In the wake of the pandemic, packaging has seen a few changes in trends that can be attributed to shifts in the consumption habits of Japanese consumers and the government’s packaging legislation.
A general trend towards smaller packaging is being seen across a number of categories, including confectionery, drinking milk products, beauty and personal care, and alcoholic drinks. This can be attributed to various factors, such as convenience of portability and on-the-go consumption, shrinking family sizes and portion control.
With consumers looking for convenience, particularly in terms of portability, confectionery is seeing demand for smaller pack sizes driven by the growing interest in portion control among increasingly health-conscious consumers. This reduced the demand for larger packaging sizes that families have traditionally preferred.
As manufacturers respond to increasing demand to reduce their environmental footprints, the transition to rPET will continue, particularly with the Japan Soft Drink Association announcing a goal of 100% recycling of collected PET bottles by 2030. Kirin Beverage Corp has begun using PET bottles with the mark R100, which are made entirely from recycled PET bottle resin.
Sustainability is likely to come into sharper focus over the forecast period, with this likely to influence factors such as where ingredients are sourced and what packaging materials are used.
Manufacturers continued to pay increased attention to sustainability in 2021, with players investing in product packaging research and innovation to try and minimise their negative environmental impact. In 2021, Shiseido became the first company in Japan to join SPICE (Sustainable Packaging Initiative for Cosmetics).
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