MARKETING: Latest Packaging Trends Highlighted
Recent Western Cape Business News
WHILE the basic function of packaging is to preserve and protect the pack contents, packaging has become a fascinating marketing tool that is used to promote and sell products. Packaging is now a critical factor in influencing consumer purchasing decisions, and is used to attract the consumers’ attention and help them identify with their preferred brand.
Many new innovations and trends are being incorporated into packaging to enhance its ability to attract customers and help them relate to the product. These new trends will be showcased at the Cape’s premier packaging exhibition Propak Cape.
New technological advances have started impacting on packaging in more developed markets and this trend is set to influence the local market this year. Technological innovations such as adding sound, light, colour and movement to packaging will allow marketers to capture significant consumer attention and sales.
Another key trend will be the growing importance of self-adhesive labels, replacing the glue-applied labelling lines with more modern technology. The new technology makes it possible to design, print and die-cut labels in complex shapes and sizes that were not possible before.
Sustainable and environmentally friendly packaging remains a major trend in 2011. The demand for green packaging is growing. A related trend is the rise of reusable packaging. This trend is set to grow in the foreseeable future as it gives brands the opportunity to extend their brand presence with consumers over a longer period of time.
Locally, one of the major trends in packaging is for local manufacturers to comply with the new labelling and advertising of Foodstuffs Regulations, which requires brands to amend their packaging and more honestly reflect the benefits of using the product. In addition, the space restrictions on food labels that the new legislation will cause will require brands to be more innovative with their packaging.
Propak Cape will have a full range of packaging products, equipment and materials on display including converting, packaging materials, suppliers of packaging, packaging and ancillary machinery and end of line materials handling, says Michelle Bedser, Propak Cape exhibition manager.
Also on view at the show will be FoodPro with exhibits including food equipment and ingredients for the food and beverage processing industry, bakery and confectionery equipment, and processing equipment used in the chemical, pharmaceutical, cosmetic, toiletries and detergent industries. ProPlas, which showcases plastics processing machinery, blow moulding equipment, extrusion equipment, granulators, injection moulding equipment, processing aids and materials, and Print Expo which takes a look at machinery and equipment for pre-press and printing, finishing and consumables.
Sareltech will be taking advantage of Propak Cape to launch its BST Super Handy Scan Digital 4000. The new digital camera sets the standard in video web inspection with well engineered technology, a space-saving single-monitor concept, pin-sharp image quality, numerous image monitoring options and comprehensive equipment, the company claims.
Pantone will be exhibiting its recently launched Pantone Plus Series at Propak Cape 2011. The new Plus Series library explodes with 566 new colours, including new neons and premium metallics – two of the latest colour trends in design, print and packaging. The new series also includes features like chromatic arrangement, a lightings condition indicator, digital colour correction targets and design software upgrades.
Specialist flexible packaging company Packaging World will be exhibiting at Propak Cape 2011. The company has recently purchased a new slitter and pouch maker enabling it to continue to provide quality printed flexible packaging solutions for the food, beverage, confectionery, industrial and general merchandise markets. It is one of only two companies in the country that can manufacture modified atmospheric packaging (MAP) products. MAP packaging extends a products shelf life allowing greater intervals between distributions drops, reduced wastage and improved product acceptance and choice.
Local distributors Rubicon Electrical and Automation will be displaying the latest innovations from its range of manufacturers, including the latest in programmable shaft encoders, registration technology and active optical machine safety for the packaging industry, from Sick Automation. Also on show will be Rittal’s enclosure and cooling technologies, with working displays and active applications, LappKabel’s new portfolio display, Weidmuller’s terminal and tool range, Murr Elektronik’s cabling and connection technologies and Euchner’s mechanical machine guarding solutions.
Rubico now has a branch in Cape Town providing the Western Cape with stock and after sales service.
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