Packaging has an image problem - or rather, it had one. More and more consumers are now realising that the problem is not packaging itself. "Packaging in general is no longer seen exclusively as the root of all evil. Instead, food waste is being realised as the real problem," says Guido Aufdemkamp, Managing Director of Flexible Packaging Europe (FPE). This development can also be attributed to the educational work of initiatives such as SAVE FOOD. Aufdemkamp sees this rethink as a paradigm shift: "Flexible packaging is a true champion of resource efficiency. They only use as much material as necessary - and protect the product effectively." This is an advantage that should not be underestimated, especially in times of the rising prices of raw materials. 

Market study by Censuswide: consumers value lightness 

A recent survey of consumers in six European countries - by the market research institute Censuswide - shows that flexible packaging is highly valued by consumers. In some cases surprisingly so, even compared to classic, rigid packaging. Why? "It is possible that consumers are - consciously or unconsciously - more convinced of the advantages of flexible packaging than the industry thinks. Personally, I could imagine that many consumers appreciate the low weight of flexible packaging when shopping," Aufdemkamp explains. 

According to Censuswide data, packaging preferences are also strongly dependent on generation and product. Those who grew up with chocolate in shiny aluminium foil, for example, often associate it with a feeling of quality. This is where the emotional power of habits comes into play. “For example, if consumers came to know chocolate wrapped in aluminium foil as a high-quality product in their childhood, there is also likely to be a preference for this type of packaging later on.” 

Successful Partnerships and Continued Growth

Four years after founding Ocean Package, the two friends who grew up in the same Munich neighborhood can now look back on an impressive portfolio of clients—including Outfittery, Toyabo, and Maison365. In recent months, Ocean Package has also begun working with logistics giant UPS Europe. For the two founders, now supported by a team of five employees, partnering with such a well-known company is a point of pride.

Looking ahead, they have ambitious goals. “In Germany alone, five billion parcels are shipped each year—18 billion across Europe. That’s a huge opportunity for us,” says Mayer. He and Linn are currently developing a pooling system for their boxes—similar to the established bottle deposit model.

Price perception, portion sizes, and packaging strategy

 According to market researchers rising prices - for cocoa or butter for example - are changing consumer behaviour - albeit to varying degrees. While chocolate purchases are reconsidered more quickly, butter remains in constant demand despite price increases. Packaging often only plays a minor role here, but still influences purchasing decisions through aspects such as convenience and portion size. 

Cheese in particular shows how strongly convenience solutions characterise demand. Resealable packaging, easy portioning - these are popular solutions. However, cultural differences are also becoming clear. While German and Polish consumers prefer to buy sliced cheeses, consumers in France and Italy tend to buy whole blocks, says Aufdemkamp. 

Market trends: coffee culture as an opportunity 

Guido Aufdemkamp is Executive Director of Flexible Packaging Europe.

Guido Aufdemkamp, Executive Director of Flexible Packaging Europe.
Image: FPE

Another example of culturally influenced consumer behaviour is coffee consumption. Despite all the globalisation, the method of preparation remains surprisingly diverse - from the Moka pot to the fully automatic machine. Flexibility is therefore also required when it comes to packaging. Flexible solutions, whether pouches or capsules, adapt to the needs of manufacturers and consumers - and show how versatile packaging can be.

Flexible packaging: better than its reputation? 

 Excitingly, consumers often rate flexible packaging more favourably than the industry itself. Aufdemkamp also sees this as a reaction to public pressure. “Perhaps we as an industry should show more courage again and communicate the advantages of our products more confidently.” Co-operations such as those between major brand manufacturers as part of the PPWR legislation have shown how effective a joint approach can be. 

Packaging doesn't need love - but acceptance 

In conclusion, Guido Aufdemkamp has a clear message for the industry. “Packaging is usually only recognised when it causes problems during use, or at the latest when it is disposed of, so it is unlikely that there will ever be any real love - at most a certain tolerance and acceptance.” The industry should confidently present the advantages of packaging and deal openly with the problems. Aufdemkamp's appeal to the packaging industry is this: "Don't stand still, but continue to develop intensively in order to improve and optimise packaging in all areas. The leaps made in recent years in the area of material savings per packaging alone are very impressive, and another positive signal to consumers." 