A recent study by Bain & Company and the Italian paper manufacturer Fedrigoni shows that luxury packaging is set to become greener, slimmer and smarter in the future. Over 30 per cent of high-end packaging could rely on sustainable solutions in the coming years.
Luxury brands are changing: packaging is becoming increasingly important for brand staging. According to a study by Bain & Company in collaboration with fine paper manufacturer Fedrigoni, the proportion of sustainable solutions in the premium segment is increasing significantly. The forecast is based on a survey of over 500 executives from the luxury packaging network in Europe, the Middle East and Africa.
Sustainability is becoming a competitive factor
According to the companies surveyed, sustainability is becoming a key differentiating factor. Around half of them assume that more than 30 per cent of the packaging they sell will contain ecological alternatives within the next three years. Packaging is therefore increasingly seen as a point of contact between brand and consumer - and no longer just as a container. This is also emphasised by Marco Nespolo, CEO of Fedrigoni: packaging is becoming an expression of values and responsibility.
Focus on lighter, smarter concepts
According to the study, priority measures include the reduction of weight and volume (43 per cent), the use of reusable packaging (25 per cent) and modular concepts for storage and transport (17 per cent). The aim is to develop packaging solutions that improve the environmental balance without compromising the quality or recognisability of the brand.
Additional digital functions for transparency
Digital elements such as QR codes or digital product passports are also playing an increasingly important role, making the origin, materials and recyclability transparent. The study identifies access to this type of information as a growing customer requirement - particularly in the premium segment, where consumers value information and traceability.
Opportunities for packaging manufacturers
New requirements are emerging for the packaging industry: Innovations in the use of materials, flexible machine concepts and the integration of digital elements require close collaboration along the entire supply chain. At the same time, the shift towards more sustainable luxury offers packaging manufacturers and machine builders the opportunity to position themselves as strategic partners for brands.
