from the editor
conducted for M-real by an external research institute, also examined how board grade, surface finishes and board stiff- ness can influence consumers. Riikka Joukio, VP Marketing for M-real Consumer Packaging, comments on the research: “Increasingly packaging is required to act as a ‘silent salesman’ for a brand, especial- ly with the rise in retailer own brands and when as many as 70% of purchase decisions are made at point of sale. Lasting impressions can be made at first sight, but we felt it was also vital to find out if opinions change at a later point in a car- ton’s life cycle.”In the first test, a supermarket shelf was filled with genuine but foreign con- fectionery brands, and seeded with three differently shaped packages in a mock chocolate brand design. Participants wore eyetracking glasses that automatically detect eye move- ment and result in a ‘heat map’ showing what attracts and holds the consumers’ attention. Participants were also asked to pick out what they considered the best and worst designs. Packages with unique shapes, fit-to-product colours, and large front faces with a win- dow through which the product is visible received most attention on the shop shelf.
Flexible film packaging prices set to rise
PAFA, the trade association representing the £2 billion UK plastic film and flexible packag- ing industry, has issued a price warning following increases of up to 50% in low and high point price differentials over the last twelve months for the prin- cipal packaging polymers including LDPE, LLDPE and PET. PAFA says these cost price in-
creases are a direct result of global economic factors includ- ing oil price rises and have severely eroded margins for plastic packaging producers. Barry Turner, CEO Designate of PAFA explained, “Our member companies supply the bulk of UK flexible packaging to the re- tail sector and other packaging users and have already absorbed significant cost increases but this cannot continue. In 2009, for example, we saw a 50.33% cost increase in LDPE with a consequent burden on our members which has now be-
come intolerable. Regrettably, our customers will see signifi- cant price increases being passed through to them with immediate effect.”
The situation is further exac- erbated by additional transport and allied materials costs – all of which have left the Industry with no option but to pass the increases through the supply chain. Turner said that if the industry is to maintain a strong and innovative supporting role to its UK customers, it has to be realistic about prices. “We are recognised and respected for our continuous innovation in providing packaging solutions which in turn contribute to high levels of resource efficiency and wastage reduction in retailing. But we also have to ensure that our prices properly reflect the current global economy and its impacts on operating and sup- ply chain costs.”
PACKAGING HELPS BEAT CLIMATE CHANGE – AND SNOW
mented: “The corrugated packaging industry is a particu- larly good barometer of the pressure that manufacturing is under and we are pleased to stand alongside
the Sheet Plant Association on this issue. It is necessary for everyone involved in manufac- turing to keep up a sustained lobby to encourage more man- ufacturing in the UK.”
Barry Turner, CEO Designate of PAFA
Packaging Gazette 5
According to the Govern- ment’s newly announced Food Strategy 2030, every tonne of food waste is re- sponsible for 4.5 tonnes of CO2 emissions. Every single item of food eaten by UK residents - apart from home grown fruit and vegetables - is protected by packaging (1) on its way to our homes, and without that packaging the vast majority of food could not be han- dled and much would be spoiled. Recent snow and the difficulties many people have experienced in getting to the shops for supplies have reinforced the benefits to society of having a vari- ety of different forms of packaging. Tinned, frozen and bottled foodstuffs in our store cupboards and freezers have ensured we can still produce balanced meals even when fresh pro- duce is hard to come by. INCPEN is pleased that its members’ crucial role in re- ducing the environmental impact of food supply is being recognised and sup- ports Defra’s aims of making our national food supply more sustainable. We look forward to work- ing with Defra to achieve the long term aims of the strategy. It is encouraging to note that the report ac- knowledges that consumers appreciate the contribution packaging makes to keep- ing food hygienic and fit for consumption. However IN- CPEN’s members are not resting on their laurels. All have programmes of con- tinuous improvement to use minimal packaging to achieve optimal protection. According to INCPEN Direc- tor Jane Bickerstaffe: “Packaging companies are often criticised but without packaging, valuable food would be wasted and con- sumers would not have the wide choice of safe, healthy food they currently enjoy.”
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