Paper sense

Over the years many have predicted the decline of paper as a preferred material for packaging and labels. The industry is facing tough competition from alternative materials such as shrink sleeves and ‘no-look’ labels.

But even in this tough scenario, suppliers are continuing to exude confidence in the future of paper. And they have every reason to feel positive.

A survey of 6,500 consumers across seven European countries carried out by IPSOS, the global research agency, on behalf of PaperPlus, the Specialty Paper Manufacturers’ Association, revealed that 90 per cent of consumers would choose products packed in paper, rather than plastics or other material.

For consumers, packaging functionality plays a crucial role. Since paper packaging is both easy to open and re-seal, it holds a competitive edge. The survey also proved that consumers associated paper with ‘convenience’ and especially liked its ‘controlled tear’ nature.

What is also heartening for the suppliers is that marketing managers are choosing it in order to emphasise the product quality, especially when targeting a premium segment. A case study reported by PaperPlus described how Paul Martin, MD, Harrogate Spa Water, preferred paper for his labels due to its cost efficiency and ‘accommodating printing surface’. He was quoted as saying: “No way did we feel that plastics would deliver – paper was the right way forward.”

Paper is not only said to be about 20 per cent cheaper than plastics; it also offers advantages such as excellent runnability on a wide variety of high speed presses, and fast turnaround for short run processes. Presses applying more than 8-colours can be used and converters can also impart special effects such as embossing. These advanced printability characteristics have always attracted marketing managers and designers.

But shrink sleeve labels are today challenging paper. They provide 360 degrees of print area that can be moulded to a container of any shape. Converters can now apply a label to extreme contours without compromising the design.

To deal with this, suppliers are offering innovative haptic-optic properties on paper, as brand owners seek to connect with their consumers through the senses of ‘touch and see’.

Helga Disimino, sales and marketing director, M-real Zanders points out, “We are seeing an increasing trend towards metallic and shine effects.” In line with this, paper and inks suppliers are flooding the market with products that can offer metallised look.

Other special effects include suede or velvet-style coated paper, pearl or glitter finishes, reflective and translucent looks, and even paper with a rubberised texture or wet feel. All these provide unique and attractive product packaging.

Environmental image

Apart from convenience and attractiveness, packaging also needs to be environmentally friendly. Like any other industry, packaging is facing increasing pressure to adhere to strict EU regulations and standards.

Interestingly, the IPSOS study showed that more than nine out of ten consumers preferred paper packaging and labels for environmental reasons. Paper is not only biodegradable, it is produced from renewable resources, and has one of the highest recycling rates.

Moreover suppliers are focussing on reducing the base weight of paper, making it more cost effective and environmentally friendly.

Better barriers

Yet another important function of packaging is protection. We already have paper coated with natural biodegradable polymers obtained from maize and potatoes that impart specific barrier qualities to paper. But paper and board suppliers are now focusing much of their attention on further increasing its barrier qualities.

This is where nanotechnology can help. Although in its infancy, this rapidly emerging technology allows us to manipulate materials at the very basic molecular level. By altering the length or the shape of the fibres, we can render desired functional properties to paper.

For example, paper, which is naturally water absorbent, can be made water repellent.

Nanotechnology can also help in producing ‘smart’ packaging, i.e. packaging that can react to environmental conditions. Smart packaging can either repair itself or alert the customer to any change or contamination of the contents.

By embedding nanoparticles, a barrier to prevent the escape of oxygen, moisture, carbon dioxide, oils, or flavours can be created. Vice versa, materials that absorb oxygen, for example, can also be produced. Such intelligent packaging can also release a preservative ‘on command’ if the contents begin to deteriorate.

Paper manufactured using nanofibres need not be coated or laminated with oil-based polymers or aluminium, making them more environmentally friendly.

These developments can only spell a bright future for paper based packaging. The future in this industry will be directed by newer requirements – be it more convenience, design attractiveness, environmentally friendly properties or barrier qualities.

Times may be tough, but the paper industry, which has already survived over 2000 years, is set to march on.