UPM Biofore Magazine 1-2018

about ingredients, health benefits or product origin, for instance,” Oliveira describes. The drive to reduce food waste favours smaller packaging sizes and multi-packaging, he adds. “Brand owners also offer smaller portion sizes to reduce calorie consumption, or what they are calling portion control, but this trend is also related to the shrinking size of households inmany countries. It extends over the whole food supply chain and also impacts food labelling because smaller sizes require more packaging.” Digital gets personal The growth of e-commerce in particular is expected to increase home deliveries of food in developed markets. This trend is expected to drive 3.5-4 per cent growth in the food label market. In the end, the full potential of e-commerce depends on what kind of ‘last mile’ concept retailers are using; in other words, how they plan to distribute the meals and products. “Retailers have to use a packaging solution that can survive the complex supply chain, fulfil food safety requirements as well as facilitate branding. In any case, there will be more packaging and logistic labelling within the food segment,” Oliveira predicts. Intelligent labels are very useful for logistical purposes, enabling food packages to be tracked and traced along the value chain. Unique codes and the right cloud-based software offer flexibility and interaction in line with the brand owner’s or retailer’s needs. Labels can also play a big role in Internet of Packaging and Internet of Things solutions, which are new applications aiming to increase interaction between brands and

consumers.

to significantly reduce pollution and packaging waste, plastic in particular. For example, the EU has launched a new plastic strategy aiming for all plastic packaging to be recyclable by 2030. The move promotes the circular economy but also creates new opportunities for radical innovations. In the forest-based products value chain, UPM is in a unique position to create circular labelling solutions that will help tackle the problem. “Sustainability is part of UPM’s DNA. We have been active in the field of efficient use of rawmaterials, recycling and ecodesign for a long time,” confirms Oliveira. “At UPMRaflatac we systematically execute lifecycle assessments of our components and product ranges. Furthermore, we are improving our products continuously and launching new products with an optimised footprint compared to traditional product versions.” UPMRaflatac offers sustainable solutions like the RafCycle recycling service giving a second life to label waste. Another is the RAFNXT+ label paper range, a product that combines rawmaterial efficiency, energy savings, and reduced water and waste throughout the product lifecycle. UPM’s ‘Forest Positive’ lifecycle approach also promotes carbon absorption and biodiversity. Ultimately, growing awareness of sustainability and the impacts of packaging are pushing big changes in the labelling and packaging industries. “In the end, it’s all about ecodesign. To create sustainable label solutions, we need to listen to users and find out their needs in order to drive innovation supporting the success of our customers and their clients,” concludes Oliveira. 

“With solutions such as our RafMore, consumers have access to extended information in the cloud though their mobile devices, which offers real benefits for retailers and brand owners in terms of consumer engagement, communications and authentication. They can improve the consumer experience and also access new information from their target groups, which is becoming really important, Oliveira adds.

”THE WHOLE SCENARIO of cooking and eating is shifting as people have less time to prepare their food. Consumers are buying more ready meals but also pre-packaged fresh food like salads and fruits,” says Pascal Oliveira from UPM Raflatac.

He adds that convenience food is an upcoming trend also in China, which is opening new doors for ready meals. “In addition, stricter food safety and hygiene standards and regulations are creating more push for packaging and labelling.” Smart solutions with shelf appeal In developedmarkets, new food products are being launched nonstop, generating a continuous need for new packaging applications and innovations. At the same time, consumers are showing rising interest in sustainable packaging. “Another new trend is alternative packaging materials such as sugar cane or even grass paper, which are being tested for packaging organic fruits and vegetables. Re-closure remains an important feature, and self-adhesive labels offer good solutions for various packaging designs. Then there are new applications like full wrap labelling

to provide a larger branding surface and to improve shelf appearance,” explains Oliveira. Upcoming trends offer great opportunities for the label industry. “Brand owners and retailers are targeting new consumer groups through new premium-branded food ranges. They are keen to satisfy consumers’ expectations, so labels will play a critical role in terms of visual effects and design functionality,” he predicts. In addition, consumers are looking for safety and health benefits from their food. There is increasing need for transparency and product information and as well for ‘free-of’ products. “Consumers want to know what they buy and eat. This can be solved simply with transparent label design, booklet and so-called Multitac solutions. Smart labelling solutions such as RafMore can deliver comprehensive information

Pascal Oliveira

Growing awareness of sustainability and the impacts of packaging are pushing big changes in the labelling and packaging industries.

“Of course, digitalisation is a major driver generally supporting the growth of digital label printing, which delivers benefits not only in personalising packaging, but also offers cost efficiency and higher flexibility for smaller production runs.” Sustainability in our DNA Sustainable packaging has become a hot topic during the past few years. Legislators and the public are putting more pressure on producers

36 | UPM BIOFORE BEYOND FOSSILS

1/2018 |  37