What has packaging got to do with Food Waste?

Food waste is a major challenge involving the entire value chain. The main culprit is however and without doubt found at consumer level.
This is a complex problem but part of the solution lies in using better and more suitable packaging.

We simply can’t afford the current level of food wasted. Exactly how much is wasted is impossible to say, but a global estimate is more than 1 billion tons of food that is somehow lost or wasted on a yearly basis. That is about one staggering third of the global food production! Better adapted packaging is part of the solution.


The problem
This loss and wastage occur on all steps in the food supply chain but if we stay in the developed world a whole lot of food is wasted in the end of the road from the famous farm to the fork. The main culprit seems to be found at the final consumption stage, in our homes. But also, the other steps along the chain are involved in this.

A very recent report from Swedish Naturvårdsverket is mapping out the current Food Waste situation in the country. And it is not pretty. In 2018 about 1.3 million tons of food waste was generated in Sweden. This is an average of 133 kilos of food waste per person. As the graph clearly illustrates the main problem lies in the hands of the end-consumers in the households.

The problem isn’t easily pin pointed and solved as it involves all engaged in the consumption, production and distribution chain. But packaging is part of the problem and therefore also part of the solution.


The packaging link
This is a waste we can’t afford when we are going from 7 billion people to become 10 billion of us, not in Sweden but on the planet, in 2050. If we instead of increasing food production and cultivate vast new areas could save a third of what we today produce, we would in theory solve the problem to feed the growing world population.

The massive waste of food in the households has many reasons. Too little shopping planning and lack of pantry and fridge management to start with and perhaps food is too cheap and available. But as much as 20-25% of consumer food waste could be related to packaging.

The packaging is a part of the problem when ineffective packaging is used.

  • This could be about size, too big or a multi-pack, simply too much product and more than you can or want to consume.
  • It could be the lack of possibilities to re-seal the opened packaging and the content gets exposed and destroyed.
  • It could be packaging that can’t be shut tight enough and oxygen, light or something spoils the product.
  • Not clear enough instructions about storage, with the result that a product is kept too warm too cold, is part of the story.
  • Packaging that is hard to empty or confusion around the date labelling of a product.

Or it could be too ambitious light weighting that can lead to packaging that simply isn’t good enough to withstand a bumpy ride to the destination.
To mention a few. Much of the above comes to structural design of packaging but a lot of food is wasted because of the confusion about “best before” and” use by” date labels. One day we will have dynamic best before dates with built in sensors showing the actual best before date rather than a fixed one. But we are not quite there yet.


The solution
Apart from consumers improving their fridge management and doing more organized shopping the packaging industry can offer better packaging solutions. And food producers can use it…!

So, what is more effective packaging then? What I mean is packaging that is

  • Re-sealable. That is a screw cap, a zip-lock or something that enables the consumer to save product for later.
  • Easy emptying. Think of how to make it easier to empty the pack. It can be instructions on how to or a packaging feature like a collapsible container.
  • Modified or Controlled Atmosphere (MAP/CAP) these are technologies used to keep fresh food fresh for longer and adds real value by extending shelf-life.
  • Barrier materials. Use packaging with good enough barriers to oxygen, light or whatever is breaking down the content. The result is again extended shelf-life and less food waste.
  • Portion packages. This is a low hanging but effective fruit. By using smaller portion packs, the small household gets a better control of usage.
  • Smart packaging solutions of various kinds are helpful. Smart labels indicating time or temperature, ripeness for fruit, freshness for meat, fish, etc.

Technology is developing enabling new and better packaging solutions. Sensors are coming down in price and new creative concepts are brought forward by entrepreneurs.
But it hasn’t all have to be hi-tech, a cucumber has a “best before” life of 3 days and by wrapping it in plastic it increases by almost 5 times, to 14 days. Portion packs may require more packaging material but will probably save food from being wasted.

And the greenhouse gas emissions or GHGE related to food packaging is typically small, typically around 5%, relative to the emissions associated with producing and processing the food itself.

Drink management

Coors2Why trust your senses when it’s more fun with technology? We use for instance thermochromic ink to tell us if our beverages are cold yet. It is fun and a great way to interact with consumers. Measuring is exciting and there is a small control freak inside of us all.

Now this thingy is really cool. You put this stick into your beverage and hey presto you get a reading of your drink status. Isvaliber.jpgrael based Valiber has developed a hi-tech “spoon” that can measure not only the temperature but also the sweetness of a beverage. This is great but why stop here?

Their spoons will actually soon be able to provide a measurement for other taste sensations such as how sour, how salty, and how bitter your drinks are.

This is fascinating from more than one perspective. I like the idea of new techBandnology supporting every day life and even improving the way we enjoy consumption.

It also fits so well with our obsession to measure and calculate our other activities such as walking, running, sleeping and more. We could probably live without a fitness band, but why take the risk.

The measuring spoon comes handy when you want to know more about your thirst quencher. But you can on the other hand just as well trust your senses and read the label on the packaging…

Private Labels & the Increased Importance of Proper Packaging

Private labels are still growing fast and nonetheless have a great growth potential, after all these years. And private labels will be using the leverage to get there. Why not? Only upsides. 

Keep Calm 2PL success is obviously scattered both by geography and by category. In Europe the UK and Switzerland are often mentioned as the mature PL markets averaging around 50% in a supermarket. This can be compared to shares below 20% in markets like Italy and the US.

Private label products are said to be available in 9 out of 10 FMCG categories and average on a price point 30% below national brands. This is a serious challenge for any brand owner. The recent economic downturn has also further driven the demand for PL and retailers are building strong brands that are changing the balance in the eco system.

Brand owners are meeting the threat with all they have got. But my view is that few are to the full using the most powerful weapon available at POS – the primary packaging.

Use the packaging as the superb marketing tool it is. Invest in strategic packaging design, think through what you want to communicate.  Put in a budget for developing increased packaging functionality. Add value to the product with a pack that is easier to open, re-close, pour from, store, dispose of, etc.

Make it easier for the consumer to determine the difference between products, use the packaging! It works.

The consumer is king

Bouteille_Wattwiller_a_personnaliser-ea5ffThe consumer is the final POS decision maker, now also made able to put the final touch to the label according to mood, need or whim. That is what I call an individual water bottle.

Wattwiller, French mineral water brand, made labels with left out space for the consumer to add their own text or draw pictures.

When making creative packaging it isn’t always you that have to be the creative one. Sometimes you can apparently get off the hook by letting the consumer do the job.

http://www.wattwiller.com/Bouteille-Wattwiller-a