INSIGHTS INTO THE PACKAGING
Packing alone is not enough!
It cannot be said, written and proclaimed often enough: Packaging is not an end in itself. It is not developed and used so that it can be saved or 70 or 80 per cent of it can be recycled. Packaging has one primary task - to provide adequate protection for the product in question. And in such a way that it can be transported, stored and sold safely.
But what distinguishes one product from another? On the retail shelf, it is of course the brands that are associated with certain expectations. On the other - and often decisive - is the packaging. Products such as chewing gum, ice cream, jam, sausage products, deodorants or liquid detergents differ within their category primarily due to the packaging solutions used.
A simple principle applies here: the more convenient it is to use, the easier it is to remove and the safer the packaging makes storage possible, the higher not only the sales opportunities, but above all the repurchase rates. And it is precisely these that are decisive for sustainable product and brand success.
It is the convenience of packaging that contributes significantly to product differentiation. We all use these advantages every day - and usually take them for granted without particularly recognising them. Why should we? After all, it's part of the product, isn't it?
We are used to packaging that portions contents precisely with defined pump strokes. That snap-on lids can be opened and closed with one hand. That packaging can be opened easily thanks to tear-open aids or perforations - without tearing, splashing or crumbling. And that they can be resealed without leaking thanks to zip, click or twist mechanisms. What's more, convenient packaging is stable and ergonomically shaped, stackable, space-saving and becomes smaller after use. Depending on the product, they are microwave, oven or freezer safe. And, of course, they have tamper-evident features such as seals or tamper-evident closures and - where necessary - child-resistant features.
Above all, unpacking must work
As long as the packaging and material do their job reliably, everything is fine. But what happens if this is not the case? If the desired function is not fulfilled - or worse still: if the use of the product is made more difficult or impossible as a result?
If the reseal does not hold, the lid does not close tightly. If the tear-open aid on the cheese tray is no help but prevents opening. If the contents spill out when torn open too forcefully. When the zip seal no longer interlocks or the film refuses to tear at the intended point and you can only get to the appetising contents with scissors.
Some convenience shortcomings are perhaps bearable. People patiently reach for scissors to open the sausage tray or transfer lentils to a storage jar because the packaging cannot be resealed. But at the latest when the packaging prevents the valuable contents from being fully utilised or when hygiene risks arise, the ability to suffer ends - and with it the willingness to buy.
The product selection is simply too large to stick with poor packaging
Very good, innovative packaging works quietly. It enables product enjoyment and use almost unnoticed. Poor packaging, on the other hand, is a showstopper. It disturbs, frustrates, prevents the next purchase and risks brand success.
Anyone talking about sustainable packaging must talk about packaging that works. The aim must be to pack better, not less. After all, sustainability can only be effective if protection, convenience and usability are right.
Sonja Bähr is one of the most prominent voices in the packaging industry.
The packaging technology graduate and long-standing strategy consultant brings together technical expertise and a clear attitude - she thinks about packaging holistically, from the perspective of the market, brand, material and people.
In her column "Presented - insights into packaging" she looks behind the headlines and standardised texts for packaging journal - and at what packaging is supposed to do in practice: protect, sell, simplify and inspire. Sometimes opinionated, sometimes tongue-in-cheek - but always technically sound.
🎯 Regularly a new impulse for the discussion about sustainability, regulation, innovation and reality in the world of packaging.
