Boxing clever

28 January 2014



Discussing the latest trends in secondary packaging, Bernhard Vaihinger – head of product
management, innovation and technology at Bosch Packaging Systems GmbH, a subsidiary
of Bosch Packaging Technology in Germany – highlights the main points of consideration for
packaging manufacturers in search of the right retail-ready packaging (RRP) solution.



Historically, the main purpose of secondary packaging was to shield the products within from knocks and prevent wasteful loss during transit from the manufacturer to the retailer. However, in the last few years, secondary packaging has been used increasingly by both brands and retailers to attract consumers at the point of sale.

Upping shelf appeal
Globalisation of the supply chain has enabled more brands to export their products internationally: supermarket shelves have never been more crowded. With all this choice, producers and brand owners seek to differentiate their products from competitors at this key location through new and striking packaging formats. Large multinationals in particular are making use of secondary packaging as an additional branding surface to give their products extra shelf appeal.

Retailers are also influencing the design of their suppliers' secondary packaging, encouraging them to facilitate the restocking of their store shelves through the use of innovative packaging formats. Secondary packaging has become a key tool in the supermarkets' bid to optimise efficiency with the development of 'retail-ready' formats that can be taken from the delivery truck straight to the retail floor, with minimum preparation or arrangement of the product within.

Global pressures
The main drivers for these trends are cost pressure and sustainability. Packaging manufacturers are reducing the weight of their
products to lower the cost of materials and transportation, as well as to enhance the sustainability of their production processes. There is also increasing integration of production lines, with more packaging manufacturers purchasing complete lines from machinery suppliers to ensure the uniformity of their processes worldwide.

World of difference
Germany and other major economies in Europe are particularly demanding in terms of their secondary packaging requirements. A
broad array of styles is commonly employed across the continent, from low-sided and full-depth trays to wrap-around formats to RRP
with both glued and unglued lids.

Producers in North America, on the other hand, require secondary packaging to be more robust than in Europe. The longer distances
products have to be transported increase the risk of damage from knocks or jolts.

South American producers are interested in ensuring their products are protected in transit and in reducing transport costs as much as possible by favouring lightweight yet robust secondary packaging formats, and attractive, unfussy RRP is beginning to make inroads.

Africa's challenging infrastructure has led producers in the region to demand robust packaging to protect products from bumps in
the road. The relative isolation of many African towns and cities means packaging must be strong enough to withstand transit without pallets, direct on the truck bed, allowing the transportation of goods in smaller vehicles.

Flexiblility & hygiene
Packaging manufacturers are looking above all for flexibility from their machinery. Many mid-sized packagers need to serve different
markets and want equipment capable of packaging products in as many different pack styles and sizes as possible. Some are looking for machinery capable of handling up to 100 varied packaging formats to enable them to produce a number of products on the same line. In addition, large supermarkets such as Walmart, Tesco, Aldi and Carrefour have begun to ask for their own unique presentations.

Packaging companies are also sourcing equipment to respond to retailer demands for retail-ready secondary packaging that can be easily placed on the supermarket shelf with minimum preparation. Technology capable of packing products in secondary packaging in a manner pleasing to the eye, while maintaining productivity, is key for brand owners.

Despite no regulations or guidelines currently stipulating the need for hygienic secondary packaging production processes, hygienic design is another demand of brand owners and producers - for both primary and secondary packaging of their products.

Cost reduction
To minimise production costs, packaging manufacturers require robust and reliable machinery that can operate with minimum
maintenance requirements. Secondary packaging technology capable of allowing more tolerance for variation in corrugated card
quality enables them to source packaging material from a greater number of suppliers, enhancing supply chain reliability and
reducing costs. Packaging equipment that is easily integrated into existing production lines can also reduce costs by minimising
installation downtime.

Above all, packaging suppliers must be capable of acting as consultants to their customers, in order to help them find the best
solution for their requirements.

www.boschpackaging.com



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