Flexible Packaging for a Convenience-Driven Society

Published: December 01, 2024

Market Drivers, Trends and Packaging, Adhesive Advances

By Henrique Silva de Araujo, Senior Flexible Packaging R&D manager, H.B. Fuller

In today's fast-paced, convenience-driven world, flexible packaging has emerged as a top choice for on-the-go consumers. Lightweight, durable and versatile, it has revolutionized the way products are transported, stored and consumed. While the conversation around flexible packaging often turns to its environmental impact, the industry has made great strides in creating more sustainable solutions and maintained its status for having an ideal product-to-package ratio. Let's explore the key market drivers and trends advancing the future of flexible packaging.

Key Market Drivers and Trends

Convenience and Portability — The modern lifestyle, characterized by full schedules and on-the-go consumption, has fueled the demand for convenience foods and beverages. Pre-packed fresh foods, microwavable meals and smaller pack sizes are popular. Additionally, the rise in portable and resealable packaging solutions caters to the needs of consumers who value flexibility and convenience.

Sustainability and Recyclability - Brand owners continue to commit to higher recycled content in packaging and higher recyclable packaging. Most efforts are in response to consumer demands for brand owners to evaluate the environmental impact of their products and provide more sustainable solutions. Meanwhile, legislation and regulations, such as the European Union Packaging and Packaging Waste Directive (94/62/EC), are requiring brand owners to meet these commitments. Barrier coatings are an alternative for enabling flexible packaging recyclability with existing recycling streams.

Emerging Economies as Growth Engines - The global demand for flexible packaging is predominantly driven by the burgeoning economies of the developing world. These markets are expanding and urbanizing at an unprecedented rate, leading to a surge in the consumption of packaged goods. Unlike advanced economies where growth has plateaued, emerging markets present an opportunity for innovation and expansion in flexible packaging, especially when considering its inexpensive transport cost compared to other packaging formats.

Health-Conscious Consumers - Another significant driver is the increasing consumer demand for healthier food, beverages and pharmaceuticals. As health-conscious consumers scrutinize labels and demand transparency, packaging that ensures product integrity is more critical than ever.

Advances in Packaging and Adhesives

Food Safety - Food safety remains a top priority for brand owners. Low migration food-safe adhesives, which ensure that chemical compounds are not transferring from packaging adhesive to food, are essential. Ensuring that packaging materials are safe is critical to maintaining consumer trust and meeting regulatory requirements.

In the realm of adhesives, the focus is on ensuring food safety through the removal of substances of concern and low migration of chemicals. These adhesives are carefully formulated to maintain the integrity and safety of the product.

Enhanced Recyclability - One of the most pressing challenges in flexible packaging is its recyclability. Traditional multi-material structures are difficult to recycle and pose environmental hazards. However, the industry is developing recyclable packaging structures. By focusing on mono-materials and integrating into existing recycling streams, the industry can avoid the need for entirely new recycling systems. These advancements mitigate environmental impact and align with global sustainability goals. In addition, adhesive manufacturers are looking into renewable sources and compositions in response to the sustainability mega trend.

Barrier Solutions for Food Protection - Innovative packaging structures, including polyolefin-based mono-materials, are being developed to comply with new EU directives on packaging construction and recycling. These structures, when combined with thin barrier coating layers, can offer good barrier properties similar to multi-material laminates, while maintaining ease of recycling. The barrier coatings are necessary to create an oxygen barrier, otherwise provided by materials such as EVOH or aluminum, while enabling the recyclability of the packaging. As regulations become more stringent, the industry is investing in research and development to meet these new standards.

Compostable Packaging - For single-use packaging, compostable materials are emerging as a viable alternative in certain countries and regions. These materials break down into natural components over time, reducing the environmental footprint of the packaging.

Production Efficiencies - Digital printing technologies allow for personalized packaging solutions with less setup time and reduced machine-processing downtime. This not only improves efficiency but also meets the growing consumer demand for unique and personalized products and packaging. It is driving a shift to replace solvent-based and water-based adhesives with solventless adhesives in specific regions. Also affecting adhesive selection are increasing line speeds. In addition, converters are opting for adhesives with higher solids for easier drying.

Scrap and Waste Reduction - Advancements in machinery and technology are also contributing to significant scrap reduction. Modern printing machines and equipment have reduced the trimmed material from a wound roll. This reduction not only minimizes waste but also enhances overall production efficiency. In addition, less complex, versatile adhesive compositions, such as multitask formulas and 1K products, simplify the manufacturing process and reduce waste, as does the downgauging of films used in the structure.

The market continues to expand and innovate with key drivers such as convenience, sustainability and the growth of emerging economies. Advances in oxygen barrier coatings, adhesives and recyclable materials are addressing environmental concerns, while food safety remains a top priority. As the industry navigates new regulations and consumer expectations, it is clear that flexible packaging will continue to evolve and play a pivotal role in the products we use every day.

About the Author

Henrique Silva de Araujo has 20 years of experience in the adhesives industry and is a senior Flexible Packaging R&D manager at H.B. Fuller. Henrique and a team of industry experts develop flexible packaging adhesives that address the ever-changing and rigorous requirements of the flexible packaging industry. Learn more at hbfuller.com/flexpack.