INTHEBLACK April 2022 - Magazine - Page 53
OUR RELATIONSHIP WITH PACKAGING IS CHANGING,
INFLUENCED BY THE DESIRE TO CHIP AWAY AT OUR
CARBON FOOTPRINT, AND THE PACKAGING INDUSTRY
IS RESPONDING ACCORDINGLY.
STORY AMANDA WOODARD
IMAGE COURTESY 99DESIGNS
ell-designed packaging that looks great and is easy to use has a major
influence on the buying decisions of consumers. The product may be
fantastic, but if the packaging is deficient in some way – bad design,
poor protection, excessive plastic – then customers won’t buy it. Those good first
impressions reflect the value placed on a brand and add up to healthy profits for
the companies that get their packaging right.
By 2024, Australia’s packaging industry is expected to grow to 35.8 billion units
from 33.7 billion units in 2019, a compound annual growth rate of 1.2 per cent.
Hard plastics account for the largest share of the packaging industry, followed by
flexible packaging, while glass packaging is the fastest-growing material.
The food and beverages sector consumes the lion’s share of packaging materials.
It is also where the competition between brands to stand out in a crowded
marketplace is at its most fierce, particularly for small and medium-sized
“Brands have had to get creative in how they make meaningful connections
with their customers, particularly in a more socially distanced world, where food
delivery has separated brands from customers,” says Shayne Tilley, senior director
of marketing with global creative agency 99designs.
If the packaging is particularly attractive, buyers are more likely to take photos
and share it on social media. It’s free publicity, so not paying enough attention to
the aesthetics is a lost marketing opportunity, says Tilley.
The trend of unboxing videos on YouTube, where part of the review is dedicated
specifically to how the product is packaged, is an indication of how much
packaging – not just what’s inside – matters.
There is another dimension to packaging – one that no food company can afford
to ignore – environmental sustainability. Consumers, particularly in the younger
age groups, look for brands that prioritise recycling, reuse and recovery of their
packaging, while at the same time helping consumers change their behaviours to
become more environmentally responsible.
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