TWO GLOBAL TRENDS AFFECTING THE REGION
There are two main global trends today affecting the entire packaging industry, which ironically are largely contradictory. The first, is the heavy emphasis on the ‘snacking’ industry. This sees various F&B brands selling the same products such as chips, juices, dried fruits and nuts to name a few, using downsized packaging intended to be consumed on the go. The trend is also expanding to other industries selling pharmaceuticals and hygiene related products.
The challenges
Accommodating such a trend, runs against the second trend, namely miniaturization. While on the one hand it accommodates the on-the-go lifestyle, on the other, it produces more waste and therefore is counterintuitive. Ironically, that consumer segment is also willing to pay more for less. Another contradiction comes in form of the most dominant local and global trend, which I hold to be illogical. It has consumers calling for the avoidance of using all plastic products when deemed unnecessary. To me, that decision is similar to someone hiding behind his/her finger. The first problem on that front is waste management and lack of waste sorting. In other words, plastic is not the only problem, the main problem is how we, in Lebanon and other countries, are disposing of that plastic waste considering the absence of proper waste sorting systems. Also, people need to understand that they cannot entirely do-away with all plastic-based packaging, since most of these are used to transport and extend the shelf life of food products and are therefore necessary. Our concerns as WPO is on avoiding food waste through proper use of optimal amount and type packaging materials to protect and preserve the products and to design a sustainable packaging from the other perspective by avoiding over packaging.
However, as previously mentioned, doing away with plastic is not a viable solution, at least not at the moment from WPO perspective. On the other hand we are in favor for the restrictions on some single use plastic Items and replace them with sustainable solutions.
On the visual design front
Currently, two schools dominate. On the one hand, the ‘less is more’ trend is what consumers in America and Europe are going for. In other words, they prefer minimally and less crowded visually designed packaging to promote these products clearly. They like neat-looking packaging that has a white background, looks simple and reflects the health benefits they seek. As for consumers in Russia, China and the Adriatic region, they still prefer packaging that is cluttered with strong and bright colors, especially if these are shiny and come in silver or gold. This, to a fairly large degree, is also common to Middle Easterners.
However, what I deem striking, is the fact that Lebanese consumers’ preferences sway closer to those of their American and European counterparts. What is interesting, is that these products now look and feel more similar to international brands that belong to the same category. Also, local brands are looking very similar to international ones further proving that consumers are gravitating in that direction.
Connectivity
Another noticeable trend gaining traction in-line with simplicity and minimalism is ‘connected packaging’ containing QR codes. This vehicle allows manufacturers to achieve two key goals, namely minimize the information displayed on the packaging and in turn lower overhead printing costs, as well as ensure that the brand’s consumer base has immediate access to all kinds of product-related information. On a different yet equally important technological front, e-commerce has become a profit-laden vehicle. Though it is not as evolved in Lebanon as much as in other countries, the packaging used by manufacturers to increase sales takes into account the appeal these products have online as opposed to on a brick and mortar store shelf. This necessitated producers to pay special attention to the type of packaging their online products come in, which merit a different kind of consideration.
Yet all considered, what remains Lebanon’s most challenging package-related issue today is proper recycling. Here, it is important to note that all materials are recyclable, but not all materials are being recycled due to the lack of recycling facilities and the lack of waste sorting systems.