Beauty and home care packaging has seen steady growth through ongoing innovation and development of pack material, size and closure. Brand owners are making packaging work harder to stand out on store shelves and meet consumer demands for improved functionality, convenience and value. The lure of cost savings and benefits for both producer and consumer has led to a rise in demand for lighter and more environmentally-friendly packaging with rigid plastics and pouches faring well.
Despite a challenging market, developments in both beauty and home care packaging produced steady year-on-year growth in 2013; beauty packaging was especially resilient with emerging markets underpinning growth.
The role of packaging in beauty and home care markets has become increasingly important; delivering added benefits in terms of value, functionality and visual appeal.
Weak economic conditions were a catalyst for value for money packaging. This continues to be relevant to consumers’ needs being met through size, format and reductions in waste.
Value is not always about bigger packs; optimum size varying globally, with a careful balance required between price point, convenience and portability. Small packs are especially key as an entry point for low-income consumers.
Pouches have become increasingly popular as they address green issues for both manufacturers as well as consumers offering lighter weight formats which are both cheaper and cost effective to transport.
Concern for the environment is proving to be a win win, with saving money and the environment characterised by a shift towards lighter materials, recyclable packs, refill packs, concentrated (and therefore smaller) formats.
Innovation is alive and well and there is a constant stream of new packaging ideas with added functionality, e.g. triggers on aerosols etc. As well as different combinations of closures and packs; many offering potential cost savings.
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