Market analysis | caps & closures
Innovation and technology The primary focus of technology development in closure production has been the increase of capacity and effi ciency. Today technology improvements go beyond that. Quality, precision and consistency are the main measures which deliver the ultimate goal of increasing processing productivity.
This change in emphasis opens up new avenues in
closure design. What’s more, it acts as a spring board to make innovative, high quality and added-value products affordable thanks to high productivity levels and reduced production costs. The leading brand owners have ambitious goals to reduce their environmental impact and this is seeing packaging innovation, resource minimisation and recyclability becoming increasingly important. Consumers’ negative image of packaging, fuelled by
the environmental impact of packaging waste and increasing concern over greenhouse gas emissions, is driving product development efforts towards more sustainable packaging solutions. Analysis of the carbon emission ratio through the entire packaging system shows that the majority of emissions come from the raw material. Consequently, the amount and type of polymer are key factors in optimising the environmental impact of any closure design. As a consequence, brand owners will increasingly look towards resins with a more eco-friendly profi le in coming years. However, balancing sustainability, end-user convenience and appeal – together, of course, with cost - will remain a challenge.
Beverage trends Beverage applications account for 55% of the plastic closures market in unit terms, driven by continuing penetration of PET bottles and the organic growth of certain product categories. Cost reduction is typically one of the key market drivers in the beverage closure sector, generally evidenced in the development and implementation of lightweight designs such as PCO1881. The leading beverage application is carbonated soft drinks, which accounts for one third of the plastic beverage plastic closures market in Europe. Although consumption of carbonated soft drinks is losing momen- tum due to the increasing health awareness, demand for plastic closures remains stable as a result of growth in single-serve units and a shift towards PET bottles from traditional alternatives such as glass and cans. Strong growth is expected in still water markets, which will benefi t from the shift away from soft drinks and sparkling water, fuelled by growing health aware- ness. Demand for increased convenience is driving closure development in still water applications. Flavoured waters are also growing in importance,
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especially in Central East Europe, facilitating further growth in plastic closure demand. Still non-alcoholic drinks represent a dynamic and
diverse category. This sector is driven by health and wellness trends and leading soft drinks producers are investing in the segment because it provides an added-value opportunity for increased product differen- tiation. Still non-alcoholic beverage products often use specialised closures to enhance the consumer experi- ence and support brand differentiation. Consumption of juices and nectars is being under- mined by changing consumer behaviour and this is inevitably impacting on overall demand for plastic closures. On the positive side, however, the replace- ment of glass bottles in several European countries, together with the increasing penetration of re-closable carton caps, helps offset weakening consumer demand.
Household and personal care While cost dominates beverage closure development, in the non-beverage sector design and innovation are much more signifi cant factors. Household products in general, for example, typically adopt complex and customised closures to achieve brand differentiation, improved functionality and enhanced consumer convenience. And, with a recovering European economy, more consumers are prepared to spend on innovative solutions that make their life easier. Packaging is predominantly customised in toiletries
and cosmetics applications due to the greater need for shelf differentiation, which is a crucial design factor in this market segment. Aesthetics remain very important and the demand for a high-end image provides a role in which the packaging and closure plays an indispensable element. Packaging development within the pharmaceuticals industry, meanwhile, remains relatively conservative due
Demand for plastic closures in Europe, 2014
Total demand: 225 billion units
Source: Applied Market Information Ltd, 2015
July/August 2015 | INJECTION WORLD 19
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