Current Trends for Packaging and Packaging Printing Industry in Europe

The EU Green Deal is a major influence on the industry. It is a long-term commitment to reduce packaging waste, including unnecessary packaging. All of these topics are linked to the importance of using recycled plastics in good quality and sustainable materials.

Digitalization is also transforming the packaging industry, just as it has in so many other industries.

Sustainable Packaging

Sustainable packaging is increasingly being sought after by all parties, including government, manufacturers, and consumers. Growing environmental awareness is driving the demand for recyclable and biodegradable packaging. In fact, consumers are willing to pay higher prices for goods packaged in environmentally friendly packaging.

Digitalization

The digitalization of the packaging industry creates new and efficient opportunities in all aspects of the supply chain, starting with initial packaging design and ending with package receipt and open.

In the upstream part of the chain, there are opportunities for more digital integration among packaging designers and pre-press specialists. This allows them to develop concepts and designs at the same time, saving time by sharing data. This also helps to reduce the likelihood of mistakes occurring early in the design process.

Digitalization has downstream aspects, such as the use of labels that are able to be read and scanned by technology. QR codes will also eventually be used for consumer-supplier interactions and manual downloads.

Packaging Sector: Other Trends

In addition to the megatrends of digitalization, recycling and re-use, design trends that focus on the consumer experience also play a role in today’s competitive landscape. Here are a few of the major trends that industry analysts have identified that will impact the future.

• E-commerce brings its own requirements for packaging design and e-commerce packaging is emerging as a sector in its own right, where packaging design is conceived specifically for that intended use by companies that sell on-line. 

In this segment, the demand for special packaging is driven by a constantly evolving background of technical, legal and business influences. The packaging must be designed to ensure that the product reaches its consumer in perfect condition after transit. This segment requires lightness, without compromising on quality.

The consumer experience must be engaging at the point of delivery so that the opening of the product is enjoyable. Product returns are high in the online retail sector. Packaging must be robust enough to survive the return journey.

The sustainability of e-commerce packaging is also a factor, as plastics for single use are no longer considered desirable. These will be replaced by bio-based materials and expanded polystyrene in the future. Amazon and other large online retailers are the major players in this field.

• Haptic design is gaining ground so that consumers have a more tactile experience when choosing products. Raised printed type, foil embossing and creative cutting are examples of this. They make packaging more interesting to hold.

The trend in this sector is moving away from luxury products to mainstream items. This is another area where digitalization plays a major role. It opens doors for small companies who want to be part of the trend. Here, the perception of quality is key.

• Minimalism is also creating a buzz within industry, especially given the urgency to reduce packaging waste. In order to maintain the consumer experience, the packaging must be designed in a way that is appealing and easy to open.

• 3D printing technology opens up high-tech access to the development of custom-made shapes. This technology is particularly useful in packaging products that may have irregular contours or profiles.

• Nostalgic trends are seen by researchers as conveying security to consumers and this is being witnessed through retro influences from the 1950s, 1970s and 1990s. This desire for familiarity and security is partly a result of the way our lives were shaken by the COVID era.

• Seamless designs on packaging that run continuously from front to back and to the front again are also emerging. Hence 360° designs like these offer distinct advantages that make a striking visual difference when it comes to shelf appeal.

• Smart packaging is also making gains, especially for food where sensors can be used to indicate ambient factors such as temperature and humidity. Smart packaging for food allows consumers to get nutritional data about the products contained.

• Food packaging is increasingly shifting towards designs that illustrate the food contained inside in the box. Simple illustrations are a trend here, and they are achieved through bright colors.

• Personalization is increasingly valued by consumers and its demand for fast turnaround and rapid changeover is ideally suited to the digital print sector.

All is One with Digital Printing

In the next few years, digitally printed packaging will be a huge success. It offers a number of benefits to industry. The use of digital printing technology can lead to a significant increase in the growth of commercial packaging and help reduce installation waste.

Other advantages of digital printing directly onto packaging materials such as paper, cardboard and transfer films enhance its attractiveness for low-volume packaging and make small-and-medium-sized prints more cost-effective.

Digital printing helps to boost the image of companies and also enhances client interaction. Digital printing offers the advantage of being able to print unique designs on different products and materials.

Future Market Insights’ new report Digital Printing Packaging Market 2023-2033 highlights some of these trends for the future of packaging printing. So attractive are the benefits of digitally printed packaging that the value of the sector is expected to increase by 66% between 2023 and 2033 – a sure indication of the right technology being harnessed at the right time. Now!