carton, boxes, board & paper
packaging. Eye-catching, visually stunning printed cartonboard can be the key to gaining recognition on the retailers’ shelves in a crowded retail environment. The unique properties of cartonboard also allow the surface to be expertly printed and numerous finishes can be applied to create an excellent, often luxurious pack. The luxury goods area, such as premium perfume and cosmetics is a market segment where cartonboard excels in, as it offers the brand owners a distinct opportunity to demonstrate the quality and decadence of a product.
THE ENVIRONMENTAL EDGE I also feel that the popularity of cartonboard is also partly down to the product originating from a natural source. Although brands are not just moving from plastic to board because of environmental concerns, its renewable source definitely adds to its popularity along with its ability to promote the product well and fight an effective battle for brand awareness on shelf. Environmental impact is
becoming increasingly important throughout the supply chain. Cartonboard offers a very effective solution to meeting environmental guidelines because it is made from a carefully managed renewable source. There is a growing industry trend to show just how environmentally friendly
cartonboard is; a trend which many cartonboard producers are embracing, as brand owners and packaging specifiers look for additional information that a package being used for a product can not only look exceptional visually, but also has excellent environmental credentials behind it. Korsnäs are serious about making
their carbon footprint transparent, providing a full ‘cradle to customer’ picture. We do this as we felt it was essential for our customers and brand owners to get a full picture of the environmental status of our key products in line with ISO standards. I hope and feel that many other cartonboard producers will follow suit in implementing environmental declarations for their products and this will allow customers to be able to compare.
cartonboard is also extremely positive – UK and
European recovery and recycling schemes enable the recycling process to be
VERSATILITY IS KEY
Versatility also plays an important part in the consistent popularity of cartonboard in the retail environment. The ability to be able to construct a pack quickly and effectively on a converting line also means that, given a choice, a brand owner will opt for cartonboard because of the speed it can get the product on to shelves while offering excellent product protection. In the retail environment the carton is a popular choice because the bar code readability is excellent and in many cases it is easy to stack and display. Packaging made of cartonboard can move through the supply chain with minimum damage. The end-of-life situation for
extremely effective. What will the future hold? I
personally think the cartonboard industry will still go through a turbulent time during 2011 due to supply and demand issues, but adding value to customers will continue to be the way forward. Communication with customers is also crucial in an industry that has gone through so much market turmoil. It is going to take a couple of years for the market to get back in balance and it is very difficult to predict what is going to happen. However, we have made consistent efforts to communicate and give early warnings of any problems with demand for the future.
Packaging Gazette 25
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