SMART PACKAGING | INTERVIEW


Getting smart with packaging


In the run up to AMI’s fourth Smart Packaging conference in September,Pranita Nangia speaks to two of its expert speakers to learn more about current trends and future opportunities


Packaging is getting smarter. Whether that means the use of additives that extend lifetimes of packaged goods, incorporation of marker or identification technologies that prevent product counterfeiting, or integration of electronics that communicate with consumers (and feed back valuable data to brand owners), smart packaging solutions are increasingly being viewed as disrup- tive technologies with the power to reshape the packaging industry. And while still an emerging sector it is far from embryonic - Deloitte recently estimated that the smart packaging market is growing at around 11% annually and could be worth around $40bn by 2020 in the US alone. To find out what smart packaging holds in store for the future, we turned to two industry specialists that will be sharing their insight at AMI’s Smart Packaging conference, which takes place in Hamburg in Germany on 10-11 September. Dr


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Shira Rosen is Chairman of the Israeli Packaging Institute and former Head of Packaging Develop- ment and Innovation at Strauss Group; Justin Creasy is Technical Director at It’s Fresh! and the Food Freshness Technology Group.


Dr Shira Rosen, Chairman Israeli Packaging Institute


What are the three trends shaping the future of packaging? Personalisation – the consumer is expecting to receive personalised


solutions suited to their changing needs. Sustain- ability – consumers prefer packaging that is environmentally friendly; they are concerned about the future and want to take responsibility on the consequences of their consumption and expect the producer to act the same way. Trust – consumers


July/August 2019 | PLASTICS RECYCLING WORLD 21


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