Within the context of the search for tools that allow answering the unknowns of the current context, the Packaging Cluster, with the Packaging Observatory, wants to provide relevant information on the environment, combining market information, trends and relevant news, and making semi-annual or annual reports such as the one presented on January 26, «The Packaging of the Future». For this, it has the collaboration of the consulting firm know me, that will manage the system in a first stage.
Xavier Lesauvage, Founding and Managing Partner of Connociam, together with Anna codina, presented 23 trends that will mark the packaging sector in 2021, taking into account three macro trends: sustainable packaging, experiential packaging and packaging in a Covid world.
Within the first, seven trends are distinguished, such as the reduction of plastic, rightsizing (minimizing empty space through intelligent design), new sustainable materials, zero waste (zero waste), servitization (new models of business, services around the products), the new food packaging and minimalism.
Regarding packaging and experiences, those responsible for Connociam highlighted eleven more trends, such as intelligent, interactive, gamified, vintage, personalized packaging or transparency; Consumers are demanding more and more transparency and honesty about products, which translates into packaging that includes clear and detailed information and even shows what's inside like designer Kei Meguro's meat packaging.
Finally, in the third macro-trend, linked to the pandemic, five inputs stood out: the rise of pods, packaging for e-commerce and delivery, ready to eat, and speed and digitization.
As explained Mireia Andreu, Innovation Manager of the Packging Cluster, the Packaging Observatory, exclusively for members, offers an annual trend report, "it is a packaging radar", which is carried out "to improve the mission and competitiveness of the packaging ecosystem and packaging, by promoting market intelligence ”.
"With this study we want to promote strategic debate and help you make decisions," he said, after a question-answer session, Alex Brossa, Cluster Manager of the Packaging Cluster. Turning these trends into challenges is key. "Clusters connect people, promote innovation projects and are, above all, schools of strategy", Àlex Brossa concluded.
