“I think a lot of consumers are really trying to make those decisions when they’re at the shelf or when they’re purchasing online. They want to know, ‘Where is this coming from?’ ‘How far away is it?’ ‘Is the packaging recyclable?’” —Kristi Duvall, vice president of sales, The BoxMaker Inc. extra material to register colors. Your first sheet is available with a digital print job.
Sustainability Another top-of-mind consideration, and concern, for consumers today is sustainability. These concerns are rising as online ordering has become more prevalent. “Today, we are seeing strong consumer demands for reductions in packaging waste by decreasing the amount of packaging material, sustainable and environmentally friendly products, brand recognition or a relationship with the brand, and a positive overall food experience,” says Barrieau. “An alternative to adhesive labels and sleeves, adhesive-free labeling and automatic sleeving using ultrasonic technology allows users to meet all of these demands,” she says. “Ultrasonic banding uses a minimal amount of packaging materials and has the ability to switch between recyclable paper or plastic material or a compostable film, meeting consumer demands for a sustainable solution,” Barrieau says. “Additionally, ultrasonic banding allows for stunning graphics to be printed directly on the label or sleeve, allowing for easy brand recognition and contributing to a positive experience with the product.” The ebb and flow of consumer demand for online access when buying food and beverage brands has certainly created challenges—but it has also illuminated new opportunities for brands and the boxmakers they turn to for efficient, effective, and sustainable packaging solutions.
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The Pandemic Difference For some brands a suddenly more digital environment has off ered benefits they might not have immediately anticipated, Duvall notes. For instance, she says, “I think it’s been easier for smaller brands to get noticed because they’re not having to fi ght for the same kind of shelf space that they get squeezed out of at a large retailer.” In the digital world, she says, small to midsized brands are getting notices on social media through channels such as Instagram and TikTok, where they can do some interesting and fun things—they can take more risks to see if they could potentially capture a different audience. “I think a lot of brands took advantage of that,” she says. Even today, she says, the brands that haven’t done that kind of experimentation still have the opportunity to make changes and connect with consumers in a different way. “It’s still evolving.”
Looking Forward Looking ahead, Duvall predicts that some of the larger brands are going to begin replicating some of the creativity and experimentation that small to midsized brands have been leveraging during the pandemic. “The smaller brands are getting recognized, and there’s a lot of focus,” she says. Duvall predicts that there will also be a continued focus on buying local and sustainability: “I think a lot of consumers are really trying to make those decisions when they’re at the shelf or when they’re purchasing online. They want to know,
‘Where is this coming from?’ ‘How far away is it?’ ‘Is the packaging recyclable?’” Even e-commerce behemoth Amazon has taken note of these concerns and has begun offering “frustration-free packaging” and delivery options for consumers who prefer to bundle multiple orders into single shipments to save costs and minimize environmental impacts. Making an impact will continue to be important for food and beverage companies, Duvall notes, pointing out that one trend that is likely to continue is creating packaging that will be saved rather than tossed out—packaging that becomes part of the product which, she says is already a trend in Europe. Brands, she says, are thinking differently about their packaging. “Long after my product has been used, could this box that it shipped in be used in some other form? Could it become a piece of furniture, or some sort of holder, or a keepsake, or is it personalized with a person’s name on it?” As smaller food and beverage brands are gaining a toehold during the pandemic, larger brands are beginning to follow their lead to get attention both on product shelves and on doorsteps. This heightened demand and hybrid environment is creating both challenges and opportunities for packaging that is impactful, cost-effective, and environmentally friendly. Lin Grensing-Pophal is a Wisconsin-based freelance writer and a frequent BoxScore contributor.
