Paperboard packaging—the largest segment of the packaging industry—has significant opportunities to improve its position in consumer goods packaging. Capitalizing on those opportunities will require an understanding of a fundamental marketing shift in which consumers have become king, relying more on their own judgment and far less on the pull of traditional advertising messages.
These key conclusions were drawn from a series of consumer focus groups and store manager surveys and interviews. Consultancies Packaging & Technology Integrated Solutions (PTIS) and NewProductWorks (NPW) led the research for the Paperboard Packaging Alliance (PPA), a joint initiative between the Paperboard Packaging Council and the American Forest & Paper Association.
