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Sales heating up with microwave packaging

Freedonia report says this packaging format will enjoy healthy gains over the next four years. Its convenience benefits and related new technologies attract busy consumers.

Food marketers that adopt new technologies and provide convenience could be well rewarded with higher sales in 2010 and beyond. They could score bonus points with consumers if the product offering is healthy and the packaging is kind to the environment.

Health and convenience will be the catalysts that produce a banner future for microwave packaging over the next four years, according to a report produced by the Freedonia Group, with top-line analysis published on Freedonia projects that demand for microwave packaging will increase 7% annually to $2.4 billion in 2013.

In particular, food marketers should consider introducing or expanding on self-vented pouches and containers as packaging formats to drive their branding strategies. Consumers are flocking to self-venting packages because they improve product taste and texture.

Comments at the end of the article support what other research, published Packaging World and Shelf Impact! during 2009, has concluded: Preparation and serving convenience in food packaging continue to trump all other considerations for consumers. If that value is present in the packaging, sustainability considerations can tip the scales toward consumers selecting one brand over competitor.

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