{"id":53440,"date":"2021-12-13T10:01:32","date_gmt":"2021-12-13T09:01:32","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=53440"},"modified":"2021-12-20T12:24:46","modified_gmt":"2021-12-20T11:24:46","slug":"horvath-sustainability-trend","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/horvath-nachhaltigkeit-trend\/","title":{"rendered":"Horv\u00e1th study: Sustainability more than just a trend?"},"content":{"rendered":"
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The packaging market is changing: sustainability, changing customer requirements, digitalisation, the commoditisation or increasing substitutability of products and a competitive environment are some of the determining factors in the industry. So how should manufacturers position themselves for the future?<\/strong><\/p>

The future of the packaging industry is analysed in detail in a study by management consultants Horv\u00e1th: Current trends were identified on the basis of extensive project experience and a large number of interviews with the top management of European packaging manufacturers. The results were used to derive theories and directions for the future development of the industry - with Sustainability as a key driver of change in the industry<\/strong>. Recommendations for packaging companies round off the study and show how market players can utilise the developments for their own benefit.<\/p>

The packaging market is growing steadily, driven in part by the boom in e-commerce for consumer packaging in Europe at four to five per cent per year. A fragmented corporate landscape<\/strong>, Strong competition<\/strong> in some segments and therefore Margin and innovation pressure<\/strong> and the Opportunities for rapid market entry<\/strong> and rapid growth through acquisitions will, as this study shows, further consolidate the industry and allow the major players to continue to grow.<\/p>

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Sustainability as a competitive factor<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sustainability remains the trend-setting trend in the industry, the importance of which will continue to grow and gradually become a commodity. This means Companies that do not have a suitable answer to the issue of sustainability will sooner or later no longer be viable on the market<\/strong>. The Horv\u00e1th study identifies numerous factors for the increased importance of sustainability and identifies material expertise as an important, if not the decisive competitive factor.<\/p>

As the study shows, manufacturers focus on the entire life cycle of the packaging - from development and production to use and (re-)utilisation. An overarching core idea is the circular economy<\/strong> with the aim of reusing recycled materials for as long as possible, as shown below:<\/p>