Page 24 - Novus Holdings In The News 2019

Three consumer trends shaping the packaging and printing market in 2019
Spokesperson: Tim Stewart, Group Executive of Packaging at Novus Holdings

28 February 2019: Packaging is becoming as important as the up to 20kg) and; it can be used up to 200 times (before being
goods that it carries to the ever-more aware consumer. With a handed in for responsible recycling). It can also carry frozen and
bigger need for customisation and personalisation, as well as a wet products without disintegrating. It is also cheaper than cloth
drive towards environmentally-conscious goods, consumers are bags.
demanding more from packaging and printed goods such as labels.
“It is up to us to use plastic bags responsibly rather than discarding
“Consumers are increasingly looking at the entire package before it where it will end up as pollution. Using a plastic bag as a bin liner
concluding their purchasing decision – from the item’s package is one way that will allow it to enter the waste stream, where it is
right through to its label,” says Tim Stewart, Group Executive: easily retrieved by recyclers.”
Packaging at Novus Holdings.
Trend #2: Convenience drives the need for more flexible
Trend #1: Smarter choices with existing packaging options packaging
“In 2018 we experienced unprecedented fuel hikes, a technical According to research by consulting firm Deloitte, the global
recession as well as a VAT hike. These costs are being passed onto flexible packaging market is expected to grow by 5.2% annually
the consumer as goods and products become more expensive, and through 2022 due to the very many benefits that this packaging
the cost of living escalates. Yet, at the same time, consumers are offers such as aesthetic appeal, longer shelf life, lower weight and
demanding more from packaging, such as more sustainable and ease of use. This finding is echoed by L.E.K Consulting, a global
waste reduction options,” says Stewart. management firm that in 2018 surveyed 200-plus brand managers
who identified the increased need for flexible packaging.
A study conducted in 2018 by EcoFocus Worldwide found that
grocery shoppers in 2018 have greater expectations of packaging “Consumers continue to have a great need for convenience
than ever before – especially when it relates to healthy food and solutions that can also guarantee the freshness of products, which
beverages. Consumers were demanding not only clean labels and is driving the growing trend for flexible packaging such as pouches
food products, but also clean packaging. and bags,” says Stewart.

Stewart says that while consumer concerns regarding reducing Trend #3: More designer, personalised packaging and printing
waste may drive new opportunities in the packaging space, many Stewart says that more and more consumers are looking for
sustainable and waste reducing packaging alternatives are still in personalised, bespoke options when it comes to labels, packaging
infant stages in South Africa; while those that do exist are more and printed material.
expensive to produce. The bulk of these costs are passed back to
the consumer in the form of higher priced goods. This presents “The trend toward mass personalisation is being driven by the
a catch 22 for consumers who are both cost-conscious and want advent of targeted online content, putting consumers in the
their packaging to align to their environmentally-aware lifestyles. driver’s seat. Consumers want something unique to them. Social
media, the advent of digital content and how users interact with it
“Consumers will need to make smarter choices when it comes have changed the type of experiences that people want.”
to packaging. Take the plastic bag for example. Research by the
Environmental Policy Research Unit at the University of Cape Town At the end of 2019 Novus Holdings launched a limited edition,
suggests that South Africans use about eight billion plastic bags bespoke gift wrap conceptualised by SA musician Jimmy Nevis to
annually. This means that plastic won’t be disappearing anytime capitalise on the trend of consumers’ need for unique goods.
soon,” says Stewart.
“In addition, we have seen that the humble label is being used
A smarter choice could be to use a 100% recyclable plastic bag. as an extension of companies’ marketing efforts. Personalised
labelling – the trend that sees brand owners and consumers
ITB Plastics, a division of Novus Holdings, has produced a 100% personalise a label with a message or an image – will continue to
recyclable LLD plastic bag that is also washable. This bag is made gain traction in 2019,” concludes Stewart.
with recycled material; is thicker than an ordinary plastic grocery
bag (a sturdier product with added strength – robust for carrying

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