Traditionally, the aim of packaging has been fairly easy: ship the product safely, guarantee it maintains product efficacy over time, and supply comfort. Whereas comparatively new, sustainability is immediately a given, an expectation, and a built-in attribute or element of practically each bundle.
In the course of the previous 20 years, “disruptive” bundle innovation – that which wows the patron on the level of sale — has been the motive force behind bundle R&D and commercialization efforts. The downside to disruptive bundle innovation is that if the patron doesn’t intuitively perceive why it’s totally different from what they’re used to and, extra importantly, what that distinction means to them, then it’s actually simply that – a disruption to their purchasing expertise and use event.
Conversely, solutions-based bundle innovation – that which nonetheless wows the patron on the level of sale, however which visually, bodily, or financially makes an emotional connection as to why it’s totally different and what that distinction means to their purchasing or consumer expertise – has entered the fray and rapidly distinguished itself as a North Star of bundle innovation efforts (sustainability however).
The handfuls of packaging competitions hosted yearly world wide are a showcase for modern and fast-follower improvements uncooked supplies suppliers, converters, printers, designers, and even manufacturers have to supply. Sure competitions are sponsored by commerce organizations representing a particular pack format (flexibles, paperboard, glass, metallic, tubes, caps and closures, labels, and so forth.) and play a priceless position within the promotion of a particular phase of packaging. These competitions are paramount to the self-promotion of these segments and producers and converters working in them.
Competitions because the World Packaging Organisation’s (WPO) WorldStars spotlight bundle improvements from WPO member firms globally. Whereas the lengthy record of WorldStar winners is consultant of spectacular bundle improvements globally, it’s restricted to WPO members solely. Right here once more, the promotion of WPO member firms’ finest efforts is a needed cog in pushing world bundle innovation ahead.
Equally vital are competitions that focus solely on one element of packaging. Two of the most effective examples are the Sustainable Packaging Coalition’s Innovator Awards and Packaging Europe’s Sustainability Awards. These competitions rejoice and showcase each business and pre-commercial developments in sustainability. On the threat of sounding redundant, such technology-specific competitions additionally play an important position within the continued improvement of bundle innovation, however with a deal with only one side throughout the higher context of packaging.
Contained in the judging course of at Dow’s Packaging Innovation Awards
Competitions as Dow’s Bundle Innovation Awards (PIA) provide a singular format. Whereas sponsored by world supplies science firm Dow, this annual competitors (which is able to transfer in 2025 to a bi-annual occasion to mirror the tempo of worldwide bundle innovation) is the world’s longest-running “unbiased” bundle innovation competitors. This yr, 2024, marked the 35th yr through which the PIA has been held. It additionally marked the 12th consecutive yr through which I’ve had the privilege of serving because the Lead Juror.
The important thing to the PIA’s format is its independence. Whereas hosted by Dow, no Dow worker, at any degree, takes half within the judging nor has enter to or affect over naming winners. Entrants will not be required to be a Dow consumer nor even embody a Dow product within the bundle innovation.
Because the Lead Juror, I’m tasked with assembling a panel of jurors representing all hyperlinks within the world packaging provide chain – from consultants in supplies chemistry to lecturers; from industrial designers to model managers; from NGOs to commerce affiliation executives. This blended panel representing all areas of the world, all end-use classes, all supplies and pack codecs, direct sellers and e-commerce retailers, bodily gathers and spends 4 rigorous days in spirited discussions concerning the deserves of every innovation by itself, after which towards the most effective from world wide.
Packaging as a method of speaking worth proposition
This yr, this esteemed group of 18 business professionals sequestered itself at Bangkok’s True Digital Park and evaluated greater than 300 particular person meals, drink, magnificence, family, shopper, healthcare/pharmaceutical, industrial, and e-commerce packages from dozens of nations world wide. Every entry was dissected, mentioned, and finally judged on three pillars of innovation: technological development, sustainability, and enhanced consumer expertise.
For the previous few years, there was no denying the surge in entries claiming one side or one other associated to innovation in sustainability. Most just lately, improvements have grow to be incremental – or evolutionary vs revolutionary; greater percentages of recycled content material; higher limitations in mono-layer buildings, and reductions in dissimilar element supplies.
Past the underlying sustainability improvements to 1 diploma or one other present in practically each entry, the Dow PIA jury, which retains a core group of “veteran” judges whereas being infused with new blood annually, has seen a shift to improvements rooted in that concept of “options.” Those who make a shopper’s life simpler, safer, much less worrying, or make their buy selections extra assured as a result of they see the worth proposition of an answer vs a disruption, have risen to the floor.
This isn’t to say we’ve not seen revolutionary improvements. We have now. However probably the most intense jury discussions and the deepest secondary analysis are into these which can be seen as options. These are improvements that customers can see, can expertise, and which grow to be “hyper-actionable” – which means, what do they imply to the patron and the way do the product and bundle work in concord to make their life simpler, safer, or simply higher in a roundabout way?
One standout this yr was Macada’s paper field for its macadamia nuts. It was designed with inclusivity in thoughts, making use of common design ideas. Braille letters have been been added to the factors of the opening to facilitate entry for the visually impaired. Using a zipper perforation permits the field to be simply opened, permitting aged customers to open the field independently. Comfort is one other key characteristic of this field – its entrance panel will be prolonged, reworking the packaging field right into a container through which customers can eliminate macadamia shells. In the meantime, product high quality is preserved by vacuum sealing the macadamia nuts. The clear window lower into the carton additionally facilitates product visibility.
One other standout got here from Alltrista. Within the beverage and plastic packaging industries’ efforts to scale back plastic, beverage cap profiles have been lowered to the purpose of being troublesome to grip and twist open. Alltrista’s answer was capable of rethink this “source-reduction” effort and produced a cap with a better profile however with out including again plastic. Moreover making a cap with much less plastic, it created a visible, tactile, and bodily answer to hard-to-open beverage bottles.
A 3rd standout was Aptar China’s Star Drop bottle. It’s a state-of-the-art squeeze bottle for ultra-fluid formulation. The highest of the squeeze bottle encompasses a sleek drip-like form, imparting a particular visible attract to the product. The packaging is ergonomic, with a small tube and modern strains, making it straightforward to hold and squeeze with only one hand. The nozzle is designed with a patented recyclable mushy silicone valve expertise, which helps customers management dispensation whereas stopping contamination and extra allocation. Upon releasing strain on the bottle, product circulation is mechanically lower off, sucking the liquid again to forestall splattering and residue on the nozzle. This ensures good hygiene and protects the contents from drying and solidifying.
In my 34 years within the enterprise of packaging, I’ve had the privilege of serving in lots of bundle competitions on three totally different continents. The privilege of being the Dow PIA Lead Juror for 12 consecutive years has been a spotlight of my profession. It has allowed me to not solely have interaction with dozens of packaging business thought leaders but additionally permits me to share these jury conversations, insights, and improvements with Mintel converter, model homeowners, retailers, and company shoppers world wide. In flip, this interprets to a deeper Mintel packaging analyst/consumer relationship that leads to new product and bundle innovation ideation and commercialization that helps them higher perceive what customers need and why, and higher meets customers’ packaging desires, wants, and needs.
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