Mintel Packaging Trends: Staying Ahead of the Recycling Curve in 2020
Mintel has announced two trends impacting the global packaging industry in 2020, named “Ahead of the recycling curve” and “In-store refill”.
According to the research company, “Ahead of the recycling curve” means that packaging manufacturers and brands must continue to develop and commercialize recyclable package innovations even if the capabilities to recycle them do not yet exist.
Mintel global packaging director David Luttenberger explains: “Despite the world’s wishes, single-use plastic will exist for decades to come. With a fraction of the world’s plastic waste actually being recycled, there is a dire need to explore technologies that are ‘technically’ recyclable now, and for the development of plastic alternatives – not just single-use plastics, but for all types of plastics and packaging. Time is of the essence; these technologies must be developed today, ahead of their ability to be recycled, rather than the other way around. But next-generation technologies are only small pieces of the greater equation that will address and solve the waste and recycling crisis. With all the will in the world, ‘reduce, reuse, recycle’ is not universal; it’s hard to recycle if consumers aren’t first reminded to ‘return’ packaging to the proper recycling bin or store take-back system. The ultimate solution is brands, manufacturers, packaging industry bodies, governments, and environmental non-profits working in harmony to better inform consumers, develop more easily recyclable packaging, and establish better collection systems and recycling processes.”
Mintel offers examples of companies that took steps into finding new materials and promoting the ‘reduce, reuse, recycle’ clause. “Nestlé has been at the forefront of the development and commercialization of recyclable paper-based flexible packaging. In 2019, it introduced Nesquik All Natural in five European markets, KitKat in Japan, and YES! bars in Europe, all in Forest Stewardship Council (FSC) recyclable paper flexible packaging, alternatives to non-recyclable plastic films,” the company reminds.
Packaging-free & Branding
On the other hand, the “In-store refill” trend means that the rapid growth of independent packaging-free stores is driving retailers across the industry to consider how to create simple, branded, and engaging refill opportunities in-store.
“Regardless of the material used, the next iteration of the circular economy is clearly focused on reusability, alongside recyclability. With “single-use” now a toxic phrase for many consumers, refillable packaging is becoming more and more commonly known and used. While consumers want packaging reduction that comes from reuse, they expect this to be a simple and mess-free transaction. But without packaging to serve as one of the main communication channels from brands to consumers, branding can become challenging. Brands should look to offer memorable experiences through refill in order to create brand engagement, with those bringing some theatre to the refill moment most likely to succeed. And whilst many smaller refill stores use Instagrammable containers (such as attractive heritage glass jars), if refill is to become mainstream, consumers will expect refillable options that are easy to use from start to finish. By meeting this need, brands have an opportunity to ensure that their message is maintained,” Luttenberger says.
When it comes to planning for 2030, Mintel says that the next decade will usher in an era of conscious, rather than conspicuous consumption. While competition to develop and commercialize responsible packaging technologies will reach a fever pitch, responsible approaches, collaboration, and the sharing of intellectual property for the greater good will reign, the researcher underlines. “In the years ahead, consumers will be hungry for leadership and demonstrable change in the environment and ethical causes that plague society the world over. Consumers will reward companies that take action on sustainability issues in a responsible way and institute ethical business practices,” Mintel concludes.