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India poised for "revolution" in food packaging

Advanced packaging technologies, and a shift to using packaging as a branding tool, will drive growth through 2015, says Datamonitor report.

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Demographic changes, coupled with new eating habits, are driving shift with four trends emerging … ”convenience of usage, freshness and improved shelf life, sustainability, and packaging as a tool to position and promote the brand,” according to the report, Innovations in Packaging--Emerging Opportunities in the Indian Food Industry.

Aseptic packaging and retort pouches (which already exist in India but are not widely used), will provide longer shelf life, but a key change is in package design strategy.

Pinaki Mukherjee, lead consumer consultant at Datamonitor, is quoted, "Traditionally, product packaging has not been seen as a vehicle to promote the brand--while it is changing now.”

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