced packaging volume and perceived waste reduction.”

Other advances include shaped bottom gusset standup pouches that can be equipped with spouts or caps, four-sided “quad” bags with a high capacity and great shelf space utilization, and vertical form-fill-seal bags that feature a reclosable zipper pour spout, says Tom Tyndall, general manager/vice president of Eagle Flexible Packaging, Batavia, Ill. The latter advance is trademarked Pour & Lok.

“The feature is pre-applied prior to the filling operation,” he explains. “The end result is a unique opening that acts similar to a gable-top milk carton, only in a flexible package that can be reclosed.”

Advances made to maximize freshness also can be found.

“For fresh foods, product quality can be aided with custom perforations to meet the product’s needs,” notes Keri Lauderdale Olson, marketing director for Robbie Fantastic Flexibles, Lenexa, Kan. “Film attributes can also play a major role in developing the right package for retaining product freshness.”

In the quest to enhance shelf life and reduce food waste, Bemis focuses on materials science to develop and improve barrier packaging, Russler says.

And when it comes to visual appeal, printing advances really can go a long way to enhance efforts here.

“Whether it be matte finishes or 3D looks and holograms, there’s just an endless amount of work that can be done to enhance a package from a printing perspective,” Russler says.

Retailers that understand the latest options and leverage them for their store brand products could improve performance of the package on the shelf and in consumers’ homes, Ahern adds, as well as differentiate the product in certain cases.

An own-brand booster

For retailers’ store brand products, flexible packaging brings many benefits. One such benefit is versatility when it comes to product displays, Tyndall says. Depending on the type of product, flexible packaging could allow for the product to be displayed from a hanger or a clip, or for it to lie or stand up on a shelf. Versatility also goes beyond display options — to include unique die-cut shapes and a variety of closure options.

“The versatility is almost unlimited: Seeds, snacks, liquids, chemicals, household products, pet treats, etc., all can be contained, protected and displayed with flexible packaging,” he says.

Retailers also are able to print QR codes, which are being used for many shopper loyalty programs, on flexible packaging cost-effectively, Lauderdale Olson says. Those QR codes lead shoppers to the retailer’s website, where they might find special deals and information about the products.

“Helping consumers learn more about the products their retailer is offering or ways to incorporate them into meals makes the consumer feel that their retailer is helping to make their lives easier,” she adds.

Portability and space savings are additional benefits, Ahern points out, adding that her company’s research validates these areas as being of high interest to consumers.

“Paying close attention to products where this can be a competitive advantage and marketing and merchandising to highlight this benefit would be one of our recommendations,” she says.

Flexible packaging also could work to attract attention to store brand products at the shelf, suggests Michael Richmond, vice president of Packaging Technology Integrated Solutions.

“Flexibles have excellent shelf impact and also show well in freezers,” he says, pointing to packaging for P.F. Chang’s and Tyson offerings as examples.

Leverage expertise

When considering flexible packaging for either new or existing private brand products, retailers would be wise to engage the packaging provider upfront. They also should have a firm understanding of the packaging firm’s capabilities and leverage those abilities to their own brands’ benefit.

Russler notes that Bemis has created an innovation process that emphasizes such collaboration among the parties involved.

“I think it’s very important that there’s a collaborative triangle among the retailers, manufacturers and suppliers,” he says. “There needs to be collaboration among that group, getting all parties to the table to enhance the process and expedite the process.”

Lauderdale Olson explains that Robbie Fantastic Flexibles’ strength is serving as a “brand ambassador,” bringing private brands to life. The company has collaborated with retailers to create custom packaging that makes the store perimeter a destination.

“Robbie offers roundtable discussions with retailers to brainstorm ways in which flexible packaging can help them develop store branded programs and how to incorporate their merchandising needs,” she adds. We also visit with consumers to help gain a strong understanding of their in-store shopping behavior and the likes and dislikes of the departments.”

For its part, Eagle Flexible Packaging counts retailers’ store brands as roughly half of its business, Tyndall says, adding that one of the most significant challenges here is demand forecasting.

“To serve this subsegment, our entire organization is tuned for responsiveness,” he points out. “Responsiveness starts with being vertically integrated with capabilities and capacity coupled with well-trained operators and a culture that supports expediting, enabling Eagle Flexible Packaging to meet tight deadlines, promotions, etc.”

As for HAVI’s Packaging Technology Integrated Solutions, the emphasis through its consulting solutions and managed services is on value creation via packaging, Ahern explains.

“For retailers, we are able to begin with trends, market research and packaging strategy,” she says, “and assist all the way from initial design and development to commercialization. Our position as an unbiased source of expertise is a great advantage for retailers because we can guide them through the risks and benefits of any packaging change, with a focus on retailers’ marketing and brand strategies, as well as the product and consumer requirements.”