Page 56 - Packaging News Magazine Sep-Oct 2021

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PACK & LABEL PRINTING | www.packagingnews.com.au | September-October 2021
Allure and sustainability to shape future of packaging
The packaging industry is undergoing a significant transformation driven by the global pandemic, evolving digital processes, and growing demand for sustainable products. PKN speaks to Stephen Pratt, MD of Kurz Australia, about industry developments for the next decade.
up with the ever-changing market environment, designers must come up with new ideas and be ahead of the competitors,” he says.
Pratt pointed to the development of Kurz’s Light Line hot stamping series as a good example of how fast trends can move.
“We were looking for a technology that delivered unique holographic effects and noticed that the colour shades that were all the rage at the time went out of favour before we could go to market, forcing a change in our plans and launch date,” he explains.
Surveys continuously reveal the impact that sustainability, recycling and transparency in manufacturing and packaging has on purchasing decisions, and according to Pratt, more than half of consumers say they would change their purchasing behaviour to minimise their nega- tive impact on the environment; and about three-quarters of consumers say they are willing to pay more for sustainable packaging.
Pratt says this aspect is a key industry-shaping trend, but also one of its biggest challenges.
“On one hand, the industry wants to minimise the use of plastics, while on the other hand, there is an increased requirement for the devel- opment of recycling facilities and
recycled materials. As far as embellishing is concerned, it should also be material- saving and wher- ever possible, not affect the recy- clability of the packaging it deco-
rates,” he adds. Kurz was recently awarded the INGEDE cer- tificate on deink- ability, which attests the excel- lent recyclability of the company’s hot and cold trans-
fer solutions. ■
THERE are five major trends likely to shape the industry over the next ten years, according to Stephen Pratt. A surge in online retailing leads the way, followed by shifts in consumer preferences, the decrease of mar- gins, the rise of digitalisation, and
the push to create greater customer value and better service by integrat- ing technology into packaging.
Pratt says Kurz’s findings reveal that online retailing is strongly influenc- ing brand and packaging develop- ment – back in 2014, the number of online shoppers worldwide was 1.32 billion, which has almost doubled, at the current rate of 2.14 billion.
“The pandemic has further accel- erated this development,” says Pratt. “With Covid-19 still around, I see an ongoing increase in online purchasing.”
He cites data analyst IRI, which says e-commerce spending on con- sumer goods will account for more than $60 billion by the end of 2021.
“Designers must now design pack- aging and labels for an online audi- ence,” he says.
Pratt emphasises the need for prod- ucts to stand out from their competi- tors from the first glance, revealing that 70 per cent of online consum- ers shop in “micro-moments” while doing something else.
“Visual appeal attracts buyers and consumer studies show that glossy and tactile effects achieved through embossing and hot stamping work exceptionally well. According to market researchers at IPSOS, 72 per cent of American consumers say that product packaging design influ- ences their purchase decision.
“Brand owners deliver briefs to designers based on consumer buy- ing behaviour. The search for that one ‘killer’ design that stands out from the masses and offers oppor- tunities for personalisation will become even more critical in the future. Continually striving to keep
ABOVE: Keeping pace with trends: Kurz’s LightLine hot stamping series.
RIGHT: On-shelf allure: Visual appeal
attracts shoppers.